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Consumer Behaviour, Types of Consumer Behaviour.pptx

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AsmadShoaib

Consumer Behavior

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CONSUMER BUYING BEHAVIOUR
THINK ABOUT THE MANY (BUYING) DECISIONS YOU MAKE EVERY DAY; HOW MUCH THOUGHT ARE YOU REALLY GIVING TO THEM?
CONSUMER BEHAVIOR Consumer behavior observes how people choose, use, and discard products and services, encompassing their emotional, cognitive, and behavioral reactions.
CONSUMER BEHAVIOR Understanding consumer behavior is key for businesses trying to orchestrate impactful marketing tactics that shape consumer decision-making pathways.
CONSUMER BEHAVIOR By gaining insights into the factors that influence consumer choices, such as personal preferences, social influences, cultural norms, and economic factors, businesses can tailor their marketing strategies to effectively target and engage their audience.
CONSUMER BEHAVIOR Consumer behavior incorporates ideas from several sciences including psychology, biology, chemistry, and economics
CONSUMER BEHAVIOR It draws on psychological principles to understand how individual motivations, perceptions, and attitudes shape consumer decisions.
CONSUMER BEHAVIOR Economic theories help explain how consumers allocate their limited resources among competing wants and needs, guiding businesses in pricing strategies and product positioning.
BLACK BOX MODEL OF CONSUMER BEHAVIOR 02 - WEBSITE
02 - WEBSITE
STIMULI Stimuli: Consumers are exposed to various external marketing stimuli (ads, promotions) and internal stimuli (needs, wants). At this stage, factors like product quality, price, and advertising messages influence consumer perceptions.
BLACK BOX Black Box: The internal decision-making process of the consumer is treated as a "black box" – we can't directly observe their thoughts and feelings. The black box represents the complex cognitive and emotional processes that occur within consumers, affecting their buying decisions.
RESPONSE Response: The outcome of this internal process is a consumer response, which could be a purchase, a positive/negative brand perception, or no action at all. This is the consumers' actual purchase behaviors based on their internal evaluations.
TYPES OF CONSUMER BEHAVIOR
COMPLEX PURCHASING BEHAVIOR This type of behavior occurs when consumers are buying expensive, rarely-purchased items. In this case, people are deeply involved in the purchase process, conducting extensive research before making a significant investment. Think about purchasing a house or a car; these are consumer behavior examples of complex buying behavior.
COMPLEX PURCHASING BEHAVIOR 1. Buying a House 2.Purchasing a High-End Laptop or Computer 3.Choosing a University for Higher Education 4.Selecting a Health Insurance Plan 5.Investing in a New Business Venture
DISSONANCE-REDUCING PURCHASING BEHAVIOR Dissonance is defined as a lack of harmony. In the shopping process, this behavior is visible when consumers struggle to differentiate between brands. There’s no favorite brand and none of the options is particularly attractive, so ‘dissonance’ appears as consumers fear they will regret their decision. For instance, when buying a lawnmower, you may select one based on price and convenience. However, you’ll still seek reassurance about your choice afterward.
DISSONANCE-REDUCING PURCHASING BEHAVIOR 1. Buying a Washing Machine 2.Selecting a High-End Smartphone 3.Purchasing Office Furniture 4.Choosing a Wedding Venue 5.Buying an Engagement Ring
HABITUAL PURCHASING BEHAVIOR As opposed to the first two behaviors, this one appears when consumers mindlessly buy something, with little to no involvement in the product or brand category. To illustrate, let’s think of grocery shopping: you visit the store and buy your preferred type of bread. You demonstrate zero brand loyalty, as you go for your preferred taste, no matter the logo on the label.
HABITUAL PURCHASING BEHAVIOR 1. Buying Toothpaste 2.Purchasing Laundry Detergent 3.Selecting a Brand of Tea 4.Buying Toilet Paper 5.Purchasing Shampoo
VARIETY-SEEKING BEHAVIOR Finally, we have this scenario, where consumers purchase a different product not because they were dissatisfied with the previous one, but because they seek variety. For example, think of people who order protein or other supplements. It’s not that they’re not satisfied with the product in itself; they just got bored of the same taste and looked for some chocolaty feelings in their protein shakes.
VARIETY-SEEKING BEHAVIOR 1. Buying Different Flavors of Ice Cream 2.Selecting Various Types of Skin Products 3.Trying New Brands of Energy Drinks 4.Buying Different Scents of Air Fresheners 5.Choosing Various Brands of Cold Drinks
MARKETING STRATEGIES
TAILORING FOR COMPLEX PURCHASING BEHAVIOR • Provide Detailed Information: Offer comprehensive product descriptions, specifications, and comparison charts to assist consumers in their research process. • Highlight Value Proposition: Emphasize the unique features, benefits, and value proposition of your product or service to justify the higher investment.
TAILORING FOR COMPLEX PURCHASING BEHAVIOR • Utilize Testimonials and Reviews: Showcase positive testimonials, reviews, and case studies from satisfied customers to build trust and credibility. • Offer Personalized Assistance: Provide personalized assistance and expert guidance to address any concerns or questions consumers may have during the decision-making process.
TAILORING FOR DISSONANCE- REDUCING PURCHASING BEHAVIOR • Build Trust and Reassurance: Use persuasive messaging, social proof, and testimonials to demonstrate the superiority of your brand and alleviate consumers’ concerns. • Provide Satisfaction Guarantees: Offer satisfaction guarantees, free trials, or generous return policies to reduce the perceived risk associated with the purchase.
TAILORING FOR DISSONANCE- REDUCING PURCHASING BEHAVIOR • Focus on Quality and Reliability: Highlight the quality, reliability, and satisfaction guaranteed by your brand to reassure consumers about their decisions. • Address Pain Points: Identify common pain points or objections consumers may have and address them directly in your marketing messages to alleviate doubts.
TAILORING FOR HABITUAL PURCHASING BEHAVIOR • Maintain Brand Visibility: Ensure consistent branding, packaging, and messaging to reinforce brand recognition and stay top-of-mind for consumers. • Leverage Loyalty Programs: Implement loyalty programs, discounts, and incentives to encourage repeat purchases and reinforce brand loyalty.
TAILORING FOR HABITUAL PURCHASING BEHAVIOR • Create Memorable Experiences: Craft memorable brand experiences through engaging content, storytelling, and interactive campaigns to foster emotional connections with consumers. • Stay Relevant and Topical: Keep your brand relevant and topical by staying updated on industry trends, consumer preferences, and market dynamics to remain appealing to habitual buyers.
TAILORING FOR VARIETY- SEEKING BEHAVIOR • Offer Diverse Product Range: Provide diverse products, flavors, or options to cater to consumers’ changing preferences and desire for novelty. • Create Excitement with Limited-Time Offers: Use limited-time offers, seasonal promotions, and new product launches to create excitement and anticipation around your brand.
TAILORING FOR VARIETY- SEEKING BEHAVIOR • Highlight Unique Features: Showcase the unique features, benefits, and experiences offered by each product to entice consumers to explore new options. • Encourage Exploration and Discovery: Facilitate exploration and discovery by organizing products into categories, providing recommendations, and offering personalized suggestions based on past behavior.
TAILORING FOR VARIETY- SEEKING BEHAVIOR • Highlight Unique Features: Showcase the unique features, benefits, and experiences offered by each product to entice consumers to explore new options. • Encourage Exploration and Discovery: Facilitate exploration and discovery by organizing products into categories, providing recommendations, and offering personalized suggestions based on past behavior.
QUESTIONS?

More Related Content

Consumer Behaviour, Types of Consumer Behaviour.pptx

  • 2. THINK ABOUT THE MANY (BUYING) DECISIONS YOU MAKE EVERY DAY; HOW MUCH THOUGHT ARE YOU REALLY GIVING TO THEM?
  • 3. CONSUMER BEHAVIOR Consumer behavior observes how people choose, use, and discard products and services, encompassing their emotional, cognitive, and behavioral reactions.
  • 4. CONSUMER BEHAVIOR Understanding consumer behavior is key for businesses trying to orchestrate impactful marketing tactics that shape consumer decision-making pathways.
  • 5. CONSUMER BEHAVIOR By gaining insights into the factors that influence consumer choices, such as personal preferences, social influences, cultural norms, and economic factors, businesses can tailor their marketing strategies to effectively target and engage their audience.
  • 6. CONSUMER BEHAVIOR Consumer behavior incorporates ideas from several sciences including psychology, biology, chemistry, and economics
  • 7. CONSUMER BEHAVIOR It draws on psychological principles to understand how individual motivations, perceptions, and attitudes shape consumer decisions.
  • 8. CONSUMER BEHAVIOR Economic theories help explain how consumers allocate their limited resources among competing wants and needs, guiding businesses in pricing strategies and product positioning.
  • 9. BLACK BOX MODEL OF CONSUMER BEHAVIOR 02 - WEBSITE
  • 11. STIMULI Stimuli: Consumers are exposed to various external marketing stimuli (ads, promotions) and internal stimuli (needs, wants). At this stage, factors like product quality, price, and advertising messages influence consumer perceptions.
  • 12. BLACK BOX Black Box: The internal decision-making process of the consumer is treated as a "black box" – we can't directly observe their thoughts and feelings. The black box represents the complex cognitive and emotional processes that occur within consumers, affecting their buying decisions.
  • 13. RESPONSE Response: The outcome of this internal process is a consumer response, which could be a purchase, a positive/negative brand perception, or no action at all. This is the consumers' actual purchase behaviors based on their internal evaluations.
  • 15. COMPLEX PURCHASING BEHAVIOR This type of behavior occurs when consumers are buying expensive, rarely-purchased items. In this case, people are deeply involved in the purchase process, conducting extensive research before making a significant investment. Think about purchasing a house or a car; these are consumer behavior examples of complex buying behavior.
  • 16. COMPLEX PURCHASING BEHAVIOR 1. Buying a House 2.Purchasing a High-End Laptop or Computer 3.Choosing a University for Higher Education 4.Selecting a Health Insurance Plan 5.Investing in a New Business Venture
  • 17. DISSONANCE-REDUCING PURCHASING BEHAVIOR Dissonance is defined as a lack of harmony. In the shopping process, this behavior is visible when consumers struggle to differentiate between brands. There’s no favorite brand and none of the options is particularly attractive, so ‘dissonance’ appears as consumers fear they will regret their decision. For instance, when buying a lawnmower, you may select one based on price and convenience. However, you’ll still seek reassurance about your choice afterward.
  • 18. DISSONANCE-REDUCING PURCHASING BEHAVIOR 1. Buying a Washing Machine 2.Selecting a High-End Smartphone 3.Purchasing Office Furniture 4.Choosing a Wedding Venue 5.Buying an Engagement Ring
  • 19. HABITUAL PURCHASING BEHAVIOR As opposed to the first two behaviors, this one appears when consumers mindlessly buy something, with little to no involvement in the product or brand category. To illustrate, let’s think of grocery shopping: you visit the store and buy your preferred type of bread. You demonstrate zero brand loyalty, as you go for your preferred taste, no matter the logo on the label.
  • 20. HABITUAL PURCHASING BEHAVIOR 1. Buying Toothpaste 2.Purchasing Laundry Detergent 3.Selecting a Brand of Tea 4.Buying Toilet Paper 5.Purchasing Shampoo
  • 21. VARIETY-SEEKING BEHAVIOR Finally, we have this scenario, where consumers purchase a different product not because they were dissatisfied with the previous one, but because they seek variety. For example, think of people who order protein or other supplements. It’s not that they’re not satisfied with the product in itself; they just got bored of the same taste and looked for some chocolaty feelings in their protein shakes.
  • 22. VARIETY-SEEKING BEHAVIOR 1. Buying Different Flavors of Ice Cream 2.Selecting Various Types of Skin Products 3.Trying New Brands of Energy Drinks 4.Buying Different Scents of Air Fresheners 5.Choosing Various Brands of Cold Drinks
  • 24. TAILORING FOR COMPLEX PURCHASING BEHAVIOR • Provide Detailed Information: Offer comprehensive product descriptions, specifications, and comparison charts to assist consumers in their research process. • Highlight Value Proposition: Emphasize the unique features, benefits, and value proposition of your product or service to justify the higher investment.
  • 25. TAILORING FOR COMPLEX PURCHASING BEHAVIOR • Utilize Testimonials and Reviews: Showcase positive testimonials, reviews, and case studies from satisfied customers to build trust and credibility. • Offer Personalized Assistance: Provide personalized assistance and expert guidance to address any concerns or questions consumers may have during the decision-making process.
  • 26. TAILORING FOR DISSONANCE- REDUCING PURCHASING BEHAVIOR • Build Trust and Reassurance: Use persuasive messaging, social proof, and testimonials to demonstrate the superiority of your brand and alleviate consumers’ concerns. • Provide Satisfaction Guarantees: Offer satisfaction guarantees, free trials, or generous return policies to reduce the perceived risk associated with the purchase.
  • 27. TAILORING FOR DISSONANCE- REDUCING PURCHASING BEHAVIOR • Focus on Quality and Reliability: Highlight the quality, reliability, and satisfaction guaranteed by your brand to reassure consumers about their decisions. • Address Pain Points: Identify common pain points or objections consumers may have and address them directly in your marketing messages to alleviate doubts.
  • 28. TAILORING FOR HABITUAL PURCHASING BEHAVIOR • Maintain Brand Visibility: Ensure consistent branding, packaging, and messaging to reinforce brand recognition and stay top-of-mind for consumers. • Leverage Loyalty Programs: Implement loyalty programs, discounts, and incentives to encourage repeat purchases and reinforce brand loyalty.
  • 29. TAILORING FOR HABITUAL PURCHASING BEHAVIOR • Create Memorable Experiences: Craft memorable brand experiences through engaging content, storytelling, and interactive campaigns to foster emotional connections with consumers. • Stay Relevant and Topical: Keep your brand relevant and topical by staying updated on industry trends, consumer preferences, and market dynamics to remain appealing to habitual buyers.
  • 30. TAILORING FOR VARIETY- SEEKING BEHAVIOR • Offer Diverse Product Range: Provide diverse products, flavors, or options to cater to consumers’ changing preferences and desire for novelty. • Create Excitement with Limited-Time Offers: Use limited-time offers, seasonal promotions, and new product launches to create excitement and anticipation around your brand.
  • 31. TAILORING FOR VARIETY- SEEKING BEHAVIOR • Highlight Unique Features: Showcase the unique features, benefits, and experiences offered by each product to entice consumers to explore new options. • Encourage Exploration and Discovery: Facilitate exploration and discovery by organizing products into categories, providing recommendations, and offering personalized suggestions based on past behavior.
  • 32. TAILORING FOR VARIETY- SEEKING BEHAVIOR • Highlight Unique Features: Showcase the unique features, benefits, and experiences offered by each product to entice consumers to explore new options. • Encourage Exploration and Discovery: Facilitate exploration and discovery by organizing products into categories, providing recommendations, and offering personalized suggestions based on past behavior.