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Published in: Technology, Business


  1. 1. Consumer Behaviour
  2. 2. Based on concepts froms Psychologys Sociologys Anthropologys Marketings Economics
  3. 3. Why do we need to study Consumer Behaviour? Because no longer can we take the customer/consumer for granted.
  4. 4. Failure rates of new products introduced s Out of 11000 new products introduced by 77 companies, only 56% are present 5 years later. s Only 8% of new product concepts offered by 112 leading companies reached the market. Out of that 83% failed to meet marketing objectives.
  5. 5. All managers must become astute analysts of consumer motivation and behaviour
  6. 6. Can Marketing be standardised? No.Because cross - cultural styles, habits, tastes, prevents such standardisation.
  7. 7. Unless Managements act The more successful a firm hasbeen in the past, the more likely is it to fail in the future.
  8. 8. Why?Because people tend to repeatbehaviour for which they have been rewarded.
  9. 9. Language Problemss “Please leave your values at the desk” - Paris hotels “Drop your trousers here for best results” - Bangkok laundrys “The manager has personally passed all water served here” - Acapulco restaurants “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 hotels Ladies are requested not to have children in the bar.”- Norway bar
  10. 10. “Come alive with Pepsi”s “Come alive out of the grave” - Germanys “Pepsi brings your ancestors back from the grave” - China
  11. 11. Buyer Behaviour Consumer Marketing Buyer Buyer Buyer4Ps Environment Characteristics Decision Process Decision
  12. 12. Marketing Stimuli 4 PsProduct Price Place Promotion
  13. 13. Other Stimuli Marketing EnvironmentEconomic Technological Political Cultural
  14. 14. Buyer characteristicss Culturals Socials Personals Psychological
  15. 15. Buyer’s Decision Processs Problem Recognitions Information Searchs Evaluation of Alternativess Purchase Decisions Consumptions Postpurchase behaviour
  16. 16. Buyer’s Decisions Product Choices Brand Choices Dealer Choices Purchase Timings Purchase Amount
  17. 17. Cultural factorss Cultures Sub - cultures Social Class
  18. 18. Social factorss Reference Groupss Familys Roles and Status
  19. 19. Personal Factorss Family Life Cycles Occupation and Economic circumstancess Lifestyles Personality and self - concept
  20. 20. Psychological Factorss Motivations Perceptions Learnings Beliefs and Attitudes
  21. 21. Buying Roless Initiators Influencers Deciders Buyers User
  22. 22. Buying Behaviours Complexs Dissonance - Reducings Habituals Variety seeking
  23. 23. Buying Processs Problem Recognitions Information Searchs Evaluation Alternativess Purchase Decision
  24. 24. Post - Purchase Behaviours Satisfactions Actionss Use and Disposal