Consumer behaviour

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Consumer behaviour

  1. 1. CONSUMER BEHAVIOR Presented By: Manoj Patel Asst. Professor JHUNJHUNWALA BUSINESS SCHOOL
  2. 2. CONTENTS  Introduction  Definition  Applications of consumer behavior -marketing strategy -public policy -social marketing -better consumer
  3. 3. o Sales promotion techniques influencing consumer behavior o Factors influencing consumer behavior -Demographic factors -economic factors -Social factors -Cultural factors -psychological factors o Consumer purchase decision process
  4. 4.  Models of consumer decision process: -need/problem recognition -information search -evaluation of information -purchase decision -post purchase behavior  Consumer’s response towards malpractices in the market  Importance of studying consumer behavior  Some case studies  Conclusion
  5. 5. INTRODUCTION  Consumers- The ultimate users of goods & services.  Consumer behavior- Buying behavior of ultimate users.
  6. 6. DEFINITION “The study of individuals, groups, or orgs. & the process they use to select, secure, use & dispose of products, services, experiences or ideas to satisfy needs & impacts that these processes have on the consumer & society”.
  7. 7. APPLICATION OF CONSUMER BEHAVIOR 1. Marketing strategy sales promotion, advertisements,etc For eg; afternoon snacks advertisement. 2. Social marketing To get consumers’ attention on product- for e.g. by graphic pictures
  8. 8. 3. Public policy Involves getting ideas across to consumers rather than selling something. 4. Better consumers Studying consumer behavior sensitize consumers to be vigilant consumer.
  9. 9. 1. Free samples 2. Point of purchase display 3.Sales 4.Coupons SALES PROMOTION TECHNIQUES INFLUENCING CONSUMER BEHAVIOR
  10. 10. 5.Loyal reward offer 6.Scratch & win offer 7.Money back offer 8.Contest & sweepstakes
  11. 11. 9.Price pack deals: i. Bonus pack, ii. Band pack 10.Promotional periods
  12. 12. FACTORS INFLUENCING CONSUMER BEHAVIOR 1. Demographic factors  Population size (resource depletion,increase demand)  Birth & death rates  Working class
  13. 13. 2.ECONOMIC FACTORS o Income o Family life cycle: i. Contd.
  14. 14. o Liquid assets o Credit facilities o Expenditure pattern & savings
  15. 15. 3. Social factors  Reference groups -Diffusion process Contd.
  16. 16.  Family- Roles of members  Social status 4. Cultural factors  Main culture  Sub-culture
  17. 17. 5. PSYCHOLOGICAL FACTORS Motivation
  18. 18. Perception Learning Belief & Attitude Cognitive dissonance Fig- Attitude
  19. 19. 6. PERSONAL FACTORS  Age  Occupation  Lifestyle  Personality  Economic situation ---
  20. 20. In broad term factors can be classified in 2 categories: -Internal factors: -External factors:
  21. 21. GENERAL FACTORS INFLUENCING: FOOD ITEMS  Price  Taste / choice  Availability  Sales promotion  Peer group  Food habit  Time taken for preparation  Attractiveness of packages  Advertisements  Buying habits  Health status  Label  Brand name
  22. 22. CLOTHING ITEMS  Comfort  Choice  Colour  Style  Fashion  Price  Availability  Texture Contd.
  23. 23.  Clothing budget  Climate  Occassion  Ease of care  Quality  Reputation of the brand  Advertisement  Profession  Habit
  24. 24. CONSUMER DURABLE GOODS Colour Price Comfort Quality Need Budget Fashion Sales promotion Advertisement Peer group Social recognition
  25. 25. Price Suitability Availability Colour Advertisement Packaging Brand Peer group Fashion Place of manufacture Ingrdients of the product Social recognition Sales promotion COSMETIC PRODUCTS
  26. 26. 1. Need recognition/ problem recognition/ recognition of an unsatisfied need 2. Information searching 3. Evaluation of alternatives 4. Purchase decision 5. Post- purchase behavior Consumer purchase decision process
  27. 27. 5 STAGE MODEL OF BUYING PROCESS
  28. 28. 1.Need recognition Need Recognition Memory EXTERNALTAL INFLUENCES •Culture •Social class •Personal influences •Family •situation INTERNAL INFLUENCES •Consumer resources •Motivation & involvement •Knowledge •Attitudes •Personality, values & lifestyles
  29. 29. MODEL OF SEARCHING INFORMATION Need recognition search External search Internal search Memory ENVIRONMENTAL INFLUENCES •Culture •Social class personal influences •Family •situation INDIVIDUAL DIFFERENCES •Consumer resources •Motivation & involvement •Knowledge •Attitudes •Personality, values,& lifestyle Need recognition search External search Internal search Memory EXTERNAL INFLUENCES •Culture •Social class •personal influences •Family •situation INTERNAL INFLUENCES •Consumer resources •Motivation & involvement •Knowledge •Attitudes •Personality, values,& lifestyle
  30. 30. 3. Evaluation of information Need recognition search Memory I2 I3 I4 I5 I1 EXTERNAL INFLUENCES •Culture •Social class personal influences •Family •situation INTERNAL INFLUENCES •Consumer resources •Motivation & involveme •Knowledge •Attitudes •Personality, values,& lifestyle Alternative evaluation I
  31. 31. 4. Purchase decision 5. Post purchase behavior Purchase Outcome Dissatisfaction satisfaction Alternative evaluation
  32. 32. CONSUMER RESPONSE TOWARDS MALPRACTICES IN THE MARKET Some common response towards malpractice in the market are: Purchasing without showing any reaction Giving less price Doesnot buy the product Warning the shopkeeper contd
  33. 33. Returning product to the shopkeeper Asking money back Reporting at consumer forum/appropriate authority
  34. 34. CONSUMER BEHAVIOR IS IMPORTANT FOR THE THREE PERSONS: 1. CONSUMER 2. SCIENTISTS 3. PRODUCER CONSUMER BEHAVIOR IS IMPORTANT TO CONSUMER BECAUSE OF THE FOLLOWING REASONS: 1.EVER INCREASING INTENSIFYING COMPETITION. 2.PACE OF INNOVATION IS RAPID. IMPORTANCE OF STUDYING CONSUMER BEHAVIOR
  35. 35. THE STUDY OF CONSUMER BEHAVIOR HELPS PRODUCERS: •To determine method of promotion. • To design optimal services. • To determine availability for the customers. • To determine price • To achieve the organizational objectives.
  36. 36. CONCLUSION

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