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Consumer Behavior - PowerPoint PPT Presentation


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Consumer Behavior. Session 3. Introduction. In the US, the Marlboro cowboy is usually shown alone In Japan, the Marlboro cowboy is usually shown as part of a group… Why?. Target Holland Offensive in US/ UK. Youth as Target Market. Whiter Play station is powerful, sexier, strong.

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Presentation Transcript
slide3

In the US, the Marlboro cowboy is usually shown alone

  • In Japan, the Marlboro cowboy is usually shown as part of a group…
  • Why?
slide5

Target Holland

  • Offensive in US/ UK.
  • Youth as Target Market.
  • Whiter Play station is powerful, sexier, strong.
  • Challenging cultural norms but not so much in Holland.
solution
Solution
  • Culture has an influence on consumer behavior
  • US culture = importance of individual; not true in Asia
  • Japanese consumers think a single cowboy looks “lonely” and “poor”
    • Just an ordinary worker on a farm
why study consumer behavior
Why Study Consumer Behavior
  • Targeting/ Segmenting customers.
  • Targeted Advertisements.
  • Marketing Strategies
understanding customers
Understanding Customers
  • Who is Important?
  • What are their Choice Criteria?
  • When Do they Buy?
  • Where do they buy?
  • How do they Buy?
cultural factors
Cultural Factors
  • Cultural:
    • Values, Attitude, Religion, Language
  • Subculture:
    • Group of People with common values, attitude based on common experience.
    • Teenagers, Racial group, Geographic groups
  • Social Class
    • Upper, Middle, Lower
    • Have common tastes, media preferences, lifestyle
perception
Perception
  • Perception is the process by which people select, organize, and interpret information.
  • Perception Includes:
    • Selective attention
      • Consumers screen out information,
      • Rs. 5 Discount Vs. Price Rs 295 for a product worth 300
      • Wai Wai at at 3PM
    • Selective distortion
      • People interpret to support beliefs
      • Helps fight distorted information, case insect in coke
    • Selective retention
      • People retain points to support attitudes
      • Positive attributes of strong brands are retained.
perception17
Perception
  • How many ads were you exposed to today?
  • Which ones do you remember? Why?
buying decision process
Buying Decision Process
  • Need Recognition
  • Needs can be triggered by:
    • Internal stimuli
      • Normal needs become strong enough to drive behavior
    • External stimuli
      • Advertisements
      • Friends of friends
buyer decision process
Buyer Decision Process
  • Information Search
  • Consumers exhibit heightened attention or actively search for information.
  • Sources of information:
    • Personal
    • Commercial
    • Public
    • Experiential
  • Word-of-mouth
  • Search Dynamics
buyer decision process21
Buyer Decision Process
  • Evaluation of Alternatives
  • Hotel: Location, Hygiene, Price
  • Evaluation procedure depends on the consumer and the buying situation.
  • Most buyers evaluate multiple attributes, each of which is weighted differently.
  • Depends on Beliefs and Attitudes
  • At the end of the evaluation stage, purchase intentions are formed.
beliefs and attitudes
Beliefs and Attitudes
  • Belief
    • a descriptive thought about a brand or service
    • may be based on real knowledge, opinion, or faith
  • Attitude
    • describes a person’s evaluations, feelings and tendencies toward an object or idea
    • They are difficult to change
buyer decision process23
Buyer Decision Process
  • Purchase Decision
    • Governed by attitude of others.
    • How strong is your motivation to encounter negative attitudes.
    • Situational factors and risks
  • Post Purchase Behavior
    • Satisfaction, Delight
    • Cognitive Dissonance
    • Post purchase action