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Marketing

EMN 402

1
“Understanding the Marketplace and
Consumers”

Consumer Markets and Consumer


Buyer Behaviour

H. M. Saradhika Manjaree
MBA (University of Colombo), BSc. (University of Peradeniya)
Lecture Outline

•What is Consumer Buyer Behaviour


•Model of Consumer Behaviour
•The Buyer Decision Process
•Characteristics Affecting Consumer
Behaviour
•Consumer Buying Roles
What is Consumer Buyer Behaviour

Consumer Buying Behaviour


The buying behaviour of final consumers –
individuals and households that buy goods and
services for personal consumption.

Consumer Market
All the individuals and households that buy or
acquire goods and services for personal
consumption.
Model of Consumer Behaviour

The Environment Buyer Responses


Buyer’s Black
Marketing Other Box
Stimuli Stimuli •Buying attitudes and
preferences

Product Economic • Buyer’s •Purchase behaviour:


decision what the buyer buys,
Price Technological process when, where, and how
much
Place Social • Buyer’s
characteristics •Brand and company
Promotion Cultural relationship behaviour
The Buyer Decision Process

The buying process starts long before the actual


purchase and continues long after. Marketers
need to focus on the entire buying process
rather than on the purchase decision only.

Evaluation Post-
Need Information Purchase
of purchase
recognition search decision
alternative behaviour
1. Need Recognition
The first stage of the
buyer decision process

Need recognition can


be triggered by
•Internal Stimuli
•External Stimuli

What kind of needs/


problems
What brought them about
How they led the consumer
2. Information search

The stage of the buyer decision process in


which the consumer is aroused to search for
information.
Sources of Information
Personal Family, friends, neighbors, acquaintances
Commercial Advertising, salespeople, dealer websites,
packaging
Public Mass media, consumer rating organizations,
online searches, peer reviews
Experiential Handling, examining, using the product
3. Evaluation of Alternatives

•The stage of the buyer decision process in


which the consumer uses information to
evaluate alternative brands in the choice set

•In some cases, consumers use careful


calculations and logical thinking

•In some situations do little or no evaluating.


Instead they buy on impulse and rely on
intuition
4. Purchase Decision
•The buyer’s decision about which brand to
purchase

•The intention of purchasing most preferred brand


can be influenced by two factors

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.

Consumer’s Satisfaction/ Product’s


perceived
expectation Dissatisfaction performance
Practical Exercise

Do consumers always go through this decision


making process?
Which steps, if any, might be skipped?
Why and when might this happen?
Classroom activity

Assume your need is buying a car. Explain the


buyer decision process
Involvement Continuum
The complexity of the DMP depends on
the level of product involvement

High Low
Involvement involvement

Increased effort
(such as time, resources) and
other risks
Characteristics Affecting Consumer Behaviour

Cultural
Social
Personal
Psychological

Culture Groups and Age and life


Social cycle stage
Motivation
Networks
Occupation
Perception Buyer
Subculture Economic
Family Situation
Learning
Lifestyle
Beliefs and
Social class Roles and Personality
Attitudes
status and self-
concept
1. Cultural Factors
• Culture is the set of basic values, perceptions, wants,
and behaviors learned by a member of society from
family and other important institutions

• Cultural factors exert a broad and deep influence on


consumer behaviour.

• Marketers are always trying to spot cultural shifts so as


to discover new products that might be wanted.
Subculture
Each culture contains smaller subcultures, or groups of
people with shared value systems based on common life
experiences and situations.

•Nationalities
•Religions
•Racial groups
•Geographic regions

Many subcultures make up important market segments,


and marketers often design products and marketing
programmes tailored to their needs.
Social Class

Relatively permanent and ordered divisions in a


society whose members share similar values,
interests and behaviours.

Social class is determined by income, occupation,


education, wealth and other variables.
2. Social Factors

•Groups and Social Networks

•Family

•Roles and Status


3. Personal Factors
A buyer’s decisions also are influenced by their
personal characteristics.
• Age and Life Cycle Stage
• Occupation
• Economic Situation
• Lifestyle
• Personality and Self-Concept
4. Psychological Factors
A person’s buying choices are further influenced by
four major psychological factors.
• Motivation

• Perception

• Learning

• Beliefs and Attitudes


Consumer Buying Roles

User Initiator

Key
Family
Decision
Roles
Buyer Influencer

Decider
Q&A

Thank You

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