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Class consumer behaviour
Class consumer behaviour
Class consumer behaviour
Class consumer behaviour
Class consumer behaviour
Class consumer behaviour
Class consumer behaviour
Class consumer behaviour
Class consumer behaviour
Class consumer behaviour
Class consumer behaviour
Class consumer behaviour
Class consumer behaviour
Class consumer behaviour
Class consumer behaviour
Class consumer behaviour
Class consumer behaviour
Class consumer behaviour
Class consumer behaviour
Class consumer behaviour
Class consumer behaviour
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Class consumer behaviour

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  • 1. Consumer Behaviour R.R.Parida_CSREM_Marketing
  • 2. Definition <ul><li>It is the study of how individuals,groups and organizations select,buy,use and dispose of goods and services,ideas,or experiences to satisfy their needs and wants. </li></ul>R.R.Parida_CSREM_Marketing
  • 3. Based on study of <ul><li>Psychology </li></ul><ul><li>Sociology </li></ul><ul><li>Anthropology </li></ul><ul><li>Marketing </li></ul><ul><li>Economics </li></ul>R.R.Parida_CSREM_Marketing
  • 4. Buyer characteristics depends on factors… <ul><li>Cultural </li></ul><ul><li>Social </li></ul><ul><li>Personal </li></ul><ul><li>Psychological </li></ul>R.R.Parida_CSREM_Marketing
  • 5. Cultural factors <ul><li>Culture </li></ul><ul><li>Sub - culture </li></ul><ul><li>Social Class </li></ul>R.R.Parida_CSREM_Marketing
  • 6. Social factors <ul><li>Reference Groups </li></ul><ul><li>Family </li></ul><ul><li>Role models </li></ul><ul><li>Opinion leader </li></ul>R.R.Parida_CSREM_Marketing
  • 7. Personal Factors <ul><li>Family Life Cycle </li></ul><ul><li>Occupation and Economic circumstances </li></ul><ul><li>Lifestyle </li></ul><ul><li>Personality and self - concept </li></ul>R.R.Parida_CSREM_Marketing
  • 8. Psychological Factors <ul><li>Motivation </li></ul><ul><li>Perception </li></ul><ul><li>Learning </li></ul><ul><li>Beliefs and Attitudes </li></ul>R.R.Parida_CSREM_Marketing
  • 9. Why do we need to study Consumer Behaviour? R.R.Parida_CSREM_Marketing
  • 10. Failure rates of new products introduced <ul><li>Out of 11000 new products introduced by 77 companies, only 56% are present 5 years later. </li></ul><ul><li>Only 8% of new product concepts offered by 112 leading companies reached the market. Out of that 83% failed to meet marketing objectives. </li></ul>R.R.Parida_CSREM_Marketing
  • 11. Can Marketing be standardised? No. Because cross - cultural styles, habits, tastes, prevents such standardisation. R.R.Parida_CSREM_Marketing
  • 12. Language Problems <ul><li>“ Please leave your values at the desk” - Paris hotel </li></ul><ul><li>“ Drop your trousers here for best results” - Bangkok laundry </li></ul><ul><li>“ The manager has personally passed all water served here” - Acapulco restaurant </li></ul><ul><li>“ 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 </li></ul><ul><li>Ladies are requested not to have children in the bar.”- Norway bar </li></ul>R.R.Parida_CSREM_Marketing
  • 13. “ Come alive with Pepsi” <ul><li>“ Come alive out of the grave” - Germany </li></ul><ul><li>“ Pepsi brings your ancestors back from the grave” - China </li></ul>R.R.Parida_CSREM_Marketing
  • 14. Buyer Behaviour R.R.Parida_CSREM_Marketing
  • 15. Other Stimuli R.R.Parida_CSREM_Marketing
  • 16. Buyer’s Decision Process The five stage model. <ul><li>Problem Recognition </li></ul><ul><li>Information Search </li></ul><ul><li>Evaluation of Alternatives </li></ul><ul><li>Purchase Decision </li></ul><ul><li>Postpurchase behaviour </li></ul>R.R.Parida_CSREM_Marketing
  • 17. Buyer’s Decision <ul><li>Product Choice </li></ul><ul><li>Brand Choice </li></ul><ul><li>Dealer Choice </li></ul><ul><li>Purchase Timing </li></ul><ul><li>Purchase Amount </li></ul>R.R.Parida_CSREM_Marketing
  • 18. Buying Roles <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>R.R.Parida_CSREM_Marketing
  • 19. Buying Behaviour <ul><li>Complex </li></ul><ul><li>Habitual </li></ul><ul><li>Variety seeking </li></ul>R.R.Parida_CSREM_Marketing
  • 20. <ul><li>Thank You </li></ul>R.R.Parida_CSREM_Marketing
  • 21. Post - Purchase Behaviour <ul><li>Satisfaction </li></ul><ul><li>Actions </li></ul><ul><li>Use and Disposal </li></ul>R.R.Parida_CSREM_Marketing

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