Consumer Behaviour

3/11/2013

Consumer behaviour
Lect. M.Černikovaitė
© lekt. M.Černikovaitė

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Consumer behaviour
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Definition of consumer bahaviour
External and internal factors influencing conumer behaviour
Decision making process

R. Urbanskienė ir kt. Vartotojų elgsena. KTU. 2000.
Schiffman, Leon G. Et al; Consumer Behavior. 2003.
Consumer behaviour : applications i n marketing / Robert East, Malcolm Wright and
Marc Vanhuele. -- Los Angeles (Calif.) : Sage Publications, 2008. -- viii, 334 p. : i liustr., lent. -- Bibliogr.: p. 294-322.
Consumer behavirour (1/2) http://www.youtube.com/watch?v=ey63Hl9hBfE http://www.youtube.com/watch?v=aisJtS15WT8&feature= related

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Chapter Questions
 How do consumer characteristics influence buying behavior?
 What major psychological processes influence consumer responses to the marketing program?
 How do consumers make purchasing decisions?  In what ways do consumers stray from a deliberate rational decision process?
© lekt. M.Černikovaitė

Consumer Behavior
Those activities directly involved in obtaining , consuming and disposing of products and services, including the decision processes that precede and follow these actions.
Compiles various disciplines:
• Psychology
• Sociology
• Anthropology
• Economics
• Marketing
Imortant!! Understanding of consumer behaviour is essential for the long run success of any marketing program.
© lekt. M.Černikovaitė

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Model of Consumer Behavior

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What Influences
Consumer Behavior?
Cultural Factors
Social classes;
Reference groups
Family
Social roles;
Statuses

Social Factors

Culture;
Subcultures;
Nationalities;
Religions;
Racial groups;
Interests

Personal Factors
M otivation;
Prefereneces;
Needs;
Emotions and etc.
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What is Culture?
 Culture is the fundamental