17. Marketing Research – Analyse Complexity of Buying Behaviour CULTURAL BELIEFS & VALUES, LIFE STYLES SOCIOLOGICAL SOCIAL CLASS, STRUCTURE FAMILY/GROUP INFLUENCE,LIFE CYCLE, OPINION LEADERSHIP ECONOMIC PRICE, DELIVERY, PAYMENT TERMS, SALES SERVICE INDIVIDUAL PSYCHOLOGICALFACTORS COGNITION, LEARNING PROCESSES, INTERPERSONAL RESPONSE, ATTITUDES MOTIVATION, PERSONALITY THEORIES BUYING PROPOSITION PRODUCT OR SERVICE
18. Understanding Consumer Characteristics CHARACTERISTICS Innovators 2-3% Early Adopters 12-15% Early Majority 33% Late Majority 34% Laggards 12-15% PERSONAL Social, Income, Occupation, Education, Housing, Family Influence, Time orientation PSYCHOLOGICAL Nature of needs, Perceptions, Self-concept, Aspiration Groups, Reference Groups
19. Changing Priorities Stage Priorities Major Purchases Fledging : Teens & early 20s Self,Socialising, Education Appearance Products, Clothing, Automobiles, Recreation, Hobbies, Travel Courting :20s Self & Other, Pair bonding,Career Furniture & Furnishing, Entertainment, Savings Nest Building:20s &early 30s Babies & Career Home, Garden,,Baby Care products, insurnce Full Nest 30-50s Children, Career, Midlife crisis Children Food, clothing, education, transportation, life counseling Empty Nest 50-70 Self & others, relaxation Furniture, Entertainment, Travel, Hobbies, Luxury Automobiles, Investments Sole survivor 70-90 Self, health,loneliness Health care , Diet, Security, Comfort, TV, Books, Long distance telephone services
20. Analyse Target Market OCCUPANTS WHO SERVICES WHAT OCCASION WHEN ORGANISATION WHO IS INVOLVED OBJECTIVES WHY OPERATION HOW
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