Download - Consumer behaviour
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CONSUMER BEHAVIOR Presented By:
Manoj Patel Asst. Professor
JHUNJHUNWALA BUSINESS SCHOOL
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CONTENTS
Introduction
Definition
Applications of consumer behavior
-marketing strategy
-public policy
-social marketing
-better consumer
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o Sales promotion techniques influencing consumer
behavior
o Factors influencing consumer behavior
-Demographic factors
-economic factors
-Social factors
-Cultural factors
-psychological factors
o Consumer purchase decision process
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Models of consumer decision process:
-need/problem recognition -information search -evaluation of information -purchase decision -post purchase behavior Consumer’s response towards malpractices in the market
Importance of studying consumer behavior
Some case studies
Conclusion
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INTRODUCTION
Consumers- The ultimate users of goods &
services.
Consumer behavior- Buying behavior of
ultimate users.
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DEFINITION
“The study of individuals, groups, or orgs. & the process they
use to select, secure, use & dispose of products, services,
experiences or ideas to satisfy needs & impacts that these
processes have on the consumer & society”.
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APPLICATION OF
CONSUMER BEHAVIOR
1. Marketing strategy
sales promotion, advertisements,etc
For eg; afternoon snacks advertisement.
2. Social marketing
To get consumers’ attention on product- for e.g. by
graphic pictures
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3. Public policy
Involves getting ideas across to
consumers rather than selling something.
4. Better consumers
Studying consumer behavior sensitize
consumers to be vigilant consumer.
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1. Free samples
2. Point of purchase display
3.Sales
4.Coupons
SALES PROMOTION TECHNIQUES INFLUENCING CONSUMER BEHAVIOR
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5.Loyal reward offer
6.Scratch & win
offer
7.Money back offer
8.Contest & sweepstakes
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9.Price pack deals:
i. Bonus pack, ii. Band pack
10.Promotional periods
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FACTORS INFLUENCING CONSUMER BEHAVIOR
1. Demographic factors
Population size
(resource depletion,increase demand)
Birth & death rates
Working class
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2.ECONOMIC FACTORS
o Income
o Family life cycle:
i.
Contd.
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o Liquid assets
o Credit facilities
o Expenditure pattern & savings
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3. Social factors Reference groups
-Diffusion process
Contd.
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Family- Roles of members
Social status
4. Cultural factors Main culture
Sub-culture
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5. PSYCHOLOGICAL FACTORS
Motivation
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Perception
Learning
Belief & Attitude
Cognitive dissonance
Fig- Attitude
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6. PERSONAL FACTORS
Age
Occupation
Lifestyle
Personality
Economic situation
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In broad term factors can be classified in 2 categories:
-Internal factors:
-External factors:
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GENERAL FACTORS INFLUENCING: FOOD ITEMS
Price
Taste / choice
Availability
Sales promotion
Peer group
Food habit
Time taken for preparation
Attractiveness of packages
Advertisements
Buying habits
Health status
Label
Brand name
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CLOTHING ITEMS
Comfort
Choice
Colour
Style
Fashion
Price
Availability
Texture
Contd.
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Clothing budget
Climate
Occassion
Ease of care
Quality
Reputation of the brand
Advertisement
Profession
Habit
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CONSUMER DURABLE GOODS
Colour
Price
Comfort
Quality
Need
Budget
Fashion
Sales promotion
Advertisement
Peer group
Social recognition
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Price
Suitability
Availability
Colour
Advertisement
Packaging
Brand
Peer group
Fashion
Place of manufacture
Ingrdients of the product
Social recognition
Sales promotion
COSMETIC PRODUCTS
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1. Need recognition/ problem recognition/
recognition of an unsatisfied need
2. Information searching
3. Evaluation of alternatives
4. Purchase decision
5. Post- purchase behavior
Consumer purchase decision process
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5 STAGE MODEL OF BUYING PROCESS
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1.Need recognition
Need
Recognition
Memory
EXTERNALTAL
INFLUENCES
•Culture
•Social class
•Personal influences
•Family
•situation
INTERNAL
INFLUENCES
•Consumer resources
•Motivation & involvement
•Knowledge
•Attitudes
•Personality, values
& lifestyles
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MODEL OF SEARCHING
INFORMATION
Need
recognition
search
External
search
Internal
search
Memory
ENVIRONMENTAL
INFLUENCES
•Culture
•Social class personal
influences
•Family
•situation
INDIVIDUAL
DIFFERENCES
•Consumer resources
•Motivation & involvement
•Knowledge
•Attitudes
•Personality, values,&
lifestyle
Need
recognition
search
External
search
Internal
search
Memory
EXTERNAL
INFLUENCES
•Culture
•Social class
•personal influences
•Family
•situation
INTERNAL
INFLUENCES
•Consumer resources
•Motivation & involvement
•Knowledge
•Attitudes
•Personality, values,&
lifestyle
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3. Evaluation of information
Need
recognition
search
Memory
I2
I3
I4
I5
I1
EXTERNAL
INFLUENCES
•Culture
•Social class personal
influences
•Family
•situation
INTERNAL
INFLUENCES
•Consumer resources
•Motivation & involvement
•Knowledge
•Attitudes
•Personality, values,&
lifestyle
Alternative evaluation
I
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4. Purchase decision
5. Post purchase behavior
Purchase
Outcome
Dissatisfaction satisfaction
Alternative evaluation
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CONSUMER RESPONSE TOWARDS
MALPRACTICES IN THE MARKET
Some common response towards malpractice in the market are:
Purchasing without showing any reaction
Giving less price
Doesnot buy the product
Warning the shopkeeper
contd
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Returning product to the shopkeeper
Asking money back
Reporting at consumer forum/appropriate authority
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CONSUMER BEHAVIOR IS IMPORTANT
FOR THE THREE PERSONS: 1. CONSUMER
2. SCIENTISTS
3. PRODUCER
CONSUMER BEHAVIOR IS IMPORTANT
TO CONSUMER BECAUSE OF THE
FOLLOWING REASONS: 1.EVER INCREASING INTENSIFYING COMPETITION.
2.PACE OF INNOVATION IS RAPID.
IMPORTANCE OF STUDYING
CONSUMER BEHAVIOR
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THE STUDY OF CONSUMER
BEHAVIOR HELPS
PRODUCERS:
•To determine method of promotion.
• To design optimal services.
• To determine availability for the customers.
• To determine price
• To achieve the organizational objectives.
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CONCLUSION
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