cb presentation project shoes
TRANSCRIPT
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CONSUMER BEHAVIOUR (SHOES)Deepak YadavSuprateek Gulia
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OBJECTIVE Consumer Perception of sports Shoe Brands Buying decision making Factors influencing the Behaviour
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METHODOLOGY Primary Data• Online Survey : 261 responses (52% female, 48% male)
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PRIMARY DATA RESULTS https://docs.google.com/a/iimsirmaur.ac.in/forms/d/
1VaCMdTLsXPPeWLCKqLuvpH0RdU6OAMHBovXOieBxJLE/edit?ts=584631c2#responses
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ASSAEL’S CLASSIFICATION OF BUYING BEHAVIOUR
Complex buying behaviour Variety seeking behaviour
Dissonance reducing behaviourEg: Sports shoes (Brand loyalty)
Habitual buying behaviour
High Involvement Low Involvement
SignificantDifference b/w brands
Few differences b/w Brands
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PERCEPTUAL MAPPING Sports shoes on the following dimensions: Looks and comfort Price and quality Single dimension brand perception comparison of Nike, Puma , Adidas and
Reebok Comfort and look brand perception
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looks
comfort
• shoes
Price
quality
• shoes
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Comfort
looks
• NIKE
• Adidas• Puma
• Reebok
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HOW DO THE CONSUMERS DECIDE? Lexicographic Decision rule:
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INFERENCE
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THE PECULIAR CASE OF ADIDAS AND REEBOK Compromise Effect : Reebok helps build up the perception of Adidas if we
consider it as a decoy
Nike
Adidas
Reebok
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NEED AROUSAL
CONSUMER INFORMATION PROCESSING
BRANDEVALUATIONPURCHASE
POSTPURCHASE EVALUATION
A Basic Model of Complex Decision Making
COMPLEX DECISION MAKING
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INSIGHTS High involvement Cosumers use Lexicograhic rule Offline purchase still the preferred mode Advertisements have little effect Trying is believing Purchase cycle is 6-12 months primarily
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THANK YOU