Uploaded byProf.Edgardo V. Basa
V47 Ch6 Consumerbehavior Ve Ed Basa
The document outlines 10 concepts for analyzing consumer markets and understanding consumer behavior from beginning to end. It discusses understanding the "whys" that define consumer buys, the factors that influence purchases including internal and external stimuli, and the multi-step buying process. It also covers how attitudes and beliefs shape buying decisions, consumers' post-purchase behaviors, and how they use and dispose of products over time. The overall goal is to understand consumers fully in order to best serve their needs.
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V47 Ch6 Consumerbehavior Ve Ed Basa
- 1. ANALYZING CONSUMER MARKETSMARKETING STARTS WITH KNOWING !Edgardo V. BasaAteneo Graduate School of BusinessDecember 1, 2009
- 2. OUTLINE Consumer Behavior:The Challenge to understand The Whys define the buys The finger that triggers to buy. The anatomy of buying The process called Buying The rootword of buying : Influence Origins of buying judgments The details of buying What comes next : The behavior after buying What comes last : The behavior of using and disposing
- 3. Concept 1CONSUMER BEHAVIOR:THE CHALLENGE TO UNDERSTANDKNOW &UNDERSTANDSERVE !!
- 4. Concept 2THE“ WHYS ” DEFINE “ BUYS”LearningPersonalCultureSocialPerceptionMemories
- 5. Concept 3UNDERSTANDTHE FINGERInternal stimuliNeeds reaching Threshold= Drive or ( Needs )External stimuliArousing the need+n
- 6. CONCEPT 4UNDERSTAND THEFINGERTHE ANATOMY OF BUYINGExternal stimuliInternal stimuliInfluenceDriveBUY !!!!!
- 7. CONCEPT 5THE PROCESSCALLED BUYINGAlternatives evaluationKnow the problemInformation searchPurchase decisionPost purchase activities
- 8. Concept 6and 7 THE ROOT WORD OF BUYING:INFLUENCECLUENEIFNAttitudesBeliefs
- 9. Concept 8THEDETAILS OF BUYINGpreferred brandquantitytimingPayment method
- 10. Concept 9WHATCOMES NEXT ?THE BEHAVIOR AFTER BUYINGDisappointedSatisfied Delighted
- 11. Concept 9WHATCOMES NEXT ?THE BEHAVIOR AFTER BUYINGSpread good newsSpread bad newsBuy moreDon’t buyPost purchase activities
- 12. Concept 10WHATCOMES LAST ?THE BEHAVIOR OF USING AND DESPOSINGGet rid : temporarilyGet rid: permanentlyKeep it
- 13.
- 14. Concept 10CONCLUSIONKNOW THY CUSTOMERFROM BEGINNING…. TILL
- 15.