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Analyzing Consumer Behaviour: By: Shinta Rahmani, SE., M.Si

The document analyzes consumer behavior by discussing factors that influence consumer decisions. It covers cultural, social, personal, and psychological factors. It also discusses the different roles in the buying process, types of buying behavior, and the 5 stages of the buying decision process: problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Key factors discussed include reference groups, motivation, brand awareness sets, and post-purchase satisfaction versus dissatisfaction.

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Shinta Rahmani
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14K views16 pages

Analyzing Consumer Behaviour: By: Shinta Rahmani, SE., M.Si

The document analyzes consumer behavior by discussing factors that influence consumer decisions. It covers cultural, social, personal, and psychological factors. It also discusses the different roles in the buying process, types of buying behavior, and the 5 stages of the buying decision process: problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Key factors discussed include reference groups, motivation, brand awareness sets, and post-purchase satisfaction versus dissatisfaction.

Uploaded by

Shinta Rahmani
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Analyzing Consumer

Behaviour

By : Shinta Rahmani, SE., M.Si

Marketing Source : Principle of Marketing, Philip Kotler 1


ANALYZING CONSUMER
BEHAVIOR

 FACTORS INFLUENCING CONSUMER BEHAVIOR


 BUYING ROLES
 TYPES OF BUYING BEHAVIOR
 THE BUYING DECISION PROCESS

Marketing Source : Principle of Marketing, Philip Kotler 2


FACTORS INFLUENCING
CONSUMER BEHAVIOR
 CULTURAL FACTORS:
 Culture
 Sub-culture
 Social Class
 SOCIAL FACTORS:
 Reference groups
 Family
 Roles & statuses

Marketing Source : Principle of Marketing, Philip Kotler 3


FACTORS INFLUENCING
CONSUMER BEHAVIOR(2)
 PERSONAL FACTORS
 Age and Life-Cycle Stage
 Occupation
 Economic Circumstances
 Lifestyle
 Personality & Self-concept

Marketing Source : Principle of Marketing, Philip Kotler 4


FACTORS INFLUENCING
CONSUMER BEHAVIOR (3)

 PSYCHOLOGICAL FACTORS

 Motivation
 Learning
 Perception
 Beliefs & Attitudes

Marketing Source : Principle of Marketing, Philip Kotler 5


Maslow’s Hierarchy of
Needs
Self
  Actualization
(Self­development)

Esteem Needs
(self­esteem, status)
Social Needs
(sense of belonging, love)

Safety Needs
(security, protection)

Physiological Needs
(hunger, thirst) 

Marketing Source : Principle of Marketing, Philip Kotler 6


Buying Roles
 INITIATOR: The first person to suggest the
idea of buying.
 INFLUENCER: A person whose views impact
the buying decision.
 DECIDER: The person who decides on what,
when & where to buy the product or service.
 BUYER: The actual purchaser.
 USER: The person who uses/consumes the
product or service.

Marketing Source : Principle of Marketing, Philip Kotler 7


TYPES OF BUYING BEHAVIOR
DEGREE OF INVOLVEMENT

HIGH LOW

VARIETY-
HIGH COMPLEX SEEKING
BUYING BUYING
DEGREE OF BEHAVIOR BEHAVIOR
DIFFERENCES
IN BRANDS
DISSONANCE- HABITUAL
REDUCING BUYING
LOW BUYING BEHAVIOR
BEHAVIOR
Marketing Source : Principle of Marketing, Philip Kotler 8
THE BUYING DECISION PROCESS

 Problem/need Recognition
 Information Search
 Evaluation Of Alternatives
 Purchase Decision
 Postpurchase Behavior

Marketing Source : Principle of Marketing, Philip Kotler 9


PROBLEM/NEED RECOGNITION

 From Internal Stimuli:


 Hunger
 Thirst
 Fear

 From External Stimuli:


 Neighbor’s Purchases
 Advertisements
 Window Shopping
 Newspapers & Magazines

Marketing Source : Principle of Marketing, Philip Kotler 10


INFORMATION SEARCH

 From Personal  From Commercial


Sources: Sources:
 Family  Advertisements
 Friends  Dealers
 Neighbors  Salespersons
 Acquaintances  Packaging
 Displays

Marketing Source : Principle of Marketing, Philip Kotler 11


INFORMATION SEARCH
(CONTD)
 From Commercial Sources:
 Advertisements
 Dealers
 Salespersons
 Packaging
 Displays

Marketing Source : Principle of Marketing, Philip Kotler 12


INFORMATION SEARCH
(CONTD)

 From Public  From Experiential


Sources: Sources:
 Mass Media  Handling the
 Chambers of Product
Commerce  Examining the
 Consumer Rating Product
Magazines  Using the Product

Marketing Source : Principle of Marketing, Philip Kotler 13


EVALUATION OF ALTERNATIVES
 Successive Sets in Consumer Decision-
Making:
 Total Set
 Awareness Set
 Consideration Set
 Choice Set
 Buying Decision
(continued)

Marketing Source : Principle of Marketing, Philip Kotler 14


PURCHASE DECISION
 Interfering Factors:
 Attitudes of Others: Opposing and intense
opinions of family members, close friends
and acquaintances
 Unanticipated situational factors: Changes
in income, job transfer, loss of
employment, change of priority e.g.
sudden payment of educational fees etc.

Marketing Source : Principle of Marketing, Philip Kotler 15


POST PURCHASE
BEHAVIOR
 Post purchase Satisfaction:
 Keep the Product
 Store the Product
 Convert to a Second Use

 Post purchase Dissatisfaction:


 Try to return the product/take legal recourse
 Rent it
 Get rid of it/Throw it
Marketing Source : Principle of Marketing, Philip Kotler 16

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