2Consumer Behaviour.ppt

7/29/2019 2Consumer Behaviour.ppt

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Consumer Behaviour

The field of consumer behavior studies show how individuals,

groups and organizations select, buy and dispose off goods,

services, ideas or experiences to satisfy their needs and desires

Definition

Buyer behaviour is all psychological, social and physical

behaviour of potential customers as they become aware of,

evaluate, purchase, consume and tell other people aboutproduction and services


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Consumer Behavior

FACTORS INFLUENCING CONSUMER BEHAVIOUR

1. Psychological factors

2. Social factors

3. Cultural factors

4. Economic factors

5. Personal factors6. Other factors


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Consumer Behaviour

PSYCHOLOGICAL FACTORS

A persons buying choice is affected by motivation,

perception,

learning and belief & attitudes


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Consumer Behaviour

MOTIVE

A motive can be defined as a drive or an

urge for which an individual seekssatisfaction

Individuals seek satisfaction through

purchase of something to satisfy their needs

which becomes a buying motive.


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Consumer Behaviour

Types of needs

biogenic(hunger, thirst or discomfort) psychogenic(recognition, esteem or

belonging)


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Consumer Behaviour

PERCEPTION

Definition

Perception is the process by which an individual

selects, organizes and interprets information inputsto create a meaningful picture of the world

How a motivated person actually acts is influencedby his or her perception of the situation


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Consumer Behaviour

LEARNING

It is defined as the changes in the behaviour of anindividual arising from the past practice or previous

experience.

Buying behaviour is critically affected by their

learning experience


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Consumer Behaviour

PROCESS OF LEARNING OCCURS THROUGH THE

INTERPLAY OF

DRIVES

STIMULI

CUES

RESPONSES &

RE- INFORCEMENT


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Consumer Behaviour

BELIEFS AND ATTITUDES

PEOPLE DEVELOP THEIR BELIEFS AND

ATTITUDES,THROUGH ACTING AND

LEARNING WHICH, IN TURN,INFLUENCE

THEIR BUYING BEHAVIOUR.


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Consumer Behaviour

An attitude is a state of mind or feeling

It may be described as a persons

emotional feelings, action, and tendencies

towards some idea or object


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Consumer Behaviour

IT EXPLAINS A PERSONS RELATIVELY

CONSISTENT EVALUATIONS, FEELINGS

AND TENDENCIES TOWARDS AN OBJECT

OR IDEA


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Consumer Behaviour

Attitude can not be changed easily, because

a persons attitude settles into a consistent pattern

Marketing managers, try to fit firms products into

existing attitudes rather than trying to change theattitudes themselves


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Consumer behaviour

SOCIAL FACTORS

The social factors, influencing consumer

behaviour are;-

Reference

Family and

Social roles & status


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Consumer behaviour

Reference group

Group of people with whom individualassociates and who influence a personsattitudes, values and behaviour directly orindirectly

Examples of reference groups Primary, secondary , aspirational, and

dissociative


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Consumer behaviour

Family

Is the most important consumer buying organization

in a society, and family members constitute the most influential

primary reference group.

Types of family Nuclear and

joint family


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Consumer behaviour

From parents, a person acquires an

orientation towards

religion,

politics & economics and

a sense of personal ambition, self worth &love.


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Consumer behaviour

Marketers should study the role and the

relative influence of the husband, wife andchildren in the purchase of goods and

services


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Consumer behaviour

Cultural factors and social class

Culture is the most fundamental determinantof a persons wants and behaviour

It influences the pattern of consumption and

pattern of decision making

Consumer behaviour is determined by the

social class to which they belong


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Consumer behaviour

Social class is determined by many factors e.g.

income

occupation education

authority

life styles consumption pattern


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Consumer behaviour

Economic factors

Factors that influence consumer behaviour:-

Income Savings

Liquid assets of the Consumer

Consumer credit Other economic factors (business cycles,

inflation etc.)


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Consumer behaviour

Personal Factors

Important personal factors that influence

buyer behaviour are: -

Age

Occupation

Income Life Style


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Consumer behaviour

Political factors

In a controlled economy, the consumption

pattern is determined by the government.

In free capitalistic economy, consumers haveeconomic freedom and wider choice.


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Consumer behaviour

Legal factors

Consumer expenditure is governed by legal

factors e.g.

taxes,

laws,

legal restrictions etc.


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Consumer behaviour

Technology

Technological advances contribute to theproduction and availability of modern goods.

They also influence the buying behaviour of

consumers.


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Consumer behaviour

Ethical considerations

Ethical considerations (i.e. sense of morality) have an

important effect on the buying behaviour of theconsumers. e.g.

if people are religious and spiritual minded, they

spend less on modern comforts and luxuries.

if people are educated, civilized and advanced, they

spend more on comforts and luxuries

Documents

2Consumer Behaviour.ppt