Cons beh
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Transcript

  • 1. Consumer Behaviour
  • 2. Based on concepts from
    • Psychology
    • Sociology
    • Anthropology
    • Marketing
    • Economics
  • 3. Why do we need to study Consumer Behaviour? Because no longer can we take the customer/consumer for granted.
  • 4. Failure rates of new products introduced
    • Out of 11000 new products introduced by 77 companies, only 56% are present 5 years later.
    • Only 8% of new product concepts offered by 112 leading companies reached the market. Out of that 83% failed to meet marketing objectives.
  • 5. All managers must become astute analysts of consumer motivation and behaviour
  • 6. Can Marketing be standardised? No. Because cross - cultural styles, habits, tastes, prevents such standardisation.
  • 7. Unless Managements act The more successful a firm has been in the past, the more likely is it to fail in the future.
  • 8. Why? Because people tend to repeat behaviour for which they have been rewarded.
  • 9. Language Problems
    • “ Please leave your values at the desk” - Paris hotel
    • “ Drop your trousers here for best results” - Bangkok laundry
    • “ The manager has personally passed all water served here” - Acapulco restaurant
    • “ 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
    • Ladies are requested not to have children in the bar.”- Norway bar
  • 10. “Come alive with Pepsi”
    • “Come alive out of the grave” - Germany
    • “Pepsi brings your ancestors back from the grave” - China
  • 11. Buyer Behaviour Consumer 4Ps Marketing Environment Buyer Characteristics Buyer Decision Process Buyer Decision
  • 12. Marketing Stimuli 4 Ps Product Price Place Promotion
  • 13. Other Stimuli Marketing Environment Economic Technological Political Cultural
  • 14. Buyer characteristics
    • Cultural
    • Social
    • Personal
    • Psychological
  • 15. Buyer’s Decision Process
    • Problem Recognition
    • Information Search
    • Evaluation of Alternatives
    • Purchase Decision
    • Consumption
    • Postpurchase behaviour
  • 16. Buyer’s Decision
    • Product Choice
    • Brand Choice
    • Dealer Choice
    • Purchase Timing
    • Purchase Amount
  • 17. Cultural factors
    • Culture
    • Sub - culture
    • Social Class
  • 18. Social factors
    • Reference Groups
    • Family
    • Roles and Status
  • 19. Personal Factors
    • Family Life Cycle
    • Occupation and Economic circumstances
    • Lifestyle
    • Personality and self - concept
  • 20. Psychological Factors
    • Motivation
    • Perception
    • Learning
    • Beliefs and Attitudes
  • 21. Buying Roles
    • Initiator
    • Influencer
    • Decider
    • Buyer
    • User
  • 22. Buying Behaviour
    • Complex
    • Dissonance - Reducing
    • Habitual
    • Variety seeking
  • 23. Buying Process
    • Problem Recognition
    • Information Search
    • Evaluation Alternatives
    • Purchase Decision
  • 24. Post - Purchase Behaviour
    • Satisfaction
    • Actions
    • Use and Disposal