ConsumerBehavior

WHO IS A CONSUMER?:

WHO IS A CONSUMER?:

A Consumer is a buyer who utilizes the product for his personal consumption.Example: Buying a stuff toy for the consumption of children is a final user of the product; while buying the same product for another purpose such as for retail or wholesale purposes, earning profit out of buying the stuff toys.

WHO IS A BUYER?:

WHO IS A BUYER?:

A buyer is someone who felt a need or a want to acquire a product or service in exchange of something with value he owns. There are two types of buyers: The End User or “Consumer”, and the “Industrial Buyer” or a businessman whose intension is to earn profit.

WHY DO PEOPLE BUY?

WHEN DO WE SAY THAT A PERSON NEEDS SOMETHING?

HOW DO YOU KNOW THAT HE NEEDS THAT THING?

PEOPLE BUY BECAUSE OF A NEED OR A WANT THAT IS FELT WHEN THEY RECOGNIZED THAT SOMETHING IS MISSING AND SHOULD BE DONE OR ACTED UPON.

A PERSON NEEDS SOMETHING BECAUSE HE FELT AN URGENT PURPOSE OF ACQUIRING THE THING

WE CANT BE SURE THAT A PERSON NEEDS SOMETHING UNLESS HE DECIDES TO BUY AS A REASON OF AN URGENCY. HENCE, A SALESMAN SHOULD PERFORM AN EFFECTIVE PRESENTATION THAT PROVIDES THE BUYER SOME ALTERNATIVES THAT WILL SATISFY THE THIRST OF URGENCY.

FACTORS AFFECTING CONSUMER BUYING BEHAVIOR

PSYCHOLOGICAL(Motivation, perception, learning, attitudes, lifestyles)

SOCIAL(Personal Influence: opinion leaders, word-of-mouth; Reference Groups; The Family; Social Class; Culture, Purchase Situation)

Explanation:

The marketing stimuli (product, price, place, promotion) and the other stimuli are forces and events in the buyer’s environment: economic, technological, political, and cultural, pass through the consumer’s black box that produces a set of observable responses: these are the product choice, brand choice, dealer’s choice, purchase timing, and purchase amount need understanding by the marketers to serve best the consumer.

attitude

learning

lifestyle

FACTORS AFFECTING CONSUMER BUYING BEHAVIOR

Explanation

The major functions influencing consumer behavior are culture, social, personal and psychological factors. They are not controllable by the marketer. Since culture is learned behavior, values learned are not easily changed. Marketers should forever try to spot cultural shifts when values change in order to imagine new products that might be wanted.

PROBLEM RECOGNITION

PURCHASE

POST PURCHASE EVALUATION

CONSUMER INFORMATION PROCESSING

EVALUATION OF ALTERNATIVES

PURCHASE DECISION PROCESS

FOCUS: help people provide solutions to their problems (satisfying needs)

Explanation The presented model emphasizes that the buying

process starts long before the actual purchase and has consequences long after the purchase (Kotler, 1983). It encourages the marketer to focus on the buying process rather than the purchase decision. Hence a woman buying her regular brand of shampoo would recognize the need and go directly to the store skipping information search and evaluation

CASE ABOUT SATISFYING PARENT’S NEEDS

Issue: Parents wants their children to be safe all the time like going to school, etc.Problem Recognized: A Need to safeguard children from unwanted bad elementsConsumer Processing: Internal search- previous experiences; external search- experience not enough needs adviseEvaluation: List of Alternatives: Buy a Car, Lease School Bus, Get Nanny, Buy a PhonePurchase: Tentative Answer: What to buy, where and when to buy?Post Purchase: Repeat or not?

TRY ANSWERING THIS IN YOUR GROUP FOR 10 MINUTES

Issue: STUDENTS NEED READING MATERIALS TO COPE WITH THEIR STUDIES

Problem Recognized:Consumer ProcessingEvaluation:Purchase:Post Purchase:

ASSIGNMENT

1. Know the models that marketing leaders introduced2. Identify a model that can be adopted in understanding the consumer’s buying decision3. Explain Internal and External Stimuli4. Conclude the Information Search Stage of buying decision process5. Appreciate the importance of understanding consumers buying behavior6. Apply Kotler’s Model of Consumer Behavior