The document provides an overview of the contents of a consumer behavior course, including 5 modules that cover topics like consumer demographics, consumer decision making processes, influence of groups on consumer behavior, and diffusion of innovations. It also defines key concepts in consumer behavior like needs and wants, and provides a high-level consumer decision making model.
Learning Objectives:
- To Understand What Consumer Behavior Is and the Different Types of Consumers.
- To Understand the Relationship Between Consumer Behavior and the Marketing Concept, the Societal Marketing Concept, as well as Segmentation, Targeting, and Positioning.
- To Understand the Relationship Between Consumer Behavior and Customer Value, Satisfaction, Trust, and Retention.
- To Understand How Marketers are Increasingly Able to Reach Consumers via Social Media and Better Satisfy the Needs and Wants of Consumers.
- To Understand the Makeup and Composition of a Model of Consumer Behavior.
Learning Objectives:
- To Understand What Consumer Behavior Is and the Different Types of Consumers.
- To Understand the Relationship Between Consumer Behavior and the Marketing Concept, the Societal Marketing Concept, as well as Segmentation, Targeting, and Positioning.
- To Understand the Relationship Between Consumer Behavior and Customer Value, Satisfaction, Trust, and Retention.
- To Understand How Marketers are Increasingly Able to Reach Consumers via Social Media and Better Satisfy the Needs and Wants of Consumers.
- To Understand the Makeup and Composition of a Model of Consumer Behavior.
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"Consumer behaviour may be defined as the behaviour that consumers display in searching for, purchasing, evaluating and disposing of produces, services and ideas which they expect will satisfy their needs."
Psychological Influences on Consumer Behaviorbrynagrubbs
"Point of View" slideshare assignment for MRK 2100 at Sinclair Community College discussing the psychological influences on consumer behavior and it's relation to marketing.
FellowBuddy.com is an innovative platform that brings students together to share notes, exam papers, study guides, project reports and presentation for upcoming exams.
We connect Students who have an understanding of course material with Students who need help.
Benefits:-
# Students can catch up on notes they missed because of an absence.
# Underachievers can find peer developed notes that break down lecture and study material in a way that they can understand
# Students can earn better grades, save time and study effectively
Our Vision & Mission – Simplifying Students Life
Our Belief – “The great breakthrough in your life comes when you realize it, that you can learn anything you need to learn; to accomplish any goal that you have set for yourself. This means there are no limits on what you can be, have or do.”
Like Us - https://www.facebook.com/FellowBuddycom
"Consumer behaviour may be defined as the behaviour that consumers display in searching for, purchasing, evaluating and disposing of produces, services and ideas which they expect will satisfy their needs."
Psychological Influences on Consumer Behaviorbrynagrubbs
"Point of View" slideshare assignment for MRK 2100 at Sinclair Community College discussing the psychological influences on consumer behavior and it's relation to marketing.
The Consumer
Research Process
The Importance of the Consumer
Research Process
Largely Influenced by Psychology, sociology, and anthropology
Developing Research Objectives
Secondary Data
Designing Primary research
Qualitative Collection Method
Depth Interview
Family and its Influence : Consumer BehaviorKaushik Deb
With the exception of those very few people who are classified as hermits, most individuals interact with other people on daily basis, especially with members of their own families. The family commonly provides the opportunity for product exposure and trial and imparts consumption values to its members. As a major consumption group, the family is also a prime target for many product and services.
Consumer Behavior- meaning, nature and importance, Factors influencing consumer behavior, Buying Behavior process. Market Segmentation- meaning and need Bases for market segmentation, Requisites for effective segmentation, Steps in segmentation process, Targeting- meaning, strategies, Positioning- meaning and types
Without an understanding of consumers, how they think, and the reasons for how they behave, it is very difficult for a business to give them exactly what they want.
The study of consumer behaviour improves decision-making as some of the guesswork is removed.
Through a better understanding of consumer behaviour, businesses can make better choices with their marketing to attract more of their target customers.
What is Consumer Behaviour?
Consumer behaviour is the study of consumption. It aims to have a better understanding of consumer actions and processes used in their purchase decisions, as well as the usage of products and services and how they are disposed of.
Exploring how the consumer’s emotions, attitudes and preferences affect buying behaviour, consumer behaviour draws upon ideas from several fields including psychology, sociology, anthropology, biology, marketing and economics.
An underlying motivation drives a consumer to act and purchase. These motivations fit under the problem recognition phase discussed above.
This motivation can be either positive or negative. A positive motivation could be a pleasure – having dinner a nice restaurant or a night on the town. A negative motivation could be the avoidance of unpleasantness such as purchasing toothpaste to minimise tooth decay, getting toothaches and having to visit a dentist.
Marketing involves a range of processes concerned with finding out what consumers want, and then providing it for them. This involves four key elements, which are referred to as the 4Ps. A useful starting point therefore is to carry out market research to find out about customer requirements in relation to the 4Ps.
CONSUMER BUYING BEHAVIOUR - INTRODUCTION TO MARKETINGAgaineSandra1
Consumer markets are constantly changing, and marketers must understand new and emerging contexts to succeed
Widespread adoption of digital technologies has created a global consumer culture that affects local lifestyles and behaviors
Global consumer culture shapes cultural values and can significantly influence how individuals respond to marketing activities
Marketers need to understand both local and global nuances of a market and identify aspects that may impact consumer behavior
Elevating Tactical DDD Patterns Through Object CalisthenicsDorra BARTAGUIZ
After immersing yourself in the blue book and its red counterpart, attending DDD-focused conferences, and applying tactical patterns, you're left with a crucial question: How do I ensure my design is effective? Tactical patterns within Domain-Driven Design (DDD) serve as guiding principles for creating clear and manageable domain models. However, achieving success with these patterns requires additional guidance. Interestingly, we've observed that a set of constraints initially designed for training purposes remarkably aligns with effective pattern implementation, offering a more ‘mechanical’ approach. Let's explore together how Object Calisthenics can elevate the design of your tactical DDD patterns, offering concrete help for those venturing into DDD for the first time!
Securing your Kubernetes cluster_ a step-by-step guide to success !KatiaHIMEUR1
Today, after several years of existence, an extremely active community and an ultra-dynamic ecosystem, Kubernetes has established itself as the de facto standard in container orchestration. Thanks to a wide range of managed services, it has never been so easy to set up a ready-to-use Kubernetes cluster.
However, this ease of use means that the subject of security in Kubernetes is often left for later, or even neglected. This exposes companies to significant risks.
In this talk, I'll show you step-by-step how to secure your Kubernetes cluster for greater peace of mind and reliability.
Essentials of Automations: Optimizing FME Workflows with ParametersSafe Software
Are you looking to streamline your workflows and boost your projects’ efficiency? Do you find yourself searching for ways to add flexibility and control over your FME workflows? If so, you’re in the right place.
Join us for an insightful dive into the world of FME parameters, a critical element in optimizing workflow efficiency. This webinar marks the beginning of our three-part “Essentials of Automation” series. This first webinar is designed to equip you with the knowledge and skills to utilize parameters effectively: enhancing the flexibility, maintainability, and user control of your FME projects.
Here’s what you’ll gain:
- Essentials of FME Parameters: Understand the pivotal role of parameters, including Reader/Writer, Transformer, User, and FME Flow categories. Discover how they are the key to unlocking automation and optimization within your workflows.
- Practical Applications in FME Form: Delve into key user parameter types including choice, connections, and file URLs. Allow users to control how a workflow runs, making your workflows more reusable. Learn to import values and deliver the best user experience for your workflows while enhancing accuracy.
- Optimization Strategies in FME Flow: Explore the creation and strategic deployment of parameters in FME Flow, including the use of deployment and geometry parameters, to maximize workflow efficiency.
- Pro Tips for Success: Gain insights on parameterizing connections and leveraging new features like Conditional Visibility for clarity and simplicity.
We’ll wrap up with a glimpse into future webinars, followed by a Q&A session to address your specific questions surrounding this topic.
Don’t miss this opportunity to elevate your FME expertise and drive your projects to new heights of efficiency.
Builder.ai Founder Sachin Dev Duggal's Strategic Approach to Create an Innova...Ramesh Iyer
In today's fast-changing business world, Companies that adapt and embrace new ideas often need help to keep up with the competition. However, fostering a culture of innovation takes much work. It takes vision, leadership and willingness to take risks in the right proportion. Sachin Dev Duggal, co-founder of Builder.ai, has perfected the art of this balance, creating a company culture where creativity and growth are nurtured at each stage.
Kubernetes & AI - Beauty and the Beast !?! @KCD Istanbul 2024Tobias Schneck
As AI technology is pushing into IT I was wondering myself, as an “infrastructure container kubernetes guy”, how get this fancy AI technology get managed from an infrastructure operational view? Is it possible to apply our lovely cloud native principals as well? What benefit’s both technologies could bring to each other?
Let me take this questions and provide you a short journey through existing deployment models and use cases for AI software. On practical examples, we discuss what cloud/on-premise strategy we may need for applying it to our own infrastructure to get it to work from an enterprise perspective. I want to give an overview about infrastructure requirements and technologies, what could be beneficial or limiting your AI use cases in an enterprise environment. An interactive Demo will give you some insides, what approaches I got already working for real.
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
Connector Corner: Automate dynamic content and events by pushing a buttonDianaGray10
Here is something new! In our next Connector Corner webinar, we will demonstrate how you can use a single workflow to:
Create a campaign using Mailchimp with merge tags/fields
Send an interactive Slack channel message (using buttons)
Have the message received by managers and peers along with a test email for review
But there’s more:
In a second workflow supporting the same use case, you’ll see:
Your campaign sent to target colleagues for approval
If the “Approve” button is clicked, a Jira/Zendesk ticket is created for the marketing design team
But—if the “Reject” button is pushed, colleagues will be alerted via Slack message
Join us to learn more about this new, human-in-the-loop capability, brought to you by Integration Service connectors.
And...
Speakers:
Akshay Agnihotri, Product Manager
Charlie Greenberg, Host
2. Course Contents: Module I - Consumer demographics, consumer life styles. Retailing implications of consumer demographics and lifestyle. Consumer profiles. Lifestyle marketing. Environmental factors affecting consumers. Module II -Consumer as an Individual, Motivation, Needs, Goals, Personality, Self and Self Images, Perception, Imagery, Learning, Cues, Response, Reinforcement, Behavioral Learning and Cognitive Learning Theory, Brand Loyalty . Module III -Attitude, Attitude Formation and Change. Shopping attitudes and behavior, where people shop. Consumer Buying Decision Process, types of consumer decision making. Impulse purchases and customer loyalty. Module IV -Group Dynamics and Reference Groups, Family Decision Making, Social Class, Culture, Subculture Module V- Opinion Leadership Process, Diffusions of Innovations, Adoption Process. Text & References: Schiffman and Kanuk, Consumer Behavior, latest edition
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10. Consumer Decision Making Model- Factors Prob Recognition Inf Search & Evaluation Pur process Post Pur Beh Motivation & Involvement Attitudes Personality & Self-Concept Learning & Memory Sub-Cultural Influences Social-Class Influences Cultural Social-Group Influences Family Influences Personal Influences External Env Internal Determinants DECISION PROCESS
11. CONSUMER DECISION PROCESS Steps in decision making process NEED RECOGNITION INFORMATION SEARCH EVALUATION OF ALTERNATIVES PURCHASE & CONSUMPTION POST-PURCHASE EVALUATION DIVESTMENT
12. My Refrigerator Has died! DECISION MAKING PROCESS NEED/PROBLEM RECOGNITION AWARENESS THAT THERE IS A DISCREPANCY BETWEEN ACTUAL STATE AND DESIRED STATE
28. Brand Image Storage/ Performance Style & Design Price DECISION MAKING PROCESS ALTERNATIVE EVALUATION DETERMINE CHOICE CRITERIA TO EVALUATE PRODUCT ALTERNATIVES
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30. All Potential Alternatives Awareness Set Evoked Set Inert Set Inept Set Specific Alternatives purchased Alternatives considered but not purchased
31. I’ll take that one . DECISION MAKING PROCESS PURCHASE CHOOSE WHICH BRAND TO BUY OR NOT TO BUY
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33. Why did I buy such an expensive car? DECISION MAKING PROCESS POST-PURCHASE EVALUATION PURCHASE SATISFACTION COGNITIVE DISSONANCE
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35. CLASS EXERCISE - EXPLAIN THE CONSUMER DECISION MAKING PROCESS WITH THE ABOVE EXAMPLE
36. Consumer Demographics, Consumer life styles Demography – science of population. Demographic +psychographic basis of segmentation. e.g. Retail banking 334 million bank accounts 60 million house holds are really ‘banked’ Around 91 million households9 incomes between 40,000 and rs. 180,000 per annum needs to be tapped by the banking sector. if 30 million additional households are tapped by the the organized financial service providers it would expand the revenue pool--------- e.g. Mobile marketing
42. Alternative models- steps in the marketing promotional process is often seen as the most generally useful; Awareness Interest understanding Attitudes Purchase. repeat purchase.
43. Source: National Council of Applied Economic Research (NCAER). The above presentation has been slightly modified by IndiaOneStop.Com 164.8 118.2 46.6 Total no. of households Total no. of households: 164.9 million 1.2 0.4 0.8 The rich >215,000 5.8 >106,000 32.5 15.9 16.6 Consumers 45,001-215,000 8.2 77,001-106,000 54.1 37.3 16.8 Climbers 22,001-45,000 19.7 50,001-77,000 44.0 36.9 7.1 Aspirants 16,001-22,000 50.4 25,001-50,000 33.0 27.7 5.3 Destitutes <16,000 80.7 <25,000 Total Rural Urban Number of households (in million) Classification Annual income (in Rupees) at 1994-95 prices No. of households (in million) Annual income (in Rupees) at 1994-95 prices Table II Structure of the Indian consumer market (1995-96) Table I Estimated households by annual income
Editor's Notes
Amity Business School
Mental activities – judging pdts qlts and suitability. Phy act: visiting the store , talking to others,purchasing the goods.
CULTURE = the meanings that are shared by (most) people in a social group 1. Common affective reactions (“we love puppies”) 2. Typical cognitions (“children shouldn’t have jobs”) 3. Characteristic patterns of behavior (eating rituals)
TI & II account for 44% of urban population.
Data on income distribution of households is insufficient in determining market size for different consumer products in India. This is because of the lack of homogeneity of the consuming class and the varying prices of a single product in different parts of India. For example, vegetables generally cost more in Mumbai than in Calcutta, hence vegetable-purchasing power for identical income groups would be different in the two places even though they are the two biggest cities in India with comparable populations. In other words, purchasing power is location-specific, not income specific. Consumption habits of households are therefore better determinants of consumer market size than income distribution. Of course, other factors are also to be considered and they are detailed below. While determining market size for a consumer product, the structure of the consuming class as seen in Table II above, can be both revealing as well as misleading depending on the kind of product. For example, any specific consuming class would be fit to be a market for consumer products like tea or soap, but a product such as vacuum cleaners would find market largely only in the &quot;consumers&quot; and &quot;rich&quot; segments of the market as defined in Table II above. Furthermore, even this may not be correct, because a taste for a vacuum cleaner is not necessarily a function of purchasing power but of culture and/or taste as well. Identifying a plausible market size for a consumer product is therefore a hazardous task in a heterogeneous country like India. Yet, the marketer needs some data to come as close to the real picture as possible. For this purpose, it can be cautiously assumed that purchasing power is proportional to income despite variables such as location, taste etc. Companies are therefore advised to plan their consumer product marketing strategies on an area-by-area basis, rather than on an all-India basis. Income data is insufficient. Therefore, it must be supplemented by product-specific information regarding its existing stock in the marketplace (in the case of consumer durables) and existing rate of purchases. It is also advisable to further refine the plausible market size by taking into account details based on social, cultural and demographic factors. Marketing a super-premium product such as a Rolex watch is relatively easy. Just go for the income class above Rs. 106,000 per annum (in 1995-96) as per Table I above. This class, Table I shows, comprises 5.8 million households. But the problem lies in the fact that the 5.8 million households are spread all over India. The prime market for consumer products in India is aware of the cost-benefit, or value for money, aspect. Their convept of value incorporates socio-cultural benefits in addition to product utility. For example, many households in the &quot;consumers&quot; class and the &quot;rich&quot; class (as defined Table II) may have two television sets, but both the sets may not be top-of-the-line. Thus, while they may be demand for an additional TV set in many households in the two mentioned classes, it must not be mistaken as demand for the higher priced TV models. The prime consumer market in India therefore is not a market for absolute premium products, but for something between the &quot;high end popular brands&quot; to the &quot;premium brands.&quot; The class described in the previous paragraph is actually the &quot;consumers&quot; class defined in Table II. This class comprises 33.5 million households as at 1995-96 and it owned and 'consumed' most of the expensive consumer products such as refrigerators and washing machines as well as premium expendables. At 1994-95 prices, their annual household incomes ranged between Rs. 45,000 and Rs. 215,000 (to calculate the latest income statistics, use an annual inflator of 5 per cent). In addition to this class, the &quot;climbers&quot; and &quot;aspirant&quot; classes (defined in the Table II) totaling 23.9 million households in urban India, also have the socio-cultural traits of the &quot;consumers&quot; class and, with time, will join the consumers class. Medium-to-long-term marketing strategy must therefore aim at the aspirants and the climbers as well. This is based on the safe assumption that, except for the destitute class as defined in Table II, the other classes are on the way to the next higher class. For companies with long-term marketing plans in India, the &quot;consumers&quot; (urban + rural), &quot;climbers&quot; (urban only) and &quot;aspirants&quot; (urban only) classes can be clubbed together to give a market size of around 57 million households which can be said to be the &quot;prime segment&quot; of the Indian consumer market. This becomes even more true as consumer financing and the credit card culture picks up. Fine-tuning between the classes is of course important, as explained in the next paragraph. Suppose you are marketing washing machines. Go for two broad types: fully automatic and semi-automatic. Target the fully automatic machines at the &quot;consumers&quot; class and the semi-automatic at the &quot;aspirant&quot; class; the &quot;climbers&quot; class will then overlap the market for both the types of washing machines. All of the above may be confusing, but the marketing strategist has to live with it because that's how the Indian consumer market is in reality. There is hardly a characteristic that applies across the market. Hence, the term &quot;Indian consumer market&quot; is a misnomer: it would be more accurate to describe it as a collection of different consumer markets. India has registered a very impressive growth of its middle class -- a class which was virtually non-existent in 1947 when India became a politically sovereign nation. At the start of 1999, the size of the middle class was unofficially estimated at 300 million people. The middle class comprises three sub-classes: the upper middle, middle middle and lower middle. The upper middle class comprises an estimated 40 million people. They have annual incomes of US$600,000 each in terms of Purchasing Power Parity (PPP). (Please note that the calculation of PPP is complicated, but suffice it to say that it is based on what a unit of currency can PURCHASE in one country compared to what the same currency can purchase in another country. It is also known as the &quot;law of one price&quot; that governs the price level of general goods and services between the two countries). The middle middle class comprises an estimated 150 million people, each with PPP incomes of US$20,000 per year each. The lower middle class comprises an estimated 110 million people. An estimate of their annual income is not available, but they are mostly the relatively affluent people in the rural areas of India. The middle classes ON THE WHOLE (i.e. upper middle + middle middle + lower middle classes) is expected to grow by 5 to 10 percent annually. The Indian consumer is a damn tough customer”, said a senior manager a large retailer in India. But is it really so? Let’s understand that the Indian consumer is “value conscious” and not “cost conscious”: She’ll buy extra kgs of rice for a discount but not atta (the quality of properly stored rice enhances with time; atta deteriorates …… she knows it). The discount offered should definitely be higher than her “return on capital” involved in buying the inventory (however miniscule the capital involved may be). The Consumer is Smart: If we try to sell him a branded pressure cooker at 15% discount on printed price and he does not buy it, let’s understand that he has done his homework very well; he knows that 25% discount on printed price is available in every local “kitchen shop” that he goes to. Localization is King: Let’s draw some inferences from an old Indian adage “Kos Kos par paani badle chaar kos par baani” (which means, in India “the quality of water changes after every mile and the dialect changes every four miles”). In such a diverse country everyone can’t be served the same way, with the same products - localization holds the key. When you sell Dudhi in Mumbai and Ghiya in Delhi, you are selling the same bottle gourd but the nomenclature is important. Does inventory of srikhand in Delhi and paneer in southern India give any distinctive edge to your retail offer, or should you focus on something that is consumer more locally? Are we trying to open a simple combination lock (the Indian consumer’s mind) with a complex cryptographic fingerprinting algorithm? Retailers need to invest in understanding, gauging and benchmarking the local preferences. They need to be able to react to those preferences in a highly local manner. And they need to acknowledge that the consumer is an intelligent value-conscious buyer, not a cost-focussed idiot. That is the magic 3-number combination to the riches of the Indian consuming market.