Consumer Behavior and Psychology in Marketing

Explore the intriguing world of consumer behavior and psychology in marketing, delving into how final consumers make purchasing decisions, the model of consumer behavior, and the various factors influencing consumer choices such as cultural, social, personal, and psychological aspects.

• Consumer Behavior
• Psychology
• Marketing
• Consumer Market
• Cultural Factors

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Uploaded on Dec 05, 2024 | 0 Views

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Presentation Transcript

1. Consumer Behavior & Psychology

2. Definition Consumer buyer behavior refers to the buying behavior of final consumers- individuals and households that buy goods for consumption- Kotler All these final consumers make up the consumer market

3. Model of Consumer Behaviour How do consumers respond to various marketing efforts the company might use?

4. Characteristics Affecting Consumer behavior

5. Cultural Factors Culture- set of basic values, perceptions and behavior learned by a member of society from family and other institutions Subculture- a group of people with shared value systems based on common life experiences Social class- relatively permanent and ordered divisions in a society whose members share similar values and behavior

6. Social Factors Groups- 2 or more people interact to achieve mutual goals. Reference groups serve as points of comparison and influence buyer behavior. Opinion leaders drive trends and influence mass opinion Family- buying roles have changed with evolving consumer lifestyles. Wives, children play a larger role. Roles & Status- a person plays different roles in their lives and is accorded a status based on these roles.

7. Personal Factors Age & life-cycle stage- impact of the family life cycle needs to be considered. Occupation Economic situation Lifestyle- depicts a persons pattern of living. Lifestyle profiling helps to understand persons method of interaction with the world Personality & self concept- can be used to describe certain characteristics like sociability, aggressiveness, etc.

8. Psychological Factors Motivation- a need that is sufficiently pressing to direct the person to seek satisfaction Perception- process by which people select, organize & interpret information to form a meaningful picture Learning changes in an individuals behavior arising from experience Beliefs & Attitudes- belief is a descriptive thought that a person has about something. Attitude describes a persons consistent tendency towards and object/idea. Attitudes are difficult to change

9. Types of Buying Decision Behaviour

11. Complex Buying Behaviour Type of Product Expensive Risky Purchased infrequently Highly self-expressive eg: Electronics Brand Must understand the information gathering and evaluation behaviour of buyers Need to help buyers learn about the product class, attributes and relative importance Describe benefits Print media Motivate stores sales people and buyers acquaintance to influence the final brand choice

12. Dissonance-reducing Buying Behaviour Type of product Expensive Risky Purchased infrequently Highly self-expressive Brand Provide a good price Offer convenience Mitigate dissonance - provide after sales communication with evidence and support to help consumers feel good about there product eg; Carpets, Furniture

13. Habitual Buying Behaviour Type of product In expensive Frequently Purchased Familiar/ loyal Brand Provide a good price Offer Promotions Create top of mind use colors symbols (TV led advertising) eg; personnel care products

14. Variety Seeking Buying Behaviour Type of product In expensive Frequently Purchased Familiar Large choice/variety Brand Market Leader create habitual behaviour Dominating shelf space Stocking up Reminder advertisements Challengers Offers lower price/special deals Coupons, samples Advertising that presence reason for trying something new eg; confectionary

15. The Buyer Decision Process

16. The Buyer Decision Process for New Products Consumer go through five stages in the process of adopting a new product: Awareness Interest Evaluation Trial Adoption

17. Zero Moment of Truth

18. Individual Differences in Innovativeness Marketing efforts in innovation

19. Influence of Product Characteristics on Rate of Adoption Relative advantage Compatibility Complexity Divisibility Communicability

20. Business Buyer Behavior

21. Major types of Buying situations Straight re-buy- buyer routinely reorders without any modification Modified re-buy- buyer may modify product specs, prices, terms, etc. New task- purchases a product or service for the first time Systems selling- buying a packaged solution from a single seller

22. Participants in the Business buying Users- Members who will actually use the product Influencers- people who affect the buying decision. Will provide information to evaluate alternatives Buyers- people with authority to select buyer and arrange terms of purchase Deciders have the power to select/approve the vendor Gatekeepers- control the flow of information to others

23. Major influences on business buyer behavior

24. Stages of the business buying process