consumer behaviour. based on concepts from n psychology n sociology n anthropology n marketing n...
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Consumer BehaviourConsumer Behaviour
Based on concepts from Based on concepts from
PsychologyPsychology SociologySociology AnthropologyAnthropology MarketingMarketing EconomicsEconomics
Target CustomerTarget Customer
No store can be all things for all No store can be all things for all people people
Population is sub divided into smaller Population is sub divided into smaller groups having similar characteristicsgroups having similar characteristics
Market Segmentation-Smaller Market Segmentation-Smaller segments exhibiting homogeneous segments exhibiting homogeneous responses to various products and responses to various products and servicesservices
Why do we need to study Why do we need to study Consumer Behaviour?Consumer Behaviour?
Because no longer can we Because no longer can we take the customer/consumer take the customer/consumer
for granted.for granted.
The CustomerThe Customer Answers to the following 5 questions Answers to the following 5 questions
determines the fashion each seasondetermines the fashion each season- WHO IS THE CUSTOMERWHO IS THE CUSTOMER- WHERE DOES HE LIVEWHERE DOES HE LIVE- WHAT DOES HE DO WHAT DOES HE DO - WHEN DOES HE WEAR CLOTHESWHEN DOES HE WEAR CLOTHES- WHY DOES HE BUY GARMENTSWHY DOES HE BUY GARMENTS
} } designers & retailers re evaluate customer’s designers & retailers re evaluate customer’s profile to create and select merchandise that will profile to create and select merchandise that will sell.sell.
Failure rates of new Failure rates of new products introducedproducts introduced
Out of 11000 new products Out of 11000 new products introduced by 77 companies, only introduced by 77 companies, only 56% are present 5 years later.56% are present 5 years later.
Only 8% of new product concepts Only 8% of new product concepts offered by 112 leading companies offered by 112 leading companies reached the market. Out of that reached the market. Out of that 83% failed to meet marketing 83% failed to meet marketing objectives.objectives.
All managers must become All managers must become astute analysts of consumer astute analysts of consumer
motivation and behaviourmotivation and behaviour
Factors affecting Buying Factors affecting Buying BehaviourBehaviour
PsychologicalPsychological SociologicalSociological Buying roles of family membersBuying roles of family members Population characteristicsPopulation characteristics Personal characteristicsPersonal characteristics
Can Marketing be Can Marketing be standardised?standardised?
No.No.
Because cross - cultural Because cross - cultural styles, habits, tastes, styles, habits, tastes,
prevents such prevents such standardisation.standardisation.
Unless Managements actUnless Managements act
The more successful a firm The more successful a firm has been in the past, the has been in the past, the
more likely is it to fail in the more likely is it to fail in the future.future.
Why?Why?
Because people tend to Because people tend to repeat behaviour for which repeat behaviour for which they have been rewarded.they have been rewarded.
Language ProblemsLanguage Problems ““Please leave your values at the desk” - Paris Please leave your values at the desk” - Paris
hotelhotel ““Drop your trousers here for best results” - Drop your trousers here for best results” -
Bangkok laundryBangkok laundry ““The manager has personally passed all water The manager has personally passed all water
served here” - Acapulco restaurantserved here” - Acapulco restaurant ““Because of the impropriety of entertaining Because of the impropriety of entertaining
guests of the opposite sex in the bedroom, it is guests of the opposite sex in the bedroom, it is suggested that the lobby be used for the suggested that the lobby be used for the purpose.” - Zurich hotelpurpose.” - Zurich hotel
Ladies are requested not to have children in Ladies are requested not to have children in the bar.”- Norway barthe bar.”- Norway bar
““Come alive with Pepsi”Come alive with Pepsi”
““Come alive out of the grave” - Come alive out of the grave” - GermanyGermany
““Pepsi brings your ancestors back Pepsi brings your ancestors back from the grave” - Chinafrom the grave” - China
Buyer BehaviourBuyer Behaviour
Consumer
4PsMarketing
EnvironmentBuyer
CharacteristicsBuyer
Decision ProcessBuyer
Decision
Marketing StimuliMarketing Stimuli
4 Ps
Product Price Place Promotion
Other StimuliOther Stimuli
MarketingEnvironment
Economic Technological Political Cultural
Buyer characteristicsBuyer characteristics
CulturalCultural SocialSocial PersonalPersonal PsychologicalPsychological
Buyer’s Decision ProcessBuyer’s Decision Process
Problem RecognitionProblem Recognition Information SearchInformation Search Evaluation of AlternativesEvaluation of Alternatives Purchase DecisionPurchase Decision ConsumptionConsumption Postpurchase behaviourPostpurchase behaviour
Buyer’s DecisionBuyer’s Decision
Product ChoiceProduct Choice Brand ChoiceBrand Choice Dealer ChoiceDealer Choice Purchase TimingPurchase Timing Purchase AmountPurchase Amount
Cultural factorsCultural factors
CultureCulture Sub - cultureSub - culture Social ClassSocial Class
Social factorsSocial factors
Reference GroupsReference Groups FamilyFamily Roles and StatusRoles and Status
Personal FactorsPersonal Factors
Family Life CycleFamily Life Cycle Occupation and Economic Occupation and Economic
circumstancescircumstances LifestyleLifestyle Personality and self - conceptPersonality and self - concept
Psychological FactorsPsychological Factors
MotivationMotivation PerceptionPerception LearningLearning Beliefs and AttitudesBeliefs and Attitudes
Buying RolesBuying Roles
InitiatorInitiator InfluencerInfluencer DeciderDecider BuyerBuyer UserUser
Buying BehaviourBuying Behaviour
ComplexComplex Dissonance - ReducingDissonance - Reducing HabitualHabitual Variety seekingVariety seeking
Buying ProcessBuying Process
Problem RecognitionProblem Recognition Information SearchInformation Search Evaluation AlternativesEvaluation Alternatives Purchase DecisionPurchase Decision
Post - Purchase BehaviourPost - Purchase Behaviour
SatisfactionSatisfaction ActionsActions Use and DisposalUse and Disposal