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Consumer Buying Behavior<br />National Library<br />(Reference Library) <br />
The Library and its Sources Of Revenue!!<br />1.The Library is Reference – library.<br />2. The main Source of Revenue is ...
HOW CONSUMER BUYS…..<br />
Decision Making Model!!<br />Need Recognition<br />Information Search<br />Cultural, Social, Individual and <br />Psycholo...
How Consumers Buy!!<br />
Maslow’s Hierarchy of Needs!!<br />Self actualization<br />Self-esteem<br />      Social<br />      Safety<br />  Physiolo...
Today’s Reading Picture:<br />
Today’s Reading Picture cont….<br />Almost half of the participants surveyed hardly ever visit a chain bookshop.<br />Seve...
Step1: Need Recognition<br />Marketing helps consumers recognize (or create) an imbalance between present status and prefe...
Step 1 Cont…<br />Latent Requirement<br />1.Easy Access to High-End literary material.<br />2.Expectation to more “Systemi...
Why do People go to Library?<br />
Why do People go to Library?<br />
Step2: Information Search!!<br />Friends.<br />Social  Circles<br />Teachers/Educationists/Professors<br />Educational Ins...
Step 3:  Evaluations Of Alternatives and Purchase…..                     <br />Alternatives:<br />1.Buy Books.<br />2.Subs...
Step 4: Post Purchase Behavior!!<br />    ?<br />CognitiveDissonance<br />*Did I make a good decision?<br />*Did I buy the...
Why National Library??<br />
Why National Library...??<br />
Impact on Decision-Making of Consumer…<br />Marginal to Moderate pricing.<br />Verity Products-Business reads, journals, C...
Impacts on Decision-Making cont…<br />
Impacts on Decision-Making Cont…<br />
Classical Conditioning……<br />1. Situated at peaceful and central location – easily accessible.<br />2. One-sided Glass Di...
Classical Conditioning Cont…..<br />
OPARANT CONDITIONING…..<br />Scholarships on Higher-education.<br />Free passes to Education Fairs and Business seminars.<...
Operant Conditioning cont….<br />5. Free merchandise like Caps, T-shirts, Letterheads, and envelopes to all the premium me...
Creating Perception and Brand Image…..<br />An effective Tag-Line and logo for Library.<br />Tagline:<br />“Books just wan...
Creating Perception cont…<br />LOGO:<br />       “Books just wanna be free….!!!” <br />
Absolute Threshold….<br />Banners and Posters at educational Institutes/ School.<br />Brand Association with Publishing- H...
Recommendations for Promotion…..<br />1.Online Advertising – Blogs, Social Networking Sites.<br />2.Corporate Identity Mat...
Thank you………..<br />Chandna.tandon@yahoo.com<br />IGTC Batch 2010 - 2012<br />
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Consumer Buying Behaviour- Refrence Library

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Consumer Buying Behaviour- Refrence Library

  1. 1. Consumer Buying Behavior<br />National Library<br />(Reference Library) <br />
  2. 2. The Library and its Sources Of Revenue!!<br />1.The Library is Reference – library.<br />2. The main Source of Revenue is collection Membership.<br />3. The resources also flow in from various Conferences.<br />
  3. 3. HOW CONSUMER BUYS…..<br />
  4. 4. Decision Making Model!!<br />Need Recognition<br />Information Search<br />Cultural, Social, Individual and <br />Psychological Factors affect all steps<br />Evaluation <br />of Alternatives<br />Purchase<br />Postpurchase<br /> Behavior<br />
  5. 5. How Consumers Buy!!<br />
  6. 6. Maslow’s Hierarchy of Needs!!<br />Self actualization<br />Self-esteem<br /> Social<br /> Safety<br /> Physiological<br />
  7. 7. Today’s Reading Picture:<br />
  8. 8. Today’s Reading Picture cont….<br />Almost half of the participants surveyed hardly ever visit a chain bookshop.<br />Seventy per cent of participants never visit any independent bookshop. <br />Seventy per cent of participants think they’ll be doing even more reading online in the future. <br />
  9. 9. Step1: Need Recognition<br />Marketing helps consumers recognize (or create) an imbalance between present status and preferred state…<br />Current Status:<br />1.Internet is the most sought-after source of information.<br />2.People read mostly online rather than buy books.<br />3. Information is dumped in internet. 17,900 databases. “Information Overload”.<br />
  10. 10. Step 1 Cont…<br />Latent Requirement<br />1.Easy Access to High-End literary material.<br />2.Expectation to more “Systemized” information.<br />3.Calm environment to study.<br />4.Networking.<br />
  11. 11. Why do People go to Library?<br />
  12. 12. Why do People go to Library?<br />
  13. 13. Step2: Information Search!!<br />Friends.<br />Social Circles<br />Teachers/Educationists/Professors<br />Educational Institutes<br />Magazines/Blogs.<br />Internet<br />
  14. 14. Step 3: Evaluations Of Alternatives and Purchase….. <br />Alternatives:<br />1.Buy Books.<br />2.Subscribe online individually to online Journals.<br />3.Membership of a Library.<br />Decision:<br />Membership of a well-equipped <br />And functional Library. <br />
  15. 15. Step 4: Post Purchase Behavior!!<br /> ?<br />CognitiveDissonance<br />*Did I make a good decision?<br />*Did I buy the right product?<br />*Did I get a good value?<br />Oye lucky <br />lucky Oye…..<br />
  16. 16. Why National Library??<br />
  17. 17. Why National Library...??<br />
  18. 18. Impact on Decision-Making of Consumer…<br />Marginal to Moderate pricing.<br />Verity Products-Business reads, journals, Case Studies and Abstracts/Researches-all under one roof.<br />Online Promotion- Blogs, Emails, Webinars.<br />Discussion Groups, Conferences, Sinages<br />Linkages with Colleges, Corporate and higher-Educational Institutions to reach out to wider range of Populous.<br />
  19. 19. Impacts on Decision-Making cont…<br />
  20. 20. Impacts on Decision-Making Cont…<br />
  21. 21. Classical Conditioning……<br />1. Situated at peaceful and central location – easily accessible.<br />2. One-sided Glass Display to get the internal view of a library.<br />3. Well Stacked and well distributed collection of Books.<br />5. Disciplined and Peaceful Ambiance with Air-conditioning.<br />6. Coffee-Area close to the Library.<br />7.Brightly lit and spacious Seating Arrangement.<br />
  22. 22. Classical Conditioning Cont…..<br />
  23. 23. OPARANT CONDITIONING…..<br />Scholarships on Higher-education.<br />Free passes to Education Fairs and Business seminars.<br />Free promotional online- access to premium literary material like case studies and journals for three months to all the members.<br />Speech/Sinages by renowned Authors and Business Personalities.<br />
  24. 24. Operant Conditioning cont….<br />5. Free merchandise like Caps, T-shirts, Letterheads, and envelopes to all the premium members <br />6.Free library membership to institutions like IIT, IIM’s and govt. institutes promoting schemes like “SKSHAT”.<br />7. Discount Vouchers to members for Video and audio libraries and outlets like Music-World.<br />8. Discount Vouchers on Publications Like Harvards Business Press, Pearsons, Wielley’s etc.<br />
  25. 25. Creating Perception and Brand Image…..<br />An effective Tag-Line and logo for Library.<br />Tagline:<br />“Books just wanna be free….!!!” <br />
  26. 26. Creating Perception cont…<br />LOGO:<br /> “Books just wanna be free….!!!” <br />
  27. 27. Absolute Threshold….<br />Banners and Posters at educational Institutes/ School.<br />Brand Association with Publishing- Houses clearly identifiable.<br />Newspaper advertisements<br />Promotion through Education and Business Fairs and Corporate Seminars.<br />
  28. 28. Recommendations for Promotion…..<br />1.Online Advertising – Blogs, Social Networking Sites.<br />2.Corporate Identity Material – Letterheads, Business cards, Logos, envelopes.<br />3.Pramotional Booths.<br />4.Introduction to an Audio-Video Library.<br />5.Organization of Seminar, conferences, and workshops- at student as well as Corporate level.<br />6. Conducting Professional and educational exams and language tests.<br />7. Collaboration with leading Publishing-houses.<br />
  29. 29. Thank you………..<br />Chandna.tandon@yahoo.com<br />IGTC Batch 2010 - 2012<br />

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