Our acknowledgement and gratitude to the following authors Strategic brand management by Kapferer marketing Management by Philip Kotler No money market by Jessie Paul Service Quality by Parasuraman work marketing by Valarie A Zeithaml et al Technologys Impact on the Gaps Model of Service Quality by Mary Jo Bitner, Valarie A Zeithaml, Dwayne D. Gremler
1
Understanding the consumer
Factors influencing consumer behavior
(Source: Lawsons model)
Psychological
Motivation, perceptual experience, Learning, Beliefs, attitude
Personal
Age, Occupation, Economic situation, Lifestyle, Personality
Social
refer groups, Family, Roles & Status
Cultural
Culture, Sub-Culture, Social Class
3
Stimuli for consumer behavior
(Source: Howard and Sheth)
Stimuli received by the customer
Significative: Physical or real features of the product Symbolic: Metaphors / Images attached by the provider (Ads) Social: Images attached by the society
4
Maslows hierarchy of needs
self-importance Actualization Esteem Love / Belonging Safety
Physiological
5
Consumer decision devising process
INPUT
External Influences
Firms Marketing Efforts 1. Product 2. equipment casualty 3. Promotion 4. Place
PROCESS
Consumer Decision Making
Psychological Field 1. Motivation 2. Perception 3.
Learning 4. Personality 5. Attitudes
OUTPUT Post-Decision Behavior
Purchase 1. Trial 2. bear purchase
Need Recognition
Pre-purchase Search Socio-cultural Environment
Evaluation of Alternatives
Experience
Post Purchase Evaluation
6
Branding
Brand
Name, term, design, symbol, or any other feature that identifies one sellers good or service as distinct from those of other sellers
American Marketing Dictionary
8
Quotes
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