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Consumer buying behaviour can be defined as the buying behaviour of final consumers who buy goods & services for personal consumption. The consumers across the world are diverse & so are the product & services & companies. What prompts them to buy or not to buy is the question?
Black Box
Buyers Response
4 Ps
EnvironmentalPolitical Technological Economiic Cultural
Buyers mind
Product choice Brand choice Dealer choice Purchase timing Purchase Amount
Buying situations :
Spends little or no time in choosing an alternative, Brand loyalty is relatively higher. Perceives low risk in buying a product.
High risk involved. Requires extensive learning on the part of the buyer. Customer is not aware of the various alternatives & hence is not able
Cultura l
Culture Subculture Socialclass
Socia l
Referenc e Groups Family
Personal
Age and lifecycle stage Occupation Economic situation Lifestyle Personality and self-concept
Psychologica
Motivation Perception Learning Beliefs and Attitudes
Buyer
CULTURAL FACTORS :
Socialclass Culture
Subculture
Culture:
Subcultures :
Social class :
society whose members share similar values, interests and behaviour. E.g. higher class, lower class in a sub-culture.
attitudes & self-concept and exert pressures to conform; that may affect buyers behaviour. The marketers must reach to the Opinion Leaders.
Referencegroups
Membership groups
Nonmembership groups
Secondary Primary
Family friends School Friends Religion groups
Aspirational
Disassociation
PERSONAL FACTORS :
Age & life cycle stage :
Tastes & preferences keep on changing according to a persons age. Traditional family life cycle included : young singles and married
couples with children. But now we have non-traditional stages, eg.:
Activities (work, hobbies, shopping, sports, social events), Interests (food, fashion, family, recreation) and Opinions (about themselves, social issues, business, products).
PSYCHOLOGICAL FACTORS :
Motivation
A person has many needs at a given time. A need becomes motive when it reaches a certain level of intensity. A motive is a need that is sufficiently pressing to direct the person to
seek satisfaction of the need..
PERCEPTION :
The process by which people select, organize and interpret
information to form a meaningful picture of the world. Why do people form different perceptions? People can form different perceptions of the same stimulus because of the 3 perceptual processes
Selective attention
Selective distortion
Selective retention
Learning:
Changes in an individuals behaviour arising from experience. Learning theorists are of the opinion that most human behaviour
is learned. Learning occurs through the interplay of drives, stimuli, cues, responses and reinforcement. * Beliefs and Attitudes:
something. These may be based on real knowledge, opinion or faith and may or may not carry an emotional charge.
* Attitude:
Attitude make people like or dislike a thing and hence they move
* Significant differences
Brands
among
* Need recognition:
Need recognition
Information search:
Sources of information:
* Evaluation of alternatives:
Personal (friends, family, acquaintances) Commercial (ads, websites, dealers, shelf-display) Public (product-rating organisations, internet searches) Experiential (handling, observing, using the product)
*Purchase Decision:
In this stage, the consumer ranks and forms purchase intentions.
*Post-purchase Behaviour:
The stage where the consumer takes further action after purchase,
based on their satisfaction or dissatisfaction.