Class consumer behaviour

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Class consumer behaviour

  1. 1. Consumer Behaviour R.R.Parida_CSREM_Marketing
  2. 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. 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. 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. 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. 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. 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. 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. 9. Why do we need to study Consumer Behaviour? R.R.Parida_CSREM_Marketing
  10. 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. 11. Can Marketing be standardised? No. Because cross - cultural styles, habits, tastes, prevents such standardisation. R.R.Parida_CSREM_Marketing
  12. 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. 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. 14. Buyer Behaviour R.R.Parida_CSREM_Marketing
  15. 15. Other Stimuli R.R.Parida_CSREM_Marketing
  16. 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. 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. 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. 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. 20. <ul><li>Thank You </li></ul>R.R.Parida_CSREM_Marketing
  21. 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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