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Consumer Behaviour

Presented by Bharat aggarwal

MBA( final year)

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Based on concepts from

Psychology

Sociology

Anthropology

Marketing

Economics

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Why do we need to studyConsumer Behaviour?

Because no longer can we take

the customer/consumer forgranted.

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Failure rates of new productsintroduced

Out of 11000 new products introducedby 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.

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All managers must become astute

analysts of consumer motivationand behaviour

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Can Marketing be

standardised?

No.

Because cross - cultural styles,habits, tastes, prevents such

standardisation.

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Unless Managements act

The more successful a firm has

been in the past, the more likelyis it to fail in the future.

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Why?

Because people tend to repeat

behaviour for which they havebeen rewarded.

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Language Problems

Please leave your values at the desk- Parishotel

Drop your trousers here for best results-Bangkok laundry

The manager has personally passed all waterserved here- Acapulco restaurant

Because of the impropriety of entertainingguests of the opposite sex in the bedroom, it issuggested that the lobby be used for thepurpose.- Zurich hotel

Ladies are requested not to have children in

the bar.- Norway bar

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Come alive with Pepsi

Come alive out of the grave-Germany

Pepsi brings your ancestors back fromthe grave- China

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Buyer Behaviour

Consumer

4Ps MarketingEnvironment BuyerCharacteristics BuyerDecision Process BuyerDecision

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Marketing Stimuli

4 PsProduct Price Place Promotion

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Other Stimuli

MarketingEnvironment

Economic Technological Political Cultural

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Buyer characteristics

Cultural

Social

Personal

Psychological

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Buyers Decision Process

Problem Recognition

Information Search

Evaluation of Alternatives

Purchase Decision

Consumption Postpurchase behaviour

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Buyers Decision

Product Choice

Brand Choice

Dealer Choice

Purchase Timing

Purchase Amount

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Cultural factors

Culture

Sub - culture

Social Class

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Social factors

Reference Groups

Family

Roles and Status

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Personal Factors

Family Life Cycle

Occupation and Economic

circumstances

Lifestyle

Personality and self - concept

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Psychological Factors

Motivation

Perception

Learning

Beliefs and Attitudes

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Buying Roles

Initiator

Influencer

Decider

Buyer

User

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Buying Behaviour

Complex

Dissonance - Reducing

Habitual

Variety seeking

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Buying Process

Problem Recognition

Information Search

Evaluation Alternatives

Purchase Decision

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Post - Purchase Behaviour

Satisfaction

Actions

Use and Disposal