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.
1     1 NATURE AND SCOPE OF CONSUMER BEHAVIOUR QUESTIONS THAT REFLECT THE CONSUMER BEHAVIOURWHAT PRODUCTS AND SERVICES CON...
1   2  THERE ARE DIFFERENT TYPES OF   ORGANISATIONAL CONSUMERS.1. BUSINESS ORGANISATION.2. GOVT. AND INSTRUMENTS OF GOVT.3...
1   2ORGANISATIONAL CONSUMERS     BUY PRODUCTS         TO RUN  THEIR ORGANISATIONS.
1    2A PURCHASER OR BUYER IS NOT NECESSARILY A USERHENCE :          A MARKETER HAS TO DIRECT          HIS PROMOTIONAL EFF...
1    2IMPORTANCE OF CONSUMER BEHAVIOURUNDERSTANDING OF ALL NUANCES OF       CONSUMER BEHAVIOUR                IS  INTERPRE...
1    3      PRIME CONCERN OF MARKETING CONCEPT                      AND     FORMULATION OF MARKETING STRATEGIES IS        ...
1    3      CONSUMER BEHAVIOUR     THOUGH QUITE USEFUL IN   FORMULATION OF STRATEGIES(WHICH COULD BE EXPLOITED BY THE MARK...
1   3 THE MARKETING PRACTICES FOLLOWED BY  REPUTED MARKETER WITH RESPECT TOPRODUCTS , PRICES, PROMOTION, AND DESIGN       ...
1    3   ETHICAL CONSIDERATIONETHICS IS NOT TO BE PRACTICED ONLY        BY THE MARKETERS         CONSUMER MUST          AL...
1   5   GROWTH OF CONSUMER BEHAVIOURCONSUMER RESEARCH SHOULD BE RELATEDTO THE PROBLEMS THAT ARE RELEVANT FOR              ...
1    6     CONSUMER SCENE IN INDIACORE VALUES OF INDIAN CONSUMERS:1. FAMILY ORIENTATION2. VALUE SEEKING3. PROGRESS ORIENTA...
1        6    COMPARISION BETWEEN TWO GENERATIONS IN                    INDIA    PREVIOUS GENERATION            TODAY’S GE...
1    7          CONSUMER SCENE IN INDIA              CONSUMER IS     MORE DEMANDING,EXPERIMENTATIVE             AND IS OPE...
1    7            FORCES THAT DRIVE CHANGES IN                CONSUMER BEHAVIOUR1.   ENVIRONMENTAL CHANGES      a) RISING ...
1       7                        MEDIA                        BOOM ECONOMIC             CONSUMER               SOCIOPROSPE...
Upcoming SlideShare
Loading in …5
×

Consumer Buyer Behaviour: Nature and scope of consumer behavior

16,750 views

Published on

Marketers benefit by understanding how consumers take consumption decisions which enables them to formulate suitable marketing strategies. It becomes even more fascinating to gauge consumer behavior drawing insights from various disciplines like psychology, sociology, anthropology and economics. Know more about Consumer Buyer Behaviour in this slide presentation.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
This Slideshare is the sole Property of the Welingkar School of Distance Learning – Reproduction of this material , without prior consent, either wholly or partially will be treated as a violation of copyright.

Published in: Business
  • Be the first to comment

Consumer Buyer Behaviour: Nature and scope of consumer behavior

  1. 1. 1 1 NATURE AND SCOPE OF CONSUMER BEHAVIOUR QUESTIONS THAT REFLECT THE CONSUMER BEHAVIOURWHAT PRODUCTS AND SERVICES CONSUMER BUY ?WHAT MAKES THEM BUY THEM ?WHEN THESE ARE BOUGHT ?FROM WHERE ?WHAT IS THE FREQUENCY OF BUYING ?HOW OFTEN THEY ARE USED ?
  2. 2. 1 2 THERE ARE DIFFERENT TYPES OF ORGANISATIONAL CONSUMERS.1. BUSINESS ORGANISATION.2. GOVT. AND INSTRUMENTS OF GOVT.3. INSTITUTIONS.
  3. 3. 1 2ORGANISATIONAL CONSUMERS BUY PRODUCTS TO RUN THEIR ORGANISATIONS.
  4. 4. 1 2A PURCHASER OR BUYER IS NOT NECESSARILY A USERHENCE : A MARKETER HAS TO DIRECT HIS PROMOTIONAL EFFORTS EITHER TO THE BUYER THE USER THE INFLUENCER
  5. 5. 1 2IMPORTANCE OF CONSUMER BEHAVIOURUNDERSTANDING OF ALL NUANCES OF CONSUMER BEHAVIOUR IS INTERPRETIVISM / EXPERIENTIALISM
  6. 6. 1 3 PRIME CONCERN OF MARKETING CONCEPT AND FORMULATION OF MARKETING STRATEGIES IS CONSUMER BUYING BEHAVIOURBECAUSE :1. CONSUMERS ARE EXTREMELY COMPLEX INDIVIDUALS.2. EACH CONSUMER SEGMENT HAS UNIQUE NEEDS.
  7. 7. 1 3 CONSUMER BEHAVIOUR THOUGH QUITE USEFUL IN FORMULATION OF STRATEGIES(WHICH COULD BE EXPLOITED BY THE MARKETERS) BUTIS OPEN TO CRITISM SINCE IT EXPOSESVULNERABILITIES OF THE CONSUMERS
  8. 8. 1 3 THE MARKETING PRACTICES FOLLOWED BY REPUTED MARKETER WITH RESPECT TOPRODUCTS , PRICES, PROMOTION, AND DESIGN WITH JUST ONE AIM IN MIND PROFIT MAXIMIZATION
  9. 9. 1 3 ETHICAL CONSIDERATIONETHICS IS NOT TO BE PRACTICED ONLY BY THE MARKETERS CONSUMER MUST ALSO BEHAVE ETHICALLY
  10. 10. 1 5 GROWTH OF CONSUMER BEHAVIOURCONSUMER RESEARCH SHOULD BE RELATEDTO THE PROBLEMS THAT ARE RELEVANT FOR THE MANAGERS AND BUSINESS EXECUTIVES SHOULD ALSO LEARN TO VALUE THE RESEARCH FINDINGS AND USE THEM IN THEIR DECISION MAKING PROCESS
  11. 11. 1 6 CONSUMER SCENE IN INDIACORE VALUES OF INDIAN CONSUMERS:1. FAMILY ORIENTATION2. VALUE SEEKING3. PROGRESS ORIENTATION4. CLASS CONSCIOUSNESS
  12. 12. 1 6 COMPARISION BETWEEN TWO GENERATIONS IN INDIA PREVIOUS GENERATION TODAY’S GENERATION• SECURITY • CONFIDENCE• IDEALISM • PRACTICALITY• RISK AVOIDANCE • RISK TAKING• SAVING ORIENTED • INVESTMENT ORIENTED• JOB SECURITY • JOB SATISFACTION• POSTPONMENT OF • INSTANT GRATIFICATION GRATIFICATION• CONSIDERED DECISION • IMPULSIVE MADHUKAR SABANVIS
  13. 13. 1 7 CONSUMER SCENE IN INDIA CONSUMER IS MORE DEMANDING,EXPERIMENTATIVE AND IS OPEN TO NEW PRODUCTS AND IDEAS VALUE IS NOT JUST PRICEFOR HIM BUT PRICE - QUALITY COMBINATIONPROMOTION RATIONAL &EMPHASIS EMOTIONAL APPEAL
  14. 14. 1 7 FORCES THAT DRIVE CHANGES IN CONSUMER BEHAVIOUR1. ENVIRONMENTAL CHANGES a) RISING PERSONAL DISPOSABLE INCOME b) FACILITIES TO FINANCE PURCHASES c) RISING RURAL WEALTH2. SOCIAL AND CULTURAL FACTORS a) GLOBALISATION b) NUCLEAR FAMILIES c) URBANISATION d) DUAL INCOME HOUSEHOLDS3. BETTER VARIETY OF PRODUCTS4. MEDIA
  15. 15. 1 7 MEDIA BOOM ECONOMIC CONSUMER SOCIOPROSPERITY CULTURAL BEHAVIOUR CORPORATE ACTIVITY PRODUCTS AND PROMOTION FACTORS AFFECTING CHANGE IN CONSUMER BEHAVIOUR

×