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Consumer behaviour, ch 3
Consumer behaviour, ch 3
Consumer behaviour, ch 3
Consumer behaviour, ch 3
Consumer behaviour, ch 3
Consumer behaviour, ch 3
Consumer behaviour, ch 3
Consumer behaviour, ch 3
Consumer behaviour, ch 3
Consumer behaviour, ch 3
Consumer behaviour, ch 3
Consumer behaviour, ch 3
Consumer behaviour, ch 3
Consumer behaviour, ch 3
Consumer behaviour, ch 3
Consumer behaviour, ch 3
Consumer behaviour, ch 3
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Consumer behaviour, ch 3

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  • 1. CONSUMER BEHAVIOUR<br />Satishjoshi<br />
  • 2. “Consumer Behavior: How and Why People Buy”<br />
  • 3. CONSUMER BEHAVIOUR<br /><ul><li>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.</li></li></ul><li>CONSUMER ANALYSIS<br />In order to analyze consumers, marketers need answers to the following questions:<br />1. Who Buys? <br /><ul><li>What is their demographic, geographic, psychographic or behavioral orientation?</li></ul>2. What is Bought? <br /><ul><li>Is it a core product, augmented product, service, etc.</li></ul>3. Why is the Purchase Made? <br /><ul><li>Influences on purchasing – family, culture, friends, marketers, age, social status, etc.</li></li></ul><li>Consumer Behavior<br />In order to analyze consumers, marketers need answers to the following questions:<br />4. How Often is the Purchase Made? <br /><ul><li>Frequency of purchase, number of purchases, etc.</li></ul>5. Where is the Purchase Made? <br /><ul><li>Location, convenience, online, offline, etc.</li></ul>6. When is the Purchase Made? <br /><ul><li>Time, season, occasion, etc.</li></ul>7. How is the Purchase Made? <br /><ul><li>Decision making process</li></li></ul><li>Consumer Behaviour is also defined as activities people undertake when obtainig, consuming and disposing of products and services.<br />
  • 5. Marketing and<br />Other Stimuli<br />Model of Consumer Behavior<br />Product<br />Price<br />Place<br />Promotion<br />Economic<br />Technological<br />Political<br />Cultural<br />Buyer’s Black Box<br />Characteristics Affecting Consumer Behavior<br />Buyer’s Decision Process<br />Buyer’s Response<br />Purchase Timing<br />Purchase Amount<br />Product Choice<br />Brand Choice<br />Dealer Choice<br />
  • 6. Characteristics Affecting Consumer Behavior<br />Culture<br />Social<br />Personal<br />Psychological<br />Buyer<br />
  • 7. Factors Influencing Consumer Behavior<br />
  • 8. Cultural Factors<br />Culture is the most basic determinant of a person’s wants and behavior<br />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.<br />
  • 9. Subcultures are groups of people with shared value systems based on common life experiences and situations<br />
  • 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”<br />
  • 11. Characteristic Features of Social Classes<br />Persons within a given social class tend to behave alike<br />Social class is hierarchical<br />Social class is not measured by single variable<br />Social class is continuous<br />
  • 12. Social Classes<br />• Six classes: upper-upper, lower-upper, upper-middle, lower-middle, working class, lower class.<br />• Two-category social class—Blue and white collar.<br />• Nine category-- lower-lower, lower-middle, lower-upper middle-lower, middle-middle, middle-upper, upper lower, upper-middle, upper-upper class.<br />India’s SEC (socioeconomic classification) combines occupation and education and classify respondent in SEC A1, A2,B1, B2, C1, C2 and D classes. <br />
  • 13. Types of Reference Groups<br />Normative reference group<br />Comparative reference group<br />Indirect reference<br />Contactual reference group<br />Aspirational group<br />Disclamant group<br />Avoidance group<br />
  • 14. Consumer Purchase Process<br />Expectations and reality – cognitive dissonance<br />Internal or external sources<br />Whom to buy and when to buy<br />Defining the need / want<br />Defining criteria<br />
  • 15. Types of Buying Decisions<br />Complex<br />Buying<br />Behavior<br />Variety-<br />Seeking<br />Behavior<br />High<br />Involvement<br />Low<br />Involvement<br />Dissonance-<br />Reducing Buying<br />Behavior<br />Significant<br />differences<br />between<br />brands<br />Habitual<br />Buying<br />Behavior<br />Few<br />differences<br />between<br />brands<br />

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