【正文】 Marketing Management Understanding Consumer Behavior Consumer Behavior Different Types of Buying Motives Different Buying Roles Developing 7 O39。s Framework for Understanding Consumer Behavior Classification of Buying Behavior Consumer’s Decision Process The Stimulus Response Model of Consumer Decisionmaking Stages in Consumer Decision Process Factors Influencing Consumer Behavior Business Market versus Consumer Markets Marketing Management Definition Consumer behaviour refers to the actions of consumers in the market place and the underlying motives for those actions. Marketers expect that by understanding what causes consumers to buy particular goods and services they will be able to determine which products are needed in the market place, which are obsolete, and how best to present the goods to the consumers. Consumer behaviour is defined as the process and physical activity individuals engage in when evaluating, acquiring, using or disposing of goods and services. Consumer behaviour refers to the behaviour that consumers display in searching for, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs. Study of consumer behaviour is the study of how individuals make decisions to spend their available resources like time, money and effort on consumption related items. Consumers can be different in age, ine and occupation Marketing Management DIFFERENT TYPES OF BUYING MOTIVES Inherent and Learned Buying Motives: Inherent buying motives are those, which arise from the basic needs of the consumers such as sex, fort and safety. Emotional and Rational Buying Motives Emotional buying motives are those, which are affected by consumer feelings and are often judged by using feelings or affective part of consumer39。s attitude. In such motives, the heart dominates over head and mind. Sometimes in satisfying these needs, man is not rational. The motives are hunger, thirst, ego, prestige, fort, pleasure, love and affection etc. Rational buying motives are those motives where a consumer is rational and his decision is based on logic and justifications while taking buying decision. In this case mind dominates over heart. Before making any purchase, he satisfies himself with the price, quality, durability, reliability and service and then decides to purchase the goods, which are useful to him and are available at a reasonable price. The consumer is often seen taking more time in making rational purchases. Marketing Management DIFFERENT BUYING ROLES Marketing Management DEVELOPING 7 O39。S FRAMEWORK FOR UNDERSTANDING CONSUMER BEHAVIOR Who is the Consumer (Occupants): Answer to this question helps the consumer behaviour student to understand consumer39。s geographic, demographic, and psychographic and media graphic profile. Media graphics are the media habits of the consumer . Fair and Lovely cream sells more in the Southern region than in the other regions. A study of demographic profile of Frooti drinkers revealed that only 512 years39。 age group drinks Frooti. Teenagers (the biggest market for soft drinks) didn39。t drink Frooti because they found it too kiddish. Hence, the Digen Verma campaign was released for relaunching Frooti as a 39。cool drink39。 for 39。cool dudes39。. The advertisements also show the typical psychographic profile of today39。s teenagers, using their language and talking about their interests like careers, puters, etc. What does the Consumer Buy (Object of Purchase): Answer to this question explains what product proposition the consumer is buying. The answer is in terms of product (. soft drinks, soft drink concentrate, syrups, etc.), product forms (in soft drinks – Cola vs. Lime vs. Orange) and brands (Coke vs. Pepsi). What are the features, sizes, colors, flavors, etc. that the consumer seeks? Why is the Consumer Buying (Objective): This answers the reason 39。why39。 of buying and explains what benefits the consumer expects the product or service to serve. This also explains what benefit the consumer is seeking. What motives is he trying to satisfy? . Fair and Lovely caters to a very strong motive of women, based on the desire to look fair, in a country obsessed with fair skin. Consumers today are also looking for sun protection in their cream. When do they Buy or How Often do they Buy and Use (Occasion