Consumer Behavior : Netflix

Consumer
behavior
Netflix

Content
 Introduction
 Consumer decision making process
 Need and Want
 Identification and Analysis
 Evaluation of Alternative
 Attributes for satisfying the needs
and wants
 Post-Purchase Behavior

Introduction
 Customer group and individuals are studied
 Understanding of preferences, selection,
purchasing and disposing process
 Determination for purchasing decision
 Purchase of Netflix subscription
 Consumer decision making process is analyzed
for the purchase of service.

Consumer behavior
 It includes the behavior which consumer display
in searching the product for satisfying the needs.
 Consumer behavior includes the
 Motivation
 Personality
 Learning
 Motives
 Perception
 Attitude

Consumer decision making
process

Need and want
 Need
 Budget
 Streaming services
 Quick delivery
 Want
 Lifestyle
 Cloud- Unlimited data storage

Buying decision
 Internal sources of information
 Life style
 Preferences
 External sources of information
Social groups
 Application Ad
 Brand Image
 Social Media
 Reference Group

Evaluation of Alternative
 Netflix
 Amazon prime services
 Zaggle.com
 Walmart.com
 Target.com

Attributes to satisfy Needs and
Wants
 Free and fast shipping
 Budget friendly offers
 Unlimited access
 Exclusive movies and web series
streaming

Post purchase behavior
 At this stage, Cognitive dissonance is
analyzed.
 Numerous exclusive deals
 Student friendly subscription package

REFERENCE
 Darley, W.K., Blankson, C. and Luethge, D.J.,
2010. Toward an integrated framework for online
consumer behavior and decision making process:
A review. Psychology & marketing, 27(2), pp.94-
116.
 Hofacker, C.F., Malthouse, E.C. and Sultan, F.,
2016. Big data and consumer behavior: Imminent
opportunities. Journal of Consumer Marketing.
 Lee, E., 2013. Impacts of social media on
consumer behavior: decision making process.