Consumer Buying Behavior - PowerPoint PPT Presentation

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Title:

Consumer Buying Behavior

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Title: Consumer Buying Behavior Author: Greta M. Blake Last modified by: mblake Created Date: 2/12/2007 3:25:37 PM Document presentation format: On-screen Show – PowerPoint PPT presentation

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Title: Consumer Buying Behavior


1
Consumer Buying Behavior
2
Five Step Model of the Buying process
  • Need arousal
  • Collection of information
  • Evaluation of information
  • Purchase
  • Post-purchase evaluation

3
Shortcomings of the model
  • Consumers withdraw
  • Stages overlap
  • Stages are skipped
  • Several buying decisions occur simultaneously

4
Step 1 Need Arousal
  • Conscious
  • Unconscious
  • Preconscious

5
Types of Needs
  • Functional needs
  • Psychological needs
  • Stimulation
  • Social
  • Trends
  • Status and power
  • Self-reward
  • Conflicting

6
Step 2 Information Search
  • Sources of information
  • Internal vs. external
  • Time spent searching

7
Step 3 Evaluate alternatives
  • Multi-attribute model
  • Used to evaluate merchandise
  • Used to evaluate retailers
  • How retailers can affect this

8
Step 4Purchase
  • Increasing the likelihood of purchase
  • Dont stock out
  • Fair return policies
  • Credit
  • Convenience
  • Reduce waiting time

9
Step 5 post-purchase
  • Satisfaction
  • Dissonance

10
Types of buying situations
  • Extended problem-solving
  • Limited problem-solving
  • Impulse purchase
  • Habitual problem solving
  • Brand loyalty
  • Store loyalty

11
Psychological influences on the buying process
  • Perception
  • Learning
  • Attitude
  • Personality

12
Situational influences on buying behavior
  • Time
  • Surroundings
  • Customer moods and motives

13
Social influences on buying behavior
  • Family/household
  • Family decision making
  • Family life cycle
  • Reference groups
  • Culture
  • Subculture
  • Social class

14
Consider
  • How do these elements affect the buyers job?
  • The buying process
  • Psychological, social, and situational influences
  • How do these elements factor into the buyers
    role in the organization?
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