Consumer Markets and Buying Behavior Waleed Khan Afridi
Consumer Markets and Buying Behavior Waleed Khan Afridi MS-Leading to Ph. D Member SDPI, South Asia Member PJMS Mr. Afridi, Kardan Institute, Kabul 1
Ultimate Consumer • Ultimate Consumers always buy goods for their own personal or family use. • Every person if buys some product for himself is called as an ultimatefinal consumer. • Example: Sayed Khalil bought a car for his peronal use, this means Mr. Afridi, Kardan Institute, Kabul he is a consumer of car. 2
Geographic Analysis • Geographic distribution: Geographic Distribution of consumers is divided into rural, urban, and suburban. • Rural Areas are those areas which are located far from cities such as villages in the surrounding of cities. • Urban Areas are called as cities, having roads, streets, buildings and all the basic necessities of life, such as Gas, Water and Electricity. • Sub-Urban Areas, are those areas that are locate din between the Rural and Urban Areas, and are often considered as developing areas. Mr. Afridi, Kardan Institute, Kabul 3
Demographics • Age: It is the time that shows an individual’s life time. • Gender: It shows the physical characteristics of consumers. Either he or she. • Family life cycle: It shows the various phases of consumer life that how he became a consumer. • Education: It is the level of education that one has and it shows the understanding level of a consumer. • Income: It shows the salary of consumers, his income. • Ethnicity: It shows the family background of consumers. Either he is Black, White or Asian. Mr. Afridi, Kardan Institute, Kabul 4
Consumer Decision Making Process • • • Need recognition-Identification: In this stage a consumer comes to know that he needs something, which he don’t have and which is important to Post Purchase him/her. Need Recognition Behavior Identification of alternatives-Choices: In this stage consumer goes to shop to see how much of the similar products are available in the market, that can satisfy his/her needs. Evaluation of Alternatives-Comparing Identification of Choices: In this stage consumer Decision alternatives compares one product with the other similar product and compares their prices and quality of the products. Purchase Decision: In this stage consumer wither buys the product or Comparison of then rejects a product and does not alternatives buy it. Post purchase behavior: In this stage, if the consumer has purchased the product before, will purchase it again if he is satisfied. And if he is not Mr. Afridi, Kardan Institute, Kabul 5 satisfied he will not buy the product again.
Consumer Decision Making Process (Example) • Stage-I: Amanullah came to know that he need Hair Oil, which he don’t have. • Stage-II: Amanullah went to the marker and saw two kinds of hair oils. • Stage-III: Amanullah compared two Hair Oil Products A and B and checked their prices as well. • Stage-IV: Finally Amanullah purchases Product-A for himself. • Stage-V: Amanullah told Mr. Afridi to buy the product. A. Mr. Afridi, Kardan Institute, Kabul 6
Family Life Cycle • Bachelor stage: Young, Single People • Young Married: Couples with no children Older Single Bachelor Stage • Full Nest I: Young married couples with children • Single Parents: Young-Middle Empty Nest Young Married aged people with Dependent children Family Life Cycle • Divorced and Alone: divorced without children Middle Aged Full Nest I married • Middle-Aged Married: Middle aged Married Couple with out children Divorced and Single Parents Alone • Empty Nest: Older Married Couples with no children • Older Single: One survivor, retired or working. Mr. Afridi, Kardan Institute, Kabul 7
Thank you very much for your time! Good Luck Mr. Afridi waleedafr@yahoo. com 0778686695 Mr. Afridi, Kardan Institute, Kabul 8
Disclaimer • It is to notify that these slides have been made with the help of the Text Books and Reference Books that are permitted by the Preston University, USA (www. preston. edu) and the Kardan University (An affiliate of Preston USA), Kabul, Afghanistan. The students/users are advised to use the slides without any doubt and fear of getting falsified knowledge. In case of any doubt or problem the Mr. Afridi may please be contacted. • Recommended Books: • Marketing (Concepts and Cases) Thirteen Edition/Special Indian Edition (LPE) by Etzel, Walker, Stanton and Pandit, Mc. Graw Hill Publishers. • Principles of Marketing, (LPE) Twelfth Edition by Philip Kotler and Gary Armstrong, Pearson Education Publishers. Mr. Afridi, Kardan Institute, Kabul 9
- Slides: 9