Consumer Markets Behavior
By
Paripan
Keawnet
Introduction 1.Consumer behavior is purposeful and goal oriented. 2. The consumer has free choice. 3.Consumer behavior is a process. 4.Consumer behavior is be influenced. 5.There is a need for consumer education.
Objective ďƒ’
At the end of this slide show, you will be able to : - List name the elements of the stimulus – response model of consumer behavior - Outline the major characteristics affecting consumer behavior
- List some of the specific cultural , social , and psychological factors influence consumers
A Model of Consumer Behavior
Marketing and Other Stimuli Marketing Product Price Place Promotion Other Economic Technological Political Cultural
Buyer’s Black Box Buyer Characteristics Buyer Decision Process
Buyer Responses Product Choice Brand Choice Dealer Choise
Purchase Timing Purchase Amount
Factors influencing behavior Cultural Culture
Social Reference groups
Subculture
Family
Social class
Roles And status
Personal Age and lifecycle Occupation Economic situation Lifestyle Personality and self-concept
Psychological Motivation Perception Learning Beliefs and Attitudes
Buyer
Personal Characteristics Af fecting Consumer Behavio r
Culture Factors
Social Factors
Personal Factors
Psychological Factors
Cultural Factors
Culture
Subculture
Consumer Behavior across International Cultures
Social class
Example ďƒ’
Cultural
Japanese food , travel , clothing , building
ďƒ’
Chinese food , travel , clothing , building
Consumer Behavior across International Cultures
The United Kingdom ďƒ’
Toasts are often dinners
Saudi Arabia ďƒ’
Men will kiss each other in greeting
Social Class Divisions in a society Occupation , income , education
The Four Seasons restaurant
Joe’s Coffee Shop Same locate
Social Factors Group
Family
Roles
and Status
Personal Factors ďƒ’
Lifestyle
ďƒ’
Age and Life-Cycle stages
Occupation
Economic Situation
Psychological Factors
Motivation
Perception
Learning
Beliefs and Attitudes
Conclusion To summarize
Model of consumer Behavior the customers will respond Marketing 4P’s (Product, Price ,Place ,Promotion)
Other stimuli in buyer’s environment :economic, technological, political ,cultural
Personal character affecting are Cultural , Social, Personal, Psychological.
What question do you have ?