Consumer behavior psychology
Download
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