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![1] Consumer Behaviour
by Batra and Kazmi
2] CONSUMER BEHAVIOUR
by Schiffman and Kanuk
3] CONSUMER BEHAVIOUR in the
Indian Context
by Srivastav and Khandai
4] CONSUMER BEHAVIOUR –
building marketing strategy
by Hawkins, Best and Cooney](https://image.slidesharecdn.com/1-240204112327-1df5452a/75/Basics-of-Consumer-Behaviour-for-marketing-5-2048.jpg)
![Core Values
TERMINAL VALUES [ states of existence ]
INSTRUMENTAL VALUES [ modes of conduct ]](https://image.slidesharecdn.com/1-240204112327-1df5452a/75/Basics-of-Consumer-Behaviour-for-marketing-10-2048.jpg)
Basics of Consumer Behaviour for marketing
- 1. "The aim ofmarketing is to know and understand the customer so well, that the product or service fits him and sells itself." - Peter F. Drucker
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- 3. Model of buyerbehaviour OUTSIDE STIMULI MARKETING Product Price Place Promotion ENVIRONMENTAL Economic Technological Political Cultural BUYER’S BLACK BOX BUYER’S CHARACTERISTICS Cultural Social Personal Psychological BUYER’S DECISION PROCESS Problem recog Info search Evaluation Decision Post purchase behaviour BUYER’S PURCHASE DECISIONS Product choice Brand choice Dealer choice Purchase timing Purchase amount
- 4. Factors affecting ConsumerBehaviour Cultural Culture Sub-culture Social Class Social Reference Groups Family Roles and Status Personal Age & life cycle Stage Occupation Economic situation Lifestyle Personality & self-concept Psychological l Buyer/ Consumer Motivation Perception Learning Beliefs & attitudes | EXTERNAL | INTERNAL |
- 5. 1] Consumer Behaviour byBatra and Kazmi 2] CONSUMER BEHAVIOUR by Schiffman and Kanuk 3] CONSUMER BEHAVIOUR in the Indian Context by Srivastav and Khandai 4] CONSUMER BEHAVIOUR – building marketing strategy by Hawkins, Best and Cooney
- 6. Websites 1. afaqs.com 2. adage.com 3.exchange4media.com Magazines 1. 4P’s 2. The Brand Reporter 3. Pitch 4. Impact 5. USPAge 6. Brand Equity with The Economic Times 7. India Today/ Outlook/ The Week 8. Newspapers and their supplements
- 7. Culture is acomplex set of ideas, values, beliefs, attitudes, customs and other meaningful symbols created by human beings to shape human behaviour and these are passed on from generation to generation.
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- 10. Core Values TERMINAL VALUES[ states of existence ] INSTRUMENTAL VALUES [ modes of conduct ]
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- 13. Globalisation Name for theprocess of increasing the connectivity and interdependence of the world's markets and businesses. This process has speeded up dramatically in the last few decades as technological advances make it easier for people to travel, communicate, and do business internationally. Two major recent driving forces are advances in telecommunications infrastructure and the growth of the internet. In general, as economies become more connected to other economies, they have increased opportunity but also increased competition. Thus, as globalization becomes a more and more common feature of world economics, powerful pro-globalization and anti- globalization lobbies have arisen. The pro-globalization lobby argues that globalization brings about much increased opportunities for almost everyone, and increased competition is a good thing since it makes agents of production more efficient.
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- 15. Subculture A smaller, morehomogenous group within a culture On the basis of •Age •Gender •Religion •Caste •Occupation •Education •Geographical location
- 16. Price Availability Time/Effort in selection Frequency ofpurchase Substitutes/options Technology Place or shop location Brand Loyalty / Habit Level of knowledge/information High Low
- 17. Types of buyingbehaviour Complex Buying behaviour Low involvement High involvement Habitual Buying behaviour Dissonance-reducing Buying Behaviour Variety-seeking Buying behaviour SIGNIFICANT DIFFERENCES BETWEEN BRANDS FEW DIFFERENCES BETWEEN BRANDS