final ppt consumer behaviour

7/25/2019 Final Ppt Consumer Behaviour

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CATEGORY DAILY USE

CONSUMER GOODSPRODUCT PERFUME

CONSUMERBEHAVIOR


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UNDERSTANDING CONSUMERBUYING BEHAVIOUR

Consumer Beha!ouris the study of the

decision involving when, why, how and wherepeople do or do not buy a product


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NEED OF UNDERSTANDINGCONSUMER BEHAVIOR

Reveals Consumers perception about your product

Helps in preparing future marketing strategies

Helps in targeting audience

Facilitates scheduling of events

Consumer behavior also is related to cultural attributes


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PERFUME MAR"ET IN INDIA

Perfumes are considered to be

luxurious goods

spirational !uyers

Rs" #$$%&$$ crore 'arket

(ear on year growth

approximately )$%)*+


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PRODUCT E#PECTENCY LEVELS

Potential

ugmented

xpected

!asic

Core!enefit Freshness

nti perspirant

-ong % lasting

Fragrance

Customised .mell


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.-C/012 1F .'P-

Retail outlets in different parts of the city werevisited to capture the different segments of thesociety

Prospective 3 actual customers were targeted to fillin the 4uestionnaires


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R.RCH

Research .tyle %5escriptive Research

.ample .i6e 78$ respondents


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PAC"AGING OF THE PERFUMEBOTTLE

Colour of the Perfume

.i6e of Perfume !ottle

.hape of the Perfume !ottle


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COLOUR OF PERFUME BOTTLE


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SI$E OF THE PERFUME BOTTLE


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SHAPE OF THE BOTTLE


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PRICE OF THE

PERFUME


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CONCERN FOR PRICE


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MA#IMUM PRICE PAID


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OTHER FACTORS %%%

Fre4uency of !uying

Fragrance

Celebrity ndorsements


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FRE&UENCY OF PURCHASE


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"IND OF SCENT


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INFLUENCE BY CELEBRITYENDORSEMENTS


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REASONS FOR NOT BUYINGA PERFUME


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CONSUMER BUYING PROCESS

Problem Recognition 7 9 week lag : wait for aholiday; weekend" !eliefs and ttitudes


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STIMULI

%'arketerdominate

%1ther

xposure

ttention

Comprehension

cceptance

RetentionE()erna*

Sear+h

'

'

1R

(

2eedRecognition

0nterna

l

.earch

Pre,ur+hase

A*)erna)!eEa*ua)!on

Purchase

Consum,)!on

Result

D!ssa)!s-a+)!on Sa)!s-a+)!on

E#TERNAL

%Culture

%.ubculture

%Family

%.ocial group etc

INDIVIDUAL

%ttitudes

%-earning

%Perception

%'otivation

%.elf 0mage etc

DECISION PROCESS

INFO PROCESSINPUT

VARIABLES

CUSTOMER DECISION PROCESS

MODEL


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MAR"ETINGIMPLICATIONS OF

CONSUMER

BEHAVIOR FORPERFUMES


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BUYING BEHAVIOR FOR PERFUMES

Mar.e)!n/ a) )hePo!n) o- Pur+hase


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SEPARATIONS OR GAPS INVOLVED INTHE SALE OF PERFUMES

.patial .eparation

Perceptual .eparation

?alues .eparation

.eparation of 1wnership


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SEGMENTING

TARGETING

POSITIONING


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SEGMENTING

5emographic 0ncome .ocial status

!ehavioral Purchase History @here they shop

0mpulsiveness

Psychographic !rand Preferences

Price .ensitivity -ifestyle

0nformation .ources

0nfluenced by Peers

Relationship 0mportance


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TARGETING

xisting Competition

.i6e of current market and growth rate

0nternal strengths


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POSITIONING

GENERIC MAR"ETING


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GENERIC MAR"ETINGORIENTATION


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R1-. 1F

0nitiator 7 individual need, special occasions,festivals

0nfluencer 7 salesman, peer group, advertisement

!uyer 7 the customer

Consumer % the actual user of the product


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POST 0 PURCHASE BEHAVIOUR


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Thank

You

final ppt consumer behaviour

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