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CONSUMER MARKET
Consists of all the individuals and households
behavior of the individuals and households who buy goods and services for personal consumption. Consumer market refers to the combination of all theses individuals and households. These diverse consumers make their choices among various products based on several factors.
Learning Objectives
Understand the major factors influencing consumer
behavior Know and recognize the types of buying decision behavior Understand the stages in the buying decision process
efforts that the company might use? The company that understands how consumers will respond to product features, prices, advertising has a great advantage over its competitors.
CON.
According to the model of buyer behavior,
marketing (4Ps) and other (environmental - economic, technological, political and cultural) stimulus starts the response model. All these enter into the buyers head (black box) and then turn into responses as product choice, brand choice, dealer choice, purchase timing, and purchase amount.
CON.
The buyer behavior is affected by; (1) the buyers
characteristic - cultural, social, personal, psychological; (2) the buyers decision process. IN OTHER WORDS:Personal Psychological Social Cultural Situational Influences
IBSAR INSTITUTE OF MANAGEMENT STUDIES, KARJAT
Need Recognition
The buying process starts when the buyer recognizes
that he has a problem or need. The need can be felt because of internal stimuli (hunger, thirst...) or external stimuli (the buyer may feel hungry when he passes by a bakery, the buyer may need to have a vacation when he watches a commercial about Caribbeans on TV). At this stage, the marketer must identify the factors that most trigger interest in the product and develop marketing programs that involve these factors.
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Types of Needs:-
1.Psychological Need:-Fundamental Need of consumers. Impossilble to live without these needs. 2.Safety & Healthy Needs :-it means need for safety. It motivates the purchase of seat belts, helmets, alarms ,other security services. Health Needs: -Pharma company do this works by advertisement to complete human health needs. 3.Need for love & companionship:-Internet ,social clubs, Dating clubs ,hotels IBSAR INSTITUTE 4.Need for pleasure KARJAT OF MANAGEMENT STUDIES,
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5.Social Needs :- BPL /Nokia/Samsung Mobile advertise that it will help to touch with ur family across the country 6.Need to Process :-Omega watches advertise that if u use this set then u would be the leader.
Thus Needs Need over wants. Delivers to a real need to have something.
Information Search
When the consumer feels his need, he satisfies his
need with a product near at hand. But, if there is not such a product, he starts to search for information. The consumer can obtain information from several sources;
personal sources: family, friends, neighbors,
Con.
commercial sources: advertising, salespeople, dealers,
packaging, displays (more important for the consumer to get information) public sources: mass media, consumer rating organizations experiential sources: handling, examining, using the product
consumers sources of information and their importance, then design its marketing efforts in the way that would increase the awareness and knowledge IBSAR INSTITUTE OF MANAGEMENT of the potential consumers. STUDIES, KARJAT
Evaluation of Alternatives
After gathering information, the consumer evaluates
each alternative and makes a brand choice. Consumers pay attention to certain issues when evaluating the alternatives;
product attributes: consumers see products as a bundle
of product attributes (e.g. quality, size, price...) Consumers pay the most attention on the attributes that satisfies their need the most.
Con.
degrees of importance: consumers give different degrees
of importance to different attributes according to their needs and wants. brand beliefs: consumers develop a set of brand beliefs about where each brand stands on each attribute. The set of beliefs that are held about a particular brand is known as the brand image. total product satisfaction: consumers combine the attributes that give them the highest perceived satisfaction and create their ideal product. evaluation procedure: consumers approach different IBSAR INSTITUTE OF MANAGEMENT brands through some type of
STUDIES, KARJAT
Con.
evaluation procedure which depends on the individual and specific buying situation. In some cases, consumers use logical thinking, and at other times, emotional. Sometimes, they may decide on their own, or ask their friends, or salespeople for advice.
understand how they evaluate each alternative - e.g. which attribute receives the highest attention.
Purchase Decision
The consumer ranks all the brands and intends to
purchase one. However, sometimes the consumer does not buy the one he intended. Two factors can come between the purchase intention and decision;
attitudes of others; e.g. family may claim that the
alternative is better. unexpected situational factors; unexpected events may change the purchase intention e.g. the consumer may loose his job so that he have to purchase a cheaper brand, a friend my report his dissatisfaction about the product, a competitor may drop its prices...
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Postpurchase Behavior
After purchasing the product, the consumer will be
determined by the relationship between the consumers expectations and the products performance.
Con.
The marketers job does not end when the product is
bought. The marketer must do research in order to understand whether the consumer is satisfied about the product or not. Responding to consumer complaints help to reduce the number of dissatisfied consumers. E.g. Toyota contacts the new car owners and congratulates them. In addition, places advertising with the favorable words of the new car owners. I love what you do for me Toyota
individual passes through from first learning about a new product to final adoption (making the decision to become a regular user). Consumers go through six stages in the process of adopting a new product;
awareness: the consumer becomes aware of the new
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interest: the consumer seeks information about the new
product. evaluation: the consumer considers whether trying the new product is a good idea. trial: the consumer tries the new product to understand its value. adoption: the consumer decides to make regular use of the new product. Conformation : the consumer make conformation about the new product.
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slow start, an increasing number of people adopt the new product. The number of adopters reaches a peak and then drops off as very little adopters remain. There are five adopter categorization on the basis of time of adoption of innovations; Innovators: are the first 2.5 percent of the buyers, they are adventurous, take risk, relatively younger, better educated, have higher income, are more receptive to
unfamiliar things, rely more on their own values and judgement, are less brand loyal and more likely to tae advantage of special promotions e.g. discounts. Early adopters: are the next 13.5 percent, are opinion leaders in their communities and adopt new ideas early but carefully. Early majority: are rarely leaders but adopt new ideas before the average person. Late majority: adopt an innovation only after a majority of people have tried it. Laggards: are suspicious of changes and adopt the innovation only when it has become tradition.
Some products catch on almost overnight e.g. Frisbees; but some take a long time to be accepted e.g. personal computers. Five characteristics are important in influencing an innovations rate of adoption;
relative advantage: the degree to which the innovation is
innovation fits the values and lifestyles of potential consumers. complexity: the degree to which the innovation is difficult to understand or use. divisibility: the degree to which the innovation may be tried on a limited basis. (price may influence the divisibility) communicability: the degree to which the results of using the innovation can be observed or described.
Psychological
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Psychological
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Functional
Functional
Psychological
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loose weight so that he can reduce his blood pressure. His primary motive is?
Functional
IBSAR INSTITUTE OF MANAGEMENT STUDIES, KARJAT
Functional
IBSAR INSTITUTE OF MANAGEMENT STUDIES, KARJAT
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