Beruflich Dokumente
Kultur Dokumente
individuals, groups and organizations select, buy, use and dispose of goods services, ideas or experiences to satisfy their needs and desires
INFORMATION SEARCH
EVALUATION OF ALTERNATIVES
THE MULTI ATTRIBUTE MODEL:
Performance of a retailer on certain
attributes
Importance of those attributes to the
customer
Strategize Locations
Cost
PURCHASE DECISION
Models of consumer choice
Perceived risks (Functional, Physical, Financial, Time,
Social)
Intervening Factors (Attitude of others, Unanticipated
situational factors)
Low Involvement
Varietyseeking behavior
CULTURE
BUYING PATTERNS
Few financial recreation and fashion oriented commitments -
High purchase rate of consumer durables buy white goods, cars, furniture House buying is at a peak. Liquid assets Are low buy medicines, toys, baby foods white goods or Financial Position is improving buy a wider variety of foods, bicycles, pianos
Financial Position is improving still further. Some children now have jobs & wives are working. Increasing purchase of desirables buy furniture & luxury goods.
Home ownership is at a peak savings have increased & financial position improved. Interested in travel, recreation & selfeducation. Not interested in new products buy luxuries & home improvements
Full Nest II
Older Married Couples with dependent children Older Married couples, no children at home, head of household still in workforce Older Married couples, no children at home,head of household retired
Empty Nest I
Substantial reduction in income. Buy medical products & appliances that aid health, sleep & digestion Income still high but may sell home Same Medical & product needs as in Empty Nest II. Substantial cut in income. Need for attention & security
SSC / HSC
GRADUATE/ PG GENERAL
GRADUATE / PG PROFESSIONAL
2
E2 E1
3
E1 D
4
D C
5
D C
6
D B2
7
D B2 B2 A2
2
3 4
E2
D
D
D
D
C
C
B2
C
B1
B2
A2
5 6 7 8 9 A
B2
B1
A2
A2
A1 A1 A1
C
B1 D D D
B2
B1 D D D
B2
A2 D D C
B1
A2 B2 C C
A2
A1 B1 B2 B2
A1
A1 B2 B1 B1
A1
B1 A2
OFFICERS/EXECUTIVES :
B
C B1 C B1 C B1 B2 B1 B1 A2 A2 A1 A2 A1
SEC:
Motivation
Freud's Theory (Unconscious factors) Maslow's Theory (Heirarchy of needs) Herzberg's Theory (Satisfiers & Dissatisfiers)
Perception
Perception is a person's view of a situation.
Selective Attention Selective Distortion (Distorting information according
Learning
Classical Conditioning
Drive Cues Eg Use of similar Drives and Cues by new companies