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Lesson 11 - Consumer Behaviour

This document provides an overview of consumer behavior and the consumer buying decision process. It discusses that consumer behavior involves how people buy, use, and dispose of products. It then outlines the five steps in the consumer purchase decision process: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. The document also describes the marketer's role at each stage of the purchase process and lists the major factors that influence consumer buying behavior, including psychological, personal, social, and cultural factors.

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Said Sabri Kibwana
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76 views7 pages

Lesson 11 - Consumer Behaviour

This document provides an overview of consumer behavior and the consumer buying decision process. It discusses that consumer behavior involves how people buy, use, and dispose of products. It then outlines the five steps in the consumer purchase decision process: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. The document also describes the marketer's role at each stage of the purchase process and lists the major factors that influence consumer buying behavior, including psychological, personal, social, and cultural factors.

Uploaded by

Said Sabri Kibwana
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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LESSON #12

CONSUMER BEHAVIOUR

Presented by:
Dr. Chacha Magasi
College of Business Education

1
 Any business that wants to do marketing
successfully must study and understand its
consumers and their behaviours
• Consumer behaviour is about how people
buy, use and dispose the products.
• In this lesson, we look at two aspects:
– the buying process
– Factors affecting the consumer buying behaviour

08/29/23 Marketing Management DM II 2


Consumer Buying Decision Process

• Purchase of the product does not happen


suddenly.
• When making a purchase, a customer
goes through a decision process known as
Consumer Purchase Decision Process
• This process consists of stages a buyer
passes through in deciding what to buy,
how much to buy, where to buy, when to
buy, why to buy, and how to buy.

08/29/23 Marketing Management DM II 3


Five Steps of the Consumer
Purchase Decision
• The five steps in the purchase decision process are:
1. Need recognition: - the consumer feels a need to buy
something
2. Information search:- the consumer finds information
about what he/she needs
3. Evaluation of alternatives:- the consumers compares
different products/brands on the basis of performance,
price, features, benefits etc.
4. Purchase decision:- the consumer buys the product of
his/her choice
5. Post-purchase behaviour:- the consumer compares the
product with his/her expectations. If the product meets
consumer’s expectations, the consumer will be satisfied
and vice versa.

08/29/23 Marketing Management DM II 4


Marketer’s Role in each Stage of the
Purchase Decision Process
Stage What a marketer should do
Need Recognition A Marketer should:
•Understand the needs of customers in order to develop a suitable product
•Should be able to activate need recognition
Information Search A Marketer should a suitable means to inform customers about their product (i.e.
promotion)
Evaluation of The marketer should reinforce their differentiation. e.g. Setting attractive price,
Alternatives creating appealing product features that capture the consumers’ attention, making
the product more accessible, making the information about the product features and
quality known to consumers etc.
Purchase Decision The marketer should simplify purchase decision and motivate the consumer make
decision to buy. e.g. explain the product benefits, advantages and features ,
suggest the right product for the customer to buy, respond/handle customer
objections, remove any distractions etc.
Post Purchase The marketer reinforce customer loyalty .e.g. provide customer support, warranty,
Behavior and other loyalty programs

08/29/23 Marketing Management DM II 5


Factors Affecting Consumer Buying
Behaviour
• Consumer behaviour is influenced by four
major factors:
– psychological factors
– personal factors
– social factors
– cultural factors

08/29/23 Marketing Management DM II 6


08/29/23 Marketing Management DM II 7

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