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Consumer Behavior
It is the study of how individuals make decisions
to spend their available resources (time, money,
effort) on consumption related items. It includes
the study of-what they buy
-why they buy it
-when they buy it
-where they buy it from
-how often they buy it
-how often they use it
7 Os of Consumer Behavior
1) Who is the consumer (Occupants)
2) What does he buy (Object)
3) Why is the consumer buying (Objective)
4) When do they buy, how often do they buy,
when do they use and how often do they use
(Occasion)
5) Where do they buy (Outlet)
6) How do they buy (Operations)
7) Who is involved (Organization)
Cultural Factors
i. Culture
ii. Sub culture
iii. Social class
2. Social Factors
i. Family
ii. Reference groups
iii. Roles and statuses
3. Personal Factors
i. Age and life cycle stage
ii. Occupation
iii. Economic circumstances
4. Psychological Factors
i. Motivation.
ii. Personality
iii. Perception
iv. Learning.
v. Beliefs and attitudes
Mktg Stimuli
Product
Other Stimuli
Economic
Consumer
Psycholog
y&
Characteri
Cultural
stics
Price
Place
Promotion
Technological
Political
Cultural
Social
Buying Decision
Problem
Evaluation
Decision
Decision
Product Choice
Brand Choice
Dealer Choice
Purchase Timing
Purchase Amount
Recognition
Information Search
Psychological
Purchase
Process
Personal
Post-purchase
Behaviour
Freuds Theory
The well-known psychoanalyst, Sigmund
Freud, provided the earliest explanation of
human motivation. According to him man
learns from his environment. Taking a cue from
a child, Freud said that a child is uninhibited in
his behaviour until the time he or she is taught
the worldly ways by his or her parents.
Gradually, as the child grows he starts
behaving in a manner, which is socially
acceptable.
Self
Actualization (self
development
&
realisation)
Herzbergs Theory
Two factor theory that distinguishes
dissatisfiers (factors that cause
dissatisfaction) from satisfiers (factors that
cause satisfaction).
- sellers should do their best to avoid
dissatisfiers.
- the seller should identify the major satisfiers
or motivators of purchase in the market and
then supply them.
Get rid of it
permanently
Use it to
serve original
purpose
Keep it
Convert it
to serve new
purpose
Store it
Throw it
away
Give it
away
Rent it
Get rid of
temporarily
To be
(re) sold
Trade it
Loan it
Sell it
To be
used
Direct to
Consumer
Through
middleman
To
Middleman
BUYING ROLES
Initiator- is the individual who determines that
some need or want is not being fulfilled and
authorizes a purchase to rectify the situation
Gatekeeper- influences the familys processing of
information. The gatekeeper has the greatest
expertise in acquiring and evaluating the
information
4) Purchase Decision
Attitudes of
others
Evaluation of
Alternative
Post
Decision
Purchase
Intention
Unanticipated
Situational factors
Post
Purchase
Behavior
Performance
Satisfied +ve WOM
Repurchase Intention
Dissatisfied
Complainer
Dealer
Court
Manufacturer
Satisfaction is
found
Increase in Sale
And Market share
Non-Complainer
-ve WOM
Brand
Switching
Dissatisfied
-ve WOM
Brand Switch
Decrease of sale
and reduction in
market share
Significant
differences
among
brands
Higher Involvement
Lower Involvement
Variety Seeking
buying behavior
e.g. Biscuits,
Soaps
Dissonance reducing
buying behavior
e.g. Carpets, Jewellery,
Furniture
Habitual buying
behavior
e.g. salt
Problem Recognition
Product Specification
Product and Vendor Search
Product and Vendor Evaluation
Product and Vendor Selection
Performance Evaluation