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Definition
“All psychological, social, and physical
behavior of the potential customers as
they become aware of evaluate, purchase,
consume and tell others about products
and services”
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The Concept………..
• Study of consumer behavior assumes that
consumers are the actors in the market place.
• Consumer play different buying roles in the
market:
• Initiator
• Influencer
• Gatekeeper ( Parents)
• Decider
• Buyer
• User
• Preparer
• Maintainer
• Disposer
Factors influencing buyer’s
behavior
• Cultural influence
• culture refers to values, ideas,
attitudes and other meaningful
symbols created by people to shape
human behaviors .
• Values, beliefs, preferences, tastes
handed down generation to
generation.
• Cultural is different from country to
country, area to area.
Factors influencing buyer’s
behavior
• Social Influence
• Group often influence individual
purchase
• Reference groups- people or
institutions whose opinion are
valued, to whom a person looks for
guidance. ( family, friends and
celebrities)
• Social classes - upper-upper
class,lower-uper class,upper-midle
Factors influencing buyer’s
behavior
• Opinion Leaders-
• The process of influencing others
• Opinion via word of mouth
• Information from media to opinion
leaders to other members
• Celebrities,experts,salesman,delear
can be opinion leaders
Factors influencing buyer’s
behavior
• Family influence
• Structure of the family is changed
• Autonomic role- individual decision
• Husband dominant role
• Wife-dominant role
• Syncratic role
• Children role in purchasing
Factors influencing buyer’s behavior
• Personal determinants
• Needs and motives
• Maslow’s Hierarchy of needs :
• Physiological needs( Basic needs)- food, water,
shelter, clothing
• Safety needs-( security, protection) insurance,
medicines, retirement investments
• Social/Belongingness needs-( Desire to
accepted by people) beauty aids, good clothing,
cars
• Esteem needs-(sense of achievement,
accomplishment) quality clothing, jewelries,
hobbies
Self- Actualization needs-( to show unique
talents and capabilities) education, cultural
Factors influencing buyer’s
behavior
• Perceptions-
• Perceptions through sight, hearing,
touch, taste, and smell.
• Perceptions regarding size, color,
weight, shape.
• Attitudes-
• Consumers decision to purchase the product is
strongly based on his attitudes about the
product.( Brand preference)
Factors influencing buyer’s
behavior
• Learning
• Customer learns from his experience.
• The marketer should develop the habit of
purchasing.
• Adherence to specification
• Orgasitional buyers they are stick to their product
specification because it affect their
efficency,priduct quality, after sales service,
market share and ROI.
• Domestic buyers do not so rigid to their
specification.
Customer values and
satisfaction
“Customer’s perceived value is the bundle of
economic, functional and psychological
benefits that customer expects from a
given market offering.”
The idea of value of maximation
Total customer benefits
• Emotional/self expressive benefit
• Service benefits
• Performance benefit
• Brand/company benefits
• Product benefit
Classification of customer values