Professional Documents
Culture Documents
Dr. Karim
Introduction
The aim of marketing is to affect how
customers think and act. To affect the
whats,
whens,
behavior,
and
marketers
hows
of
buyer
must
first
C o n s u m e r B e h a v i o r - D e fi n i t i o n
Consumer behavior is defined as activities people undertake
when (1) obtaining, (2) consuming and (3) disposing of products to
satisfy needs and desire.
Consumer behavior includes the study of why, where, how often
and under what conditions consumers consume different products
or brands with the premise that it becomes easier to develop
marketing strategies to influence consumers once a marketer
knows the reasons why people buy specific products or brands.
C o n s u m e r B e h a v i o r - D e fi n i t i o n
Obtaining refers to the activities leading up to
and including the purchase or receipt of a product.
Consuming refers to how, where, when and
under
what
circumstances
consumers
use
products.
Disposing refers to how consumers get rid of
products and packaging.
Historical Approach
Understanding
consumer
behavior
is
essential
to
the
design,
promotion.
segmentation,
targeting,
positioning
and
Advertising
Distribution
Consumer behavior
the engine of
marketing
Market
research
is
the
learned
perceptions,
wants,
from
and
family
institutions
and
other
values,
behavior
important
Social Factors
that
are
logical
and
consistent
for
them.
Need Recognition
Search for Information
Pre-purchase Evaluation of Alternatives
Purchase
Consumption
Post-consumption Evaluation
Divestment
N e e d Re c o g n i t i o n
Current State
Desired State
and
characteristics
individual
differences
or
(UNCONTROLLABLE
M
E
M
O
R
Y
Environmental Influences
- Culture
- Social Class
- Personal Influence
- Family
- Situation
Need
Recognition
Individual Differences
- Consumer Resources
- Motivation
- Knowledge
- Attitudes
- Personality, Values,
and Lifestyle
Internal
Search
M
E
M
O
R
Y
Search
External Search
Environmental
Influences
Individual
Differences
Fa
pe mil
m ers y,
ar ,
ke
tp
la
ce
External Search
2. Marketer Dominated
Refers to anything that products suppliers do for purposes
of information and persuasion, such as using advertising,
salespeople, websites, and point-of-sale materials.
Information Processing
Beside the external and personal uncontrollable factors
influencing the buying behavior, exposure of customers
to the companys marketing (controllable factor) can
affect the decision-making by providing inputs for the
consumers black box where information is processed
before the final consumers decision is made. The steps
involved in processing information include:
1.
Exposure
First,
information
and
persuasive
Information Processing(con)
3. Comprehension If attention is attracted, the message is
further analyzed against categories of meaning stored in
memory. The marketer hopes that accurate comprehension
will occur.
4. Acceptance Once comprehension occurs, the message
can be either dismissed as unacceptable or accepted. The
goal of the message is to change existing beliefs and
attitudes , but the message must be accepted before this
can happen.
5. Retention Finally, the goal of any persuader is for this new
information to be accepted and STORED IN MEMORY in such
a way that it is ACCESSIBLE FOR FUTUR USE.
Information Processing
Exposure
Stimuli:
- Marketer
Dominated
- Nonmarketer
Dominated
Attention
Comprehension
Acceptance
Retention
M
E
M
O
R
Y
usually
determine
which
brand
or
store
consumers choose.
Consumers compare what they know about different
products and brands with what they consider most
important
and
begin
to
narrow
the
field
of
Need Recognition
Internal
Search
Exposure
Stimuli
Attention
Comprehension
M
M
R
Y
Retention
Pre-purchase
Evaluation of
Alternatives
Environmental
Influences
E
O
Acceptance
Search
Individual
Differences
Need Recognition
Internal
Search
Exposure
Stimuli
Attention
Comprehension
M
M
R
Y
Retention
Pre-purchase
Evaluation of
Alternatives
Environmental
Influences
E
O
Acceptance
Search
Purchase
Individual
Differences
Need Recognition
Internal
Search
Exposure
Stimuli
Attention
Comprehension
Search
Pre-purchase
Evaluation of
Alternatives
E
M
Purchase
Acceptance
R
Y
Retention
Environmental
Influences
Consumption
Individual
Differences
experience
sense
of
either
satisfaction
or
dissatisfaction.
Satisfaction
occurs
when
consumers
expectations
are
experiences
and
performance
fall
short
of
Need Recognition
Internal
Search
Exposure
Stimuli
Attention
Comprehension
Search
Pre-purchase
Evaluation of
Alternatives
Purchase
Individual
Differences
Acceptance
Environmental
Influences
Consumption
Retention
External
Search
Post-consumption
Evaluation
Dissatisfaction
Satisfaction
Post Consumption
Evaluation
Dissatisfaction
Satisfaction
Need Recognition
Internal
Search
Exposure
Stimuli
Attention
Comprehension
Search
Pre-purchase
Evaluation of
Alternatives
Purchase
Individual
Differences
Acceptance
Environmental
Influences
Consumption
Retention
External
Search
Post-consumption
Evaluation
Dissatisfaction
Satisfaction
Divestment
ATTENTION !!!
A distinction is frequently made between high and low
involvement purchasing (e.g., having a hair cut Vs
having a medical operation), implying that in
practice the actual buying activity can be less
or more consistent with this model, depending
on the buyers perceived purchasing risks. High or
low degree of involvement is also a question of the
personal, social, and economic significance of the
purchase (e.g., one day Vs twenty days residence at
a hotel; a newspaper Vs a house).