consumer-buying-behaviour

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Consumer buying behaviour : 

Consumer buying behaviour

Marketer's success in influencing purchase behavior depends in large part on how well they understand consumer behavior : 

Marketer's success in influencing purchase behavior depends in large part on how well they understand consumer behavior

Slide 4: 

FACTORS INFLUENCING CONSUMER BUYING PROCESS

CULTURE : 

CULTURE Culture Subculture Social Class Elite /Rich Upper Class Upper Middle Middle Class Lower Middle Lower Class

SOCIAL : 

SOCIAL Reference group Opinion leaders Roles and status Family Decision Making The initiator The information provider The influencer The decision maker The purchasing agent The consumer

PERSONAL : 

PERSONAL PERSONAL INFLUENCES Age & Lifecycle stage Occupation Economic Situation Personality & Self-concept LIFESTYLE IDENTIFICATION Activities Interests Opinion

PSYCHOLOGICAL : 

PSYCHOLOGICAL Motivation Perception Learning Beliefs & Attitude

Slide 9: 

PROBLEM RECOGNITION INFORMATION SEARCH ALTERNATIVE EVALUATION POST PURCHASE EVALUATION PURCHASE DECISION Motivation Perception Attitude Formation Integration Learning

PROBLEM RECOGNITION : 

PROBLEM RECOGNITION Out of stock Dissatisfaction New needs/ wants Related products/ purchases Market induced problem recognition New products

INFORMATION SEARCH : 

INFORMATION SEARCH Personal sources Marketer-controlled sources Public sources Personal experience

ALTERNATIVE EVALUATION : 

ALTERNATIVE EVALUATION Evaluation criterion: Functional consequences Psychological consequences

PURCHASE DECISION : 

PURCHASE DECISION Purchase intention What to buy When to buy Where to buy How much money to spend Actual Purchase

POSTPURCHASE EVALUATION : 

POSTPURCHASE EVALUATION Is important because the feedback acquired from actual use of the product will influence the likelihood of future purchases

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