This document discusses key concepts in consumer behavior including how it draws from various fields like psychology, sociology, and marketing. It notes that understanding consumer behavior is important because customers can no longer be taken for granted. It also provides statistics on new product failure rates and discusses how cultural factors prevent marketing standardization across countries. The document outlines the consumer decision process and influential factors like cultural, social, personal, and psychological characteristics. It describes the different roles consumers can play in the buying process.

1. Consumer Behaviour

2. Based on concepts from
Psychology
Sociology
Anthropology
Marketing
Economics

3. Why do we need to study
Consumer Behaviour?
Because no longer can we take
the customer/consumer for
granted.

4. Failure rates of new products
introduced
Out of 11000 new products introduced
by 77 companies, only 56% are
present 5 years later.
Only 8% of new product concepts
offered by 112 leading companies
reached the market. Out of that 83%
failed to meet marketing objectives.

5. All managers must become astute
analysts of consumer motivation
and behaviour

6. Can Marketing be
standardised?
No.
Because cross - cultural styles,
habits, tastes, prevents such
standardisation.

7. Unless Managements act
The more successful a firm has
been in the past, the more likely is
it to fail in the future.

8. Why?
Because people tend to repeat
behaviour for which they have
been rewarded.

9. Language Problems
“Please leave your values at the desk” - Paris
hotel
“Drop your trousers here for best results” -
Bangkok laundry
“The manager has personally passed all water
served here” - Acapulco restaurant
“Because of the impropriety of entertaining
guests of the opposite sex in the bedroom, it is
suggested that the lobby be used for the
purpose.” - Zurich hotel
Ladies are requested not to have children in
the bar.”- Norway bar

10. “Come alive with Pepsi”
“Come alive out of the grave” -
Germany
“Pepsi brings your ancestors back from
the grave” - China

11. Buyer Behaviour
Consumer
4Ps Marketing
Environment
Buyer
Characteristics
Buyer
Decision Process
Buyer
Decision

12. Marketing Stimuli
4 Ps
Product Price Place Promotion

13. Other Stimuli
Marketing
Environment
Economic Technological Political Cultural

14. Buyer characteristics
Cultural
Social
Personal
Psychological

15. Buyer’s Decision Process
Problem Recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Consumption
Postpurchase behaviour

16. Buyer’s Decision
Product Choice
Brand Choice
Dealer Choice
Purchase Timing
Purchase Amount

17. Cultural factors
Culture
Sub - culture
Social Class

18. Social factors
Reference Groups
Family
Roles and Status

19. Personal Factors
Family Life Cycle
Occupation and Economic
circumstances
Lifestyle
Personality and self - concept

20. Psychological Factors
Motivation
Perception
Learning
Beliefs and Attitudes

21. Buying Roles
Initiator
Influencer
Decider
Buyer
User

22. Buying Behaviour
Complex
Dissonance - Reducing
Habitual
Variety seeking

23. Buying Process
Problem Recognition
Information Search
Evaluation Alternatives
Purchase Decision

24. Post - Purchase Behaviour
Satisfaction
Actions
Use and Disposal