Documente Academic
Documente Profesional
Documente Cultură
EMN 402
1
“Understanding the Marketplace and
Consumers”
H. M. Saradhika Manjaree
MBA (University of Colombo), BSc. (University of Peradeniya)
Lecture Outline
Consumer Market
All the individuals and households that buy or
acquire goods and services for personal
consumption.
Model of Consumer Behaviour
Evaluation Post-
Need Information Purchase
of purchase
recognition search decision
alternative behaviour
1. Need Recognition
The first stage of the
buyer decision process
Unexpected
Attitudes situational
of others factors
5. Post Purchase Behaviour
The stage of the buyer decision process in which
consumers take further action after purchase,
based on their satisfaction or dissatisfaction.
High Low
Involvement involvement
Increased effort
(such as time, resources) and
other risks
Characteristics Affecting Consumer Behaviour
Cultural
Social
Personal
Psychological
•Nationalities
•Religions
•Racial groups
•Geographic regions
•Family
• Perception
• Learning
User Initiator
Key
Family
Decision
Roles
Buyer Influencer
Decider
Q&A
Thank You
25