Consumer Market & Buyer BehaviorConsumer Market & Buyer Behavior

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

By: Aziz Ur Rahim IQRA University Peshawar 3

• Consumer MarketConsumer Market & & Buyer BehaviorBuyer Behavior • Factor Influence Factor Influence Buyer BehaviorBuyer Behavior

• Stages of Stages of Buying Decision BehaviorBuying Decision Behavior

• Adoption & diffusion Adoption & diffusion process for new products.process for new products.

Scheme Of PresentationScheme Of Presentation

By: Aziz Ur Rahim IQRA University Peshawar 4

Consumer MarketConsumer Market

• Individual & household who acquire goods Individual & household who acquire goods and services. and services.• Buying behavior of final consumer.Buying behavior of final consumer.

By: Aziz Ur Rahim IQRA University Peshawar 5

Consumer BehaviorConsumer Behavior

“How individuals, groups, and organizations select, buy, use, and dispose

goods, services, ideas, or experiences to satisfy their needs and desires.”

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

• Consumer productsConsumer products • Food and beveragesFood and beverages

• Retail segmentRetail segment

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Consumer productsConsumer products

• Air conditioner Air conditioner • Domestic electrical appliancesDomestic electrical appliances• Gems and jewelleryGems and jewellery • Furniture,Furniture, etc.

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Food and beveragesFood and beverages

• Beverages Beverages

• Cocoa products Cocoa products

• Dairy products Dairy products

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

By: Aziz Ur Rahim IQRA University Peshawar 9

Retail SegmentRetail Segment

• Supermarkets Supermarkets

• Franchisees Franchisees

• Department storesDepartment stores

• Mail services, etc.Mail services, etc.

By: Aziz Ur Rahim IQRA University Peshawar 10

By: Aziz Ur Rahim IQRA University Peshawar 11

Factor Affecting Consumer BehaviorFactor Affecting Consumer Behavior

• Cultural Factors Cultural Factors

• Social FactorsSocial Factors

• Personal FactorsPersonal Factors

• Psychological FactorsPsychological Factors

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 with Every culture have smaller subculture or group of people with

shared value system based on common life experiences and shared 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.

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 life-Cycle stageAge and life-Cycle stage

• OccupationOccupation

• Economic SituationEconomic Situation

• Life Style Life Style

By: Aziz Ur Rahim IQRA University Peshawar 15

Psychological FactorsPsychological Factors

• MotivationMotivation

• PerceptionPerception

• LearningLearning

• Beliefs and AttitudesBeliefs and Attitudes

By: Aziz Ur Rahim IQRA University Peshawar 16

By: Aziz Ur Rahim IQRA University Peshawar 17

Types of Buying Decision BehaviorTypes of Buying Decision Behavior

• Complex Buying BehaviorComplex Buying Behavior

• Dissonance-Reducing Buying BehaviorDissonance-Reducing Buying Behavior

• Habitual Buying BehaviorHabitual Buying Behavior

• Variety-Seeking Buying BehaviorVariety-Seeking Buying Behavior

By: Aziz Ur Rahim IQRA University Peshawar 18

The Buyer Decision Process The Buyer Decision Process

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The Buyer Decision ProcessThe Buyer Decision Process

• Need RecognitionNeed Recognition

• Information SearchInformation Search

• Evaluation of Alternatives Evaluation of Alternatives

By: Aziz Ur Rahim IQRA University Peshawar 20

• Purchase DecisionPurchase Decision

• Post purchase DecisionPost purchase Decision

By: Aziz Ur Rahim IQRA University Peshawar 21

By: Aziz Ur Rahim IQRA University Peshawar 22

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

• New ProductsNew Products– Good, service or idea that is perceived by Good, 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 through Marketers should help consumers move through

these stages.these stages.

By: Aziz Ur Rahim IQRA University Peshawar 23

Stages in the Adoption ProcessStages in the Adoption Process

• AwarenessAwareness

• Interest Interest

• EvaluationEvaluation

• Trail Trail

• AdoptionAdoption

By: Aziz Ur Rahim IQRA University Peshawar 24

International Consumer BehaviorInternational Consumer Behavior

– Values, attitudes and behaviors differ greatly in Values, attitudes and behaviors differ greatly in other countries.other countries.

– Physical differences exist which require changes Physical 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 they Marketers must decide the degree to which they

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

By: Aziz Ur Rahim IQRA University Peshawar 25

Thank You !Thank You !