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Consumer Behavior

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Consumer Behavior Consumer Behavior The field of Consumer Behavior: studies how individuals, groups, and organizations select, buy, use, and dispose of goods ... – PowerPoint PPT presentation

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Title: Consumer Behavior


1
Consumer Behavior
2
Consumer Behavior
  • The field of Consumer Behavior
  • studies how individuals, groups, and
    organizations select, buy, use, and dispose of
    goods, services, ideas, or experiences to satisfy
    their needs and desires.

3
How And Why Consumers Buy
Model of Customer Buyer Behavior
4
How and Why Consumers Buy
  • Influence Factors
  • Cultural
  • Social
  • Personal
  • Psychological
  • Exert broadest and deepest influence
  • Culture
  • Subculture
  • Social classes

5
How And Why Consumers Buy
  • Influence Factors
  • Cultural
  • Social
  • Personal
  • Psychological
  • Reference groups
  • Family
  • Social roles and statuses

6
How And Why Consumers Buy
  • Influence Factors
  • Cultural
  • Social
  • Personal
  • Psychological
  • Age
  • Stage in life cycle
  • Occupation
  • Economic circumstances
  • Lifestyle
  • Personality
  • Self-concept

7
How And Why Consumers Buy
  • Influence Factors
  • Cultural
  • Social
  • Personal
  • Psychological
  • Motivation
  • Perception
  • Learning
  • Beliefs
  • Attitudes

8
Consumer Buying Decision Process
Marketers Must Identify and Understand
Who Makes the Buying Decision
Types of Buying Decisions
Stages in the Buying Process
9
Consumer Buying Decision Process
  • Understand
  • Buying roles
  • Buying behavior
  • Buying decision process
  • Initiator
  • Influencer
  • Decider
  • Buyer
  • User

10
Consumer Buying Decision Process
  • Understand
  • Buying roles
  • Buying behavior
  • Buying decision process
  • Complex buying behavior
  • Dissonance-reducing buying behavior
  • Habitual buying behavior
  • Variety-seeking buying behavior

11
Four Types of Buying Behavior
High Involvement Low Involvement
Significant Differences between Brands Complex buying behavior Variety-seeking buying behavior
Few Differences between Brands Dissonance-reducing buying behavior Habitual buying behavior
12
Consumer Buying Decision Process
  • Understand
  • Buying roles
  • Buying behavior
  • Buying decision process
  • Five stages in the consumer buying process
  • The amount of time spent in each stage varies
    according to several factors

13
Consumer Buying Decision Process
Five-Stage Model of the Consumer Buying Process
14
Consumer Buying Decision Process
  • Post-purchase Behavior
  • Consumers expectations are compared to
    performance
  • Post-purchase satisfaction influences future
    behavior
  • Purchasing behavior
  • Word-of-mouth communications

15
Consumer Buying Decision Process
  • Marketers should attempt to influence and monitor
    post-purchase behavior
  • Post-purchase communications reduce dissonance,
    returns, and order cancellations
  • Talk with customers to discover new uses for
    existing products
  • Investigate methods of product disposal
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