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Consumer behaviour, ch 3

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  • 1. CONSUMER BEHAVIOUR
    Satishjoshi
  • 2. “Consumer Behavior: How and Why People Buy”
  • 3. CONSUMER BEHAVIOUR
    • A basic study of why consumer do what they do in the marketplace. If the business is consumer-centric in its orientation, the study of consumer behavior would be the starting point of all business and marketing decision making.
    • 4. The study of consumer behavior includes the company asking the right questions in order to understand and analyze its consumers. In some instances, consumers are analyzed as a segment, while in others, they are analyzed as individual consumers.
  • CONSUMER ANALYSIS
    In order to analyze consumers, marketers need answers to the following questions:
    1. Who Buys?
    • What is their demographic, geographic, psychographic or behavioral orientation?
    2. What is Bought?
    • Is it a core product, augmented product, service, etc.
    3. Why is the Purchase Made?
    • Influences on purchasing – family, culture, friends, marketers, age, social status, etc.
  • Consumer Behavior
    In order to analyze consumers, marketers need answers to the following questions:
    4. How Often is the Purchase Made?
    • Frequency of purchase, number of purchases, etc.
    5. Where is the Purchase Made?
    • Location, convenience, online, offline, etc.
    6. When is the Purchase Made?
    • Time, season, occasion, etc.
    7. How is the Purchase Made?
    • Decision making process
  • Consumer Behaviour is also defined as activities people undertake when obtainig, consuming and disposing of products and services.
  • 5. Marketing and
    Other Stimuli
    Model of Consumer Behavior
    Product
    Price
    Place
    Promotion
    Economic
    Technological
    Political
    Cultural
    Buyer’s Black Box
    Characteristics Affecting Consumer Behavior
    Buyer’s Decision Process
    Buyer’s Response
    Purchase Timing
    Purchase Amount
    Product Choice
    Brand Choice
    Dealer Choice
  • 6. Characteristics Affecting Consumer Behavior
    Culture
    Social
    Personal
    Psychological
    Buyer
  • 7. Factors Influencing Consumer Behavior
  • 8. Cultural Factors
    Culture is the most basic determinant of a person’s wants and behavior
    Culture includes a set of learned beliefs, values, attitudes, habi6ts and forms of behaviour that are shared by a society and are transmitted from generation to generation within that society.
  • 9. Subcultures are groups of people with shared value systems based on common life experiences and situations
  • 10. “Social class is the relatively permanent and homogenous division in the society into which individuals and families sharing similar values, life styles, interest and behaviour can be categorised”
  • 11. Characteristic Features of Social Classes
    Persons within a given social class tend to behave alike
    Social class is hierarchical
    Social class is not measured by single variable
    Social class is continuous
  • 12. Social Classes
    • Six classes: upper-upper, lower-upper, upper-middle, lower-middle, working class, lower class.
    • Two-category social class—Blue and white collar.
    • Nine category-- lower-lower, lower-middle, lower-upper middle-lower, middle-middle, middle-upper, upper lower, upper-middle, upper-upper class.
    India’s SEC (socioeconomic classification) combines occupation and education and classify respondent in SEC A1, A2,B1, B2, C1, C2 and D classes.
  • 13. Types of Reference Groups
    Normative reference group
    Comparative reference group
    Indirect reference
    Contactual reference group
    Aspirational group
    Disclamant group
    Avoidance group
  • 14. Consumer Purchase Process
    Expectations and reality – cognitive dissonance
    Internal or external sources
    Whom to buy and when to buy
    Defining the need / want
    Defining criteria
  • 15. Types of Buying Decisions
    Complex
    Buying
    Behavior
    Variety-
    Seeking
    Behavior
    High
    Involvement
    Low
    Involvement
    Dissonance-
    Reducing Buying
    Behavior
    Significant
    differences
    between
    brands
    Habitual
    Buying
    Behavior
    Few
    differences
    between
    brands