2. CB
Beh. that consumers display in
of products for the satisfaction of needs &wants
•Searching for
•Comparing
•Purchasing
•Using
•Evaluating
&
•Disposing
3. Why a beh? Need
Want
Tension
DriveAction
Goal
Satisfaction
4. framework
N:A state of felt deprivation of some basic satisfn
(can a mkter create it?)
W:a desire for a specific satisfier,
shaped by one’s culture & personality
T:stress that mounts up
D:force that compels action
Search for soln(pdt)
cues:stimuli that suggest the soln
A:effort to reduce T
G:satisfier
i)If accomplished. need satisfn
ii)If notfrustration
a)earnest effort if chances exist
b)Goal replacement,if chances are remote
5. Mkters to acertain
• What do the TC buy-toothpaste:regular/gel/striped
brand-national,local,generic
• Why-prevent cavities,remove stains,whiten,fresh breath…..
• When
• Where-supermkt/drugstore
• Who does the buying
• How often-buy
use
• What amount
• How do they pay
……phew!
more the better…..consumer research is called for
7. 7O’s
• Consumer Research is carried out to inquire:
• 1.occupant:who constitute the mkt?
parent/child/male/ female
• 2.object:what does the mkt buy?
regular,medicated,glycerine,herbal,brand,size
• 3.organisation:who participates in buying?
initiator/influencer/decider/buyer/user
• 4.operations:how does the mkt buy?
cash,credit,mail-order
• 5.occasions:when does the mkt buy?
weekly/fortnightly,monthly/prescribed by doc
• 6.outlet:where does the mkt buy from?
supermkt,grocery store,online
• 7.objectives:why does the mkt buy?
freshness,safeguard against bacterial infections
8. SIGNIFICANCE
Enables to understand the mindset of
the TC that are reflected in the diff
facets of consupmtion related beh so
that effective mktg strategies are
devpd for the realisation of the mktg
objectives
