Ppt of seminar 9(gp 4)

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Ppt of seminar 9(gp 4)

  1. 1. Role of children in family purchasing decision
  2. 4. Role of children in family purchasing decision <ul><li>ANCHOR FACULTY : </li></ul><ul><li>Prof .Swapna Menon </li></ul><ul><li>Groups Member : </li></ul><ul><li>Anita Kumari </li></ul><ul><li>Biswajit Behera </li></ul><ul><li>Ravi Prasad </li></ul><ul><li>Dhiraj Patel </li></ul><ul><li>Pabanjee Jha </li></ul><ul><li>Shruti </li></ul>
  3. 5. Review of presentation <ul><li>Introduction </li></ul><ul><li>Consumer Purchase Behaviour </li></ul><ul><li>Changes In Purchase Behaviour Patterns </li></ul><ul><li>Changing Role Of Children </li></ul><ul><li>Pester Power </li></ul><ul><li>Media influence </li></ul><ul><li>Challenges And Scope for Marketers </li></ul><ul><li>Conclusion </li></ul>
  4. 6. Introduction <ul><li>Critical Indian Family. </li></ul><ul><li>Technological Innovation. </li></ul><ul><li>Changes the consumer buying behaviour patterns. </li></ul><ul><li>This topic provide an insightful analysis of some of the key issues and challenges of understanding and indentifying the roles played by children. </li></ul>
  5. 7. Consumer PURCHASE Behaviour <ul><li>Definition:- </li></ul><ul><li>Consumer purchase behaviour  is the study of when, why, how, and where people do or do not buy </li></ul><ul><li>Roles Of Consumer Purchase Behaviours:- </li></ul><ul><li>Initiator </li></ul><ul><li>Influencer </li></ul><ul><li>Decider </li></ul><ul><li>Buyer </li></ul><ul><li>User </li></ul>
  6. 8. Changes In Purchases Behaviors Patterns <ul><li>In Indian culture the right to choose and the will to buy , ultimately lay on the adult male of the family and in this regard,fathers were considered to be the real “kings”. </li></ul><ul><li>Socio-Cultural Enviornment </li></ul><ul><li>Small family & dual income </li></ul><ul><li>Changes in the attitude of elders </li></ul><ul><li>Now days the business markets treats “Princes as Kings” & designing products and services catering to their needs and wants. </li></ul>
  7. 9. “ Princes as kings” <ul><li>A new unexplored market segment </li></ul><ul><li>Active and passive buyers </li></ul><ul><li>Advertisements are targeted towards children </li></ul>
  8. 10. Pester Power <ul><li>&quot;Pester power&quot; refers to children's ability to nag their parents into purchasing items they may not otherwise buy. </li></ul><ul><li>Marketing to children is all about creating pester power, because advertisers know what a powerful force it can be. </li></ul>
  9. 11. Pester Strategies Adopted By Children <ul><li>Bargaining strategies. </li></ul><ul><li>Persuasion strategies. </li></ul><ul><li>Request strategies. </li></ul><ul><li>Emotional strategies. </li></ul>
  10. 12. Media Influence <ul><li>Today’s markets are kid-centric. </li></ul><ul><li>Understanding how and why children influences purchasing decisions. </li></ul><ul><li>Children are exposed to thousands of commercials. </li></ul><ul><li>Children are increasingly socializing through technology. </li></ul><ul><li>Brand loyalty starts at an early age by 11 years of age. </li></ul>
  11. 13. Challenges For Marketers <ul><li>Creating a healthy society. </li></ul><ul><li>All brand can learn from kids brands. </li></ul><ul><li>Getting into the mind of child consumer. </li></ul><ul><li>Marketing to children ethically. </li></ul>
  12. 14. Conclusion <ul><li>The emergence of children as major decision makers in family purchase decisions offers lots of challenges and scope for marketers .Companies , researchers , communication medias are exploring this phenomenon which has emerged as a very powerful target segment all around the globe. </li></ul>
  13. 15. Queries Please ….

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