Fajardo analyzing consumer markets

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Paul Vincent Fajardo

Tecnología Empresariales

Analyzing Consumer Markets Connecting with Customers Paul Vincent D Fajardo, DVM V49 Marketing Management May 2010

Outline ,[object Object],[object Object],[object Object],[object Object]

Consumer behavior Is the study of how individuals, groups, and organizations select, buy, use and dispose of goods, services, ideas, experiences to satisfy their needs and wants

Concept 1: Consumer’s buying behavior is influenced by Cultural Factor Culture is the fundamental determinant of a person’s wants and behavior

Concept 1: Consumer’s buying behavior is influenced by Cultural Factor ,[object Object],[object Object],[object Object],[object Object]

Concept 2: Social factors affect buying behavior Primary groups: Family Secondary groups: Religious Opinion Leader

Concept 2: Social factors affect buying behavior Kotler: General Motors team up w/ Mc Donald’s Happy Meals Local : Ironman team up w/ Jollibee RP Medical Application: Century Tuna Health and Wellness

Concept 3: Buyer’s decision are influenced by personal characteristics Age and Stage In Life Cycle Personality and Self-concept Occupation & Economic Circumstances Lifestyle and Values

Concept 3: Buyer’s decision are influenced by personal characteristics ,[object Object],[object Object],[object Object],[object Object]

Concept 4: Motivation is the vigor which we pursue the goal ,[object Object],[object Object],[object Object],[object Object],[object Object]

Concept 4: Motivation is the vigor which we pursue the goal ,[object Object],[object Object],[object Object],[object Object]

Concept 5 : Perception affects consumer behavior ,[object Object],[object Object],[object Object],[object Object],[object Object]

Concept 5: Perception affects consumer behavior Kotler: Coors Co. changed label from “Banquet beer” to “ Original Draft” Local : Coke to Coke Zero RP Medical Application: Alaxan vs Alaxan FR

Concept 6: Buying Decision Process ,[object Object],[object Object],[object Object],[object Object],[object Object]

Concept 6: Problem Recognition ,[object Object],[object Object],[object Object],[object Object],Buyer recognizes a need

Concept 7: Information Search Heightened attention Active information search

Concept 7: Information Search ,[object Object],[object Object],[object Object],[object Object],[object Object]

Concept 8: Evaluation of Alternatives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Concept 8: Evaluation of Alternatives Kotler: Hotel- Location, cleanliness, atmosphere, price Local : Vacation promos/ packages RP Medical Application: Health packages

Concept 9: Purchase decision ,[object Object],[object Object],[object Object],[object Object],[object Object]

Concept 10: Post purchase behavior Postpurchase satisfaction Satisfaction is a function of the closeness between EXPECTATION and the product’s perceived PERFORMANCE. Satisfied Disappointed Delighted

Concept 10: Post purchase behavior Kotler: Oral B Toothbrush Indicator Local: Customer satisfaction surveys RP Medical Application: Cosmetic Surgery

Summary: Understanding the factors ( Cultural, Social & Personal ) that influence can provide marketers with clues to reach and serve consumers effectively

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Fajardo analyzing consumer markets

1. Analyzing Consumer Markets Connecting with Customers Paul Vincent D Fajardo, DVM V49 Marketing Management May 2010

3. Consumer behavior Is the study of how individuals, groups, and organizations select, buy, use and dispose of goods, services, ideas, experiences to satisfy their needs and wants

4. Concept 1: Consumer’s buying behavior is influenced by Cultural Factor Culture is the fundamental determinant of a person’s wants and behavior

6. Concept 2: Social factors affect buying behavior Primary groups: Family Secondary groups: Religious Opinion Leader

7. Concept 2: Social factors affect buying behavior Kotler: General Motors team up w/ Mc Donald’s Happy Meals Local : Ironman team up w/ Jollibee RP Medical Application: Century Tuna Health and Wellness

8. Concept 3: Buyer’s decision are influenced by personal characteristics Age and Stage In Life Cycle Personality and Self-concept Occupation & Economic Circumstances Lifestyle and Values

10.

11.

12.

13. Concept 5: Perception affects consumer behavior Kotler: Coors Co. changed label from “Banquet beer” to “ Original Draft” Local : Coke to Coke Zero RP Medical Application: Alaxan vs Alaxan FR

14.

15.

16. Concept 7: Information Search Heightened attention Active information search

17.

18.

19. Concept 8: Evaluation of Alternatives Kotler: Hotel- Location, cleanliness, atmosphere, price Local : Vacation promos/ packages RP Medical Application: Health packages

20.

21. Concept 9: Purchase decision Kotler: Intel inside processor logo. Local :San Miguel Beer RP Medical Application:

22. Concept 10: Post purchase behavior Postpurchase satisfaction Satisfaction is a function of the closeness between EXPECTATION and the product’s perceived PERFORMANCE. Satisfied Disappointed Delighted

23. Concept 10: Post purchase behavior Kotler: Oral B Toothbrush Indicator Local: Customer satisfaction surveys RP Medical Application: Cosmetic Surgery

24. Summary: Understanding the factors ( Cultural, Social & Personal ) that influence can provide marketers with clues to reach and serve consumers effectively

25. Analyzing Consumer Markets Connecting with Customers Paul Vincent D Fajardo, DVM V49 Marketing Management May 2010

Fajardo analyzing consumer markets

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