The document outlines 10 concepts for analyzing consumer markets and understanding consumer behavior from beginning to end. It discusses understanding the "whys" that define consumer buys, the factors that influence purchases including internal and external stimuli, and the multi-step buying process. It also covers how attitudes and beliefs shape buying decisions, consumers' post-purchase behaviors, and how they use and dispose of products over time. The overall goal is to understand consumers fully in order to best serve their needs.
1. ANALYZING CONSUMER MARKETS MARKETING STARTS WITH KNOWING ! Edgardo V. Basa Ateneo Graduate School of Business December 1, 2009
2. OUTLINE Consumer Behavior :The Challenge to understand The Whys define the buys The finger that triggers to buy. The anatomy of buying The process called Buying The rootword of buying : Influence Origins of buying judgments The details of buying What comes next : The behavior after buying What comes last : The behavior of using and disposing
3. Concept 1 CONSUMER BEHAVIOR: THE CHALLENGE TO UNDERSTAND KNOW & UNDERSTAND SERVE !!
4. Concept 2 THE “ WHYS ” DEFINE “ BUYS” Learning Personal Culture Social Perception Memories
5. Concept 3 UNDERSTAND THE FINGER Internal stimuli Needs reaching Threshold= Drive or ( Needs ) External stimuli Arousing the need + n
6. CONCEPT 4 UNDERSTAND THE FINGER THE ANATOMY OF BUYING External stimuli Internal stimuli Influence Drive BUY !!!!!
7. CONCEPT 5 THE PROCESS CALLED BUYING Alternatives evaluation Know the problem Information search Purchase decision Post purchase activities
8. Concept 6 and 7 THE ROOT WORD OF BUYING: INFLUENCE C L U E N E I F N Attitudes Beliefs
9. Concept 8 THE DETAILS OF BUYING preferred brand quantity timing Payment method
10. Concept 9 WHAT COMES NEXT ? THE BEHAVIOR AFTER BUYING Disappointed Satisfied Delighted
11. Concept 9 WHAT COMES NEXT ? THE BEHAVIOR AFTER BUYING Spread good news Spread bad news Buy more Don’t buy Post purchase activities
12. Concept 10 WHAT COMES LAST ? THE BEHAVIOR OF USING AND DESPOSING Get rid : temporarily Get rid: permanently Keep it