Course No.

IPE 4023
Course Name: Marketing Management

Rezaul Karim Nayeem

Lecturer, Dept. of MPE
AUST

Lets Start Happy Marketing.......

 Analyzing Consumer Behaviour

Presented By:
Rezaul Karim Nayeem
Lecturer, Dept. of MPE
AUST

It’s all about your clients…….

What influences consumer behavior?

Hey, we are the consumers…….

 What influences consumer behavior?

Cultural Factors
Social Factors
Personal Factors
 Cultural Factors

An individual will be influenced by his family, friends, cultural

environment or society that will “teach” him values, preferences as well
as common behaviors to their own culture.

Example :McDonald’s
 Cultural Factors

Subcultures A world within a world

 Nationality, Geography, Religion
Social Class
 Social Stratification
 Social Factors

References Group
Membership Group
Primary Group
Secondary Group
 Aspirational Group
 Dissociative Group
 Social Factors

Aspirational Group
Musical Bands
TV actor/actress
Dissociative Group

OPINION LEADER
 Social Factors

Family
Family of Orientation
Family of Procreation
Roles and Status
 Personal Factors

Sincerity

Age and stages in the life cycle Excitement

Occupation and economic circumstances Brand
Personality and Self-concept Personality Competence

Lifestyle and values Sophistication

Ruggedness
 Key psychological Processes

Motivation:
Freud
Maslow
Herzberg
Freud’s theory:
Behavior is guided by subconscious motivation
 Key psychological Processes(cont.)

• Maslow’s Theory:
Behavior is driven by
lowest, unmet need
 Key psychological Processes(cont.)

• Herzberg’s Theory:

SATISFIER DISSATISFIER
 Key psychological Processes(cont.)

Avoid Dissatisfiers
Identify Satisfiers
 Key psychological Processes(cont.)

Perceptions “We don’t see

Selective Attention things as they
Selective Distortion are, we see
Selective Retention them as we
are.”
Subliminal Perceptions -Anaïs Nin
 Key psychological Processes(cont.)

Selective Attention
Stimuli that relate to a current need
Stimuli they anticipate
Stimuli with large deviations
 Key psychological Processes(cont.)

Selective Distortion
Tendency to interpret information in a way that will fit our preconceptions
Consumers will often distort information to be consistent with prior brand
and product beliefs.
 Key psychological Processes(cont.)

Selective Retention
We remember good points about a product we like
And forget bad points
Advantage of strong brands
 Key psychological Processes(cont.)

Subliminal Perception
• Mental Processes include many subtle subconscious effects
• Hidden message conveyed through the advertisement
• These message affect the behavior of the
GOT ‘Em RIGHT ??? DON’T THINK SO !!!
 Key psychological Processes(cont.)

Learning
Drive
Cue
Generalization
Discrimination
 Key psychological Processes(cont.)

Emotions
Amusement
Disgust
Wonder
ASSIGNMENT
 Key psychological Process(cont.)

Memory
Short Term Memory(STM) Long Term Memory(LTM)
Memory Encoding
Memory Retrieval
Interference Effect
Time between exposure and encoding
Proper cues and memory triggers
 Key psychological Processes(cont)

Made to stick
1. Simple – The communication is easier to remember
2. Unexpected – There is something unexpected happening
3. Concrete – The logic is solid
4. Credibility – The logic is easy to understand
5. Emotion – It triggers emotion
6. Stories – The communication tells a story
The Buying Decision Process: The Five-Stage Model

Evaluation Post
Problem Information Purchase
of Purchase
Recognition Search Decision
Alternatives Behavior
The Buying Decision Process: The Five-Stage Model

Problem Recognition
Triggered by
Internal Stimulus
External Stimulus

Search for that trigger

The Buying Decision Process: The Five-Stage Model

Information Search Search Dynamics

Information Sources Awarenes Considera Choice

Total Set Decision
Personal s set tion set set

Commercial
Public Apple
Dell
Apple Apple
Dell Dell Apple
Experiential HP
HP Toshiba Dell ?
Toshiba
Toshiba
Sony
The Buying Decision Process: The Five-Stage Model

• Market Partitioning
Process of identifying the hierarchy
The Buying Decision Process: The Five Stage Model

Brand
Dominant
Market Partitioning

Nation
Dominant

Price
Dominant

Type
Dominant

By Brand By Nation By Flavor By Price

The Buying Decision Process: The Five-Stage Model

Market Partitioning
The Buying Decision Process: The Five-Stage Model

Market Partitioning
The Buying Decision Process: The Five-Stage Model

Evaluation of alternatives
Find the attributes one seek for
Belief and attitude
Expectancy value Model
Real repositioning psychological repositioning competitive dispositioning
Alter the weight Attend neglected attributes Shift buyer’s ideals
The Buying Decision Process: The Five-Stage Model

Purchase Decision
Non-compensatory Models of Consumer choice
i. Conjunctive Heuristic Minimum acceptable CUTOFF level
ii. Lexicographic Heuristic Most IMPORTANT Attribute
iii. Elimination by aspect Heuristic ELIMINATE brand not meeting cutoff
The Buying Decision Process: The Five-Stage Model

Purchase Decision
Intervening factors Attitude of
Others

Evaluation of Purchase Purchase

Alternatives Decision Decision

Unanticipated
Situation
Factors
The Buying Decision Process: The Five-Stage Model

Purchase Decision can be influenced by

Functional Risk
Physical Risk
Financial Risk
Social risk
Psychological risk
Time risk
The Buying Decision Process: The Five-Stage Model

Post Purchase Behavior

Post Purchase satisfaction
Post Purchase Actions
Post Purchase Use and Disposal
Thank You.......
Questions?