Analyzing Consumer

Markets
Discussion Questions
1. How do consumer characteristics
influence buying behavior?
2. What major psychological processes
influence consumer responses to the
marketing program?
3. How do consumers make purchasing
decisions?
4. In what ways do consumers stray from a
deliberative, rational decision process?
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 Consumer Behavior
The study of how individuals, groups,
and organizations select, buy, use, and
dispose of goods, services, ideas, or
experiences to satisfy their needs or
wants.

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 Consumer Behavior
Personal Factors

Cultural Factors

Social Factors
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Cultural Factors
Social Class

Culture

Subculture
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Socioeconomic Classification (SEC) Matrix
India (Urban)

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6
-
7
SEC MatrixIndia (Rural)

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 Socioeconomic Class-wise
Distribution of Households (%)

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Indian Households by Income Groups

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Age Distribution of PopulationIndia

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 Social Factors
Reference Groups

Family

Role and Status

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 Personal Factors

Personality

Age

Life Cycle Stage

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Personal Factors
Occupation Values

Lifestyle

Economic situation
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Psychological Factors

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Motivation
Freud

Maslow

Herzberg

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Maslows Hierarchy of Needs

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Perception
Selective Attention

Selective Retention

Subliminal Perception Selective Distortion

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Learning
Driver

Cues

Discrimination
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Emotions

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The Buying Decision Process

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Buying Decision Process

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Problem Recognition

Im Hungry

Stimulus
Internal
External
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 Information Search
Commercial Public

Personal Experiential
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Successive Sets Involved in
Consumer Decision Making

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Evaluation of Alternatives
Beliefs

Attitudes
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 Steps between Evaluation of
Alternatives and Purchase Decision

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 Postpurchase Behavior
Postpurchase Satisfaction Delighted

Satisfied

Dissatisfied

Loyal

Stay or Go

Defect Postpurchase Actions

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 How Customers
Use or Dispose of Products

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Moderating Effects
Low-involvement

Variety seeking

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THANK - YOU

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