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Consumer Market & BuyerConsumer Market & Buyer

BehaviorBehavior

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By: Aziz Ur Rahim IQRA University Peshawar 2

PresentersPresenters

Mr. Aziz Ur RahimMr. Aziz Ur Rahim

Mr. Ahmad ShahMr. Ahmad Shah Mr. Muhammad khanMr. Muhammad khan

Mr. Farhan AhmadMr. Farhan Ahmad

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By: Aziz Ur Rahim IQRA University Peshawar 3

Consumer MarketConsumer Market&&Buyer BehaviorBuyer Behavior

Factor InfluenceFactor InfluenceBuyer BehaviorBuyer Behavior

Stages ofStages ofBuying Decision BehaviorBuying Decision Behavior

Adoption & diffusionAdoption & diffusionprocess for new products.process for new products.

Scheme OfPresentationScheme OfPresentation

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By: Aziz Ur Rahim IQRA University Peshawar 4

Consumer MarketConsumer Market

Individual & household who acquire goodsIndividual & household who acquire goods

and services.and services.Buying behavior of final consumer.Buying behavior of final consumer.

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By: Aziz Ur Rahim IQRA University Peshawar 5

Consumer BehaviorConsumer Behavior

How individuals, groups, and

organizations select, buy, use, and disposegoods, services, ideas, orexperiences to

satisfy their needs and desires.

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By: Aziz Ur Rahim IQRA University Peshawar 6

The consumer market can broadly be classifiedThe consumer market can broadly be classified

Consumer productsConsumer products

Food and beveragesFood and beverages

Retail segmentRetail segment

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By: Aziz Ur Rahim IQRA University Peshawar 7

Consumer productsConsumer products

Air conditionerAir conditioner

Domestic electrical appliancesDomestic electrical appliances

Gems and jewelleryGems and jewellery

Furniture,Furniture, etc.

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By: Aziz Ur Rahim IQRA University Peshawar 8

Food and beveragesFood and beverages

BeveragesBeverages

Cocoa productsCocoa products Dairy productsDairy products

Bakery & Packaged foods, etc.Bakery & Packaged foods, etc.

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Retail SegmentRetail Segment

SupermarketsSupermarkets

FranchiseesFranchisees Department storesDepartment stores

Mail services, etc.Mail services, etc.

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By: Aziz Ur Rahim IQRA University Peshawar 10

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Factor Affecting Consumer BehaviorFactor Affecting Consumer Behavior

Cultural FactorsCultural Factors

Social FactorsSocial Factors

Personal FactorsPersonal Factors

Psychological FactorsPsychological Factors

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By: Aziz Ur Rahim IQRA University Peshawar 12

Cultural FactorsCultural Factors

CulturalCultural

The most basic cause of a person's wants & behavior.The most basic cause of a person's wants & behavior.

SubcultureSubculture Every culture have smaller subculture or group of people withEvery culture have smaller subculture or group of people withshared value system based on common life experiences andshared value system based on common life experiences and

situations.situations.

Social ClassSocial Class Every society has some form of social class structure.Every society has some form of social class structure.

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By: Aziz Ur Rahim IQRA University Peshawar 13

Social FactorsSocial Factors

GroupsGroups

FamilyFamily Roles and StatusRoles and Status

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Personal FactorsPersonal Factors

Age and lifeAge and life--Cycle stageCycle stage

OccupationOccupation Economic SituationEconomic Situation

Life StyleLife Style

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By: Aziz Ur Rahim IQRA University Peshawar 15

Psychological FactorsPsychological Factors

MotivationMotivation

PerceptionPerception LearningLearning

Beliefs and AttitudesBeliefs and Attitudes

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Types of Buying Decision BehaviorTypes of Buying Decision Behavior

Complex Buying BehaviorComplex Buying Behavior

DissonanceDissonance--Reducing Buying BehaviorReducing Buying Behavior

Habitual Buying BehaviorHabitual Buying Behavior

VarietyVariety--Seeking Buying BehaviorSeeking Buying Behavior

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The Buyer Decision ProcessThe Buyer Decision Process

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By: Aziz Ur Rahim IQRA University Peshawar 19

The Buyer Decision ProcessThe Buyer Decision Process

Need RecognitionNeed Recognition

Information SearchInformation Search

Evaluation of AlternativesEvaluation of Alternatives

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Purchase DecisionPurchase Decision

Post purchase DecisionPost purchase Decision

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By: Aziz Ur Rahim IQRA University Peshawar 21

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Adoption process for new products.Adoption process for new products.

New ProductsNew Products

Good, service or idea that is perceived byGood, service or idea that is perceived by

customers as new.customers as new.

Stages in the Adoption ProcessStages in the Adoption Process

Marketers should help consumers move throughMarketers should help consumers move through

these stages.these stages.

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By: Aziz Ur Rahim IQRA University Peshawar 23

Stages in the Adoption ProcessStages in the Adoption Process

AwarenessAwareness

InterestInterest

EvaluationEvaluation

TrailTrail

AdoptionAdoption

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International Consumer BehaviorInternational Consumer Behavior

Values, attitudes and behaviors differ greatly inValues, attitudes and behaviors differ greatly in

other countries.other countries.

Physical differences exist which require changesPhysical differences exist which require changes

in the marketing mix.in the marketing mix.

Customs vary from country to country.Customs vary from country to country.

Marketers must decide the degree to which theyMarketers must decide the degree to which they

will adapt their marketing efforts.will adapt their marketing efforts.

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By: Aziz Ur Rahim IQRA University Peshawar 25

Thank You !Thank You !