Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Consumer Behaviour
- Falguni Singh (02)
Firm’s Marketing
Effort
Socio-cultural
Environment
•Need Recognition
•Pre-purchase search
•Evaluation of
alternatives
Expe...
Socio – Cultural Environment
1. Reference Group
– Friends Group
– Work Group
– Brand Community
2. Family Life Cycle
– Bach...
Socio Cultural Environment
Reference group  Brand Community
“ A brand community is defined as a specialized,
non – geogra...
Socio Cultural Environment
• Marketers believe in order to build up loyalty,
product must have an active social life.
• So...
Socio Cultural Environment
Family Life Cycle  Honeymooners
• Stage (II) starts right after marriage and lasts until
first...
Socio Cultural Environment
Family Life Cycle  Parenthood
• Stage (III) starts when a couple has its first child.
• Stages...
Consumer Decision Making Model
Firm’s Marketing
Effort
Socio-cultural
Environment
•Need Recognition
•Pre-purchase search
•...
Psychological Factors
• Motivation
– Maslow’s hierarchy of needs
• Self Actualization
• Egoistic Needs
• Social Needs
• Sa...
Psychological Factors
Motivation  Maslow hierarchy of needs  Safety Needs
• These needs are concerned not only with phys...
Psychological Factors
Motivation  Maslow hierarchy of needs  Social Needs
• This level includes needs such as love, affe...
Psychological Factors
Motivation  Maslow hierarchy of needs  Egoistic Needs
• These needs can take either an inward or a...
Psychological Factors
Learning  Behavioral learning theory  Classical
Conditioning
• An analogous to Pavlov’s experiment...
Psychological Factors
Personality  Consumer innovativeness  Dogmatism
• Dogmatism is a personality trait that measures t...
Psychological Factors
Personality  Product personality and geography
• For certain products consumers possess strong geog...
Psychological Factors
Personality  Product and Color
• Consumer not only ascribe personality traits to products and
servi...
• Reference :
– Schiffman and Kanuk, Consumer Behavior (Pearson
Prentice Hill, 2007)
– www.afaqs.com
– www.youtube.com
– w...
Thank You
Upcoming SlideShare
Loading in …5
×

Consumer Behavior Concepts and their Application

6,935 views

Published on

Consumer Behavior Concepts and their Application

Published in: Marketing
  • Be the first to comment

Consumer Behavior Concepts and their Application

  1. 1. Consumer Behaviour - Falguni Singh (02)
  2. 2. Firm’s Marketing Effort Socio-cultural Environment •Need Recognition •Pre-purchase search •Evaluation of alternatives Experience Purchase Post Purchase Evaluation Input Process Output External Influences Consumer Decision Making Post Decision Behaviour Psychological Factors Consumer Decision Making Model
  3. 3. Socio – Cultural Environment 1. Reference Group – Friends Group – Work Group – Brand Community 2. Family Life Cycle – Bachelorhood – Honeymooner – Parenthood – Post-parenthood – Dissolution
  4. 4. Socio Cultural Environment Reference group  Brand Community “ A brand community is defined as a specialized, non – geographically bound community, based on a structured set of social relationships among admirers of the brand” Example : http://www.hotwheelscollectors.com/
  5. 5. Socio Cultural Environment • Marketers believe in order to build up loyalty, product must have an active social life. • Sometimes marketers design a specific product or service to create a sense of community or take advantage of pre-existing relationship. • Example  • Example : http://www.youtube.com/watch?v=FlPSqoBwkaE • Agency : Grey Worldwide
  6. 6. Socio Cultural Environment Family Life Cycle  Honeymooners • Stage (II) starts right after marriage and lasts until first child is born. • Availability of combined income  allowing indulgent purchasing of possessions. • Start-up expenses in establishing new home. • Example http://www.youtube.com/watch?v=eLDBFoVQ5SI • Ad Agency - DDB Mudra
  7. 7. Socio Cultural Environment Family Life Cycle  Parenthood • Stage (III) starts when a couple has its first child. • Stages lasts for long duration (20 years ). • Children becomes focus of their lives, child-rearing and educational responsibility gains priority. • Example: http://www.youtube.com/watch?v=GJlvT-Dmh24&list=PL502D27EB8B72940B • Ad Agency - Ogilvy & Mathers
  8. 8. Consumer Decision Making Model Firm’s Marketing Effort Socio-cultural Environment •Need Recognition •Pre-purchase search •Evaluation of alternatives Psychological Factors Experience Purchase Post Purchase Evaluation Input Process Output External Influences Consumer Decision Making Post Decision Behaviour
  9. 9. Psychological Factors • Motivation – Maslow’s hierarchy of needs • Self Actualization • Egoistic Needs • Social Needs • Safety and Security Needs • Physiological Needs • Perception • Learning – Classical Conditioning • Personality – Consumer innovativeness and related personality traits – Product personality and geography – Personality and color • Attitudes
  10. 10. Psychological Factors Motivation  Maslow hierarchy of needs  Safety Needs • These needs are concerned not only with physical safety but also include order, stability, familiarity, health. Health and availability of health care are important safety concern. Example : http://www.youtube.com/watch?v=tVNQDMseXTM Agency : Trinton Communications
  11. 11. Psychological Factors Motivation  Maslow hierarchy of needs  Social Needs • This level includes needs such as love, affection, sense of belongingness, acceptance. • People seek warm and satisfying human relationship with other people. Example : http://www.youtube.com/watch?v=R8vwm3UFt78 Agency : McCann Erickson
  12. 12. Psychological Factors Motivation  Maslow hierarchy of needs  Egoistic Needs • These needs can take either an inward or an outward orientation. • Inward orientation involves individual’s need for self acceptance, self esteem, success, personal satisfaction. Example : http://www.youtube.com/watch?v=8u0x8TWrIi8 Agency : Lowe Lintas
  13. 13. Psychological Factors Learning  Behavioral learning theory  Classical Conditioning • An analogous to Pavlov’s experiment would be… Example : http://www.dettol.co.in/solutionsfinder.html (US) X : Antiseptic , doctors recommend. Unconditioned Response (CS) X1, X2, X3 (CS) X1, X2, X3 Conditioned Response
  14. 14. Psychological Factors Personality  Consumer innovativeness  Dogmatism • Dogmatism is a personality trait that measures the degree of rigidity versus openness. • High dogmatic consumers are more likely to choose established, rather than innovative products. Low dogmatic are more likely to prefer innovative products. • For high dogmatic consumers marketers use celebrities/experts in new product advertising . Example http://www.youtube.com/watch?v=7a9K59G0Z0g
  15. 15. Psychological Factors Personality  Product personality and geography • For certain products consumers possess strong geographical association (eg: Technology). • Manufacturer creates a geographical personality for the product to add to the product’s brand equity. Example http://www.youtube.com/watch?v=5Nwi8x7fyuI Agency : Ogilvy & Mathers
  16. 16. Psychological Factors Personality  Product and Color • Consumer not only ascribe personality traits to products and services but also tend to associate personality factors with specific colors. • Blue = Commands respect, Green = Natural, Red = Hot and exciting, Black = Sophistication, mystery. Example http://www.youtube.com/watch?v=Imf5kQ7c_Nc Agency : Chapter five
  17. 17. • Reference : – Schiffman and Kanuk, Consumer Behavior (Pearson Prentice Hill, 2007) – www.afaqs.com – www.youtube.com – www. dettol.co.in – www.hotwheelscollectors.com
  18. 18. Thank You

×