Consumer Behaviour Models Ppt Download Free

Consumer Behavior • 1. Consumer Behaviour • Based on concepts from Psychology Sociology Anthropology Marketing Economics • Why do we need to study Consumer Behaviour? Because no longer can we take the customer/consumer for granted. • Failure rates of new products introduced Out of 11000 new products introduced by 77 companies, only 56% are present 5 years later. Only 8% of new product concepts offered by 112 leading companies reached the market. Out of that 83% failed to meet marketing objectives. • All managers must become astute analysts of consumer motivation and behaviour • Can Marketing be standardised?

PPT – Consumer Behavior PowerPoint presentation free to download - id. General Model of Behavior; predicts that understanding consumer behavior.

Because cross - cultural styles, habits, tastes, prevents such standardisation. • Unless Managements act The more successful a firm has been in the past, the more likely is it to fail in the future. Because people tend to repeat behaviour for which they have been rewarded.

Title: Consumer Behaviour Models 1 Chapter 3 • Consumer Behaviour Models 2 Chapter Objectives • To understand the role consumer behaviour plays in the development and implementation of advertising and promotion programs. • To understand the consumer decision-making process and how it varies for different types of purchase. 3 Chapter Objectives • To understand various internal psychological processes, their influence on consumer decision making, and implication for advertising and promotion. • To recognize external factors such as culture, social class, group influences, and situational determinants and how they affect consumer behaviour. Sega cue creator mac software. 4 Consumer Decision Making Process 5 Consumer Decision Process 6 Sources of Need Recognition • Out of stock.

• Purchase decision is routine. • Resolved by choosing familiar brand. • Dissatisfaction. • Dissatisfied with current state of product/service.

• Advertising is used to help consumers recognize need for new product. 7 Sources of Need Recognition • New needs or wants. • Created by life changes. Graduation, employment status, financial situation).

• Wants are desired but not essential. • Related product purchase. • Purchase of a new product will most likely trigger purchase of accessories. New camera will require film). 8 Sources of Need Recognition • Marketer-induced recognition. • Marketers encourage discontentment with current state or situation. • Brand switching is encouraged by sales promotion.

• New products. • Innovative products may stimulate a need.

• Consumers may not see a need for what the marketer is selling. 9 Examining Consumer Motivations • Marketers recognize need recognition will influence the remainder of the decision process. • To better understand consumers reasoning marketers devote considerable attention to motives. • Motives - factors that compel a consumer to take a particular action. 10 Maslows Hierarchy of Needs Physiological needs (hunger, thirst) 11 Market Research Methods • In-depth interviews. • The consumer talks freely in an unstructured interview to obtain insights into his or her motives, ideas or opinions.

• Projective techniques. • Methods allowing consumers to project values, motives, attitudes or needs on some external object. 12 Market Research Methods • Association tests. • Consumers respond with the first thing that comes to mind when presented with some verbal or pictorial stimulus. • Focus groups. • A group of consumers with similar backgrounds or interests discuss a product, idea or issue. PowerShow.com is a leading presentation/slideshow sharing website.

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