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Motive/Need Goal
(preparing)
(Hungry)
Goods
(Food) Behavior Goal
Achievement
(Eating)
CONSUMER GOODS INDUSTRIAL GOODS
1. Used by end user for 1. Used for further
their own consumption production of other
2. Generally inexpensive goods (raw material)
3. Are less complex 2. Are expensive
4. Are purchase frequently 3. Are more complex
4. Are one time purchase
goods
IMPORTANCE OF CONSUMER BEHAVIOR
2. Price Policies
BUYER’S
DECISIONS
PRODUCT CHOICE
BRAND CHOICE
DEALER CHOICE
PURCHASE TIMING
WHY WE STUDY COUNSUMER
BEHAVIOR/
IMPORTANCE OF CONSUMER
BEHAVIOR
IMPORTANCE FOR CONSUMER
IMPROTANCE FOR MARKETING
Company objectives
Integrated strategy
Several major activities can be undertaken by an organization
Vending machine
segments
The fountain
market
CONSUMER BEHAVIOR & NONPROFIT & SOCIAL MARKETING
INPUT
PROCESS
OUTPUT
INITIATION:
INFLUENCER
DECIDER
Decision framework for studying
consumer behaviour
INDIVIDUAL DETERMINANTS
Information processing
Learning and memory
Personality and self concepts
Attitudes
Motivation and involvement
INDIVIDUAL DETERMINANTS OF BEHAVIOUR
CULTURAL INFUENCES
SUBCULTURAL INFLUENCES
SOCIAL CLASS INFLUENCES
SOCIAL GROUP INFLUENCES
FAMILY INFLUENCES
PERSONAL INFLUENCES
OTHER INFLUENCES
DECISION PROCESS
PROBLEM RECOGNITION
INFORMATION SEARCH
AND EVALUATION
PURCHASING
POST PURCHASING
BEHAVIOUR
Consumer beliefs and attitudes
Innovators
Consumer confidence
Buying styles
techno graphics
CONSUMER INNOVATOR’S
INNOVATORS
SEGMENTATION OF EARLY ADOPTERS
OF NEW PRODUCTS AND SERVICES
KEY CONSUMER BELIEFS
If a product is made by a company I
trust I will buy it even if it is slightly
more expensive.
I buy based on quality not on price.
I am willing to pay more for the product
that is environmentally safe.
I always check the ingredients and
nutritional contents of food products
before I buy them.
I buy the brand I grew up with the
one my mother used.
I would pay extra for a product that
is consistent with the image I want to
convey
I am influenced by what’s hot and
what’s not.
I prefer to buy the things by friends
and my neighbors would approve of.
Consumer Innovator Segments
Electronics
Leisure Innovators
Financial
Food
Home Appliance
INNOVATION ADOPTION MODEL
DEVICED BY “Rogers”
Awareness and interest of the audience are
created by advertisers, so that the former
may evaluate the message of
advertisement.
The potential purchaser, if satisfied with the
attributes advertised, purchases a product
on a trial basis.
Product Comparision is made to evaluate
each and adopt a particular product.
INNOVATION ADOPTION MODEL
AWARENESS INTEREST
ADOPTION EVALUATION
TRIAL
DEFFUSION OF INNOVATION
DIFFUSION OF INNOVATION
DEFINITION
The channels of
The innovation communication
CONTINUOUS INNOVATION
DYNAMICALLY CONTINOUS
INNOVATION
DISCONTINUOUS INNOVATIONS
MARKET ORIENTED DEFINITIONS
Two definitions
A product is considered new if it has
been purchased by a relatively small
(fixed) percentage of potential market.
A product is considered new if it has
been on the market for a relatively short
(specified) period of time.
CONSUMER ORIENTED DEFINITION
Trial
Legitimating
Attitude
Comprehension
Awareness
OPINION LEADERSHIP
OPINION LEADERSHIP
DEFINITION:
Self-Designating Methods
Sociometric Methods
1. The specific individuals to whom they provided
advice or information about the product or
brand under study
2. The specific individuals who provided them
with advice or information about the product or
brand under study.
Key informant Methods
Objective Methods
USES OF OPINION LEADERS
Consumers, generally, do not speak
about products or services unless they
expect to derive some kind of
satisfaction from the activity.
1. Product- Involvement
2. Self- Involvement
Gaining attention
Showing connoisseurship
Feeding like a pioneer
Having Inside Information
Suggesting Status
Spreading the Gospel
Seeking Confirmation
Asserting Superiority
1. Other- involvement
2. Message - Involvement
CONSUMER DECISION MAKING
MODEL
MEANING
A process by which a person is required to
make a choice from various alternative
options is referred to as decision- making.
Providing consumers with other alternative
is a good business strategy and can also
result in substantial increase in sales.
While for the consumer, he or she will be
pleased when able to choose and decide
on the best from the alternatives
available.
LEVELS OF CONSUMER DECISION
MAKING
SPECIFIC LEVELS OF CONSUMER
DECISION MAKING
WHAT TO BUY
HOW MUCH TO BUY
WHERE TO BUY
WHEN TO BUY
HOW TO BUY
MODULE OF CONSUMER DECISION
MAKING
MODEL OF CONSUMER BEHAVIOUR
Experience
Field -4 Motivation
Consumption or Storage
Feedback
Purchase Behaviour
Psychological Field
Need Recognition •Motivation
Prepurchase search
•Perception
PROCESS Evaluation of
•Learning
•Personality
alternatives •Attitudes
Experience
Purchases
output •Trial
•Repeat purchase