SCCI'15 - markative - session 3 - Consumer behavior

SESSION #3By: Toqa Amr and Mohanned Ezz

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Marketing and Sales

Marketing

Sales

Awareness

Marketing =creating awarenesssales = converting awareness

Market Research

Primary

Research MethodSecondary

Research Method

research that you design and conduct yourself.

using information that others have already put together.

Social Marketing

Commercial Marketing

Consumer Behavior

The study of individuals, groups, or organizations and the processes they use to

select of products, services, or ideas to satisfy needs and the impacts that these processes

have on the consumer and society.

Customer

Preferences

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Cost

Comfortable

Safety

Spare Parts

Brand Image

Types of consumer buying behavior

•Routine response

•Extensive decision making

Consumer buying process

1- problem recognition

2- information search

3- evaluation of alternatives

4- Purchase decision

5- Purchase

6- post-purchase evaluation

Model of consumer behavior

• Initiator : who first suggest buying the product or service

• Influencer : whose comments affects the decision making

• Decider : who makes all or part of the buying decision

• Buyer : who physically make the purchase

• User : who consumes the product or service

Recap!

Any Questions?

Thank you!

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