Consumer Behaviour Final
Consumer Behaviour Final
Consumer Behaviour Final
BUYING
BEHAVIOUR
THINK ABOUT THE MANY
(BUYING) DECISIONS YOU
MAKE EVERY DAY; HOW
MUCH THOUGHT ARE YOU
REALLY GIVING TO THEM?
CONSUMER
BEHAVIOR
Consumer behavior observes how people
choose, use, and discard products and
services, encompassing their emotional,
cognitive, and behavioral reactions.
CONSUMER
BEHAVIOR
Understanding consumer behavior is key for
businesses trying to orchestrate impactful
marketing tactics that shape consumer
decision-making pathways.
CONSUMER
BEHAVIOR
By gaining insights into the factors that
influence consumer choices, such as personal
preferences, social influences, cultural norms,
and economic factors, businesses can tailor
their marketing strategies to effectively target
and engage their audience.
CONSUMER
BEHAVIOR
Consumer behavior incorporates ideas from
several sciences including psychology,
biology, chemistry, and economics
CONSUMER
BEHAVIOR
It draws on psychological principles to
understand how individual motivations,
perceptions, and attitudes shape consumer
decisions.
CONSUMER
BEHAVIOR
Economic theories help explain how
consumers allocate their limited resources
among competing wants and needs, guiding
businesses in pricing strategies and product
positioning.
BLACK BOX MODEL
OF CONSUMER
BEHAVIOR
02 - WEBSITE
02 - WEBSITE
STIMULI
Stimuli: Consumers are exposed to various external marketing
stimuli (ads, promotions) and internal stimuli (needs, wants).
At this stage, factors like product quality, price, and
advertising messages influence consumer perceptions.
BLACK BOX
Black Box: The internal decision-making process of the
consumer is treated as a "black box" – we can't directly
observe their thoughts and feelings. The black box represents
the complex cognitive and emotional processes that occur
within consumers, affecting their buying decisions.
RESPONSE
Response: The outcome of this internal process is a consumer
response, which could be a purchase, a positive/negative
brand perception, or no action at all. This is the consumers'
actual purchase behaviors based on their internal evaluations.
TYPES OF CONSUMER
BEHAVIOR
COMPLEX PURCHASING
BEHAVIOR
This type of behavior occurs when consumers are buying
expensive, rarely-purchased items.
In this case, people are deeply involved in the purchase
process, conducting extensive research before making a
significant investment.
Think about purchasing a house or a car; these are consumer
behavior examples of complex buying behavior.
COMPLEX PURCHASING
BEHAVIOR
1. Buying a House
2. Purchasing a High-End Laptop or Computer
3. Choosing a University for Higher Education
4. Selecting a Health Insurance Plan
5. Investing in a New Business Venture
DISSONANCE-REDUCING
PURCHASING BEHAVIOR
Dissonance is defined as a lack of harmony. In the shopping
process, this behavior is visible when consumers struggle to
differentiate between brands.
There’s no favorite brand and none of the options is
particularly attractive, so ‘dissonance’ appears as consumers
fear they will regret their decision.
For instance, when buying a lawnmower, you may select one
based on price and convenience. However, you’ll still seek
reassurance about your choice afterward.
DISSONANCE-REDUCING
PURCHASING BEHAVIOR
1.Buying a Washing Machine
2.Selecting a High-End Smartphone
3.Purchasing Office Furniture
4.Choosing a Wedding Venue
5.Buying an Engagement Ring
HABITUAL PURCHASING
BEHAVIOR
As opposed to the first two behaviors, this one appears when
consumers mindlessly buy something, with little to no
involvement in the product or brand category.
To illustrate, let’s think of grocery shopping: you visit the
store and buy your preferred type of bread.
You demonstrate zero brand loyalty, as you go for your
preferred taste, no matter the logo on the label.
HABITUAL PURCHASING
BEHAVIOR
1. Buying Toothpaste
2. Purchasing Laundry Detergent
3. Selecting a Brand of Tea
4. Buying Toilet Paper
5. Purchasing Shampoo
VARIETY-SEEKING BEHAVIOR