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BEHAVIOUR
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2 CONSUMER BEHAVIOUR
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WHY MARKETERS NEED
3 STUDY ON CONSUMER
BEHAVIOUR
Provide value & customer satisfaction.
Effectively target customer.
Enhance the value of the company.
Improve products & services.
Create a competitive advantage.
Understand how customers view their products versus their
competitor’s products.
Expand the knowledge base in the field of marketing.
Apply marketing strategies toward a positive affect on society.
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INTRODUCTION
4
TO CONSUMER
BEHAVIOUR
I. ENVIRONMENTAL INFLUENCES
Culture
Sub-culture
Social Class & Social Group
Family, and Inter-Personal Influences
Other Influences
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II. INDIVIDUAL
5 DETERMINANTS OF BEHAVIOUR
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6
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III. CONSUMER BUYING DECISION PROCESS
Purchase Post-Purchase
Decision Evaluation
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BLACK BOX MODEL
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