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Consumer Behavior<br />Section B<br />ParasArora  IMTDCP084<br />Mahesh Dontul IMTDCP078<br />HimanshuSaxena IMTDCP075<br ...
Various stimuli <br />
Behavioral Fundamentals = ƒ(P,E)<br />Personal interaction<br />Behavior<br />Environment<br />+<br />
Buying a product is a result of many things sum total of these things is Consumer Behavior<br />
Consumer is any one who can instill a stir in the market.<br />Consumer<br />Behavior<br /><ul><li>Initiator
Gatekeeper
Influencer
Decider
Buyer
User
Disposer
Individual
Social
Psychological
Pre Purchase
During Purchase
Post Purchase</li></ul>Consumer Behavior<br />Creating effective visuals<br />Consumer Behavior Simplified<br />Behavior i...
7 O’s  model of Buying Behavior<br />
Process model of Buying Behavior<br />
Factors Influencing Consumer Behavior<br />Buyer<br />Cultural<br />Culture<br />Subculture<br />Social Class<br />Persona...
Relationship Between Culture and Subculture <br />Example:-<br />
Cultural<br />In USA<br />In Japan<br />In Korea<br />In Japan<br />
Cultural<br />Subculture<br />Subculture<br />This ad for Vibe Vixen magazinetargets the African American urban subculture...
Cultural contd..<br />Social class<br />
Personal<br />Age<br />Age<br />
Personal Contd..<br />Gender<br />Self Concept<br />Income<br />
Personal contd..<br />Education<br />Life style<br />Attitude<br />Personality<br />
Social<br />Family<br />Friends<br />Status	<br />Role<br />
Psychological<br />
Consumer Involvement in Decision Making<br />HIGH<br /> INVOLVEMENT<br />MODERATE<br />INVOLVEMENT<br />LOW<br />INVOLVEME...
Types of Buying<br />Low involvement<br />Hedonic<br />Variation in consumer choice phenomenon<br />Utilitarian / Instrume...
Variations in Consumer Choice Phenomena<br />Utilitarian / Instrumental<br />Feel              Do             (Know)<br />...
Variations in Consumer Choice Phenomena<br />Know            Feel           Do <br />Trigger = Gap (actual – Desired)<br /...
Variations in Consumer Choice Phenomena<br />Know          Do          Feel<br />Trigger = Stock Depletion<br />Passive Se...
Marketing Considerations Across Core Motivational Conditions<br />Utilitarian / Instrumental<br />Keys to Continuity: Prod...
High<br />Involvement<br />Low<br />Involvement<br />Significant<br />differences<br />between<br />brands<br />Few<br />d...
Types of Buying behavior<br />Complex buying <br />Variety seeking <br />Significant<br />differences<br />between<br />br...
Examples of Buying behavior-Complex<br />Digital Camera<br />Sony<br />LG<br />Samsung<br />Sansui<br />AKAI<br />Panasoni...
Examples of Buying behavior-Variety Seeking<br />Low involvement and too many brands to choose from<br />
Examples of Buying behavior-Habitual<br />
Examples of Buying behavior-Dissonance reducing .<br />High  involvement and  a few brands to choose from<br />
     Need Recognition<br />     Information Search<br />Cultural, Social, Individual and <br />Psychological Factors affec...
Marketing helps consumers recognize an imbalance between present status and preferred state. Go<br />Internal Stimuli<br /...
NEED IDENTIFICATION-Examples<br />Fully automatic washing machines from Godrej<br />
1) Need Recognition-Case of a John& purchase of laptop<br /><ul><li>  I don’t have a laptop ,I must have one
  My laptop seems to be out of date, I should change.
 There is a discount in International City this is the time.
 It is mandatory for all MBA  students.
I want to play games and watch movies</li></li></ul><li>Internal Information Search<br /><ul><li> Recall information in me...
Non-marketing controlled
Marketing controlled</li></ul>Marketing should identify consumer  source of information and importance of  each source. <b...
Information Search<br /> Personal Sources<br />Commercial Sources<br /><ul><li>Family, friends, neighbors
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Consumer behaviour(sec a ,sec b combined)

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Consumer behaviour(sec a ,sec b combined)

  1. 1. Consumer Behavior<br />Section B<br />ParasArora IMTDCP084<br />Mahesh Dontul IMTDCP078<br />HimanshuSaxena IMTDCP075<br />Chandan Kumar Singh IMTDCP071<br />Section A<br />Sanrang<br />MahimaWalial<br />VishalJaveri<br />AnkitaVarma<br />
  2. 2. Various stimuli <br />
  3. 3. Behavioral Fundamentals = ƒ(P,E)<br />Personal interaction<br />Behavior<br />Environment<br />+<br />
  4. 4. Buying a product is a result of many things sum total of these things is Consumer Behavior<br />
  5. 5. Consumer is any one who can instill a stir in the market.<br />Consumer<br />Behavior<br /><ul><li>Initiator
  6. 6. Gatekeeper
  7. 7. Influencer
  8. 8. Decider
  9. 9. Buyer
  10. 10. User
  11. 11. Disposer
  12. 12. Individual
  13. 13. Social
  14. 14. Psychological
  15. 15. Pre Purchase
  16. 16. During Purchase
  17. 17. Post Purchase</li></ul>Consumer Behavior<br />Creating effective visuals<br />Consumer Behavior Simplified<br />Behavior is outcome of a person’s interaction with the environment. <br />
  18. 18. 7 O’s model of Buying Behavior<br />
  19. 19. Process model of Buying Behavior<br />
  20. 20. Factors Influencing Consumer Behavior<br />Buyer<br />Cultural<br />Culture<br />Subculture<br />Social Class<br />Personal<br />Age<br />Lifecycle stage<br />Gender<br />Income<br />Education<br />Personality<br />Self concept<br />Lifestyle<br />Social<br />Family <br />Friends<br />Role<br />Status<br />Physiological<br />Motivation<br />Learning<br />Perception<br />Attitude<br />
  21. 21. Relationship Between Culture and Subculture <br />Example:-<br />
  22. 22. Cultural<br />In USA<br />In Japan<br />In Korea<br />In Japan<br />
  23. 23. Cultural<br />Subculture<br />Subculture<br />This ad for Vibe Vixen magazinetargets the African American urban subculture<br />An ad showing many racial subcultures<br />
  24. 24. Cultural contd..<br />Social class<br />
  25. 25. Personal<br />Age<br />Age<br />
  26. 26. Personal Contd..<br />Gender<br />Self Concept<br />Income<br />
  27. 27. Personal contd..<br />Education<br />Life style<br />Attitude<br />Personality<br />
  28. 28. Social<br />Family<br />Friends<br />Status <br />Role<br />
  29. 29. Psychological<br />
  30. 30. Consumer Involvement in Decision Making<br />HIGH<br /> INVOLVEMENT<br />MODERATE<br />INVOLVEMENT<br />LOW<br />INVOLVEMENT<br />Habitual decisions Simple decisions Lengthy decisions<br />eg. Tea, toothbrush, eg. Skin creams ,TV eg. Cars, Property Washing powder. microwave oven . <br />
  31. 31. Types of Buying<br />Low involvement<br />Hedonic<br />Variation in consumer choice phenomenon<br />Utilitarian / Instrumental<br />
  32. 32. Variations in Consumer Choice Phenomena<br />Utilitarian / Instrumental<br />Feel Do (Know)<br />Trigger = Impulse, Need, Pleasure<br />Rationalizing evaluation of alternatives<br />Process: Choice Heuristic: “Buy What I Like”<br />Ultimate Choice: Satisfying Model<br />Price as secondary concern<br />Hedonic / <br />Ego Expressive<br />Low Involvement<br />
  33. 33. Variations in Consumer Choice Phenomena<br />Know Feel Do <br />Trigger = Gap (actual – Desired)<br />Active Search<br />Rational use of information; Rational evaluation of alternatives<br />Process: Extensive Problem Solving routine response<br />Choice Heuristic: “Buy the Best”<br />Ultimate Choice: Trade off among competing alternatives<br />Price as trade-off variable<br />Utilitarian / Instrumental<br />Low Involvement<br />Hedonic / <br />Ego Expressive<br />
  34. 34. Variations in Consumer Choice Phenomena<br />Know Do Feel<br />Trigger = Stock Depletion<br />Passive Search<br />Limited / No evaluation of alternatives; Rational Use of information<br />Expectancy – Confirming<br />Process: Choice Heuristic: “Buy the Familiar” “Buy the Cheapest”<br />Ultimate Choice: Satisfying Model<br />Price as deciding Factor<br />Utilitarian / Instrumental<br />Low Involvement<br />Hedonic / <br />Ego Expressive<br />
  35. 35. Marketing Considerations Across Core Motivational Conditions<br />Utilitarian / Instrumental<br />Keys to Continuity: Product Performance; Provision of Information<br />Central Threat to continuity: Better Performing Alternative<br />Hedonic / <br />Ego Expressive<br />Low Involvement<br />Keys to Continuity: Clear, Relevant articulation of Brand Image<br />Central Threat to continuity: Change in self or brand image<br />Keys to Continuity: Saliency of Brand, ensured product availability<br />Central Threat to continuity: interrupts in purchase cycle<br />
  36. 36. High<br />Involvement<br />Low<br />Involvement<br />Significant<br />differences<br />between<br />brands<br />Few<br />differences<br />between<br />brands<br />Types of Buying Decision Behavior<br />Complex<br />Buying<br />Behavior<br />Variety-<br />Seeking<br />Behavior<br />Dissonance-<br />Reducing Buying<br />Behavior<br />Habitual<br />Buying<br />Behavior<br />
  37. 37. Types of Buying behavior<br />Complex buying <br />Variety seeking <br />Significant<br />differences<br />between<br />brands<br />Few<br />differences<br />between<br />brands<br />Habitual Buying <br />Dissonance Reducing Behavior <br />High<br />Involvement<br />Low<br />Involvement<br />
  38. 38. Examples of Buying behavior-Complex<br />Digital Camera<br />Sony<br />LG<br />Samsung<br />Sansui<br />AKAI<br />Panasonic<br />Hitachi<br />Haier<br />Cars Economy<br />I10<br />A star<br />Alto<br />Santro<br />Wagon R<br />Zen<br />RitZ<br />Spark<br />Beat<br />Swift <br />Digital Camera<br />Sony<br />Cannon<br />Nikon<br />Kodak<br />Samsung<br />High Involvement and too many brands to choose from<br />
  39. 39. Examples of Buying behavior-Variety Seeking<br />Low involvement and too many brands to choose from<br />
  40. 40. Examples of Buying behavior-Habitual<br />
  41. 41. Examples of Buying behavior-Dissonance reducing .<br />High involvement and a few brands to choose from<br />
  42. 42. Need Recognition<br /> Information Search<br />Cultural, Social, Individual and <br />Psychological Factors affect all steps<br /> Evaluation of Alternatives<br /> Purchase<br /> Post purchase Behavior<br />Consumer Decision-Making Process<br />30<br />
  43. 43. Marketing helps consumers recognize an imbalance between present status and preferred state. Go<br />Internal Stimuli<br />and<br />External Stimuli<br />Preferred State<br />Present Status<br />1) Need Recognition<br />Result of an imbalance between actual and <br />desired states.<br />Result of an imbalance between actual and <br />desired states.<br />Preferred state<br />Present State<br />
  44. 44. NEED IDENTIFICATION-Examples<br />Fully automatic washing machines from Godrej<br />
  45. 45. 1) Need Recognition-Case of a John& purchase of laptop<br /><ul><li> I don’t have a laptop ,I must have one
  46. 46. My laptop seems to be out of date, I should change.
  47. 47. There is a discount in International City this is the time.
  48. 48. It is mandatory for all MBA students.
  49. 49. I want to play games and watch movies</li></li></ul><li>Internal Information Search<br /><ul><li> Recall information in memory</li></ul>2) Information Search<br />External Information search<br /><ul><li>Seek information in outside environment
  50. 50. Non-marketing controlled
  51. 51. Marketing controlled</li></ul>Marketing should identify consumer source of information and importance of each source. <br />A company must design its marketing mix to make prospects aware of and knowledgeable about its brand. Go<br />
  52. 52. Information Search<br /> Personal Sources<br />Commercial Sources<br /><ul><li>Family, friends, neighbors
  53. 53. Most effective source of
  54. 54. information</li></ul>Public Sources<br /><ul><li>Advertising, salespeople
  55. 55. Receives most information from these sources</li></ul>Experiential Sources<br /><ul><li>Mass Media
  56. 56. Consumer-rating groups
  57. 57. Handling the product
  58. 58. Examining the product
  59. 59. Using the product</li></ul>35<br />
  60. 60. 2) Search Information-Case of a John& purchase of laptop<br /><ul><li> Memory scan
  61. 61. Consult Friends& Family
  62. 62. Browse through the internet
  63. 63. May visit computer showrooms
  64. 64. Start paying more attention to Computer ads in TV and Print media </li></li></ul><li>Evoked Set<br />Evaluation of ProductsAnalyze product attributesUse cutoff criteriaRank attributes by importance<br />Purchase!<br />3) Evaluation of Alternatives<br />Marketing should talk about the adage of their product and the proposition that they are offering more than the competitor.Go<br />
  65. 65. Coca Cola- Compagain for Achieving TOMA<br />Coca-Cola didn't have many issues selling Coke during the summer months. To ensure that coke is selected as an alternative in the wintertime, come up with a campaign. <br />"Thirst Knows No Season" <br />“Thanda matlab Coca Cola”<br />
  66. 66. <ul><li>JUST DO IT by Nike to carve niche in customer minds </li></ul>"Just Do It" campaign, purportedly coined during a meeting of executives between WK and Nike ("You Nike guys, you just do it.").<br />Nike tied their brand to smart, humorous and cool advertising to evaluate <br />
  67. 67. Think Small –By Volkswagen talked about their uniqueness<br />Volkswagen had plenty of success with the Beetle in Europe, but wanted to bring it to the U.S.<br />The DDB team knew they had to do something different to win over the jaded consumers.<br />the impact of its ad campaigns revolutionized advertising forever, <br />
  68. 68. Evaluate the alternative (Introduce the X Factor)<br />Marketers should introduce the X Factor to help consumers evaluate the alternatives. This X Factor can be in varied forms which can be:<br /><ul><li>Product Feature
  69. 69. Price
  70. 70. Promotion
  71. 71. Service
  72. 72. Distribution</li></li></ul><li>PRICE<br />
  73. 73. PRODUCT<br />All Out with Extra MMR<br />X Factor -Glycerine<br />Thinner cans appealed the youth- Style<br />It’s a liquid soap<br />
  74. 74. SERVICES<br />
  75. 75. PERFORMANCE<br />DABBAWALAS IN MUMBAI<br />
  76. 76. 3) Evaluation of Alternatives-Case of a John& purchase of laptop<br /><ul><li>Expectancy value model
  77. 77. Consumer assigns different values for different attributes of a product
  78. 78. Conjunctive model
  79. 79. Consumer assigns a minimum cut-off value to each attribute.
  80. 80. Disjunctive model
  81. 81. Assign maximum weight age to one particular model</li></li></ul><li>Decision Making Sets<br />
  82. 82. Purchase Decision<br />Unexpected Situational Factors<br />Attitudes of Others<br />Purchase Intention<br />Desire to buy the most preferred brand<br />Purchase Decision<br />Marketing should reduce the time gap between the purchase intent of consumer and the actual buying. GO<br />
  83. 83. Purchase Decision-case of John & laptop<br /><ul><li>Unexpected situational Behavior
  84. 84. John saw an ad that i7 second generation processor is getting launched soon and he postponed his decision to buy laptop for time being
  85. 85. Attitude of others
  86. 86. John’s Father told to buy Dell as Dell’s service is better .John was forced to buy Dell.</li></li></ul><li>Cognitive Dissonance<br />?<br />Marketing<br />Did I make a good decision?<br />Did I buy the right product?<br />Did I get a good value?<br />Can minimize through:<br />Effective Communication<br />Follow-up<br />GuaranteesWarranties. Go<br />5) Post purchase Behavior<br />
  87. 87. Purchase Decision-case of John & laptop<br />Satisfied John <br /><ul><li>John will tell good things about his laptop to his friends and relatives and this may influence them to buy the same laptop as John.
  88. 88. John will also be attracted towards other offering the same company</li></ul> Dissatisfied John <br /><ul><li> Spread bad word of mouth
  89. 89. May file a legal case
  90. 90. Go to media</li></li></ul><li>Thanks <br />For your time and consideration<br />

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