Cb intro

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Cb intro

  1. 1. CONSUMER BEHAVIOUR
  2. 2. Course Objectives • Introduction to tools and frameworks for understand the behavioural basis of marketing • Using insights to drive marketing decisions
  3. 3. Pedagogy • Cases • Simulations • Guest lecture • Theory
  4. 4. Modules • Segmentation – simulation • Buyer characteristics and decision process • Neuro-marketing – Visual imaging lab • Pricing • Presentations
  5. 5. Evaluation Components • Class Participation 10% • In-class evaluation 20% • Individual Assignment 30% • End term 40%
  6. 6. • What is the significance of learning about consumer behaviour ? • What would you like to learn from the course?
  7. 7. Morgan Stanley (2005) – Private consumption accounts for 64% of GDP (Euro – 58%, China – 42%) Food and Bev 71 Transport 27 Housing and utilities 20 Personal products and services (4) 12 Healthcare (3) 11 Apparel 9 Education (2) 7 Household products 5 Communication (1) 3
  8. 8. ENVIRONMENTAL FACTORS BUYERS BLACK BOX BUYERS RESPONSE Marketing Stimuli Environment al Stimuli Buyer Characteristic s Decision Process Product Price Place Promotion Economic Technological Political Cultural Demographic Natural Attitudes Motivation Perceptions Personality Lifestyle Knowledge Problem recognition Information search Alternative evaluation Purchase decision Post-purchase behaviour Product choice Brand choice Dealer choice Purchase timing Purchase amount
  9. 9. Culture Tupperware • New designs • New material – from polypropylene to melamine and polycarbonate Kellogg HUL –Annapurna Chapati
  10. 10. Organised restaurant sector Category Leaders Mkt share Cafe CCD (1500), Barista (150) Quick Service Pizza Hut (260) Moti Mahal (100) Fast Food Dominos (552), Subway (344) Fine Dining Great Kabab Factory (16) , Mainland China (50)
  11. 11. Organised restaurant sector Category Leaders Mkt share Cafe CCD (1500), Barista (150) 8% Quick Service Pizza Hut (260) Moti Mahal (100) 30% Fast Food Dominos (552), Subway (344) 40% Fine Dining Great Kabab Factory (16) , Mainland China (50) 15%
  12. 12. Newspapers Agrowon – • India’s first agriculture daily • Highest views amongst Marathi language sites • Part of the Sakal media group
  13. 13. Noodle wars • From 1300 cr to 3000 cr in 2015 • Maggi introduced in 1984, has dropped from 90% to 85% • Top Ramen, Ching’s Secret, Horlicks Foodles, Knorr Soupy, Yippee, Tasty Treat
  14. 14. The Indian Consumer McKinsey Household Classification(2007) 1.Global Indians (10 l +) 2.Strivers (5 – 10 l) 3.Seekers (2 – 5 l) 4.Aspirers (1 – 2 l) 5.Deprived (- 1 l )

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