consumer behavior psychology
Download
Skip this Video
Download Presentation
Consumer Behavior & Psychology

Loading in 2 Seconds...

play fullscreen
1 / 18

Consumer Behavior & Psychology - PowerPoint PPT Presentation


  • 144 Views
  • Uploaded on

Consumer Behavior & Psychology. Definition. Consumer buyer behavior refers to the buying behavior of final consumers- individuals and households that buy goods for consumption- Kotler All these final consumers make up the consumer market. Model of Consumer Behaviour.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about ' Consumer Behavior & Psychology' - beulah


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
definition
Definition
  • Consumer buyer behavior refers to the buying behavior of final consumers- individuals and households that buy goods for consumption- Kotler
  • All these final consumers make up the consumer market
model of consumer behaviour
Model of Consumer Behaviour
  • How do consumers respond to various marketing efforts the company might use?
social factors
Social Factors
  • Groups
  • Family
  • Roles & Status
personal factors
Personal Factors
  • Age & life-cycle stage
  • Occupation
  • Economic situation
  • Lifestyle
  • Personality & self concept
psychological factors
Psychological Factors
  • Motivation
  • Perception
  • Learning
  • Beliefs & Attitudes
complex buying behaviour
Complex Buying Behaviour

Type of Product

  • Expensive
  • Risky
  • Purchased infrequently
  • Highly self-expressive

Brand

  • Must understand the information gathering and evaluation behaviour of buyers
  • Need to help buyers learn about the product –class, attributes and relative importance
  • Describe benefits – Print media
  • Motivate stores sales people and buyers acquaintance to influence the final brand choice

eg: Electronics

dissonance reducing buying behaviour
Dissonance-reducing Buying Behaviour

Type of product

  • Expensive
  • Risky
  • Purchased infrequently
  • Highly self-expressive
  • Brand
  • Provide a good price
  • Offer convenience
  • Mitigate dissonance - provide after sales communication with evidence and support to help consumers feel good about there product

eg; Carpets, Furniture

habitual buying behaviour
Habitual Buying Behaviour

Type of product

  • In expensive
  • Frequently Purchased
  • Familiar/ loyal
  • Brand
  • Provide a good price
  • Offer Promotions
  • Create top of mind – use colors symbols (TV led advertising)

eg; personnel care products

variety seeking buying behaviour
Variety Seeking Buying Behaviour

Type of product

  • In expensive
  • Frequently Purchased
  • Familiar
  • Large choice/variety
  • Brand
  • Market Leader – create habitual behaviour
    • Dominating shelf space
    • Stocking up
    • Reminder advertisements
  • Challengers
    • Offers lower price/special deals
    • Coupons, samples
    • Advertising that presence reason for trying something new

eg; confectionary

the buyer decision process for new products
The Buyer Decision Process for New Products

Consumer go through five stages in the process of

adopting a new product:

  • Awareness
  • Interest
  • Evaluation
  • Trial
  • Adoption
individual differences in innovativeness
Individual Differences in Innovativeness

Marketing efforts in innovation

influence of product characteristics on rate of adoption
Influence of Product Characteristics on Rate of Adoption
  • Relative advantage
  • Compatibility
  • Complexity
  • Divisibility
  • Communicability
ad