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Consumer Behaviour: Why They Buy ? What They Buy? Who Buys? When Do They Buy? Where and How They Buy?

Consumer behavior involves how individuals search for, purchase, use, and dispose of goods and services. It is influenced by cultural, social, and personal factors. Key psychological processes that impact consumer behavior include motivation, perception, learning, and memory. Understanding these psychological and environmental influences allows marketers to better meet consumer needs and provide customized products and services.

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bushan340
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95 views

Consumer Behaviour: Why They Buy ? What They Buy? Who Buys? When Do They Buy? Where and How They Buy?

Consumer behavior involves how individuals search for, purchase, use, and dispose of goods and services. It is influenced by cultural, social, and personal factors. Key psychological processes that impact consumer behavior include motivation, perception, learning, and memory. Understanding these psychological and environmental influences allows marketers to better meet consumer needs and provide customized products and services.

Uploaded by

bushan340
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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CONSUMER BEHAVIOUR

WHY THEY BUY ?


WHAT THEY BUY?
WHO BUYS?
WHEN DO THEY BUY?
WHERE AND HOW THEY BUY?
Consumer Behavior
The behavior that consumer s display in
searching for , purchasing , using , evaluating ,
and disposing of products and services that they
expect will satisfy their needs.

Consuming entities-
1.Personal Consumers
2.Organizational Consumers
FACTORS AFFECTING PURCHASE

•Cultural Factors
•Social Factors
•Personal Factors
Cultural Factors

• Culture the fundamental determinant


• Subcultures
• Social Class
Social Factors

• Reference groups

– Primary groups
– Secondary groups
– Aspirational groups
– Dissociative Groups

• Family
• Roles and Status
Personal Factors

• Age & Stage in Life cycle


• Occupation & Economic Circumstances
• Personality & Self Concept
• Lifestyle & Values
Key Psychological Process

• Marketing Stimuli
• Other Stimuli
• Consumer Psychology
• Consumer Characteristics
• Buying Decision Process
• Purchase Decision
Motivation
The driving force that impels buyers to
action

• Freud’s Theory
• Maslow’s Theory
• Herzberg’s Theory

MOTIVATIONAL RESEARCH
MOTIVATIONAL RESEARCH
• Metaphor Analysis
• Storytelling
• Word Association
• Thematic Apperception Test
• Drawing Pictures and Photo Sorts
Perception is the process by which we
select, organize and interpret information
and create a meaningful picture of the
world
PERCEPTUAL PROCESSES

• SELECTIVE ATTENTION
• SELECTIVE DISTORTION
• SELECTIVE RETENTION
SELECTIVE ATTENTION
• Current needs
• Anticipated stimuli

• Teacher and student


• Laptop/music system
SELECTIVE DISTORTION
• Interpret in formation based on
• Expectations
• Prior beliefs
• Brand

• Coca Cola Taste Testing


• Bmw Vs Honda
SELECTIVE RETENTION
• Cant Remember Everything
• Retain Information Supporting Our
Attitudes And Beliefs
• Repetition (Top Of The Mind Recall)

• Apple Vs Compaq
– ( Positive And Negative Points Of Both The
Brands)
– Post Purchase Dissonance
SUBLIMINAL PERCEPTION
• Below The Normal Limits Of Human
Mind
• Stays In The Subconscious And The
Unconscious Mind
• Affects / Influences
– Later Thoughts
– Behavior/Actions
– Attitude
– Belief And Value System
SUBLIMINAL PERCEPTION
• Subconcious mind
• Subliminal advertising ( application of
subliminal perception)

• Movie theatre( eat popcorn and drink


coke)
• Increased sales
• Controversial topic
• Two schools of thought
Learning

Changes Behavior out of experience


• Drive - Internal Stimulus
• Cues – Minor Stimuli
• Discrimination
• Hedonic Bias
Memory

• Short Term Memory


• Long Term Memory

Memory Processes – Constructive Process

Memory Retrieval
Conclusion

• Understand
consumer behavior

• Provide Customized
goods

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