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  • 1. CONSUMER BEHAVIOR Supta Sarkar CHSCAU-75 B.Sc 2nd Yr. (2ndSem.)
  • 2. CONTENTS  Introduction  Definition  Applications of consumer behavior -marketing strategy -public policy -social marketing -better consumer
  • 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.  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. INTRODUCTION  Consumers- The ultimate users of goods & services.  Consumer behavior- Buying behavior of ultimate users.
  • 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. Application of consumer behavior 1. Marketing strategy sales promotion, advertisements,etc For eg; afternoon snacks advertisement. 2. Social marketing To get consumers’ attention on productfor e.g. by graphic pictures
  • 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. 1. 2. SALES PROMOTION TECHNIQUES INFLUENCING CONSUMER BEHAVIOR Free samples 3.Sales Point of purchase display 4.Coupons
  • 10. 5.Loyal reward offer 7.Money back offer 6.Scratch & win offer 8.Contest & sweepstakes
  • 11. 9.Price pack deals: i. Bonus pack, 10.Promotional periods ii. Band pack
  • 12. FACTORS INFLUENCING CONSUMER BEHAVIOR  Demographic factors Population size (resource depletion,increase demand)  Birth & death rates  Working class 1.
  • 13. 2.Economic factors o Income o Family life cycle: i. Contd.
  • 14. o o o Liquid assets Credit facilities Expenditure pattern & savings
  • 15. 3. Social factors  Reference groups -Diffusion process Contd .
  • 16.   Family- Roles of members Social status 4. Cultural factors Main culture  Sub-culture 
  • 17. 5. Psychological factors  Motivation
  • 18.  Perception  Learning  Belief & Attitude Fig- Attitude  Cognitive dissonance
  • 19. 6. Personal factors      Age Occupation Lifestyle Personality Economic situation ---
  • 20. In broad term factors can be classified in 2 categories: -Internal factors: -External factors:
  • 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. Clothing items         Comfort Choice Colour Style Fashion Price Availability Texture Contd.
  • 23.  Clothing budget  Climate  Occassion  Ease of care  Quality  Reputation of the brand  Advertisement  Profession  Habit
  • 24. Consumer durable goods            Colour Price Comfort Quality Need Budget Fashion Sales promotion Advertisement Peer group Social recognition
  • 25. Cosmetic products        Price Suitability Availability Colour Advertisement Packaging Brand       Peer group Fashion Place of manufacture Ingrdients of the product Social recognition Sales promotion
  • 26. CASE STUDY: EXTERNAL & INTERNAL INFLUENCES ON CONSUMER BUYING DECISIONS  A case study done by MANASHI MOHANTY, Dept. Of FRM, college of home sc., Orissa University of Agri. & Tech., Bhubeneshwar, India.  Study conducted in Bhubeneshwar  Sample: 150 women consumer(randomly selected)  Direct personal interview was followed using interview schedule as a tool.
  • 27. OPINION OF RESPONDENTS REGARDING INTERNAL INFLUENCES ON CONSUMER BEHAVIOUR : FACTORS RESPONDENTS RANK Consumer resources 125 (83.3%) I Life style 90 (60%) II Personal value 85 (56.6%) III Motivation 72 (48%) IV Knowledge 65 (43.3%) V
  • 28. FACTORS NO. OF RESPONDENTS RANK Social status 135 (90%) I Culture 120 (80%) II Environment 105(70%) III Family 77 (51.3%) IV Situation 65 (43.3%) V Influencer 48 (32%) VI ---
  • 29. Consumer purchase decision process 1. 2. 3. 4. 5. Need recognition/ problem recognition/ recognition of an unsatisfied need Information searching Evaluation of alternatives Purchase decision Post- purchase behavior
  • 30. 5 stage Model of buying process
  • 31. 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
  • 32. Model of Searching information Need Need recognition recognition Internal Internal search search search search Memory Memory External External search search EXTERNAL ENVIRONMENTAL INFLUENCES INFLUENCES ••Culture Culture ••Socialclass personal Social class •personal influences influences ••Family Family ••situation situation INTERNAL INDIVIDUAL INFLUENCES DIFFERENCES •Consumer resources •Motivation & involvement •Knowledge •Attitudes •Personality, values,& lifestyle
  • 33. 3. Evaluation of information Need recognition I1 I I2 I3 I4 I5 EXTERNAL INFLUENCES •Culture •Social class personal influences •Family •situation search Memory Alternative evaluation INTERNAL INFLUENCES •Consumer resources •Motivation & involveme •Knowledge •Attitudes •Personality, values,& lifestyle
  • 34. 4. Purchase decision 5. Post purchase behavior Purchase Alternative evaluation Outcome Dissatisfaction satisfaction
  • 35. 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
  • 36.  Returning product to the shopkeeper  Asking money back  Reporting at consumer forum/appropriate authority
  • 37. IMPORTANCE OF STUDYING CONSUMER BEHAVIOR 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.
  • 38. 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.
  • 39. Case studies PURCHASE DECISION OF BRANDED & NON BRANDED APPAREL  Conducted by SHILPI SHARMA,Dept. Of Textile & Apparel Designing, College of home sc., Madhya pradesh, University of Agri & Tech, Udaipur(Rajasthan), india.  Sample size: 60 college boys(randomly selected)  Pretested questionnaire.
  • 40.  PREPARATION OF BUDGET FOR PURCHASING OF CLOTHES CATEGORY Branded garments Non branded garments 6.67 Both  PERCENTAGE % 85 8.33 WHEN RESPONDENTS USUALLY PURCHASE: WHEN THEY PERCENTAGE PURCHASE According to need % 100 On ceremony/ festival 100 On new arrival 75
  • 41. QUALITIES PREFFERED AT THE TIME OF PURCHASE SL. NO. ASPECTS BRANDE D NON BOTH BRANDED 1 Texture - - 100 2 Design - - 100 3 Comfort - - 100 4 Variety - - 100 5 Colour - - 100 6 Fitting on physique - - 100 7 Labels on product 100 - - 8 Fashion 5 11.7 83.3 9 Care & maintenance 15 6.7 78.3 10 suitability 10 20 70 Contd.
  • 42. SL. NO. ASPECTS BRANDED NON BOTH BRANDED 11 Durability 25 16.7 58.3 12 Quality of fabric 11.7 40 48.3 13 Shopping environment 36.7 15 48.3 14 Price 16.7 63.3 20 15 Display garment 75 8.3 16.7 ---
  • 43. COMPARATIVE STUDY OF BUYING HABIT OF RURAL & URBAN WOMEN CONSUMERS OF MEGHALAYA Case study conducted by M. BARUAH, Dept. Of FRM, college of Home Sc.,Tura, Meghalaya., CAU(Imphal).  Conducted on 2 districts: west garo hills & east Garo hills.  Total sample size:200 (100 rural households, 100 urban households).  Interview method. 
  • 44. GENERAL BUYING HABITS OF RURAL & URBAN CONSUMERS OF MEGHALAYA STATEMENTS ALWAYS % SOMETIMES % NEVER % RURAL URBAN RURAL URBAN RURAL URBAN Checking manufacturing/expiry date in medicines 37 96 45 04 18 - Buying foot wear from reputed dealers 02 38 39 56 59 06 Taking delivery of sealed gas cylinder 07 94 10 06 02 - Contd.
  • 45. STATEMENT ALWAYS SOMETIMES NEVER RURAL URBAN RURAL URBAN RURAL URBAN 02 11 28 56 70 33 Buying commodity which 10 is accompanied by free gift though it was not required at that time 15 38 62 52 23 Buying immediatly when offered on reduction sale ---
  • 46. CONCLUSION