Consumer Psychology and buying behaviour

click to edit

click to edit

Consumer behaviour

Consumer psychology

click to edit

click to edit

click to edit

click to edit

click to edit

Definitions

click to edit

click to edit

Terms

Consumer

Consumer psychology

Psychology

Science of behaviour and mental processes

Person who consumes - Purchaser of goods and services.

Study of how people relate to the products & services they purchase/use.

How it helps consumer business...?

Ordinary everyday lives and activities.

How they think feel & act.

Ways how customers value products & services.

designing experiments to test product concepts and enable
consumers themselves to innovate.

Fundamental drives which underpin consumer bahaviour

Dimensions of consumers valuing products

Experience : Feeling

Symbolism : what it says

Utility : uses

Key psychological processes

Ways of converting customers

Highlight strengths by admitting shortcomings.

Use urgency the smart way

Make their brain light up instantly

click to edit

Make an enemy

Embrace the power of labels.

Stand for something

Devil's advocate

Keep them on their toes.

Help customers breakthrough "Action Paralysis by Setting minimums"

Understand 3 buyer types.

Average buyers

Tightwads

Spendthrifts

click to edit

click to edit

Why learn it?

Product/service decisions

Pricing decisions

Positioning

Distribution decisions

Target market selection

Promotion decisions

Market segmentation

Consumer personality

Consumer bahaviour

Customer experience

Rational ties

Intended behaviour

Current behaviour

Emotional ties

Buying roles

Who influence :Influencer

Who decides to buy :Decider

Who 1st gives the idea of buying :Initiator

Who makes actual purchase :Buyer

User of the product :User

Five stage model

Information search

click to edit

Purchase decision

Problem definition

Post purchase behavior

click to edit

INTERNAL INFORMATION : already present in consumer's memory

EXTERNAL INFORMATION : received from outside

Evaluation of alternatives

click to edit

Situational

Time

Purchase decision

Social surroundings

Buyer's mood & condition

Psychologiclal

Psychological surroundings

Learning

Attitudes

Motives

Personality & self-concept

Perception

Lifestyles

Social

Reference groups

Opinion leaders

Family

Social classes

Roles

Culture & sub cultures

click to edit

Factors influence

Psychological

Personal

Social

Cultural

Types of buying decision behavior