Consumer behaviour ppt @ bec doms bagalkot mba
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Consumer behaviour ppt @ bec doms bagalkot mba

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Consumer behaviour ppt @ bec doms bagalkot mba

Consumer behaviour ppt @ bec doms bagalkot mba

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Consumer behaviour ppt @ bec doms bagalkot mba Consumer behaviour ppt @ bec doms bagalkot mba Presentation Transcript

  • Consumer Behaviour
  • Based on concepts from Psychology Sociology Anthropology Marketing Economics
  • Why do we need to study Consumer Behaviour?Because no longer can we take the customer/consumer for granted.
  • Failure rates of new products introduced Out of 11000 new products introduced by 77 companies, only 56% are present 5 years later. Only 8% of new product concepts offered by 112 leading companies reached the market. Out of that 83% failed to meet marketing objectives.
  • All managers must become astuteanalysts of consumer motivation and behaviour
  • Can Marketing be standardised? No. Because cross - cultural styles, habits, tastes, prevents such standardisation.
  • Unless Managements act The more successful a firm has beenin the past, the more likely is it to fail in the future.
  • Why? Because people tend to repeatbehaviour for which they have been rewarded.
  • Language Problems “Please leave your values at the desk” - Paris hotel “Drop your trousers here for best results” - Bangkok laundry “The manager has personally passed all water served here” - Acapulco restaurant “Because of the impropriety of entertaining guests of the opposite sex in the bedroom, it is suggested that the lobby be used for the purpose.” - Zurich hotel Ladies are requested not to have children in the bar.”- Norway bar
  • “Come alive with Pepsi” “Come alive out of the grave” - Germany “Pepsi brings your ancestors back from the grave” - China
  • Buyer Behaviour Consumer Marketing Buyer Buyer Buyer4Ps Environment Characteristics Decision Process Decision
  • Marketing Stimuli 4 PsProduct Price Place Promotion
  • Other Stimuli Marketing EnvironmentEconomic Technological Political Cultural
  • Buyer characteristics Cultural Social Personal Psychological
  • Buyer’s Decision Process Problem Recognition Information Search Evaluation of Alternatives Purchase Decision Consumption Postpurchase behaviour
  • Buyer’s Decision Product Choice Brand Choice Dealer Choice Purchase Timing Purchase Amount
  • Cultural factors Culture Sub - culture Social Class
  • Social factors Reference Groups Family Roles and Status
  • Personal Factors Family Life Cycle Occupation and Economic circumstances Lifestyle Personality and self - concept
  • Psychological Factors Motivation Perception Learning Beliefs and Attitudes
  • Buying Roles Initiator Influencer Decider Buyer User
  • Buying Behaviour Complex Dissonance - Reducing Habitual Variety seeking
  • Buying Process Problem Recognition Information Search Evaluation Alternatives Purchase Decision
  • Post - Purchase Behaviour Satisfaction Actions Use and Disposal