Consumer Behaviour

Before long it will be the animals who do the dieting so that the ultimate consumer does not have to.

Consumer Buying Process:

Every purchase is a cyclical process. A customer buys a product after relevant consideration and uses it. Based on the experience derived out of the consumption process he begins the cycle again. The marketer must understand the process since knowledge of the process will enable him to plan his marketing effort

Consumer Buying Process:

Need Recognition

Information Search

Evaluation of alternatives

Post Purchase Behaviour

Purchase decision

Consumer Buying Process Model

Stimulus Response Model

BUYERS BLACK BOX

Marketing &
Other

Buyer Character & Buyer Decision Process

Buyer Decision

Stimuli

Stimulus Response Model

PLACE CULTURAL PRICE

Marketing &
POLITICAL

Other
Stimuli

PROMOTION

TECHNICAL ECONOMIC

PRODUCT

PRODUCT CHOICE

PURCHASE AMOUNT

BRAND CHOICE

BUYER RESPONSE

PURCHASE TIMING

DEALER CHOICE

To understand how stimuli are changed into responses, a marketer needs to understand :

The buyers characteristic The buyers influence on how decision process he or she itself affects the perceives or reacts buying behaviour. to the stimuli

Characteristics Affecting Consumer Behaviour

CULTURAL

SOCIAL

PERSONAL

PSYCHOLOGICAL

culture

Reference Group

Age & life cycle stage

Occupation

Motivation

Perception Sub culture

Family

Economic Situation Learning Life style

Social class

Roles & status

Personality & Self concept

Believes & attitude

cultural
culture

CULTURAL Social class

Sub culture

Culture
Is the set of basic values, perceptions, wants & behavior learned by a member of the society from the family & other important institutions.

Subculture
A group of people with shared value systems based on common life experiences & situations. It includes nationality, religion, racial groups, geographic regions, food preferences, clothing choices, recreation & career aspirations etc

Social Class
Relatively permanent & ordered divisions in the society whose members share similar values, interest & behaviors.

Social Factors
Family Reference Group Roles & status

SOCIAL

Reference Group
People whose attitudes, behaviour , believes, opinions, preferences, and values are used by an individual as the basis for his or her judgment. One does not have to be (or even aspire to be) a member of a reference group to be negatively or positively influenced by its characteristics.

Family
A fundamental social group in society typically consisting of one or two parents and their children.

Different roles family members play

Different roles family members play

Roles & Status

Occupation

Age & life cycle stage

Life style

PERSONAL FACTORS

Personality & Self concept

Economic Situation

Age & Stages In Life Cycle

Life Cycle Stage

BACHELORHOOD MARRIED FULL NEST 1

OLD

FULL NEST 3

FULL NEST 2

EMPTY NEST

SOLE SURVIVOR

Occupation

Life style

Economic Situation

Personality & Self Concept

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Psychological

Motivation

Perception

Learning

Believes & attitude

Motivation
Motivation is an inner drive that reflects goal-directed arousal. it is the desire for a product, service or experience. It is the drive to satisfy needs and wants, both physiological and psychological, through the purchase and use of products and services

Behavioral Model of Motivation

Maslows Hierarchy Of Needs

Maslows Hierarchy Of Needs

Maslows Hierarchy Of Needs

Perception
Perception (from the Latin perceptio, percipio) is the process of attaining awareness or understanding of the environment by organizing and interpreting sensory information.

Learning
Learning is acquiring new or modifying existing knowledge, behaviours , skills, values, or preferences and may involve synthesizing different types of information. Learning involves "a change in the content or organization of long term memory and/or behavior." Progress over time tends to follow learning curves.

Believes

A consumer may hold both positive beliefs toward an object (e.g., coffee tastes good) as well as negative beliefs (e.g., coffee is easily spilled and stains papers). In addition, some beliefs may be neutral (coffee is black), and some may be differ in valance depending on the person or the situation (e.g., coffee is hot and stimulates--good on a cold morning, but not good on a hot summer evening when one wants to sleep).

Attitude

Attitude
An attitude is a hypothetical construct that represents an individual's degree of like or dislike for something. Attitudes are generally positive or negative views of a person. the relatively stable overt behavior of a person which affects his status." "Attitudes which are common to a group are thus social attitudes or `values' n, place, thing, or event

Consumer Buying Roles

Initiator

Influencer/ Gate Keeper

User

Decider

Buyer

Types Of Buying Decision Behaviour

INVOLVEMENT HIGH SIGNIFICANT DIFFERENCES BETWEEN BRANDS FEW DIFFERENCES BETWEEN BRANDS
COMPLEX BUYING BEHAVIOUR

LOW
VARIETY SEEKING BUYING BEHAVIOUR

DISSONANCE REDUCING BUYING BEHAVIOUR

HABITUAL BUYING BEHAVIOUR