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CONSUMER BEHAVIOUR (Marketing applications of consumer behavior (Product…
CONSUMER BEHAVIOUR
Marketing applications of consumer behavior
Product or service decisions
Product or service decisions
Positioning
Distribution decisions
Target market selection
Promotion decisions
Market segmentation
What is Consumer Behaviour?
“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 the impacts that these processes have on the consumer and society.”
The Buying roles
Decider
Buyer
Influencer
User
Initiator
Consumer Buying Decision Process
Evaluation of alternatives
evaluate the most suitable<=evaluate different alternatives
Purchase decision
Decision <= Choice set <= Consideration set <= Awareness set <= Total set
Information search
Internal information
External information
Post-purchase behavior
1.Need recognition / Problem recognition
Maslow's hierarchy of needs
The Factors influencing Consumers Buying Behaviour
Social
Groups,family, roles and status
Personal
Variables as age and lifecycle stage, occupation, economic circumstances, lifestyle,personality and self concept.
Cultural
A consumer’s culture, subculture and social class
Psychological
Affecting our purchase decision include motivation (Maslow's hierarchy of needs), perception, learning, beliefs and attitudes.
Types of Buying Decision Behaviour
Variety-seeking buying behaviour
Dissonance-reducing buying behaviour
Complex buying behaviour
Habitual buying behaviour