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    C.B. Intro

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    ABHISHEK CHAKRABORTY
    The document discusses consumer behavior and provides definitions and frameworks for understanding it. It can be summarized as follows: 1) Consumer behavior involves the processes consumers go through when purchasing and using products, including mental, social, and post-purchase processes, and is influenced by psychological, social, cultural, and personal factors. 2) Models of consumer behavior examine the stages consumers progress through, from initial awareness to post-purchase behavior, and the interactions between individual characteristics and external influences. 3) Understanding consumer behavior is important for marketers to better satisfy customers by developing meaningful products and engaging in effective communications.

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    C.B. Intro

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    ABHISHEK CHAKRABORTY
    237 views18 pages
    The document discusses consumer behavior and provides definitions and frameworks for understanding it. It can be summarized as follows: 1) Consumer behavior involves the processes consumers go through when purchasing and using products, including mental, social, and post-purchase processes, and is influenced by psychological, social, cultural, and personal factors. 2) Models of consumer behavior examine the stages consumers progress through, from initial awareness to post-purchase behavior, and the interactions between individual characteristics and external influences. 3) Understanding consumer behavior is important for marketers to better satisfy customers by developing meaningful products and engaging in effective communications.

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    The document discusses consumer behavior and provides definitions and frameworks for understanding it. It can be summarized as follows: 1) Consumer behavior involves the processes consumers go through when purchasing and using products, including mental, social, and post-purchase processes, and is influenced by psychological, social, cultural, and personal factors. 2) Models of consumer behavior examine the stages consumers progress through, from initial awareness to post-purchase behavior, and the interactions between individual characteristics and external influences. 3) Understanding consumer behavior is important for marketers to better satisfy customers by developing meaningful products and engaging in effective communications.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    237 views18 pages

    C.B. Intro

    Uploaded by

    ABHISHEK CHAKRABORTY
    The document discusses consumer behavior and provides definitions and frameworks for understanding it. It can be summarized as follows: 1) Consumer behavior involves the processes consumers go through when purchasing and using products, including mental, social, and post-purchase processes, and is influenced by psychological, social, cultural, and personal factors. 2) Models of consumer behavior examine the stages consumers progress through, from initial awareness to post-purchase behavior, and the interactions between individual characteristics and external influences. 3) Understanding consumer behavior is important for marketers to better satisfy customers by developing meaningful products and engaging in effective communications.

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    of 18

    CONSUMER BEHAVIOR

    AN
    INTRODUCTION
    The purpose of a business is to
    create a customer.
    Peter Drucker

    The purpose of business is to


    create and keep a customer.
    Peter Drucker
     In the factory we make cosmetics; in the
    drugstore we sell hope.
    - Charles Revson

     No theater could sanely flourish until there


    was an umbilical connection between what
    was happening on the stage and what was
    happening in the world.
    - Kenneth Tynan
    Consumer Behavior
     What products do consumers buy?

     What Brand do they buy?

     Why do they buy it?

     Where do they buy?

     How often do they buy it?


    Consumer Behavior - Definitions
     Process a person goes thru when purchasing
    and using products and services, including the
    mental and social processes that precede and
    follow these actions.
     It not only involves specific actions taken by
    individuals when buying and using products
    and services, ----
     but also all the social and psychological factors
    that affect the same.
    Consumer Behavior -
    Definitions
     American Marketing Associations (AMA)

     Consumer behavior is the dynamic interactions


    between affect and cognition, behavior and the
    environment by which human beings conduct
    the exchange aspects of their lives.

     CB is Dynamic
     Involves interactions
     Its about Exchanges.
    Response Hierarchy Model
    Different AIDA Hierarchy of Innovation – Communications
    Stages Model Effects Model Adoption model Model
    Awareness Exposure
    Cognitive Attention Reception
    Knowledge Awareness
    Stage
    Cognitive response
    Interest Liking Interest
    Affective Attitude
    Stage
    Intention
    Desire Preference Evaluation

    Trial
    Behavior Behavior
    Action Purchase
    Stage
    Adoption
    Consumer Behavior Is
    Dynamic
     Because the thinking, feelings and actions of

    individual consumers, targeted consumer groups


    and society at large are constantly changing.
     Consumers and their environments are
    constantly changing.
     Internet has changed the way people search for
    information, products and services.
     PLC’s have shortened.
     Companies will have to constantly innovate.
    C B Involves Interactions
     Interactions among people’s thinking, feelings
    and actions and the environment.
     Thus marketers need to understand what
    products and services mean to customers,
     what consumers do to purchase them & use
    them and what influences, shopping, purchase
    and consumption.
     Knowledge about how these interactions
    individuals / target markets will help marketers
    to better satisfy them.
    CB involves Exchanges
     People give up something of value to others and
    receive something in return.
     Mostly involves people giving up something of
    value to obtain products and services.
     This is the exchange between buyers and
    sellers.
     Role of marketing in society is to help create
    exchanges between buyers (consumers) and
    sellers (marketers).
    Approaches To Study Of Consumer
    Behavior

    APPROACHES DOMAINS OBJECTIVES PRIMARY METHODS

    Understanding Depth Interviews


    Interpretative Anthropology consumption and
    its meaning Focus Groups

    Psychology Explain consumer Experiments


    Traditional decision making
    Sociology
    behavior Surveys

    Economics Math modeling


    Marketing Predict Consumer
    (as a) Science Simulation
    Statistics choice & behavior
    Factors Influencing C.B.
    Cultural Social
    Culture Reference Groups
    Sub Culture Family
    Social Class Role & Status

    Psychological Personal
    Motivation Age & Life Cycle Stage
    Learning Occupation
    Buyer Life Style
    Perception Personality & self concept
    Attitudes Economic Circumstances
    TYPES OF BUYING BEHAVIOR

    Low Buyer Involvement High

    Few
    Habitual Buying Dissonance
    Behavior Reducing Buying
    Behavior
    Significant
    Differences
    Between Brands
    Variety seeking Complex Buying
    Buying Behavior Behavior

    Many
    Five Buying Roles

     Initiator
     Influencer
     Decider / Payer
     Buyer
     User
    Stimulus-Response Model of Buyer
    Behavior
    External Stimuli The Buyer’s Black Box
    Environmental Marketing Buyer Buyer Decision
    factors factors Characteristics Process
    Input Problem
    Economic Product
    Price recognition
    Social Cultural
    Political Advertising Information
    Technological Distribution Social search
    Personal Evaluation
    Buy Decision Psychological Decision
    Product Post Purchase
    Brand Behavior
    Output
    Dealer
    Quantity
    Purchase Timing
    OVERALL MODEL OF CONSUMER BEHAVIOUR

    Experiences and Acquisitions

    External Influences
    Culture Decision process
    Subculture
    Demographics
    Problem
    Social Status
    Recognition
    Reference Groups
    Family
    Information
    Marketing Activities Self-Concept Search
    And
    Needs
    Lifestyle Desires Alternative Evaluation
    Internal Influences
    And Selection
    Perception
    Learning
    Outlet Selection
    Memory
    And Purchase
    Motives
    Personality
    Postpurchase
    Emotions
    Processes
    Attitudes
    Experiences and Acquisitions
    CONSUMER BEHAVIOR – FRAME WORK
    Sub - culture

    Culture Information
    processing
    Learning &
    memory
    Problem recognition Social
    Motivation &
    Information Search Class
    Involvement
    Evaluation

    Buying Process
    Personal
    Influences
    Post Buy Behavior.
    Reference
    Attitudes Personality & Groups
    Self concept

    Family
    Consumer move from Total
    Set

    Total Set

    Awareness Set

    Consideration
    set

    Choice
    Set

    Buying Decision

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