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  • Analyzing Consumer Markets Buying Behaviour Analyzing Consumer Markets Buying Behaviour

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    The document discusses analyzing consumer markets and buying behavior. It presents models of consumer objectives and the buyer decision process. The stages in the buyer decision process are defined. Cultural, social, personal and psychological factors that influence consumer behavior are examined. Maslow's hierarchy of needs is referenced in relation to motivations. The four types of buying behavior based on involvement are defined. The consumer buying process and decision making sets are outlined, with the steps between evaluating alternatives and purchase decision. How customers use or dispose of products is categorized.

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    The document discusses analyzing consumer markets and buying behavior. It presents models of consumer objectives and the buyer decision process. The stages in the buyer decision process are defined. Cultural, social, personal and psychological factors that influence consumer behavior are examined. Maslow's hierarchy of needs is referenced in relation to motivations. The four types of buying behavior based on involvement are defined. The consumer buying process and decision making sets are outlined, with the steps between evaluating alternatives and purchase decision. How customers use or dispose of products is categorized.

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    8 views15 pages

    Analyzing Consumer Markets Buying Behaviour Analyzing Consumer Markets Buying Behaviour

    Uploaded by

    taihreem
    The document discusses analyzing consumer markets and buying behavior. It presents models of consumer objectives and the buyer decision process. The stages in the buyer decision process are defined. Cultural, social, personal and psychological factors that influence consumer behavior are examined. Maslow's hierarchy of needs is referenced in relation to motivations. The four types of buying behavior based on involvement are defined. The consumer buying process and decision making sets are outlined, with the steps between evaluating alternatives and purchase decision. How customers use or dispose of products is categorized.

    Copyright:

    Attribution Non-Commercial (BY-NC)
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    of 15

    Analyzing Consumer

    Markets
    and
    Buying Behaviour
    CONSTRUCT A SIMPLE MODEL OF CONSUMER
    OBJECTIVES
    BUYER BEHAVIOR
    UNDERSTAND THE STAGES IN THE BUYER
    DECISION PROCESS
    BE ABLE TO
    DEFINE THE CONSUMER MARKET
    KNOW THE MAJOR FACTORS THAT INFLUENCE
    CONSUMER BUYER BEHAVIOR
    UNDERSTAND THE MAJOR TYPES OF BUYING
    DECISION BEHAVIOR
    SIMPLE RESPONSE MODEL

    STIMULUS
    ORGANISM
    RESPONSE
    MODEL OF BUYING BEHAVIOR
    Marketing Other Buyer’s
    stimuli stimuli characteristics
    Product Economic Cultural
    Price Technological Social
    Place Political Personal
    Promotion Cultural Psychological
    Buyer’s decisions Buyer’s decision
    process
    Product choice Problem recognition
    Brand choice Information search
    Dealer choice Evaluation
    Purchase timing Decision
    Purchase amount Postpurchase behavior
    CULTURAL FACTORS

    CULTURE
    SUBCULTURE
    SOCIAL CLASS
    BUYER
    SOCIAL FACTORS

    Reference
    Groups

    Roles &
    Family
    Statuses
    INFLUENCES ON CONSUMER BEHAVIOR

    PERSONAL INFLUENCES
    AGE AND FAMILY LIFE
    CYCLE STAGE

    OCCUPATION AND
    ECONOMIC CIRCUMSTANCES

    LIFESTYLE

    PERSONALITY AND
    SELF-CONCEPT
    PSYCHOLOGICAL FACTORS

    MOTIVATION

    BELIEFS &
    ATTITUDES

    PERCEPTION

    LEARNING
    MASLOW’S HIERARCHY OF NEEDS

    SELF ACTUALIZATION SELF-DEVELOPMENT


    AND REALIZATION

    SELF-ESETEEM,
    ESTEEM NEEDS RECOGNITION

    SENSE OF BELONGING,
    SOCIAL NEEDS LOVE

    SECURITY,
    SAFETY NEEDS PROTECTION

    FOOD, WATER,SHELTER
    PSYCHOLOGICAL NEEDS
    FOUR TYPES OF BUYING BEHAVIOR

    High Low
    Involvement Involvement

    Significant Complex Variety-


    differences
    between Buying Seeking
    brands
    Behavior Behavior

    Few
    differences
    Dissonance- Habitual
    between Reducing Buying Buying
    brands
    Behavior Behavior
    CONSUMER BUYING PROCESS

    Problem
    recognition

    Information
    search

    Evaluation of
    alternatives

    Purchase
    decision

    Post purchase
    behavior
    DECISION MAKING SETS

    Total
    Set Aware-
    ness Consid-
    Set eration
    Set Choice
    Set Decision
    STEPS BETWEEN EVALUATION OF
    ALTERNATIVES AND A PURCHASE DECISION

    Evaluation of alternatives

    Purchase intention

    ATTITUDE UNANTICIPED
    SITUATIONAL
    OF OTHERS FACTORS

    Purchase decision
    HOW CUSTOMERS USE OR
    DISPOSE OF PRODUCTS
    To be
    Rent it Give it (re)sold
    Get rid of it
    temporarily away
    Loan it To be
    used

    Get rid of it
    Trade it
    Product permanently Direct to
    consumer
    Use for
    original
    purpose Sell it Through
    Convert middleman
    Keep it to new
    purpose
    Throw it
    To
    Store it away intermediary
    Thank you

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