Professional Documents
Culture Documents
Noor-ul-ain
Nimra Afzal
Rubab Parveen
It is the process whereby individuals
decide what, when, where, how & from
whom to purchase goods & services.
Cultural factors
Social factors
Personal factors
It is the set of belifes, moral values, traditions,
language, laws & religion.
For Example:
In pakistan Beer.
Reference groups are the groups that have
a direct or indirect influence on their
attitudes or behaviour.
Membership groups.
Primary groups.
Secondary groups.
Aspirational groups.
Dissociative groups.
Opinion leader.
Family is the most important consumer
buying organization in society, & family
members.
Family of orientation.( parents &
siblings)
Family of procreation.(person’s spouse
& children)
A role consist of the activities a person is
expected to perform .
Each role in turn connotes a status.
For Example:
A senior vice president & a sales
manager.
Sales manager & a office clerk.
The Personal Factors are the individual
factors to the consumers that strongly
influences their buying behaviors. These
factors vary from person to person that
results in a different set of perceptions,
attitudes and behavior towards certain
goods and services.
3 of the best known theories of human
motivation.
Sigmund freud.
Abraham maslow.
Frederick herzberg.
Sigmund freud assumed the
psychological forces shaping peoples
behaviour are largely unconscious and
that a person cannot fully understand his
or her own motivations.
Perception is the process by which we
select , organize & interpret information
input to create a meaningful picture of
the world.
Selective attention.
Selective distortion.
Selective retention.
Subliminal perception.
The acquisition of knowledge or skills
through study, experience, or being
taught.
Approaches of learning:
Drive.
Cue
A strong feeling deriving from one's
circumstances, mood, or relationships
with others.
The faculty by which the mind stores and
remembers information.
Short term memory.
Brand associations.
Memory is very constructive process,
because we don’t remember information
& events completely & accurately. We
remember bits & pieces.
Marketers should ask questions in terms of:
What
When
Where
External stimulus
Consumer seeks information that can help him make a
purchasing decision.
Internal Information.
Dealer
Quantity
Timing
Payment method
Satisfaction or dissatisfaction about purchase.
Exit option
Voice option
Calculate the consumption rate i.e
frequency of purchase
Mental shortcut that help us make decision
quickly.
Available heuristics
Representativeness heuristics
Anchoring heuristics
Available heuristics:
based on a past outcome
Example: Judging the population of cities
Representativeness heuristics:
based on how similar the outcome is to other
example
Anchoring heuristics:
first impression
The fundamental need that satisfy
consumers by using the product or
service.
Example:
Example:
Example:
Example:
b) manufactured:
- component materials – fabricated further
- component parts – used as is
2. Capital items :
a) installation – building & heavy
equipments
b) equipment – factory & office equipments
3. Supplies & business services:
a) maintenance and repair
b) operating
c) business services
Form – size, shape, color
Features – specifications
Performance quality – level at which product’s primary
characteristics operate
Conformance quality – all products identical and meet
specification
Durability – product’s expected operating life
Reparability – ease of fixing a product
Style – product’s look and feel to the buyer
Customization – finding out exactly what a customer
want
Ordering ease
Delivery
Installation
Customer training
Customer consulting
Maintenance and repair
Returns
DESIGN:
Power of design:
Product family
Product class
Product line
Product type
Item
A product system is a group of diverse but
related items that function in a compatible
manner.
Example:
Length
Depth
consistency
Objectives:
To induce-up selling.
Example:
Maruti would like to move customer from maruti 800
to alto zen.
Line stretching:
Occurs when a company lengthens its product line
beyond its current range, whether down-market ,up-
market or both.
Example:
Mercedes Automobiles
Line filling:
A business strategy that involves increasing the number
of products in an existing product line to take advantage
of marketplace gaps and reduce competition.
Maruti Suzuki had launched Alto in the
year 2000 which was a product between
two other models of Maruti- Maruti 800
and Maruti Zen. Basically , it was an
effort on part of the company to fill the
gap that existed in the market segment
by introducing this new model ALTO.
Product mix pricing is setting price of a product
as a part of a product mix.
Co-Branding:
Marketers often combine their products with
products from other companies in various ways it
also called dual branding or brand bundling.
Ingredient Branding:
It creates brand equity for material, components or
parts that are necessarily contained within other
branded products.
Example: Gateway computer with intel chips
Packaging:
Labeling:
Guarantees:
It reduces the buyers perceived risk .it is helpful when
company is not or product is not well known in
market.