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  • Presented by Priom Mahmud: Analyzing Consumer Markets

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    Consumer behavior is defined as how individuals select, purchase, use, and dispose of goods and services. Cultural, social, and personal factors influence consumer behavior. Cultural factors include culture, subculture, and social class that are fundamental determinants of wants and behaviors. Social factors comprise reference groups like family and social roles. Personal factors include psychological aspects like motivation, perception, learning, and memory. When making a purchase decision, consumers go through stages of problem recognition, information search, evaluation of alternatives using models like expectancy-value, and postpurchase behavior.

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    Consumer behavior is defined as how individuals select, purchase, use, and dispose of goods and services. Cultural, social, and personal factors influence consumer behavior. Cultural factors include culture, subculture, and social class that are fundamental determinants of wants and behaviors. Social factors comprise reference groups like family and social roles. Personal factors include psychological aspects like motivation, perception, learning, and memory. When making a purchase decision, consumers go through stages of problem recognition, information search, evaluation of alternatives using models like expectancy-value, and postpurchase behavior.

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    14 views25 pages

    Presented by Priom Mahmud: Analyzing Consumer Markets

    Uploaded by

    Nafisa Anika
    Consumer behavior is defined as how individuals select, purchase, use, and dispose of goods and services. Cultural, social, and personal factors influence consumer behavior. Cultural factors include culture, subculture, and social class that are fundamental determinants of wants and behaviors. Social factors comprise reference groups like family and social roles. Personal factors include psychological aspects like motivation, perception, learning, and memory. When making a purchase decision, consumers go through stages of problem recognition, information search, evaluation of alternatives using models like expectancy-value, and postpurchase behavior.

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    of 25

    Analyzing Consumer Markets

    Presented by
    Priom Mahmud
    (e-mail:priom1996@gmail.com)
    What is consumer behavior?
    What is consumer behavior?

     The study of how individuals, groups,


    and organizations select, buy, use,
    dispose of goods, services, ideas, or
    experiences to satisfy their needs and
    want.
    What influences consumer behavior?

    Cultural
    Cultural Factors
    Factors

    Social
    Social Factors
    Factors

    Personal
    Personal Factors
    Factors
    Cultural Factors
     Culture
     Subculture
     Social Class
    Cultural Factors

    Culture is the fundamental


    determinant of a person’s wants and
    behaviors acquired through
    socialization processes with family and
    other key institutions.

    A child growing up in the USA.


    A child growing up Bangladesh.
    Social Factors

    Reference
    Family
    groups

    Social
    Roles & Status
    roles
    Brand Personality
    Jennifer Aaker identified following personality traits

    Sincerity
    Sincerity

    Excitement
    Excitement

    Competence
    Competence

    Sophistication
    Sophistication

    Ruggedness
    Ruggedness
    Brand Personality
    Campbell’s Sincerity
    Sincerity

    MTV Excitement
    Excitement
    CNN
    Competence
    Competence

    Mitsubishi Sophistication
    Sophistication
    Pajero

    Levi’s Ruggedness
    Ruggedness
    Lifestyle Influences

    Money-constrained

    Time-constrained
    Key Psychological Process

    Motivation Perception

    Learning Memory
    Motivation
    Maslow’s Herzberg’s
    Freud’s Hierarchy Two-Factor
    Theory of Needs Theory

    Behavior Behavior Behavior is


    is guided by is driven by guided by
    subconscious the lowest, motivating
    motivations unmet need and hygiene
    factors
    Maslow’s Hierarchy of Needs
    Herzberg’s Two-Factor Theory
    Buying Decision Process

    Problem Recognition

    Information Search

    Evaluation

    Purchase Decision
    Postpurchase
    Behavior
    Problem recognition

    Suppose,
    you want to visit Cox’s Bazar , and you are
    searching for a suitable hotel.
    You feel to buy a new mobile phone/computer.
    You want to have some fast food for lunch today.
     You want to buy an Encyclopedia Britannica.
    Information Search

    Sources of Information

    Personal Commercial

    Public Experiential
    Figure 6.5 Successive Sets Involved in
    Consumer Decision Making
    Evaluation of Alternatives

    Expectancy-Value Model
    Evaluation of Alternatives

    Expectancy-Value Model

    Attribute Importance

    Memory Capacity 40%

    Graphics Capability 30%

    Size and Weight 20%

    Price 10%
    Expectancy-Value Model

    (40%) (30%) (20%) (10%)


    Expectancy-Value Model
    Stages between Evaluation of Alternatives and
    Purchase
    Postpurchase Behavior

    How Customers Use and Dispose of


    Products
    Thank you

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