Consumer Behavior and Marketing

This presentation provides an overview of consumer behavior and its impact on marketing strategies. It explores the stages of the consumer decision-making process, including need recognition, information search, evaluation of alternatives, purchase, and post-purchase behavior. The presentation also includes real-life examples and references to relevant books and journals.

Consumer Behavior and Marketing
Psychology: 1

INTRODUCTION
 Consumer decision process is a
method which helps in taking
effective decision. It includes five
stages that every consumer has to
go through. Moreover, companies
use this process to analyse how
people have gone through it.
 This helps in identifying their
needs and change in taste. The
consumer decision process is as
follows :-

Consumer decision making process
Problem/ need recognition
 In first stage need is identified. This happens when there is difference
between current and actual state of wants.
 Moreover, needs are categorised into two that is physical or psychological.
The need can be arise due to emotion or feeling of people depending on
situation. Besides this, the needs of human can be repetitive as well.
 This is because when needs are dissatisfied, another need is emerged.

Cont..
 I was looking for new headphones for my iphone. I am already having Bose
Bluetooth headphones but they are very difficult to carry.
 Also I was having normal one but I lost them.
 Therefore, I require new headphones which is easy to carry and usable with
my iphone. Then, I decided to collect data.

Cont..
Information search
 It is a stage where consumer search out information of product once need
is been specified. This is done to obtain data about different types of
similar products available, its price, features, design, etc. there are various
types of sources available through which information can be collected.
 It can be divided as internal and external. The sources can be internet,
friends, newspaper, magazines, etc. here, consumer takes a lot of time to
gather data.

Cont..
In order to search about headphone I went to JB hifi store. Here, the lady
told that they did not have any headphones left.
Then, I also gathered information from internet and visited Apple website.
There I found airpods. Also, I noticed that they were giving free delivery of it.
In this I faced an issue that from where I should gather data either by visiting
a store or search online about headphones. Hence, I decided to first visit store
and then website.

Cont..
Evaluation of alternatives
 In this stage after gathering information about various products, evaluation
is done on certain basis. It is the most important stage in decision making
process.
 The consumer also compares products with one another and then select
particular one according to his need. It is time consuming stage as
consumer analyses each and every detail of product.

Cont..
 By visiting Jb hifi store the lady showed me different types of headphones.
There i compared products on basis of price, features, etc.
 I found that Bluetooth cordless earphones were good but I did not like it.
Then, I checked for normal iphone headphones on apple website.
 There I found my Apple Airpod. In this stage I faced an issue when I
visited store. There I was in dilemma whether to purchase other
headphones or not.

Cont..
Purchase
 Once evaluation is been done consumer makes final decision of purchasing
product that is been selected. The purchase behaviour can be classified into
three types that is partially, planned or impulse purchase.
 Here, also some factors exists such as availability of product in stock,
delay in delivery, etc. that can influence decision making process.
 Thus, it is necessary to decide which product has to be purchased and from
where.

Cont..
 Similar situation happened with me when I visited JB hifi store. There, the
stock of Apple headphone was not available.
 So, it influenced my decision. I started viewing other types and company
headphones. But it did not influence my decision.
 Then I visited apple website and ordered headphones from there.

Cont..
Post purchase behaviour
 This is the final stage where consumer evaluates decision making process.
Here, analysis is done that whether product purchase satisfied the need of
consumer of not.
 Also, value generated from produce is determined. Many companies use
this stage to analyse perception of people regarding use of product. It helps
them to identify their satisfaction level and take opinions about that.

Cont..
 After purchasing Apple airpod headphone I am satisfied with it. They are the best for
listening music.
 This is because of its sound quality and they are easily carried everywhere. Also, its
design and colour is very attractive.
 Moreover, as airpods will be used frequently by me, I am happy with it. But I think
that they are expensive but worth using it.

REFERENCES
Books and journals
Kimmel, A.J., 2018. Psychological foundations of marketing: the keys to
consumer behavior. Routledge.
Fernández-Ferrín, P. and et.al., 2015. Consumer ethnocentrism and consumer
animosity: antecedents and consequences. International Journal of
Emerging Markets. 10(1). pp.73-88.
Boush, D.M., Friestad, M. and Wright, P., 2015. Deception in the
marketplace: The psychology of deceptive persuasion and consumer self-
protection. R
Rimkute, J., Moraes, C. and Ferreira, C., 2016. The effects of scent on
consumer behaviour. International journal of consumer studies. 40(1).
pp.24-34. Routledge.
Minton, E.A. and Kahle, L.R., 2016. Religion and consumer
behaviour. Routledge international handbook of consumer psychology,
p.292.

Cont..
 East, R., Singh, J., Wright, M. and Vanhuele, M., 2016. Consumer
behaviour: Applications in marketing. Sage.
 Parsons, E., Maclaran, P. and Chatzidakis, A., 2017. Contemporary issues
in marketing and consumer behaviour. Routledge.
 Sen, S., Du, S. and Bhattacharya, C.B., 2016. Corporate social
responsibility: a consumer psychology perspective. Current Opinion in
Psychology. 10. pp.70-75.
 Lantos, G.P., 2015. Consumer behavior in action: Real-life applications for
marketing managers. Routledge.
 Ko, Y.J. and Lee, J.S., 2018. Guest Editor's Introduction: Experimental
Research in Sport Consumer Behavior. Sport Marketing Quarterly. 27(4).
pp.218-220.

Cont..
 Morren, M. and Grinstein, A., 2016. Explaining environmental behavior
across borders: A meta-analysis. Journal of Environmental Psychology. 47.
pp.91-106.
 Lim, W.M., 2017. Inside the sustainable consumption theoretical toolbox:
Critical concepts for sustainability, consumption, and marketing. Journal of
Business Research. 78. pp.69-80.
 Sillani, S. and Nassivera, F., 2015. Consumer behavior in choice of
minimally processed vegetables and implications for marketing
strategies. Trends in Food Science & Technology.46(2). pp.339-345.
 Roux, C., Goldsmith, K. and Bonezzi, A., 2015. On the psychology of
scarcity: When reminders of resource scarcity promote selfish (and
generous) behavior. Journal of consumer research. 42(4). pp.615-631.

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