Scribd Logo
Upload

Welcome to Scribd!

  • Customer Behaviour

    Uploaded by

    Sanjay Tulsankar
    12 views13 pages
    The document provides an introduction to marketing and consumer behavior. It outlines the basic framework of motivation, perception, search, evaluation, choice and learning in consumer decision making. It also discusses the cultural, psychological, social and personal influences that impact consumer behavior, including culture, subculture, social class, motivation, beliefs, attitudes, reference groups, roles and more. Finally, it differentiates between industrial and consumer markets, noting differences in objectives, motives, decision making processes, order sizes, demand fluctuations and other factors.

    Original Description:

    Original Title

    13993036

    Copyright

    © © All Rights Reserved

    Available Formats

    PPT, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Report this Document
    The document provides an introduction to marketing and consumer behavior. It outlines the basic framework of motivation, perception, search, evaluation, choice and learning in consumer decision making. It also discusses the cultural, psychological, social and personal influences that impact consumer behavior, including culture, subculture, social class, motivation, beliefs, attitudes, reference groups, roles and more. Finally, it differentiates between industrial and consumer markets, noting differences in objectives, motives, decision making processes, order sizes, demand fluctuations and other factors.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    12 views13 pages

    Customer Behaviour

    Uploaded by

    Sanjay Tulsankar
    The document provides an introduction to marketing and consumer behavior. It outlines the basic framework of motivation, perception, search, evaluation, choice and learning in consumer decision making. It also discusses the cultural, psychological, social and personal influences that impact consumer behavior, including culture, subculture, social class, motivation, beliefs, attitudes, reference groups, roles and more. Finally, it differentiates between industrial and consumer markets, noting differences in objectives, motives, decision making processes, order sizes, demand fluctuations and other factors.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 13

    Introduction to Marketing

    Customer Behaviour

    Bangor Transfer Abroad Programme


    Introduction to Marketing

    Basic Framework

    Motivation Perception

    Search

    Evaluation

    Choice

    Learning

    Bangor Transfer Abroad Programme


    Introduction to Marketing

    Influences on
    Buyer

    Bangor Transfer Abroad Programme


    Introduction to Marketing

    Cultural Factors
    Culture

    Subculture
    Social Class

    Buyer

    Bangor Transfer Abroad Programme


    Introduction to Marketing

    Psychological Factors

    Motivation

    Beliefs &
    Attitudes
    Perception Learning

    Bangor Transfer Abroad Programme


    Introduction to Marketing

    Influences on Consumer Behavior


    Personal Influences

    Age and Family Life


    Lifestyle
    Cycle Stage

    Occupation & Personality &


    Economic Circumstances Self-Concept

    Bangor Transfer Abroad Programme


    Introduction to Marketing

    Social Factors

    Reference
    Groups

    Roles &
    Family
    Statuses

    Bangor Transfer Abroad Programme


    Introduction to Marketing

    Four Types of Buying Behavior


    High Low
    Involvement Involvement

    Significant Complex Variety-


    differences Buying Seeking
    between Behavior Behavior
    brands
    Few
    differences Dissonance- Habitual
    between Reducing Buying Buying
    brands Behavior Behavior

    Bangor Transfer Abroad Programme


    Introduction to Marketing

    Bangor Transfer Abroad Programme


    Introduction to Marketing

    Bangor Transfer Abroad Programme


    Introduction to Marketing

    Bangor Transfer Abroad Programme


    Introduction to Marketing

    Organisational Buyer Behaviour

    ‘The decision-making process by which formal


    organisations establish the need for purchased
    products and services, and identify, evaluate,
    and choose among alternative brands and
    suppliers’

    Kotler and Armstrong 1989

    Bangor Transfer Abroad Programme


    Introduction to Marketing

    Industrial vs. consumer markets


    Aspect Industrial market Consumer market
    Buying objective Enable production Personal need satisfaction
    Buying motive Mainly rational Also emotional
    Purchasing function Professional buying Consumers
    Decision m aking Many persons involved, Often im pulsive, without
    m uch discussion consulting others
    Characteristics Negotiations, intense Often without negotiation, little
    interaction interaction
    Product & market Large Lim ited
    knowledge
    Order size Often large Mostly small
    Demand Derived, fluctuation Autonomous, relatively stable

    Price elasticity Rather inelastic Rather elastic

    Num ber of customers Mostly lim ited Very large

    Spread of custom ers Som etim es large Large spread


    geographic concentration

    Bangor Transfer Abroad Programme

    You might also like