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Lecture 4

The document discusses consumer behavior, defining it as the buying behavior of individuals and households for personal consumption. It outlines the importance of studying consumer behavior to understand responses to marketing stimuli, create customer loyalty, and develop reliable products. Additionally, it covers the consumer decision process, factors affecting behavior, and various buying roles within decision-making units.

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5 views

Lecture 4

The document discusses consumer behavior, defining it as the buying behavior of individuals and households for personal consumption. It outlines the importance of studying consumer behavior to understand responses to marketing stimuli, create customer loyalty, and develop reliable products. Additionally, it covers the consumer decision process, factors affecting behavior, and various buying roles within decision-making units.

Uploaded by

bigboss11552
Copyright
© © All Rights Reserved
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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BCPC 205

ELEMENTS OF MARKETING

LECTURE FOUR
UNDERSTANDING CONSUMER
BEHAVIOUR
Presentation Overview
1. Meaning of consumer behaviour
2. Why study consumer behaviour?
3. Features of consumer behaviour
4. Models of consumer behaviour
5. Consumer decision process
6. Factors affecting consumer
behaviour
Meaning of consumer behaviour

• The buying behaviour of final


consumers – individuals and
households who buy goods and
services for personal
consumption
Meaning of Consumer Behavior Cont’d
• Activities people undertake when obtaining,
consuming, and disposing of products
(Blackwell, Miniard & Engel, 2001)
• The dynamic interaction of affect and
cognition, behavior, and environmental events
by which human beings conduct the exchange
of their lives (Bennett, 1989).
Why study consumer behaviour?

1. To understand how consumers


respond to various marketing
stimuli that a firm might use to
develop & confirm its competitive
position
2. Based on such knowledge, provide
consumers with reliable products
that meet their expectations
Why study consumer behaviour?
3. To create customer loyalty
necessary for:
 Developing a customer base that
provides regular income & turnover
 Winning customers‘ support even in
the face of competition
 Providing goodwill that develops &
strengthens the firm‘s market
position
Features of consumer behaviour

Routine response behaviour


• Consumers frequently buy items
of low value that require very little
thought
Limited decision making
• Doing some thinking before
purchasing an unfamiliar brand.
Information may be limited
Features of consumer behaviour

Extensive decision-making
• Giving the purchase of durables
a good thought before purchase
decision
• This involves seeking information
on benefits of substitute
products
Features of consumer behaviour

Impulse buying
• A consumer buys a product as a
result of a strong urge to buy
something immediately without
giving the purchase decision
much thought
Models of consumer behaviour

• They help in understanding the


relationship between marketing
stimuli & consumer response
Consumer decision process

1. Problem or opportuny
recognition

• The buyer senses a difference


between his actual state and
some desired state
Consumer decision process

2. Information search
• The consumer gathers
information that will enable him
to make the right decision to
attain the desired state of affairs
• Internal and external information
searches may take place
Consumer decision process
2. Information search
 In searching for information, a
consumer may consider brands
 The number of brands he
considers is referred to as the
evoked set
 Marketers can increase the size of
the evoked set through repetition
especially for low involvement
purchases.
Consumer decision process
3. Evaluation of alternatives
 The consumer uses information
to evaluate alternative brands in
the evoked set
 The evaluative criteria may
include features, benefits, brand
image, importance, usage, etc.
of each brand in the evoked set
Consumer decision process

3. Evaluation of alternatives
• Brand image refers to the set of
beliefs that consumers hold
about a particular brand.
Consumer decision process

3. Evaluation of alternatives
• Brand image refers to the set of
beliefs that consumers hold
about a particular brand.
Consumer decision process

4. Purchase decision and act


 This is the stage when a
consumer actually buys the
product
 The ability of a purchase
intention to be translated into
purchase decision could be
influenced by attitudes of others
& unexpected situational factors
Consumer decision process
4. Purchase decision and act
• A purchase decision is influenced
heavily by perceived risk
• Marketers must understand the
factors that provoke feelings of
risk in consumers & must
provide information & support
that will reduce the perceived
risk
Consumer decision process
4. Post-purchase evaluation
• The evaluation of a purchase may
yield satisfaction or dissatisfaction
• Cognitive dissonance may occur just
after a purchase
• It is discomfort caused by post-
purchase conflict
• It may lead to the return of the
product or a decision not to buy the
product again
Factors affecting consumer
behaviour
1. Personal factors
• Demographic factors
• Situational factors
• Level of involvement in
decision-making
Factors affecting consumer
behaviour
2. Psychological factors Motivation
• Motives drive the consumer
decision process
• Motives are a form of strong
stimulus that drives a person
towards the satisfaction of a felt
need
Factors affecting consumer
behaviour
2. Psychological factors -
Perception
• This is the process by which
people select, organise, and
interpret information to form a
meaningful view of reality
Factors affecting consumer
behaviour
3. Personality
• Behavioural & individual traits
which can be uniquely identified
with customers e.g. Aggression,
competitiveness, etc.
Factors affecting consumer
behaviour
4.Social factors
• Culture and sub-culture
• Roles and status
• Group and reference group
influence
• Family influences – autonomic, husband
dominant, wife dominant, syncratic

• Social class
Consumer buying roles
Possible decision makers in a
decision-making unit
• Intiator
• Influencer
• Decider
• Buyer
• User
What factors can influence a student’s
choice of mobile phone in the market?

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