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Consumer behaviour presentatiom

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Consumer behaviour presentatiom

  1. 1. CONSUMER BEHAVIOUR PRESENTED BY:Aditi Pandya Amit virpariya Mukesh Jograna Surjeet Kulhary
  2. 2. TABLE OF CONTENT  LEARNING  LEARNING THEORY  REFERENCE GROUP  TYPES OF REFERENCE GROUP  FAMILY INFLUENCE  EIGHT ROLES IN FAMILY INFLUENCE
  3. 3. LEARNING  Definition:- knowledge acquired through study, experience, or being taught.  Human learning may occur as part of education, personal development, schooling, or training.  Consumer Learning is a process, that is continually evolves and changes as a result of newly acquired knowledge or actual experience.
  4. 4. LEARNING THEORY  Classical Conditioning Theory  Operant Conditioning Theory  Social Learning Theory
  5. 5. CLASSICAL CONDITIONING THEORY  There are mainly 3 steps: 1. Before Conditioning 2. During Conditioning 3. After Conditioning  For Example: Axe Deodorants
  6. 6. OPERANT CONDITIONING THEORY  Also known as Voluntary or Learned theory  Positive response [reward] -----More Frequently  Negative response [punishment] Less Frequently  For Example: Shampoo Comparison ------
  7. 7. SOCIAL LEARNING THEORY  Observation  Experience  Perception  There are four type of process: 1. Attention Process [buying a car] 2. Retention Process [visa power—sachin] 3. Motor Reproduction Process [farah khan in IPL] 4. Reinforcement Process [Rewards]
  8. 8. REFERENCE GROUP  Definition of Group:- Two or more people who interact to accomplish either individual or mutual goals.  Definition of Reference Group:A person or a group that serves as a point of comparison or reference for an individual in the formation of either general or specific values, attitudes, or behavior.
  9. 9. TYPES REFERENCE GROUPS  Friendship Group,  Shopping Group,  Work Group,  Virtual Group,  Brand Communities,  Consumer action group  Celebrity Reference Group  The Experts  Spokes Characters
  10. 10. FRIENDSHIP GROUP  Informal Group,  Formal Group
  11. 11. SHOPPING GROUP  Like minded persons  Friends or Family
  12. 12. WORK GROUP  Peers,  Subordinates,  Superiors
  13. 13. VIRTUAL GROUP  Social Network  E- mails,  E- shopping
  14. 14. BRAND COMMUNITIES  Using same Brand  Its like Fan Club
  15. 15. CONSUMER ACTION GROUP  Supporting for common issue  Create Awareness
  16. 16. CELEBRITY REFERENCE GROUP  Target Segment  Fans Followers
  17. 17. THE EXPERTS  Expert in Specific Brand  For e.g: Sachin Tendulkar in Boost
  18. 18. SPOKES CHARACTERS  Fictional Person  Animated Cartoon
  19. 19. FAMILY INFLUENCE  Definition of Family:- Family is defined as two or more person related by blood, marriage, or adoption who reside together.  Today in United States, 68 percent of the 111.3 million households are families.  Although families sometimes are referred to as households, not all households are families.
  20. 20. EIGHT ROLES IN THE FAMILY DECISION MAKING PROCESS ROLE: 1. 2. 3. 4. 5. 6. 7. 8. NAME: Influencers Gatekeepers Deciders Buyers Preparers Users Maintainers Disposers
  21. 21. ANY QUESTION

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