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Assignment2 ppt1

Aug 16, 2015

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Marketing

  1. 1. Assessing the value of the product as Perceived by the customer by analyzing customers behavior.
  2. 2. Marketers must understand both the theory and reality of consumers behavior in order to shape the buying behavior.
  3. 3. Factors that inuence consumers behavior
  4. 4. 1. Cultural factors
  5. 5. These inuence the buying behavior.
  6. 6. Cultural factors are the fundamental determinant of persons wants and behaviors.
  7. 7. Based on where the consumers come from. What kind of social class do they belong to. Will determine the buying behavior.
  8. 8. 2.Social factors
  9. 9. Reference groups Have direct and indirect inuence on the buying behavior. These groups have direct inuence. Types - Primary groups usually with the Person interacts. Secondary groups- Such as religions, trade-union groups, professional etc. Membership groups
  10. 10. They expose an individual to new behaviors and lifestyles. They inuence attitudes and self concept. They create pressure for conformity and may aect product and brand choices
  11. 11. Family Twotypes Mostimportantconsumerbuyingorganizationinsociety Familyoforientation- Parentsinuenceon buyingbehavior Familyofprocreation- Personsfamilyhas inuenceonbuying behavior
  12. 12. Husband and wife tend to make joint decision so the marketer must target both men and women when trying to inuence the buying behavior. Eg: Buying cars, holidays etc.
  13. 13. Children also wield indirect inuence on buying behavior.
  14. 14. Role- Activities a person is expected to perform. Each role in turn connotes a status People choose products that reect and communicate their role and state their desired status in society.
  15. 15. Family life cycle Psychological life cycle Life events or transitions- Marriage, child birth etc. Marketers should take these personal aspects into consideration in the process of inuencing buyers Behavior.
  16. 16. Self- condence Dominance Autonomy Deference Sociability adaptability Thesefactorsdescribepersonality
  17. 17. Consumers are likely to choose brands whose personalities match their own. (Brand personality)
  18. 18. Researched brand personalities and identied traits- 1. Sincerity 2. Excitement 3. Competence 4. Sophistication 5. Ruggedness
  19. 19. Alifestyleisapersonspatternofliving. Marketerssearchforrelationshipsbetween theirproductsandlifestylegroups. Activities Interests Opinions
  20. 20. Main aspect. Factors that inuence consumers behavior 1. Social 2. Cultural 3. Personal
  21. 21. Created by, Akhila Polishetty, during an internship under Mr, Sameer Mathur, IIM Lucknow. www.IIMinternship.com
  22. 22. Thank You.
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