Download - Final Maketing Management
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Submitted By: Group-4Ayush 09PG371Kamini 09PG380
Nishant 09PG391Rani Shweta 09PG402
Subhasree 09PG412
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` Consumer behaviour referred to asthe study of when, why, how, where
and what people do or do not buy
products.
` It blends elements from psychology,
sociology, social , anthropology and
economics.` It attempts to understand the buyer
decision making process, both
individually and in groups.
` It studies characteristics of individual
consumers such as demographics
and behavioural variables in anattempt to understand people's
wants.
` It also tries to assess influences on
the consumer from groups such as
family, friends, reference groups, and
society in general.
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Because no longer can we take the
customer/consumer for granted.
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No.
Because cross - cultural styles, habits, tastes,prevents such standardization.
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` Nishant- Ramachandaran
` Kamini- Seetha
` Shweta- Grand-Mother, Padma
` Ayush- Hari, Narasimhan
` Subhasree- Radha, Rukmani, Madhu
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Mommy, I need my
special uniform
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Boy goes to schoolMommy goes to work
Papa goes to work
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Idea of buying washingmachine is conveyed
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Experience of using washingmachine is shared
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Decision of buying washingmachine is taken
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Shopping for washingmachine
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` Initiator
` Influencer
` Blocker
` Opinion Leader` Decider
` Buyer/ Purchaser
` Consumer/ User
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Initiator(Padma)
Influencer(Rukmani)
Blocker
(Granny)
OpinionLeader(Narasimhan)
Decider(Seetha)
Buyer(Ramachandran
)
User(Seetha)
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Culture: Shared customs, Beliefs, Values and
Artifacts that are transmitted from Generation
to Generation.Respect and care for elders and sacrifice of
needs.
Sub Culture: Nationality, Religious beliefs,
Racial, Geographical regions.
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CLASS CHARACTERSTICS ATTRIBUTES
UPPER Graceful, Individuals Brands, ArtBook, Travel
MIDDLE Respectability,Conformity
Fashion, SelfPresentation
WORKING Fun oriented,Unsophisticated,
Focus onpossessions
New Appliance,New and Big,
Economic
LOWER Neighborhoodoriented, Immediategratification
Status Symbol
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1.Reference Groups:- Primary Secondary Aspirational
Dissociative
2. Family:- Parents
Kids
3. Roles and Status
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1.Need & Motivation
2.Personal Factors
3.Perception
4.Learning
5.Attitude and Self Belief
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Problem
Recognition
Information
Search
Evaluation Of
Alternatives
PurchaseDecision
Post Purchase
Behavior
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Problems
ExternalStimulus
Internal
Stimulus
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Consumers often search for
limited amounts of
information.
Information Sources:-
1. Personal family,friends,neighbours
2. Commercial
advertising(VANISH ad),
websites3. Experiential examining,
using the product
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Total Awareness Consideration Choice Decision
VideoconWhirlpool
Godrej
Samsung
LG
Videocon
LG
Samsung
Godrej
Videocon
Samsung
LG
VideoconLG
??
set set set setset
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Some basic concepts involved in understanding
consumer evaluation processes:
The consumer is trying to satisfy a need.
The consumer is looking for certain benefits fromthe product solution.
The consumer sees each product as a bundle of
attributes with varying abilities for delivering the
benefits sought to satisfy this need.
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BRANDS APPEARANCE
MARKETVALUE
AFTERSALES
SERVICE
Price
Videocon 8 9 5 8
Godrej 7 6 7 7
LG 8 6 9 5
BPL 6 8 7 9
Importance Assigned:
Appearance- 20% After Sales Service- 20%
Market Value-30% Price-30%
------------------------------------------------------------Videocon=0.2(8)+0.3(9)+0.2(5)+0.3(8) = 7.7
Godrej =0.2(7)+0.3(6)+0.2(7)+0.3(7) = 6.7
LG =0.2(8)+0.3(6)+0.2(9)+0.3(8) = 7.6
BPL =0.2(6)+0.3(8)+0.2(7)+0.3(9) = 7.7
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INDIVIDUAL
Family
Friends
Social Class
Sub Culture
CULTURE
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Post Purchase Action
Recommend
Cognitive Dissonance
A andon/ Return
Legal Action
Level of SatisfactionPOST PURCHASE
BEHAVIOUR
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Back
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1.Age & Life Cycle StageLife Cycle Stage Needs/ orientation
Bachelor Stage Recreation
Newly married Durable purchase
Full Nest I (Young Child under 6) Home purchase at peak
Full Nest II (Young Child above 6) Durables, childpreference
Full Nest III (dependent children) Unnecessary appliances,high Durables
Empty Nest I (children independent) Travel, recreation
Empty Nest II (head retired) Medical Care
Solitary Survivor Necessity Items
Solitary Survivor Medical, Grand children
driven
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2.Economy/ Income
3.Lifestyle
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