omnical behaviour consumer

• Omni-Channel Consumer Behavior


  The way in which consumers interact with brands and make purchasing decisions across multiple channels seamlessly
• Omni-channel behavior


  • Encompasses various touchpoints, including physical stores, online platforms, mobile apps, social media, and customer service centers
• Traditional consumer behavior


  Consumers followed linear purchasing paths, often starting with awareness, consideration, and then making a purchase
• Modern omni-channel consumer behavior

  Consumers engage with brands across multiple channels simultaneously, blurring the lines between online and offline interactions
• Omni-channel behavior


  • Seamless integration of multiple channels
  • Consistent experience across all touchpoints
• Consumer's needs


  Fundamental necessities for survival and well-being
• Consumer's wants


  Desires that go beyond basic needs, influenced by preferences, culture, and lifestyle
• Maslow's Hierarchy of Needs

  • Physiological
  • Safety
  • Love and Belonging
  • Esteem
  • Self-Actualization

  
• Understanding Maslow's Pyramid helps marketers tailor strategies to consumer motivations
• Products and services often cater to specific levels of the hierarchy
• Successful marketing addresses both needs and wants
• Consumption


  The economic activity of putting goods and services to final use by people
• Consumer sovereignty


  The belief that satisfaction of consumers' needs and wants is the ultimate economic goal and that the economy is fundamentally ruled by consumer desires
• Components of consumption


  • Purchasing
  • Usage
  • Disposal of the remainder
  • Inability of the remainder to satisfy other needs
• Types of consumption


  • Personal
  • Household
  • Corporate
  • Public
  • Experiential
  • Digital
• Factors influencing consumption


  • Income levels
  • Cultural norms
  • Technological advancements
  • Government policies
  • Ecology (environmental considerations)
• The decision to purchase a Peugeot 3008 was taken collectively
• Multiple actors influenced this decision
• Buyer


  The person making the actual purchase
• Customer


  Implies a relationship over time between the buyer and a particular brand or retail outlet
• Consumer


  The person or organization who engages in the activities - search, select, use and dispose of products, services, experience, or ideas
• Types of consumers


  • Final consumer
  • Organizational consumer
• Factors differentiating consumer markets and organizational markets

  • Market structure and demand
  • Buyer characteristics
  • Decision process and buying patterns
• Types of consumer units

  • Individual consumer
  • Organizational consumer
• Individual consumer


  • Purchases goods and services for personal (e.g. dental treatment) or family (relative) use (food items and carpets or curtains for the house)
• Organizational consumer


  • Includes commercial, industrial, and agricultural firms, governmental agencies, and non-profit organizations (e.g. charity societies, orphanages, relief organizations, and research centers)
• Key factors differentiating consumer markets and organizational markets


  • Market Structure and Demand
  • Buyer Characteristics
  • Decision Process and Buying Patterns
• Market Structure and Demand

  • Organizational buyers are more geographically concentrated than consumer markets
  • Organizational buyers are fewer in number, but they are bulk buyers compared to individual buyers
  • Organizational buyer markets are either vertical or horizontal
  • Organizational demand is derived from consumer demand and is fluctuating and inelastic
• Buyer Characteristics


  • Many individuals or group involvement is seen in decision making process
  • Organizational buyers are quite knowledgeable and professional
  • The buying motive is mostly rational than individual buyer
• Decision Process and Buying Patterns

  • In organizational buying lot of formalities like proposals, quotations, procedures are to be followed unlike consumer buying
  • Decision process is much complex with high financial risk, technical aspects, multiple influencing factors etc.
  • Organizational buying requires more extensive negotiation over larger time period than consumer buying
• Consumer behavior


  The study of how individual customers, groups or organizations select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants
• Marketers expect that by understanding what causes the consumers to buy particular goods and services, they will be able to determine—which products are needed in the marketplace, which are obsolete, and how best to present the goods to the consumers
• Issues consumer behavior deals with

  • How do we get information about products?
  • How do we assess alternative products?
  • Why do different people choose or use different products?
  • How do we decide on value for money?
  • How much risk do we take with what products?
  • Who influences our buying decisions and our use of the product?
  • How are brand loyalties formed, and changed?
• Consumer behavior is the pattern of behavior a consumer follows in searching for, purchasing, using, or evaluating goods or services and ideas that he expects to satisfy his needs and wants
• Assumptions underlying consumer behavior

  • The process of decision-making may take place individually or collectively
  • Consumer behavior involves physical and mental activities
  • Consumer behavior is often goal-oriented, not haphazard or accidental, i.e. has a goal or a set of goals seeking to satisfy presently unfulfilled needs
• Factors influencing consumer's behavior

  • Internal
  • External
• Internal factors


  Individual characteristics and psychological processes that influence consumer behavior, such as motivation, perception, attitudes, and learning
• External factors


  Environmental and social influences that impact consumer choices, including culture, social class, reference groups, family, marketing efforts, and economic factors
• Motive


  The internal energy that drives a person to behave in a certain way in order to achieve a certain objective
• Motive functions


  • Activating behavior
  • Directing behavior
  • Stabilizing behavior