Académique Documents
Professionnel Documents
Culture Documents
2014
2014
Wordof- Mouth
Advertising
Interest
Channel
Decision
Product /
Service
Action
Price
Satisfaction
2014
2014
Limited Problem
Solving
Routinized
Response Behavior
2014
Consumer Mind?????
STIMULUS
FIRM
CONTROLLED
PRODUCT
PRICE
ADVERTISING
SALES PERSON
DISPLAY
DISTRIBUTION
BUY
MIND
RESPONSE
NO BUY
SOCIAL
WORD OF MOUTH
REFERENCE GROUP
2014
FIRM
INPUTS
P
R
O
C
E
S
S
oFamily
oInformal Sources
oOther non-commercial sources
oSocial Class
oSubculture& culture
oProduct
oPrice
oPromotion
oDistribution
EXPERIENCES
POST-DECISION BEHAVIOR
OUTPUT
2014
PURCHASE
Trial
Re-purchase
2014
10
The number of brands that a consumer actually considers in making a purchase decision.
11
Unknown
Brands
(1)
Evoked Set
Acceptable
Brands
Purchased
Brands
2014
Inept Set
Unacceptable
Brands
Inert Set
Indifferent
Brands
Overlooked
Brands
Not Purchased
Brands
-CONSUMEE BEHAVIOUR -- PGDM 2014
PROF. MOHAN B.RAO
FOR RESTRICTED CIRCULATION ONLY
12
Types of Purchases
Trial
Purchases
Repeat
Purchases
Long-Term
Commitment
Purchases
2014
13
14
Firms total
product
Competitors
total product
2014
Consumer
decision
process
Superior
value
expected
Sales
Perceived
value
delivered
Customer
satisfaction
15
Consumer Behavior is
ProductPersonSituation Specific
1-4
Personal
characteristics
Consumer
behavior
Product
characteristics
Marketing
strategy
Consumption
situation
2014
16
INTERNAL INFLUENCES
Perception
Learning
Memory
Motives
Personality
Emotions
Attitudes
2014
Experiences and
& acquisitions
Experiences
Acquisitions
SITUATIONS
Problem
Recognition
Information
Search
SELF-CONCEPT
and
LIFESTYLE
Needs
Alternative Evaluation
and Selection
Desires
Outlet Selection
and Purchases
Post purchase
Processes
SITUATIONS
17
A Consumption model
Choice or Purchase Decision
Input
Process of
Consuming
and
Possessing
Consumption Set
Added to ones assortment or portfolio
Consuming Style
How the individual fulfills his or her
consumption requirements
Output
2014
18