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Consumer Behaviour and Retail Operations: 4 Session

The document discusses consumer behavior and retail operations. It outlines the consumer decision making process which includes need recognition, information search, evaluation of alternatives, purchase, and post-purchase behavior. It also discusses factors that influence consumption such as needs, wants, demands, risk perception, and social motives. Additionally, it examines the different roles consumers play in the purchase process and categories of product involvement.

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50 views14 pages

Consumer Behaviour and Retail Operations: 4 Session

The document discusses consumer behavior and retail operations. It outlines the consumer decision making process which includes need recognition, information search, evaluation of alternatives, purchase, and post-purchase behavior. It also discusses factors that influence consumption such as needs, wants, demands, risk perception, and social motives. Additionally, it examines the different roles consumers play in the purchase process and categories of product involvement.

Uploaded by

boskeyme
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Consumer Behaviour and Retail

Operations

4th Session
Need to Study Consumer Behavior
 Needs and purchase motives of individuals
 Demographic changes
 Promotional Tactics
 Complexity and process of purchase decisions
 Perception of risk
 Segmentation on purchase behavior
 Needs

 Wants

 Demands
 Conspicuous consumption

 Snob effect

 Trickle down
Consumer Decision-Making
Process
Need
Need Recognition
Recognition

Information
Information Search
Search
Cultural,
Cultural, Social,
Social,
Individual
Individual and
and
Psychological Evaluation
Evaluation
Psychological of
Factors
Factors of Alternatives
Alternatives
affect
affect
all
all steps
steps Purchase
Purchase

Postpurchase
Postpurchase
Behavior
Behavior
Buyer Roles
 Initiator

 Influencer

 Decider

 Buyer

 User
 Behaviorist  Cognitivist
 Need Arousal  Recognition of the need 
Level of Involvement  Search of
Information and Identification of
alternatives  Evaluation of alternatives
 Decision  Purchase action  Post
purchase behavior
Product Categories and Level of
purchase involvement
 Convinience

 Shopping

 Speciality

 Fashion
Aspect of Perceived Risk
 Economic risk

 Physical risk

 Psychological risk

 Performance risk
Influences of Consumption proce
 Energizers of demand: Forces of
motivation
 Filterers of demand : Economic, social,
psychological.
 Effecters : Brand promotion, Brand image,
information.
 Roles : Family influence, Cultural
influence.
The need and Involvement stage

 Role Playing
 Diversion
 Self-gratification
 Learning new trends
 Physical activity
 Sensory stimulation
Social Motives

 Social experiences outside home


 Communication with others having similar
interest
 Peer group attraction
 Status and authority
 Pleasure of bargaining
Motives for Patronage of Retail outlet
 Convenience
 Retailer’s reputation
 Retail environment characteristics
 Service encounter expectation
 Expectation of value

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