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CONSUMER BEHAVIOUR                     By- Abhijith R.
BUYING PROCESS     i)Need  Recognition  Desire….??   External &internal factorsii)Information search SEARCH:-Purposeful at...
Print media,TV ,Internet & Radioiii)Evaluation of AlternativesCritical Stage in Buying1)A product is a bundle of attribute...
v)Post purchase experience& BehaviourFeedback after brand purchase & product useCognitive dissonance: If purchased branddo...
PERCEIVED RISKUncertainty faced by the consumers when they  cannot assess the post purchase consequences  before purchasin...
Family life cycle    Child or teenager     Young single    Young couple       Full nest     Empty nest      Widow(er)
NEW URBAN FAMILY• When individual tastes diverged sharply from  one another & are backed by sufficient  spending power• Fa...
Industrial Consumer Behavior•Features  •Purchasing agents/Professional agents  •Large volumes  •Price breaks  •Self use/ R...
Differences between Indv. CB & Indus. CB            Subjective/Objective*Formalities*roles involved*mktg                  ...
Buying Centre• Decider*initiator*influencer*user*purchaser*gat  ekeeper• Basic aspects  – Composition, Influences vary wit...
MARKETING RESEARCH• Why  – Relationships*adherence to rule*shareholder    expectations*public appreciation• Info is Crucia...
Marketing Research process• Problem Identification/ Formulation  – (Problem well stated is half solved)• Evaluation of Alt...
Research Design• Sampling Design, Observation Design,  Statistical Design, Operational Design.Sampling design  – How many?...
Marketing research analysis•   Tools like SPSS, SSP•   Multiple regression analysis•   Regression analysis•   Conjoint ana...
MARKETING RESEARCH          METHODSThe Major concepts in demand measurementare   MARKET DEMAND    • Market demand for a pr...
NEW PRODUCT LAUNCH               RESEARCHA Marketer to ensure product success uses the following guidelines :-1, Distingui...
ADVERTISING RESEARCHAdvertising research is a subset of marketing research.it systematically gather nanalyses information ...
CUSTOMER SATISFACTION               RESEARCHCustomer satisfaction research is that area of marketing research which focuse...
RETAIL STORES IMAGE RESEARCHThe concept of store image was used by Martineau(1958) for the first time. He defined it as“a ...
COMPETITOR ANALYSIS                   RESEARCHThe competitive intelligence is the legal n ethical process of collecting n ...
UNDERSTAND THE RESULT AND        DRAW CONCLUSIONSThe following outline is the suggested format for writing research report...
Consumer behaviour
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Consumer behaviour

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Consumer behaviour

  1. 1. CONSUMER BEHAVIOUR By- Abhijith R.
  2. 2. BUYING PROCESS i)Need Recognition Desire….?? External &internal factorsii)Information search SEARCH:-Purposeful attention devoted to gathering of information related to the satisfaction of some particular perceived need. Family,Friends,Neighbours,Opinion leaders
  3. 3. Print media,TV ,Internet & Radioiii)Evaluation of AlternativesCritical Stage in Buying1)A product is a bundle of attributes2)Information cues about productcharacteristics, Brand image & brand concept3)More critical attributes to reduce the numberof alternatives4)Evaluation processiv)Purchase decision•Like & dislike about alternative brandswhich influence the intension to buy•Situational factors like dealers terms,falling price etc are considered•Perceived risk also influences
  4. 4. v)Post purchase experience& BehaviourFeedback after brand purchase & product useCognitive dissonance: If purchased branddoesn’t yield the desired satisfaction ,negativefeelings occur & creates anxiety, doubtsPost purchase dissonance: The consumer isexperiencing a doubt whether the decision was corrector notCreating realistic expectations, product design keepingConsumer lifestyle in mind, providing means for communicatingWith the company, the customer deserved to be thanked ..to avoid PPD
  5. 5. PERCEIVED RISKUncertainty faced by the consumers when they cannot assess the post purchase consequences before purchasing the product or service1. Financial Risk2. Functional Risk3. Physical Risk4. Psychological Risk5. Social Risk6. Time Risk
  6. 6. Family life cycle Child or teenager Young single Young couple Full nest Empty nest Widow(er)
  7. 7. NEW URBAN FAMILY• When individual tastes diverged sharply from one another & are backed by sufficient spending power• Family focused brands are placing Ad’s so that the context of consumption for NUF is communicatedNestle Maggi,Asian paints, Surf excel Ad’s
  8. 8. Industrial Consumer Behavior•Features •Purchasing agents/Professional agents •Large volumes •Price breaks •Self use/ Resale •Small target group •Derived demand •More decision makers •Branding less
  9. 9. Differences between Indv. CB & Indus. CB Subjective/Objective*Formalities*roles involved*mktg mixSP, Ad& Distribution Vs Personal Sales, design, service/priceKinds of customersTransactional( price sensitive)*consultation requiring*collaborative (leads tocontinuous improvement)Industrial Buying Process•ESPPC factors*Consumer behaviour imp. Variable•Stages •Initiation Stage-New buy situation •Search Stage:in-supplier/out supplier •Feedback Stage
  10. 10. Buying Centre• Decider*initiator*influencer*user*purchaser*gat ekeeper• Basic aspects – Composition, Influences vary with category – Dynamic – Role of the Informal• Buying Situations – New-buy/Straight re buy/modified re buy
  11. 11. MARKETING RESEARCH• Why – Relationships*adherence to rule*shareholder expectations*public appreciation• Info is Crucial!• Research topics in Marketing – Consumer Behaviour*Product positioning/devlpmt/life cycle – Branding – Mkt segmentation – Advertising, SP – Sales/distribution
  12. 12. Marketing Research process• Problem Identification/ Formulation – (Problem well stated is half solved)• Evaluation of Alternatives – Eg. The case of turn over of employees – Ways of analysis • Discuss with experts*Literature survey • Primary research-direct mails/phone/personal interview• Hypothesis – Predictive statement which is clear, testable, showing relations, specific, simple, with time allotted.(H0&Ha)
  13. 13. Research Design• Sampling Design, Observation Design, Statistical Design, Operational Design.Sampling design – How many?, In what manner?• Probability/Non Probability Sampling• Raw data Processing – Editing*Coding*Classification*Tabulation
  14. 14. Marketing research analysis• Tools like SPSS, SSP• Multiple regression analysis• Regression analysis• Conjoint analysis( To decide on trade off’s)• Cluster Analysis• Factor analysis – Co-relation Matrix, Identify patterns• Discriminant Analysis• Correspondence Analysis
  15. 15. MARKETING RESEARCH METHODSThe Major concepts in demand measurementare MARKET DEMAND • Market demand for a product is the total volume that would be bought by a defined customer group in a defined geographical area in a defined period of time in a defined marketing environment under a defined marketing programme…. COMPANY DEMAND • Company demand is the company’s estimated share of market demand at alternative levels of company’s marketing effort . One major reason for undertaking marketing research is to identify the market opportunities .Once the research is complete, the company must measure and forecast the size, growth and profit potential of each market opportunity
  16. 16. NEW PRODUCT LAUNCH RESEARCHA Marketer to ensure product success uses the following guidelines :-1, Distinguish the product from the competition in a consumer relevant way2,Capitalise on key corporate competencies and brand strength3,Develop and market product to people’s needs and habits4,market to long-term trends5,Not to ignore research, and not be paralyzed by it6,Make sure the timing is right7,Be a marketing leader and not a distant follower8,offer a real value to customers9,Determine a short-term product and long-term sales potential10,Gain legitimacy and momentum for the brand11,Give the trade as good a deal as the customer12,Clearly define,understand,and talk to your target13,Develop n communicate a distinctive n appealing brand character n stick to it14,Spend competitively n efficiently ,behind a relevant proposition15,make sure the consumer is satisfied n stays that way
  17. 17. ADVERTISING RESEARCHAdvertising research is a subset of marketing research.it systematically gather nanalyses information to help develop or evaluate advertising strategies ,individual advertisements, or whole advertising campaigns . Advertiser needs toknow how consumer perceive its products or service , what their views about thecompetition are and what image of the brand or the company would be mostappropriate to buildAdvertising research is required to serve a number of purposes, which aregrouped into four categories : Advertising strategy research Creative concept research Pre-testing of advertisement Post-testing ADVERTISING STRATEGY RESEARCHThe strategy is developed by carefully blending the elements of the creative mix . The mix elementsare : 1,Product n 3,Communication 4,creative 5,Pre-testing n its 2,Target audience media concept post-testing positioning
  18. 18. CUSTOMER SATISFACTION RESEARCHCustomer satisfaction research is that area of marketing research which focuses oncustomers perceptions with their shopping or purchase experience.Many firms are interested in understanding what their customers thought about theirshopping or purchase experience, because finding new customers is generally morecostly and difficult than servicing existing or repeat customers. METHODS 1,Quantitative Research Studies 2,Qualitative Research Studies TYPE 1,Descriptive or documentary research 2,Inferential or models-based research
  19. 19. RETAIL STORES IMAGE RESEARCHThe concept of store image was used by Martineau(1958) for the first time. He defined it as“a store defined in customers’ mind partly based on functional attributes and partly basedon psychological attributes.” He claimed that store image includes its characteristicattributes and it makes customers feel the store different from others. Functional attributesare assortment of commodities, layout, location, price-value relation, and service thatconsumers can objectively compare with other stores. Psychological attributes areattractiveness and luxuriousness that represent special attributes of that store.Researchers have studied a multitude of retailer attributes that influence the overall imageeg :-The variety n quality of product, service, n brands sold, the physical store appearance,behavior n service quality of employees , the price level, depth n frequency of promotions…DISTRIBUTION RESEARCHThe study has been now divided into supply chain research n also on logistics research.In the case of supply chain, following are included for research1,Alignment of market with the supply 10,Supply chain risk2,linking demand chain and firm performance 11,Supply chain stategy3,outsourcing 12,Service supply chains4,Reverse logistics 13,Stock loss5,supply chain agility6,supply chain collaboration8,supply chain information systems9,supply chain risk and resilience
  20. 20. COMPETITOR ANALYSIS RESEARCHThe competitive intelligence is the legal n ethical process of collecting n analyzinginformation,converting it into intelligence n then using it to determine thecapabilities,vulunerabilities,n intentions of the competition. There are 3 level @ which theresearch is undertaken1, Feature level2,Solution level3,Hidden competition PREPARATION OF MARKETING RESEARCH REPORTThe result of marketing is effectively communicated to the management .Presenting the result ofa marketing result study to mgmt. generally involves a formal written reports as well as an oralpresentation . The report n presentation are extremely important`.FIRST , bcoz the result of marketing research are often intangible n the written report is usuallythe only documentation of the project.SECOND, the written report n oral presentation are typically the only aspect of the study andthe consequently the overall evalution of the research project rests on how well this info iscommunicated .THIRD, Since the written research report and the oral presentation are typically theresponsibility of the supplier .
  21. 21. UNDERSTAND THE RESULT AND DRAW CONCLUSIONSThe following outline is the suggested format for writing research report :-• TITLE PAGE• SUMMARY OF FINDING• TABLE OF CONTENTS• LIST OF TABLES• LIST OF FIGURES• BACKGROUND TO THE RESEARCH PROBLEM• OBJECTIVES• HYPOTHESES• SAMPLE N SAMPLING METHOD• STATISTICAL OR QUALITATIVE METHODS• SAMPLE DESCRIPITION• RESULTS , INTERPRETATION AND CONCLUSION

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