Consumer Behavior Fundamentals
Nivlac30
consumer_behavior_fundamentals.pptxConsumer Behavior Fundamentals
Name
College
Course
Tutor
Date
1
Problem recognition
At this stage, one perceives a need for a product purchase. For instance, an individual feels hungry in the middle of town during the day. The answer to the need will be purchasing a meal at a hotel. Thus the need identifies by the client s to make a purchase for a product, meal.
Information search
Once the need is identified, information is sought so as to select a specific product which will likely meet the need. For instance, the hungry individual will select the type of meal to be taken since in a hotel, there are menus. Internally, information may be got from previous experience or knowledge. Information of the best hotel may be got externally from friends, websites or even consumer reports (Noel, 2009).
DESCRIPTION OF THE PURCHASE BUYING PROCESS
Purchase buying process are the stages involved when buying a product or service(Noel, 2009). There are five stages.
Problem recognition
At this stage, one perceives a need for a product purchase. For instance, an individual feels hungry in the middle of town during the day. The answer to the need will be purchasing a meal at a hotel. Thus the need identifies by the client s to make a purchase for a product, meal.
Information search
Once the need is identified, information is sought so as to select a specific product which will likely meet the need. For instance, the hungry individual will select the type of meal to be taken since in a hotel, there are menus. Internally, information may be got from previous experience or knowledge. Information of the best hotel may be got externally from friends, websites or even consumer reports (Noel, 2009).
2
Cont…..Alternative evaluation
The searched information will clarify the consumers’ problem by suggesting purchase criteria, yield brand names which meet the criteria and develop the consumers’ value perception.
Purchase decision
The consumer, depending on the past experience, terms of sale may be faced by three possibilities which are: from whom to buy, when to buy and not to buy.
Post-purchase behavior
After the product is bought, the consumer compares the product to what he or she had expected. The result may be that the buyer is satisfied or dissatisfied.
DESCRIPTION OF THE PURCHASE BUYING PROCESS
Alternative evaluation
The searched information will clarify the consumers’ problem by suggesting purchase criteria, yield brand names which meet the criteria and develop the consumers’ value perception.
Purchase decision
The consumer, depending on the past experience, terms of sale may be faced by three possibilities which are: from whom to buy, when to buy and not to buy.
Post-purchase behavior
After the product is bought, the consumer compares the product to what he or she had expected. The result may be that the buyer is satisfied or dissatisfied.
3
Explanation of Maslow’s Hierarchy of needs
Abraham Maslow believed that there are five levels of needs (Batra & Kazmi, 2008). The first level is the Psychological needs. They are the basic needs which are important for ones survival. They include need for water, foods, sleep and air.
The next level from the psychological needs is the security needs. They are needs such as security and safety. The needs are also important for survival but not as important as the psychological needs. They include health care, desire for steady employment, shelter and safety.
The other level is that of social needs. They are needs such as love, belonging and affection. The needs are less basic as compared to the security and psychological needs.
The next level is the esteem needs. After the previous levels of needs have been satisfied, esteem needs become important. They include the things which reflect on one’s personal worth, self-esteem and social recognition.
Self-actualizing needs. In the category, individuals are concerned with personal growth and are fulfilling their full potential. They are less concerned with other people’s opinions.
4
The theory is useful in understanding the customer needs and producing what suites them. Being in the food industry, the most basic needs for the target market are provided. There is likelihood that large sales volumes will be realized. That is because the customers have to eat before thinking about anything else. With most clients working in towns, the provision of food in hotels will be more convenient for the clients who are pursuing their different interests.
Application of Marlow’s hierarchy of needs theory to the suggested target market for selected product
The theory is useful in understanding the customer needs and producing what suites them. Being in the food industry, the most basic needs for the target market are provided. There is likelihood that large sales volumes will be realized. That is because the customers have to eat before thinking about anything else. With most clients working in towns, the provision of food in hotels will be more convenient for the clients who are pursuing their different interests.
5
The product will be priced cheaply and packaged in a portable container. The ad will thus easily attract the clients since all would like to have a good value at a cheap cost (Batra & Kazmi, 2008).
USING SUGGESTED ADVERTISING APPEALS TO TIE THE PRODUCT’S FEATURES BACK TO THE SUGGESTED AD
The product will be priced cheaply and packaged in a portable container. The ad will thus easily attract the clients since all would like to have a good value at a cheap cost (Batra & Kazmi, 2008).
Abraham Maslow believed that there are five levels of needs (Batra & Kazmi, 2008). The first level is the Psychological needs. They are the basic needs which are important for ones survival. They include need for water, foods, sleep and air.
The next level from the psychological needs is the security needs. They are needs such as security and safety. The needs are also important for survival but not as important as the psychological needs. They include health care, desire for steady employment, shelter and safety.
The other level is that of social needs. They are needs such as love, belonging and affection. The needs are less basic as compared to the security and psychological needs.
The next level is the esteem needs. After the previous levels of needs have been satisfied, esteem needs become important. They include the things which reflect on one’s personal worth, self-esteem and social recognition.
Self-actualizing needs. In the category, individuals are concerned with personal growth and are fulfilling their full potential. They are less concerned with other people’s opinions.
6
The product will be packaged in a portable and environmental friendly package. In the package will be made to consist of a wide variety of nutrients required by the body and give the client a fill of satisfaction as well. The customer will thus effectively access the required nutrients and feel satisfied as well, despite their far distance from their homes.
Turn the products features into benefits for the customer
The product will be packaged in a portable and environmental friendly package. In the package will be made to consist of a wide variety of nutrients required by the body and give the client a fill of satisfaction as well. The customer will thus effectively access the required nutrients and feel satisfied as well, despite their far distance from their homes.
7
“Our package is consistent of what is essential to your daily activities. All the essential micronutrients are inherent in the package. It is not only sweet to the taste but also to the body and mind. The food is tasty, satisfying and fulfilling. Look no further for what is best”.
Persuasion Message
The persuasion message is “Our package is consistent of what is essential to your daily activities. All the essential micronutrients are inherent in the package. It is not only sweet to the taste but also to the body and mind. The food is tasty, satisfying and fulfilling. Look no further for what is best”.
The message is aimed at attracting the clients and notifying them of the availability of their needs.
8
The message matches the target market since the target market is mainly the urban dwellers who work in towns, far away from their homes.
To carry out their work effectively, they have to be well fed and with the required nutrients in the body. Once they are well fed, they will be able to carry out the other tasks and pursue their other interests.
Conclusion
The message matches the target market since the target market is mainly the urban dwellers who work in towns, far away from their homes. To carry out their work effectively, they have to be well fed and with the required nutrients in the body. Once they are well fed, they will be able to carry out the other tasks and pursue their other interests.
9
Noel, H. (2009). Consumer behaviour. Lausanne, Switzerland: AVA Academia.
Batra, S. K., & Kazmi, S. H. H. (2008). Consumer behaviour: Text and cases. New Delhi: Excel Books.
REFERENCES
