chap 7, analysing how consumer behaviour influenced
DESCRIPTION
This slide gives the complete view how and in which way consumer behaviour influenced & which are the responsible factorTRANSCRIPT
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Marketing Management Prepared by
PROF. RAJESH KUMAR(MBA IMT, GBD,SIX-SIGMA BLACK BELT CERTIFIED)
Prof. of IMT-CDL(DIMS)IP UNIV
(Ex. HOD-MARKETING,BSD)E:[email protected]
P:9810275444www.marketingandbrandingguru.com
steel junction
Tata Steel used steel junction to encourage consumers to go steel shopping and to develop deeper understanding of individual and household customers.
steel junction
Consumer Behavior
Consumer buyer behavior
It refers to the buying behavior of consumers/ individuals and households who buy goods and services for personal consumption
Consumer Behavior
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What Influences Consumer Behavior?
Cultural FactorsCultural Factors
Social FactorsSocial Factors
Personal FactorsPersonal Factors
Cultural Factor
Culture
Culture
It is the fundamental determinant of a person’s wants and behaviors acquired through socialization processes with family and other key institutions.
Features of Indian Culture
Culture
Subcultures
Subcultures These are groups of people within a culture with
shared value systems based on common life experiences and situations
• Bengalis• Gujaratis• Punjabis
Subcultures
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Subcultures
Nationalities Nationalities
ReligionsReligions
Racial groupsRacial groups
Geographic regionsGeographic regions
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Social Classes
Upper uppersLower uppersUpper middles
Middle classWorking classUpper lowersLower lowers
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Social Factors
Referencegroups
Social roles Statuses
Family
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Reference Groups
Primary groupsPrimary groups
Secondary groupsSecondary groups
Aspirational groupsAspirational groups
Reference Groups
Reference Groups
Provogue uses teenage icons as brand ambassadors and a youth targeted website to connect to its customers
Family
• Family is the most important consumer ‐buying organization in society
Family
Family
Role & Status
• The groups, family, clubs, and organizations that a person belongs to define his/her social role and status
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Roles and Status
What degree of status is associated with various occupational roles?
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Personal Factors
Age
Values
Life cyclestage
Occupation
Personality
Self-concept
Wealth
Lifestyle
Age
• Age and life-cycle stage• RBC Royal Band stages– Youth: younger than 18– Getting started: 18–35– Builders: 35–50– Accumulators: 50–60– Preservers: over 60
. The Family Life Cycle
Economic situation
Lifestyle
• Lifestyle is a person’s pattern of living as expressed in his or her psychographics
• Marketer measures consumer’s AIOs (activities, interests, opinions) to capture information about a person’s pattern of acting and interacting in the environment
Lifestyle
Lifestyle
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State Farm Mental Map
Buyer Decision Making Process.
Maslow’s Hierarchy of Needs