Consumer behavior Mohammad Sadat Hossain
- 1. CONSUMER BEHAVIOR Consumer Buying & Family Influences By Dept. of Marketing Jagannth University
- 2. PREPARED BY MOHAMMAD SADAT HOSSAIN
- 3. Definition of consumer An individual who buys products or services for personal use and not for manufacture or resale. A consumer is someone who can make the decision whether or not to purchase an item at the store, and someone who can be influenced by marketing advertisements.
- 4. Picture of consumer, Buyer & User
- 5. Customer vs consumer The consumer is the one who consumes the goods, i.e. the user of the good the term customer, which refers to a person who buys the goods or commodity and pays the price for it.
- 6. Last week my family brought five electronics product • the buying products name are listed below LED TV ( SONY ) LAPTOP (DELL) AIR CONDITION (GENERAL) MOBILE PHONE (VIVO V7) FRIDGE (WALTON)
- 7. Image of home appliance
- 8. Why purchased ? My family decided to purchase those products according to the needs and satisfaction levels of each and individual members of my family and their usefulness according to those purchased electronics device to meet individual specifics needs
- 9. Objectives of buying those products To make our life more comfortable To assure living standard To adapt with changing trends of the society To know the latest technological advancement o To develop well communication system with family members o To create strong bonding with modern technology
- 10. Family pic
- 11. Buying Roles The decision making unit of a buying family is called its buying center all the individuals and all The members of a family who act a vital role in the family purchase decision making process. Initiators : Our family friends Mr. Khan requested us to purchase those products because his family already used those products effectively
- 12. CONSUMER BUYING ROLE CONSUMER BUYING ROLE FIG
- 13. • Influencers – young and energetic members are the influencer to buy those products • Deciders – My father acts here as a decider on product requirements or on suppliers and who got the authority to select the suppliers • Buyers –My father and my elder brother who have the formal right of authority to select the supplier and arrange the purchase terms • Users – Definitely young members of my family are the user of those products
- 15. 1. Cultural Factors : Culture helps us in choosing what kind of product we want to buy. Family, relatives all play an important role in deciding consumer / our behavior. 2. Social Factors: Factors like reference groups, family and role models have direct or indirect impact on the consumer’s attitude and behavior.
- 16. Personal Factors : Factors such as age and the stage of life in which we are , economic conditions do play an important role in the buying behavior of my family. 4. Psychological Factors : o There are key five psychological factors which leads my family buying decision making process. Those are
- 17. Image of Psychological Factors
- 18. Motivation : The level of motivation influences the buying behavior of my family Perception: We humans are sensory beings. We have a series of receptors that serve us to move around the world, and of course to make decisions • Learning: The individual’s learning depends on the skills, knowledge and intention Attitudes and Beliefs: The individuals have certain beliefs and attitudes towards products on which our purchase decisions rests
- 19. Process of buying stages
- 20. A consumer goes through several stages before purchasing a product or service • Step 1- Need important factor which my family to buy of those products and services • Step 2 - When my family recognize our need for a particular product/service they try to collect as much information as they can My family use different channel to acquire information Personal Sources Commercial sources Public sources Experiential sources
- 21. Step 3 - The next step is to evaluate the various alternatives available in the market. My brother gathering relevant information tries to choose the best option available as per our family need, taste and pocket Step 4 - After going through all the above stages, my family finally decided to purchase those product. Step 5 - The purchase of the product is followed by post purchase evaluation. Post purchase evaluation reflects to our personal analysis whether the product was useful to us or not, whether the product fulfilled our need or not?