Consumer Behavior Guide
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Consumer Behavior Guide
- 2. Lesson 1: Characteristics Affecting Consumer Behavior: Consumer buying behavior refers to the buying behavior of final consumers.
- 4. Cultural Culture is the most basic cause of a person’s wants and behavior. It is a set of basic values, perceptions, and behaviors learned by a member of the society.
- 5. Social References Groups People are influenced by the group they belong. Family Members Family members will give strong influence to a person’s decision. Roles and Status A role of an individual in the community will influence his/her decision
- 8. Lesson 2: Types of Buying Decision Behavior: There are four types of buying behavior
- 9. Complex A buying behavior which is characterized by high consumer involvement in a purchase and perceived significant differences among brands.
- 10. Dissonance – Reducing Buying Behavior A buying behavior which is characterized by high involvement with expensive, infrequent, risky purchase but sees little differences among brands
- 11. Habitual A buying behavior which is characterized by low consumer involvement in the purchase and little significant brand differences.
- 12. Variety – Seeking Buying Decision Behavior A buying decision with a low involvement in the purchase but perceive significant brand differences.
- 13. Lesson 3: Buyer Decision Process
- 14. Need Recognition Information Search Evaluation of Alternatives Purchase Decision Post – Purchase Decision
- 15. Buyer Decision Process For New Products
- 17. Consumer Behavior: The Psychology of Marketing The study of consumers helps firms and organizations improve their marketing strategies by understanding issues such as:
- 18. • The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products, and retailers);
- 19. • The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media);
- 20. • The behavior of consumers while shopping or making other marketing decisions;
- 21. • Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome;
- 22. • How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer; and
- 23. • How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer.
- 24. Consumer Behavior – “is the study of individuals, groups, or organizations and the processes they use to select, secure, use and dispose of products, services, experiences, or ideas to satisfy needs and society.”
- 25. There are four main applications of Consumer Behavior:
- 26. For Marketing Strategy – understanding that consumers are more receptive to food advertising when they are hungry, we learn to schedule snack advertisements late in the afternoon.
- 27. For Public Policy – In 1980’s, Accutane, a mere miracle cure to acne, was introduces. Unfortunately Accutane resulted in severe birth defects if taken by pregnant woman.
- 28. Social Marketing – Involves getting ideas across to consumers rather than selling something.
- 29. As a final benefit, studying consumer behavior should make us better consumers.
- 30. Consumer Needs
- 31. People buy to satisfy all types of needs, not just for utilitarian purposes. These needs as identified by Maslow maybe physical or biological, safety or security, love and affiliation, prestige and esteem or self fulfillment
- 33. While all of this information might be helpful to marketers, it is equally important to understand what compels the consumer to actually make a purchase, as opposed to just generating interest.
- 35. When Market researchers begin evaluating the behavior of the consumer, it is a mistake to rely on conventional wisdom, especially when it is possible to study the actual activity in which consumers are engaged when using a product or service.
- 36. There are two principal ways to evaluate the motivation behind consumer purchases:
- 38. Intensity (how much they want it)
- 40. One of the best ways to influence consumer behavior is to give buyers an acceptable motive.
- 41. There are range of alternative models, but that of AIAPR which most directly links to the steps in the marketing / promotional process is often seen as the most generally useful;
- 42. Awareness
- 43. Interest
- 44. Attitudes
- 45. Purchase
- 46. Repeat Purchase