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The scope of consumer behavior includes not only the actual buyer and his act of buying but also the various roles played by different individuals and the influence they exert on the final purchase decisions. To define the scope of CB it is important to Click the framework in three main sections, divide to edit Master subtitle style The decision process vThe consumer determinants vThe external environment.
v
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from post purchase evaluation indicating satisfaction or non satisfaction from purchases.
v Consumer behavior includes communication,
behavior.
Buyers and Users The person who buys a particular product may not necessarily be the user, or the only user of this product. Likewise, it is also true that the person who purchases Selected Consumer Behavior Roles the product may not be the decision-maker.
Initiat or Gateke eper Influe ncer Deci der Bu ye r Use r(s)
R ol e
The initiator is the individual who ascertains need or want is not being satisfied and that some purchase to authorises a correct the situation. the familys information Influences
Descript ion
gatekeeper the processing. The most expertise in evaluating theobtaining and has information. is someone who intentionally or The influencer by word or action, influences the purchase otherwise, purchase and/or decision, actual the use of product or service. The cider is the person or persons who actually which decides or service will be product de chosen. any individual who actually makes Buyer is purchase the final transaction. User is a person most directly involved in consumptio the use or n of the purchased product
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Analyzing market opportunity Selecting target market Marketing- mix decisions Product Price Promotion Distribution
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Disciplines Involved in the Study of Consumer Behavior was a relatively new field Consumer behavior
of study during the second half of the 1960s without a history or research of its own. It is in fact a subset of human behavior and it is often difficult to draw a distinct line between consumer-related behavior and other aspects of human behavior. The discipline of consumer behavior has borrowed heavily from concepts
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of consumer behavior has developed as an important and separate branch in marketing discipline. Scholars of marketing had observed that consumers did not always behave as suggested by economic theory.
market segmentation concept, which required dividing the total heterogeneous but potential market into relatively smaller homogenous groups or segments for which they could 7/13/12
study consumer behavior. Consumer research is an integral part of marketing research & makes use of set of methods to explore & predict consumer behavior to identify their needs & preferences act.
The information collected helps developing products & services and other marketing mix activities to influence consumer behavior. Today consumer research has emerged as an extension & of marketing research which is used on exploring consumer behavior. by knowing the consumer decision making process, marketing strategies and promotional messages could be designed to influence the consumer in the direct 7/13/12
Marketing Decisions.
Determining Demographics of existing & potential
users.
levels.
Identifying Factors influencing purchase decisions. The current consumer trend in the market. Knowledge about the loyal, potential,& future
consumers. 7/13/12
Quantitative research deals mostly with numerical information & includes the methods for data collection, the data collection instruments and the sample designs.
Qualitative research deals with less tangible data such as customer opinions. this techniques are related to psychoanalytical and clinical aspects of psychology.
The information available within an organization is called internal data. like sales reports, distribution & production records, customer database ect.
External data is information collected by outside bodies like Census survey, MR bodies like NCAER,IMRB etc.external data may be secondary & primary
Primary Vs. Secondary Research:Any data originally generated for some purpose other than the present research objective is secondary information. it is usually 7/13/12
collected by third party.
Observation
Telephonic)
Word Association Test Thematic Apperception Test Sentence Completion Test The third Person Technique Role Plays Cartoon Test 7/13/12