Consumer Buyer Behaviour: Nature and scope of consumer behavior

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Marketers benefit by understanding how consumers take consumption decisions which enables them to formulate suitable marketing strategies. It becomes even more fascinating to gauge consumer behavior drawing insights from various disciplines like psychology, sociology, anthropology and economics. Know more about Consumer Buyer Behaviour in this slide presentation.
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Consumer Buyer Behaviour: Nature and scope of consumer behavior

  1. 1. 1 1 NATURE AND SCOPE OF CONSUMER BEHAVIOUR QUESTIONS THAT REFLECT THE CONSUMER BEHAVIOURWHAT PRODUCTS AND SERVICES CONSUMER BUY ?WHAT MAKES THEM BUY THEM ?WHEN THESE ARE BOUGHT ?FROM WHERE ?WHAT IS THE FREQUENCY OF BUYING ?HOW OFTEN THEY ARE USED ?
  2. 2. 1 2 THERE ARE DIFFERENT TYPES OF ORGANISATIONAL CONSUMERS.1. BUSINESS ORGANISATION.2. GOVT. AND INSTRUMENTS OF GOVT.3. INSTITUTIONS.
  3. 3. 1 2ORGANISATIONAL CONSUMERS BUY PRODUCTS TO RUN THEIR ORGANISATIONS.
  4. 4. 1 2A PURCHASER OR BUYER IS NOT NECESSARILY A USERHENCE : A MARKETER HAS TO DIRECT HIS PROMOTIONAL EFFORTS EITHER TO THE BUYER THE USER THE INFLUENCER
  5. 5. 1 2IMPORTANCE OF CONSUMER BEHAVIOURUNDERSTANDING OF ALL NUANCES OF CONSUMER BEHAVIOUR IS INTERPRETIVISM / EXPERIENTIALISM
  6. 6. 1 3 PRIME CONCERN OF MARKETING CONCEPT AND FORMULATION OF MARKETING STRATEGIES IS CONSUMER BUYING BEHAVIOURBECAUSE :1. CONSUMERS ARE EXTREMELY COMPLEX INDIVIDUALS.2. EACH CONSUMER SEGMENT HAS UNIQUE NEEDS.
  7. 7. 1 3 CONSUMER BEHAVIOUR THOUGH QUITE USEFUL IN FORMULATION OF STRATEGIES(WHICH COULD BE EXPLOITED BY THE MARKETERS) BUTIS OPEN TO CRITISM SINCE IT EXPOSESVULNERABILITIES OF THE CONSUMERS
  8. 8. 1 3 THE MARKETING PRACTICES FOLLOWED BY REPUTED MARKETER WITH RESPECT TOPRODUCTS , PRICES, PROMOTION, AND DESIGN WITH JUST ONE AIM IN MIND PROFIT MAXIMIZATION
  9. 9. 1 3 ETHICAL CONSIDERATIONETHICS IS NOT TO BE PRACTICED ONLY BY THE MARKETERS CONSUMER MUST ALSO BEHAVE ETHICALLY
  10. 10. 1 5 GROWTH OF CONSUMER BEHAVIOURCONSUMER RESEARCH SHOULD BE RELATEDTO THE PROBLEMS THAT ARE RELEVANT FOR THE MANAGERS AND BUSINESS EXECUTIVES SHOULD ALSO LEARN TO VALUE THE RESEARCH FINDINGS AND USE THEM IN THEIR DECISION MAKING PROCESS
  11. 11. 1 6 CONSUMER SCENE IN INDIACORE VALUES OF INDIAN CONSUMERS:1. FAMILY ORIENTATION2. VALUE SEEKING3. PROGRESS ORIENTATION4. CLASS CONSCIOUSNESS
  12. 12. 1 6 COMPARISION BETWEEN TWO GENERATIONS IN INDIA PREVIOUS GENERATION TODAY’S GENERATION• SECURITY • CONFIDENCE• IDEALISM • PRACTICALITY• RISK AVOIDANCE • RISK TAKING• SAVING ORIENTED • INVESTMENT ORIENTED• JOB SECURITY • JOB SATISFACTION• POSTPONMENT OF • INSTANT GRATIFICATION GRATIFICATION• CONSIDERED DECISION • IMPULSIVE MADHUKAR SABANVIS
  13. 13. 1 7 CONSUMER SCENE IN INDIA CONSUMER IS MORE DEMANDING,EXPERIMENTATIVE AND IS OPEN TO NEW PRODUCTS AND IDEAS VALUE IS NOT JUST PRICEFOR HIM BUT PRICE - QUALITY COMBINATIONPROMOTION RATIONAL &EMPHASIS EMOTIONAL APPEAL
  14. 14. 1 7 FORCES THAT DRIVE CHANGES IN CONSUMER BEHAVIOUR1. ENVIRONMENTAL CHANGES a) RISING PERSONAL DISPOSABLE INCOME b) FACILITIES TO FINANCE PURCHASES c) RISING RURAL WEALTH2. SOCIAL AND CULTURAL FACTORS a) GLOBALISATION b) NUCLEAR FAMILIES c) URBANISATION d) DUAL INCOME HOUSEHOLDS3. BETTER VARIETY OF PRODUCTS4. MEDIA
  15. 15. 1 7 MEDIA BOOM ECONOMIC CONSUMER SOCIOPROSPERITY CULTURAL BEHAVIOUR CORPORATE ACTIVITY PRODUCTS AND PROMOTION FACTORS AFFECTING CHANGE IN CONSUMER BEHAVIOUR

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