consumers’ buying behavior -amit,supriya,rohit.pptx
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7/29/2019 Consumers’ Buying Behavior -Amit,Supriya,Rohit.pptx
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In an Emerging Market Setting
Presented By:
Amit Bhattacherji
Rohit Mishra
Supriya Singh
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Buying Behavior is the decision processes and acts of peopleinvolved in buying and using products.
Need to understand:
• Why consumers make the purchases that they make?
• What factors influence consumer purchases?
Consumer Buying Behavior refers to the buying behavior of theultimate consumer. A firm needs to analyze buying behavior for:
• Buyer’s reactions to a firms marketing strategy has a great
impact on the firms success.• The marketing concept stresses that a firm should create a
Marketing Mix (MM) that satisfies (gives utility to) customers,therefore need to analyze the what, where, when and howconsumers buy.
• Marketers can better predict how consumers will respond tomarketing strategies.
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• The attitude of Indian consumers has undergone a major
transformation over the last few years.
• The Indian consumer today wants to lead a life full of luxury and
comfort.
• He wants to live in present and does not believe in savings for the future.
• An important and recent development in India’s consumerism is
the emergence of the rural market for several basic consumer
goods.• The Indian middle class has provided a big boost to the
consumer culture during the recent past and it is hoped that their
buying behavior will continue to change in the coming future.
• Due to fast growth of the services sector per capita income of
people of India is also increasing.
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• The consumption pattern of a country depends on liberalization
of economic policies, buying habits of the younger generation,
financial independence at a young age, increase in number of
nuclear families and increase in media exposure of the people.
• Another major factor that has led to increased consumerism isthe growth of credit culture in India. The Indian consumer does
not feel shy to purchase products on credit and pay tomorrow for
what they use or buy today. This tendency has led to a
tremendous increase in purchase of homes, cars, two-wheelers
and consumer goods.• Today, price is not the only consideration as it was a few years
back when prices played a major role in purchasing. Marketers
are trying hard to capture this ever increasing Indian middle class
as they form the bulk of Indian consumers.
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Past Market Present Market
Consumers are conservative Consumers are innovative
Values, aspirations, needs –traditional and based on
culture, social customs,
beliefs
Consumers follow trends
Decision-making by malehead
Varies members in family
Collective sanction No collective sanction
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• Environment of the consumer
• Geographic influences
• Influence of occupation
• Place of purchase
• Creative use of product
• Cultural factors
• Product (color, size, design, and shape)
• Social practices
• Decision-making by male head
• Changes in saving and investment patterns
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