Some Aspects

 Human

being by nature is very complex.  It is the human brain, which directs all the activities of a human being.  The behavior is the response of a stimuli.  Consumer is the focus of marketing effort.  Consumer is like a king and all the attention is paid to the customers.


Marketing Mixes

All Other Stimuli


Person making decision

Person does or does not purchase Response Human Brain as a Black Box






 Desire

– is a want, which an individual is actually aware of not having realized. – is a want that is a basic requirement or a universal want. – a cluster of attributes no all of which must be possessed by an offering. – Mental acceptance of a claim as truth.

 Need

 Want

 Belief  Goal

- the state of affairs that a plan is intended to achieve and that (when achieved) terminates behavior intended to achieve it.

Define Consumer Behavior
 “Consumer

behavior refers to those acts of individuals directly involved in obtaining and using economic goods and services. Including the decisions process that precede and determine these acts.” - Engel, Blackwell and Kollat buying behavior refers to the buying behavior of final consumers – individual households who buy goods and services for personal consumption.” - Kotler & Armstrong

 “Consumer

• “Consumer behavior is all psychological, social and physical behaviors of potential consumers as they become aware of, evaluate purchase, consume and tell other people about products and services.” - Webster

7 O’s Of Consumer Behavior
 constitute the market?Occupants   What does the market buy? Objects   Why does the market buy? Objectives   Who participate in buying? Organization  How does the market buy? s  Operations  When does the market buy?  Occasions  Where does the market buy?  Outlets

 Who

Three Principal Angles to analyze Buyer Behavior
 Step

in the process of buying or stages in the decision to buy.  Persons concerned, directly or indirectly, in the making of this decision i.e., the roles of different individuals in the buying process.  The factors or variables, which determine the individual behavior of a buyer.

Psychology Of Consumers


Components Of Customer Psychology



 Knowledge

– It is one type of information and on its basis, the psychology of customers develop. – It is a state of mind or feeling. It includes a predisposition to behave in some way. – It means desires to do something.

 Attitude

 Intention  Motive

– It is the integral state which directs the behavior of a person. It is also called as urge.

External environmental variables influencing Behavior
 Cultural

Influence  Sub-cultural Influence  Social Class Influence  Social Group Influence  Family Influence  Personal Influence



Person + The act of purchasing goods & services = CUSTOMER

Person + The act of purchasing goods & services + The act of Self Consumption = CONSUMER

Types Of Consumers
     

The Marginalized Consumer The Statistical Consumer The Secretive Consumer The Sophisticated Consumer The Satellite Consumer The Multi-Headed Consumer

Why we study Consumer Behavior?
 Importance  Importance  Importance

for Consumers for Marketers for Students of Human


 Application

to Decision Making

Applying Consumer Behavior Knowledge
 Consumer

Behavior & Marketing Management - Consumers’ wants and needs - Company objectives - Integrated strategy - Market Opportunity Analysis - Target-market Selection - Marketing-mix Determination

 Consumer


Behavior & Nonprofit & Social

 Consumer

Behavior and Governmental Decision Making - Government services - Consumer protection Behavior & De-marketing Behavior & Consumer Education

 Consumer  Consumer

 Consumer  Consumer

Behavior & Economists

Behavior & Psychologists - Need & Motivation - Personality - Attitude - Perception

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