Description
ppt on advertising
Consumer Behaviour
Buyer Behaviour Model
y Economic Model:Acc. To economic model buyer is a
rational man and his buying decisions are governed by the concept of utility. If he has certain amount of purchasing power, a set of products to choose from, he will allocate this amount over the set of product in a very rational manner with intention of maximising utility/belief/need satisfaction.
y Learning model: Acc. to this model, buyer behavior
can be influenced by manipulating the drives, stimuli and response of the buyer. y Psychoanalytical Model: Acc. to this model, a consumer has a complex set of deep-seated motives that drive him towards certain behavior. The buyer has a world with hidden fear, supressed desires and totally subjective longings.
y Sociological Model: Buyer is influenced by in his
buying behavior by society-by intimate groups as well as social classes. Systems Model: System models means buyer behavior is totally the standpoint of marketing man. It has two models: 1. Nicosia Model: It links the buyer behavior with company¶s activity.
2. Howard-Sheth Model: this model states that there are inputs in the form of stimuli. There are outputs beginning with attention to a given stimulus and ending with purchase.
Factors Influencing Consumer Buying Behavior
y Personal Factors:
Demographics of Consumers 2. Psychographics of consumers y Socio-cultural Factors 1. Culture 2. Social Factors/Influence of reference groups
1.
Primary Groups: Family, Peers ,friends Secondary groups: basis on occupation, Religion,
Profession, Social club,trade union Openion Leaders: are a component of secondary groups. Larger social class:Social stratification
Psychological process Underlying Consumer Behavior
y Motivation: Which springs from motives, the first
psychological element. y Perception: with information input, consumer get an idea/his own perception of situation/issue. y Learining: Human ability at learning, forgetting and discriminating. y Memory: Information inputs+Experiences gathered by the buyer
Motivation Process
Self Actualisation Needs Esteem Need (Recognition, Status) Social Need (Sense of belonging, love) Safety needs (security, protection) Psychological Needs (hunger,food, shelter)
Buying Motives
Product Motives
Patronage Motives
Emotional Product Motives
Rational Product Motives
Emotional Patronage Motives
Rational Patronage Motives
Alternate classification of product motives
Alternate classification of product motives Operational Product Motive SocioPsychological Product Motive
Buying Habits/Shopping Behavior
Buying habits can be studied in relation to the types of products purchased. Consumer goods is classified in three ways: 1. Convenience goods: Which consumer like to purchase with least possible effort.the goods purchased frequently and their unit price is low e.g. toothpaste, cigarettes, soap etc . 2. Shopping Goods: Items like clothes, electrical appliances, shoes which are not purchased
doc_335392779.ppt
ppt on advertising
Consumer Behaviour
Buyer Behaviour Model
y Economic Model:Acc. To economic model buyer is a
rational man and his buying decisions are governed by the concept of utility. If he has certain amount of purchasing power, a set of products to choose from, he will allocate this amount over the set of product in a very rational manner with intention of maximising utility/belief/need satisfaction.
y Learning model: Acc. to this model, buyer behavior
can be influenced by manipulating the drives, stimuli and response of the buyer. y Psychoanalytical Model: Acc. to this model, a consumer has a complex set of deep-seated motives that drive him towards certain behavior. The buyer has a world with hidden fear, supressed desires and totally subjective longings.
y Sociological Model: Buyer is influenced by in his
buying behavior by society-by intimate groups as well as social classes. Systems Model: System models means buyer behavior is totally the standpoint of marketing man. It has two models: 1. Nicosia Model: It links the buyer behavior with company¶s activity.
2. Howard-Sheth Model: this model states that there are inputs in the form of stimuli. There are outputs beginning with attention to a given stimulus and ending with purchase.
Factors Influencing Consumer Buying Behavior
y Personal Factors:
Demographics of Consumers 2. Psychographics of consumers y Socio-cultural Factors 1. Culture 2. Social Factors/Influence of reference groups
1.
Primary Groups: Family, Peers ,friends Secondary groups: basis on occupation, Religion,
Profession, Social club,trade union Openion Leaders: are a component of secondary groups. Larger social class:Social stratification
Psychological process Underlying Consumer Behavior
y Motivation: Which springs from motives, the first
psychological element. y Perception: with information input, consumer get an idea/his own perception of situation/issue. y Learining: Human ability at learning, forgetting and discriminating. y Memory: Information inputs+Experiences gathered by the buyer
Motivation Process
Self Actualisation Needs Esteem Need (Recognition, Status) Social Need (Sense of belonging, love) Safety needs (security, protection) Psychological Needs (hunger,food, shelter)
Buying Motives
Product Motives
Patronage Motives
Emotional Product Motives
Rational Product Motives
Emotional Patronage Motives
Rational Patronage Motives
Alternate classification of product motives
Alternate classification of product motives Operational Product Motive SocioPsychological Product Motive
Buying Habits/Shopping Behavior
Buying habits can be studied in relation to the types of products purchased. Consumer goods is classified in three ways: 1. Convenience goods: Which consumer like to purchase with least possible effort.the goods purchased frequently and their unit price is low e.g. toothpaste, cigarettes, soap etc . 2. Shopping Goods: Items like clothes, electrical appliances, shoes which are not purchased
doc_335392779.ppt