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Analyzing Consumer Markets Buying Behaviour Analyzing Consumer Markets Buying Behaviour

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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taihreem
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39 views

Analyzing Consumer Markets Buying Behaviour Analyzing Consumer Markets Buying Behaviour

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.

Uploaded by

taihreem
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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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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