Final Ppt of Ishan

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    Presented By:

    Ishan

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    Outline Definition

    Need to analyze behavior

    Types Influencing factors

    Consumer buying process

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    Buying Behavior Definition :

    The decision process and acts of people

    involved in buying and using products.

    How does the buyer make purchasing decision?

    What factors influence consumer purchases?

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    Need to analyze buying behavior

    What, Where, When & How Marketing Mix.

    Helps predict how consumers will respond tomarketing strategies.

    Great impact on the success of firms marketingstrategy.

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    Types of consumer buying behavior

    Routine Response/Programmed Behavior Limited Decision Making

    Extensive Decision Making

    Impulse Buying

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    Routine Response / Programmed

    Behavior

    Frequently purchased low cost items.

    Low involvement required.

    Little search and decision effort

    Purchased almost automatically.

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    Examples- routine response

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    Limited Decision Making Occasional buying.

    When information is needed for a unfamiliar brand in

    a familiar product category. Requires a moderate amount of time for information

    gathering.

    Loyalty to a brand

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    Examples- limited decision

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    Extensive Decision Making Complex process- requires high involvement

    unfamiliar, expensive, infrequently bought

    products. High degree of

    economic/performance/psychological risk.

    Lot of time spent seeking information and

    deciding.

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    Examples- extensive decision

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    Impulse Buying

    Basis - purchase of the same product does not alwayselicit the same Buying Behavior.

    Reason determines the extent of decision-making.

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    Examples- impulse buying

    THIS or THIS ??

    going for the dinner- reason can be an anniversarycelebration, or a meal with a couple of friends.

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    Influencing factors:

    Cultural Factors

    Social Factors

    Psychological Factors

    The marketer must be aware of these factors in order todevelop a appropriate marketing mix for its target market.

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    Cultural Factors Cultural factors exert the broadest and deepest

    influence

    a) Culture

    b) Subculture,

    c) Social class

    are particularly important in buying behavior.

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    Social Factors Consumerswants, learning, motives etc. are

    influenced by family, reference groups, social class

    A) Roles and StatusB) Family

    C) Reference group

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    Psychological Factors A persons buying choices are influenced by 4 major

    psychological factors

    1.Motivation2. Perception

    3. Learning

    4. Beliefs & attitudes

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    Consumer Buying Process

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    Evaluation of Alternatives

    Purchase Decision

    Post-purchase Behavior

    5 Stage Model of

    the ConsumerBuying Process

    Need Recognition

    Information Search

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    Need Recognition (awareness of need)

    The buying process starts when the buyerrecognizes a problem or need.

    The need can be triggered by internal ,external,marketing stimuli.

    Ex.- persons normal needs-hunger/ thrust risesto threshold level and becomes a drive.

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    Information searchAn aroused consumer will be inclined to search for

    more information

    Internal search- memory. External search- if he needs more information.

    Friends and relatives (word of mouth); Marketerdominated sources; comparison shopping; publicsources etc.

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    Contd.. Helps buyer find possible alternatives- i.e- the evokedset.

    Hungry- want to go out and eat,

    evoked set is Chinese food

    Indian food etc.

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    Evaluation of Alternatives- Competitor brand information

    Consumer evaluation process

    1. The consumer is trying to satisfy the needs.

    2. The consumer is looking for certain benefits fromthe product solution.

    3. The consumer sees each product as a bundle ofattributes for delivering the benefits sought tosatisfy these needs

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    Contd..Attributes of interests to buyer :

    Cameras : picture, sharpness, size ,price

    Hotels: Location ,cleanliness, atmosphere, price

    If not satisfied with your choice then return to thesearch phase.

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    Purchase decision- In evaluation stage the consumer form preferences

    among the brands

    In this phase-Choose buying alternative

    includes product, package, store, method of purchase ,Incentives offered, out of stock, budget etc.

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    Consumer

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    Post-Purchase Evaluation-outcome: Satisfaction or Dissatisfaction.

    Have you made the right decision?

    This can be reduced by warranties, after salescommunication etc.

    Ex: After eating an Indian meal, may think that really

    you wanted a Chinese meal instead of Indian.

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    THANK YOU