CONSUMER BEHAVIOUR

WHY THEY BUY ?

WHAT THEY BUY?
WHO BUYS?
WHEN DO THEY BUY?
WHERE AND HOW THEY BUY?
Consumer Behavior
The behavior that consumer s display in
searching for , purchasing , using , evaluating ,
and disposing of products and services that they
expect will satisfy their needs.

Consuming entities-
1.Personal Consumers
2.Organizational Consumers
FACTORS AFFECTING PURCHASE

•Cultural Factors
•Social Factors
•Personal Factors
 Cultural Factors

• Culture the fundamental determinant

• Subcultures
• Social Class
Social Factors

• Reference groups

– Primary groups
– Secondary groups
– Aspirational groups
– Dissociative Groups

• Family
• Roles and Status
 Personal Factors

• Age & Stage in Life cycle

• Occupation & Economic Circumstances
• Personality & Self Concept
• Lifestyle & Values
Key Psychological Process

• Marketing Stimuli
• Other Stimuli
• Consumer Psychology
• Consumer Characteristics
• Buying Decision Process
• Purchase Decision
 Motivation
The driving force that impels buyers to
action

• Freud’s Theory
• Maslow’s Theory
• Herzberg’s Theory

MOTIVATIONAL RESEARCH
MOTIVATIONAL RESEARCH
• Metaphor Analysis
• Storytelling
• Word Association
• Thematic Apperception Test
• Drawing Pictures and Photo Sorts
Perception is the process by which we
select, organize and interpret information
and create a meaningful picture of the
world
PERCEPTUAL PROCESSES

• SELECTIVE ATTENTION
• SELECTIVE DISTORTION
• SELECTIVE RETENTION
SELECTIVE ATTENTION
• Current needs
• Anticipated stimuli

• Teacher and student

• Laptop/music system
SELECTIVE DISTORTION
• Interpret in formation based on
• Expectations
• Prior beliefs
• Brand

• Coca Cola Taste Testing

• Bmw Vs Honda
SELECTIVE RETENTION
• Cant Remember Everything
• Retain Information Supporting Our
Attitudes And Beliefs
• Repetition (Top Of The Mind Recall)

• Apple Vs Compaq
– ( Positive And Negative Points Of Both The
Brands)
– Post Purchase Dissonance
SUBLIMINAL PERCEPTION
• Below The Normal Limits Of Human
Mind
• Stays In The Subconscious And The
Unconscious Mind
• Affects / Influences
– Later Thoughts
– Behavior/Actions
– Attitude
– Belief And Value System
SUBLIMINAL PERCEPTION
• Subconcious mind
• Subliminal advertising ( application of
subliminal perception)

• Movie theatre( eat popcorn and drink

coke)
• Increased sales
• Controversial topic
• Two schools of thought
Learning

Changes Behavior out of experience

• Drive - Internal Stimulus
• Cues – Minor Stimuli
• Discrimination
• Hedonic Bias
Memory

• Short Term Memory

• Long Term Memory

Memory Processes – Constructive Process

Memory Retrieval
Conclusion

• Understand
consumer behavior

• Provide Customized
goods