Consumer behaviour

Co-Founder at MaxEd à Dr.Aravind TS
25 Nov 2014

Contenu connexe


Consumer behaviour

  2. Grasping consumer behaviour ,Basic to Value delivery  Marketing is all about value delivery  Marketers role is to deliver relevant value to the consumer .
  3. The Value a buyer seeks in a Car  Situation 1 (Economic value, the main concern) I want to graduate from my two wheeler to four wheeler.Price and EMI must be below Rs.5000/-
  4.  Situation-2  (Functional Value, The main concern) I want good pickup,little more space and modern technology.
  5.  Situation 3  (Social/Status value ,the main concern)  My zen is 3years old .I must upgrade now .All my colleagues are switching on to better cars.
  6. Consumers  Individuals  Households  Business
  7. Consumer Behaviour Study of how individual make decision to spend their available resources(money, time & effort) on consumption related items.
  8. factors Affecting Consumer Behavior Culture Social Personal Psychological Buyer
  9. Factors Influencing Consumer Behavior Social Reference groups Family Roles and status Personal Age and life-cycle Occupation Economic situation Lifestyle Personality and self-concept Psycho-logical Motivation Perception Learning Beliefs and attitudes Buyer Cultural Culture Sub-culture Social class
  10. Consumer does not go by set rules in his buying decision
  11. Different Models of Buying behviour  Economic model  Learning model  Psychoanalytical model  Sociological model  Systems model 1.Nicosia model 2.Howard and sheth model
  12. Economic model  The buyer is a rational man and his buying are governed by the concepts of utility  Intent to maximise the utility/benefit/need satisfaction.
  13. Learning Model  Buyer behaviour can be influenced by manipulating the drives,Stimuli and responses of the buyer .  The model rests on the human ability of learning , forgetting , and discriminating
  14. Sociological Model  The individual buying behavior by society – intimate groups as well as social class  The buying decisions are not totally governed b Utility, but he has a desire to emulate ,follow, and fit in with his environment.
  15. Psychological model  A consumer has complex set of deep-seated motives that drive him towards certain behviour.  He has a private world with all his hidden fears, suppressed desires and totally subjective longings.
  16. The System Model  Human being is analysed as a system,with stimuli as the input to the system and behviour as the output of the system. 1.Nicosia Model 2.Howard-Sheth Model
  17. Nicosia Model-1966 By: Francesco Nicosia  The model tries to establish the link between a firm and its consumer.  How the activities of the firm influence the consumer and result in his decision to buy
  18. Howard – Sheth Model-1969 John Howard and Jagadish sheth  Input – Stimuli  Output - Beginning with attention to the given stimuli and ending with purchase
  19. Factors influencing Buying Behaviour
  20.  Personal Factors a) Personal demographics b) Personal psychographics  Socio Cultural Factors a) Culture b) Social Factors/Influence of reference group
  21. 1.Personal Factors A. Demographics of the customer  Age  Stage in family cycle  Education  Occupation  Economic position
  22. B. Psychographics of the customer  Lifestyle  Attitudes  Self-concept  Concern about status  Value system  Beliefs
  23. 2.Socio-cultural group A. Culture  Religion  Caste  Tradition  Language
  24. B. Social Factors/Reference group 1.Intimate group  Family, frinds ,peer groups, close collegagues & close kint organizations 2. Secondary group  Occupation ,profession, place of residence 3.Opinion Leaders  The others seeks guidance from these people 4.Larger social class  Eduction,wealth,value-orientation, occupation/profession and designation
  25. 3.Information reaching from customer from various sources.  Advertising  Promotional campagains  Samples/ trials  Display in shops  Salesmen suggestions
  26.  How does a consumer decision come up ? Stimulus A large variety of stimulus is involved
  27. Buying Motives  All the impulses, desires and consideration ,which induce buyer to purchase a given product. 1. Product Motives 2. Patronage Motives
  28.  Product motives :- The impulses, desires and considerations that makes people buy a given product  Patronage Motive :- The impulse desire and consideration that makes people buy from particular firm/shop .
  29.  Product Motives  the nature of satisfaction sought by the buyer ,puts them in following two category 1. Emotional product motives 2. Rational product motives
  30.  Another classification that takes into account the utility and prestige dimensions of a product 1. Operational product motives 2. Socio psychological Product motives
  31.  Emotional Product motives  Those impulses that appeal to the buyers pride or ego,his urge to imitate others,or his desire to be distinctive.(Buying pattern : without evaluating products plus or minus)
  32. Rational product motives  Careful reasoning or logical analysis need not be found behind such purchases
  33. Operational product motives  A buyer can gain satisfaction from the function or physical utility of a product Socio-Psychological product  Social psychological factor attached to the product
  34. Patronage motive  Emotional patronage motives: Those that persuade buyer to buy from specific shops, without much logical reason behind it.  Rational motives: If a buyer knows that shop will offer a wide selection , latest model,good after service
  35. Buying Habits/Shoping behaviour 1. Convenience goods 2. Shopping goods 3. Specialty goods
  36.  Convenience goods Products for daily consumption ,like tooth paste,soap,cigarettes,etc The consumer is not prepared to make a special shopping trip for buying such product .Switch to substitute product or brand that is available in the immediate vicinity.
  37.  Shopping goods Clothes, shoes, electrical appliance etc..not purchased frequently. 1. Planning 2. Ready to make more than one shopping trip 3. Considerable expenditure 4. Compare price, quality, models etc
  38. Speciality goods  Special goods are high priced goods include products like cars, luxury watches, high priced dresses, ornaments,etc 1. Substantial investment 2. Periodicity of purchase is less 3. No instant decision 4. Cost angle, utility angle, prestige angle 5. Entire family takes part in the decision making.
  39. Consumer Decision Making
  40. Problem Recognition (Need Recognition)  He recognises a problem and develops a perception of the problem  Seeks information from the environment for solving his problem
  41.  Awareness (Information search)  Information search will helps him to aware the existence of the product that would solve his problem .
  42.  Comprehension ( Evaluation of Alternatives) Awareness and comprehension stages represents the information processing stages. These two stages constitute the cognitive field of purchase process.(acquisition of knowledge)
  43.  Adoption (purchase) This is an conative and action field
  44. Post purchase Behaviour  Reaction and evaluation  Satisfaction/Dissonance  Seek additional information
  45. Consumer behaviour in adopting new product
  46. Innovators (2.5%)  Innovators are the first consumers to buy a new product.  They are venturesome, willing to accept risk, socially aggressive, communicative, and cosmopolitan.  This group represents 2.5 per cent of the target market.
  47. Early adopters (13.5)  Early adopters are the next consumers to buy a new product.  They enjoy the leadership, prestige, and respect that early purchases bring.  These consumers tend to be opinion leaders.  They adopt new ideas but use discretion.  This group represents 13.5 per cent of the market.
  48. The early majority(34%)  The early majority is the first part of the mass market to buy a product.  They have status in their social class and are outgoing, communicative, and attentive to information cues.  This group represents 34 per cent of the target market.
  49. The late majority(34%)  The late majority is the second part of the mass market to buy a product.  They are less cosmopolitan and responsive to change.  The late majority includes people with lower economic and social status, those past middle age, and skeptics.  This group represents 34 per cent of the market.
  50. Laggards (16%)  . Laggards are last to purchase.  They are price conscious, suspicious of change, low in income and status, tradition bound, and conservative.  Do not adopt a product until it reaches maturity. Some firms ignore them because it can be difficult to market a product to this small group.  However, a market segmenter may do well by concentrating on products for laggards. This group represents 16 per cent of the market.

Notes de l'éditeur

  1. Characteristics Affecting Consumer Behavior This CTR relates to Figure 5-2 on p.135 and previews the material on pp. 135-150.