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Customer Behaviour

Customer Behaviour

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Customer Behaviour

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Presentation Transcript

  1. Customer Behaviour

  2. Basic Framework Motivation Perception Search Evaluation Choice Learning

  3. Influences on Buyer

  4. Cultural Factors Culture Subculture Social Class Buyer

  5. Psychological Factors Motivation Perception Beliefs & Attitudes Learning

  6. Personal Influences Influences on Consumer Behavior Lifestyle Age and Family Life Cycle Stage Occupation & Economic Circumstances Personality & Self-Concept

  7. Social Factors Reference Groups Family Roles & Statuses

  8. Four Types of Buying Behavior Significant differences between brands Few differences between brands Complex Buying Behavior Variety- Seeking Behavior Low Involvement High Involvement Dissonance- Reducing Buying Behavior Habitual Buying Behavior

  9. Organisational Buyer Behaviour ‘The decision-making process by which formal organisations establish the need for purchased products and services, and identify, evaluate, and choose among alternative brands and suppliers’ Kotler and Armstrong 1989

  10. Industrial vs. consumer markets Aspect Industrial market Consumer market