consumer behaviour presentatiom
DESCRIPTION
TRANSCRIPT
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CONSUMER BEHAVIOUR
PRESENTED BY:-
Aditi Pandya
Amit virpariya
Mukesh Jograna
Surjeet Kulhary
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TABLE OF CONTENT
LEARNING
LEARNING THEORY
REFERENCE GROUP
TYPES OF REFERENCE GROUP
FAMILY INFLUENCE
EIGHT ROLES IN FAMILY INFLUENCE
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LEARNING
Definition:-
knowledge acquired through study,
experience, or being taught.
Human learning may occur as part of
education, personal development, schooling,
or training.
Consumer Learning is a process, that is
continually evolves and changes as a result
of newly acquired knowledge or actual
experience.
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LEARNING THEORY
Classical Conditioning Theory
Operant Conditioning Theory
Social Learning Theory
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CLASSICAL CONDITIONING THEORY
There are mainly 3 steps:
1. Before Conditioning
2. During Conditioning
3. After Conditioning
For Example:
Axe Deodorants
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OPERANT CONDITIONING THEORY
Also known as Voluntary or Learned theory
Positive response [reward] ------
More Frequently
Negative response [punishment] ------
Less Frequently
For Example:
Shampoo Comparison
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SOCIAL LEARNING THEORY
Observation
Experience
Perception
There are four type of process:
1. Attention Process [buying a car]
2. Retention Process [visa power—sachin]
3. Motor Reproduction Process [farah khan in IPL]
4. Reinforcement Process [Rewards]
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REFERENCE GROUP
Definition of Group:-
Two or more people who interact to
accomplish either individual or mutual goals.
Definition of Reference Group:-
A person or a group that serves as a point of
comparison or reference for an individual in the
formation of either general or specific values,
attitudes, or behavior.
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TYPES REFERENCE GROUPS
Friendship Group,
Shopping Group,
Work Group,
Virtual Group,
Brand Communities,
Consumer action group
Celebrity Reference Group
The Experts
Spokes Characters
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FRIENDSHIP GROUP
Informal Group,
Formal Group
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SHOPPING GROUP
Like minded persons
Friends or Family
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WORK GROUP
Peers,
Subordinates,
Superiors
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VIRTUAL GROUP
Social Network
E- mails,
E- shopping
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BRAND COMMUNITIES
Using same Brand
Its like Fan Club
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CONSUMER ACTION GROUP
Supporting for common issue
Create Awareness
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CELEBRITY REFERENCE GROUP
Target Segment
Fans Followers
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THE EXPERTS
Expert in Specific Brand
For e.g: Sachin Tendulkar in Boost
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SPOKES CHARACTERS
Fictional Person
Animated Cartoon
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FAMILY INFLUENCE
Definition of Family:-
Family is defined as two or more person related
by blood, marriage, or adoption who reside
together.
Today in United States, 68 percent of the 111.3
million households are families.
Although families sometimes are referred to as
households, not all households are families.
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EIGHT ROLES IN THE FAMILY DECISION MAKING PROCESS
ROLE: NAME: 1. Influencers 2. Gatekeepers 3. Deciders 4. Buyers 5. Preparers 6. Users 7. Maintainers 8. Disposers
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ANY QUESTION
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