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Unit1 consumer behaviour

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Subhajit Sanyal
Subhajit Sanyal

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Tecnología
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[object Object],[object Object],[object Object],Principles of Marketing
learning outcomes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Person making buying decision Product purchased or not purchased Product offerings Other stimuli The simple ‘black box’ model of buying behaviour Adcock et al (2001,pp77)
Marketing stimuli Other stimuli Buyer’s Charact-eristics Buyer’s decision process Buyer’s decisions 4 P’s Econ. Tech. Pol. Cult. Cult. Soc. Pers. Psy. Prob. recog. Info. search Eval. of alt. Purch. decision Post-purch. beh. Pdct. choice Brand choice Dealer choice Purchase timing Purchase amount (Kotler, 2003)
Understanding Customers -Key Questions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Psychological influences ,[object Object],[object Object],[object Object],[object Object],[object Object],Personal influences ,[object Object],[object Object],[object Object],Social influences ,[object Object],[object Object],[object Object],[object Object],[object Object],Consumer buying decision process Evaluation of alternatives Post - purchase evaluation Purchase Information search Problem recognition Feedback
Source: NCAER (2003) India Market Demographics Report – 2002, New Delhi: NCAER
Source: NCAER (2003) India Market Demographics Report – 2002, New Delhi: NCAER
Source: NCAER (2003) India Market Demographics Report – 2002, New Delhi: NCAER
A Hierarchy of Influences ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Personal Influences ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Large Group Influences ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Small group influences ,[object Object],[object Object],[object Object],[object Object],[object Object]
Unpredictable’s ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Purchase situation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Maslow’s Hierarchy
Information Product Financial Social Selling company Buying company
Decision process Recognise problem Develop product specifications to solve problem Search for products and suppliers Evaluate products and supplies relative to specifications Select and order most appropriate products and supplies Evaluate product and supplier performance Feedback SOURCE: Adapted from Frederick E. Webster, Jr, and Yoram Wind, Organisational Buying Bahaviour (Englewood Cliffs, N.J.: Prentice-Hall, 1972), pp. 33-37. Adapted by permission. Possible influencing factors ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Environmental Organisational Interpersonal ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Individual
Organisational Roles in Buying ,[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object]
Refreshing Break THANK YOU FOR YOUR ATTENTION. Have you prepared your case study?

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Unit1 consumer behaviour

  • 1.
  • 2.
  • 3. Person making buying decision Product purchased or not purchased Product offerings Other stimuli The simple ‘black box’ model of buying behaviour Adcock et al (2001,pp77)
  • 4. Marketing stimuli Other stimuli Buyer’s Charact-eristics Buyer’s decision process Buyer’s decisions 4 P’s Econ. Tech. Pol. Cult. Cult. Soc. Pers. Psy. Prob. recog. Info. search Eval. of alt. Purch. decision Post-purch. beh. Pdct. choice Brand choice Dealer choice Purchase timing Purchase amount (Kotler, 2003)
  • 5.
  • 6.
  • 7.
  • 8. Source: NCAER (2003) India Market Demographics Report – 2002, New Delhi: NCAER
  • 9. Source: NCAER (2003) India Market Demographics Report – 2002, New Delhi: NCAER
  • 10. Source: NCAER (2003) India Market Demographics Report – 2002, New Delhi: NCAER
  • 11.
  • 12.
  • 13.
  • 14.
  • 15.
  • 16.
  • 18. Information Product Financial Social Selling company Buying company
  • 19.
  • 20.
  • 21.
  • 22. Refreshing Break THANK YOU FOR YOUR ATTENTION. Have you prepared your case study?

Notas del editor

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