Date post: | 13-Apr-2017 |
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Buying Behavior
Prepared By: Gaurang Kotadiya (16) Harshad parmar (17) Harveersigh Zala (18) Honey Pandya (19)
Submitted To: Dr.Vaishali Trivedi
What is consumer behaviour? ‘’Consumer behaviour is the
study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society.’’
Characteristics of consumer behaviour
Opinions, attitudes and beliefs Psychological reactants Socio economic classification Lifestyle Life cycle Group influence Ethnic groups
Buying decision making process Motive development
Information gathering
Proposition evaluation
Proposition selection
Purchase/ acquisition
Re-evaluation
Key psychological processes
motivation Basics of motivation : People are
motivated by many things, some positive others not. Some motivating factors can move people only a short time, like hunger which will last only until you are fed. Others can drive a person onward for years.
Motivation is the driving force within individuals that impels them to action. Motivation is the activation or energization of goal-oriented behavior.
Perceptions The American marketing association
(AMA,2009) defines perception as follows: based on prior attitudes, beliefs, needs, stimulus factors, and situational determinants, individuals perceive objects, events, or people in the world about them.
Perception is the cognitive impression that is formed of “reality” which in turn influences the individual’s action and behaviour toward that object; if we paid attention to all become Overloaded, just as a computer does when it crashes.
Thinking feeling
INVOLEVEMENT 1. INFORMATIVE (ECONOMIC) LEARN-FEEL-DO CAR, TV, CAMERA
2. AFFECTIVE (PSYCHOLOGICAL) FEEL-LEARN –DO BABY FOOD COOKING OIL SKIN CREAM
3. Habitual (Responsive) do-learn-feelDetergent, headache pill, engine oil
4. Satisfaction (social) Do-learn-feelconfectionery, soft drinks, ice-cream
Learning and memory How do consumers continually learn about new product
and service and characteristics, their how do consumers continually learn about new
product and service characteristic, their relative performance and new trends?
Learning is defined as the process by which we acquire new knowledge and skill attitudes and values, through study, experience or modelling others’ behavior.
There are various theories of human learning, which include classical conditioning, operant conditioning, and social learning as outlined here:
PERSONALITY PERSONALITY : How and what we buy is also
based on our personalities.
Personality can be defined as that aspect of our psyche that determines the way in which we respond to our environment in a relatively stable way over time.
The psychoanalytic approach ID-This part of our psyche harbours our drives
and urges, a kind of seething mass of needs, which require instant gratification.
EGO- this part of psyche attempts to find outlets for the urges in our id and acts as a planning center to determine the opportunities for the the urges in our urges. According to freud, the ego is moderated by the superego.
SUPEREGO- This part of our psyche, so that we in a socially acceptable manner and avoid any feelings of guilt or shame. It acts as a social conscience.
Self concept approach Consumer purchase the brand “that
they represent “ Example: middle class will purchase
Samsung mobile rich class will purchase iphone
Trait approach Based on personality traits ‘Big Five Model’ Extraversion – fun loving, sociable,
affectionate, friendly Openness – original, imaginative, creative,
daring Conscientiousness – careful, reliable, well
organized Neuroticism – worrying, nervous, self
conscious Agreeableness – soft hearted , sympathetic,
forgiving.
Theory of Planned Behavior Attitude Towards The Behavior:-
– Certain attitude are present before and while behaviors are preformed. Subjective Norm:-
– How important people in the subject life would view the behavior. Perceived behavior control:-
– A combination of self Efficacy is the difficulty of performing
the action. Controllability is the belief that one has control over the behavior.
Buyer Behavior Model The economical Modal:-
Low of principal of maximum utility Low of equimarginal utility enables a consumer to secure
the maximum utility from limited purchasing power. price effect Substitution effect income effect
Learning Modal:- – The response of satisfaction reinforces the relationship.– Learns to associate connection between stimulus and
response which becomes habits.– Understanding the response of consumer at the market
place.
Psychoanalytical Modal:-– Personality of consumer and their responses.– Consumer behavior I directed by a complete set of deep
seated motives. Sociological Modal:-
– As his role, status, interaction, influence, group relation, lifecycle, income, occupation, place of residence, social class etc.
Howard sheth model Customer lacks well defined evaluative criteria to
judge the product Searches for information After passing his own personality, his intake is
modified Evaluates the brands available Seeks greatest potential of satisfying his motives
example Online shopping
Nicosia modelProposed by Francesco Nicosia in
1966s Incomplete in a number of aspects,
very reductionist
Variables in the model have not been clearly defined
A number of assumptions have been made that question the validity of this model, for instance:
What type of consumer are we talking about? The company and the consumer have an
existing relationship? What type? Is this for a new product? Is this the first
exchange the consumer has had with the producer?
example Four-wheelers
Buying phasesProblem/need
recogunion
Product specification
Supplier and product search
Evaluation of proposals
Supplier selection
Evaluation
Characteristics of business
Derived demand Variance – feuchating demand Inelastic demand Buying process High pruancial value Relationship