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Market : Marketer 4Ps Customer Vs Consumer Maslow'S Hierarchy of Needs

This document discusses consumer behavior and consumer decision making. It defines consumer behavior as the process of searching for, selecting, purchasing, using, and disposing of products and services to satisfy needs and desires. The document presents several models of consumer behavior that illustrate the various internal and external influences on consumers, including culture, social factors, personal factors, and marketing activities. It also outlines the basic model of consumer decision making, which involves problem recognition, information search, alternative evaluation, purchase decision, and post-purchase evaluation. The goal of understanding consumer behavior is to help marketers improve products and services and develop effective marketing strategies.

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sai143me
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171 views

Market : Marketer 4Ps Customer Vs Consumer Maslow'S Hierarchy of Needs

This document discusses consumer behavior and consumer decision making. It defines consumer behavior as the process of searching for, selecting, purchasing, using, and disposing of products and services to satisfy needs and desires. The document presents several models of consumer behavior that illustrate the various internal and external influences on consumers, including culture, social factors, personal factors, and marketing activities. It also outlines the basic model of consumer decision making, which involves problem recognition, information search, alternative evaluation, purchase decision, and post-purchase evaluation. The goal of understanding consumer behavior is to help marketers improve products and services and develop effective marketing strategies.

Uploaded by

sai143me
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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1.

INTRODUCTION
 MARKET

 MARKETER

 4Ps

 CUSTOMER VS CONSUMER

MASLOW’S HIERARCHY OF NEEDS


2. CONSUMER BEHAVIOUR
IS THE STUDY OF HOW INDIVIDUALS,GROUPS,AND
ORGANISATIONS SELECT,BUY,USE,AND DISPOSE OF
GOODS,SERVICES,IDEAS OR EXPERIENCES TO
SATISFY THEIR NEEDS AND WANTS.

• IT ATTEMPTS TO UNDERSTAND THE BUYER


DECISION MAKING PROCESS, BOTH INDIVIDUALLY
AND IN GROUPS.

• IT STUDIES THE CHARACTERESTICS OF INDIVIDUAL


CONSUMERS SUCH AS DEMOGRAPHICS,AND
BEHAVIOURAL VARIABLES IN AN ATTEMPT TO
UNDERSTAND PEOPLE’S WANTS.
• IT ALSO TRIES TO ASSESS THE INFLUENCES ON THE CONSUMER
FROM GROUPS SUCH AS FAMILY,FRIENDS,REFERENCE GROUPS
AND SOCIETY IN GENERAL.
CONSUMER BEHAVIOUR

‘CONSUMER BEHAVIOUR IS THE PROCESS


AND ACTIVITIES PEOPLE ENGAGE IN WHEN
SEARCHING
FOR,SELECTING,PURCHASING,USING,EVALUA
TING, AND DISPOSING OF PRODUCTS AND
SERVICES SO AS TO SATISFY THEIR NEEDS
AND DESIRES’ - BELCH & BELCH.
3. WHY STUDY THE CONSUMER BEHAVIOUR ?
IT PROVIDES CLUES FOR

• IMPROVING OR INTRODUCING PRODUCTS AND


SERVICES,

• SETTING PRICES

• DEVISING CHANNELS

•CRAFTING MESSAGES

DEVELOPING OTHER MARKETING ACTIVITIES /


STRATEGIES.

• IT HELPS THE MARKETERS TO LOOK FOR EMERGING


TRENDS THAT SUGGEST NEW MARKETING
OPPURTUNITIES.
AN EARLY MODEL OF CONSUMER BEHAVIOUR

r e So
ltu cia
C u l
Motives
Attitudes

Needs Consumer
Purchase
Business

Decision Learning

Family
Perception

Personality

Economic
MODEL OF CONSUMER BEHAVIOUR

• THE ECONOMIC THEORY OF LAW OF DEMAND


UNDER INDIFFERENT CURVE ANALYSIS ‘ STATES
THAT IF PRICE DECLINES, THEN THE QUANTITY
DEMANDED ON THE PRODUCT WILL INCREASE.

• THE INVERSE RELATIONSHIP BETWEEN THE


PRICE AND THE QUANTITY LEADS TO
DOWNWARD SLOPING DEMAND CURVE.
Model of Consumer Behavior

EXTERNAL INFLUENCES Experiences and Acquisitions SITUATIONS


Culture
Problem
Subculture
Recognition
Demographics
Social Status
Information
Reference Groups
Search
Family
Marketing Activities
SELF-CONCEPT Alternative Evaluation
Desires
and and Selection
LIFESTYLE Needs
INTERNAL INFLUENCES Outlet Selection
Perception and Purchases
Learning
Memory Post-purchase
Motives Processes
Personality
SITUATIONS
Emotions Experiences and Acquisitions
Attitudes
BASIC MODEL OF CONSUMER DECISION MAKING

• PROBLEM RECOGNITION – CONSUMER PERCEIVES A NEED AND


BECOMES MOTIVATED TO SOLVE THE PROBLEM

• INFORMATION SEARCH – CONSUMER SEARCHES FOR


INFORMATION TO MAKE A PURCHASE DECISION.PERCEPTION

• ALTERNATIVE EVALUATION – CONSUMER COMPARES THE


PRODUCTS AND BRANDS THAT ARE UNDER THEIR
CONSIDERATION.ATTITUDE FORMATION

• MAKING PURCHASE DECISIONS – ONCE THE ALTERNATIVES


ARE EVALUATED THE CONSUMER IS READY TO TAKE A
PURCHASE DECISION.

.POST PURCAHSE EVALUATION – CONSUMER COMAPRES THE


PRODUCT’S PERFORMANCE WITH THEIR EXPECTATIONS.IF THE
PRODUCT DOES NOT PERFORM AS EXPECTED THE CONSUMER
EXPERIENCES POST PURCHASE DISATISFACTION.LEARNING

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