Post on 14-Apr-2018
7/27/2019 Basic Concepts of Consumer Behaviour
1/25
CONSUMER BEHAVIOUR
7/27/2019 Basic Concepts of Consumer Behaviour
2/25
What Is Consumer Behavior?
Activities people undertake when
obtaining, consuming, and disposingof products and services
7/27/2019 Basic Concepts of Consumer Behaviour
3/25
Obtaining Consuming Disposing
Consumer
Influences
Organizational
Influences
Consumer Behavior
7/27/2019 Basic Concepts of Consumer Behaviour
4/25
Consumer
InfluencesOrganizational
InfluencesBrand
Product Features
Advertising
Word of Mouth
Promotions
Retail Displays
PriceQuality
Service
Store Ambiance
Convenience
Loyalty ProgramsPackaging
Product Availability
CULTURAL
SOCIAL
PERSONAL
PSYCHOLOGICAL
Culture
Subculture
Social Class
GroupsMembershipReferenceAspirational groups
Opinion leadersFamilyRoles andStatus
Age & life-cycleOccupation
Economic
situation
Lifestyle
Personality &
self-concept
MotivationPerceptionLearningBeliefs andattitudes
7/27/2019 Basic Concepts of Consumer Behaviour
5/25
Obtaining Consuming Disposing
How you decide
you want to buy
Other products
you consider
buying
Where you buy
How you pay for
product
How youtransport
product home
How you use the
product
How you store the
product in your
home
Who uses the
product
How much you
consume
How productcompares with
expectations
How you get rid
of remaining
product
How much you
throw away
after use
If you resell
items yourself
or through a
consignment
store
How you recycle
some products
7/27/2019 Basic Concepts of Consumer Behaviour
6/25
Overall Model of Consumer Behavior
Self-Concept
&Learning
Decision ProcessesExternal Influences
Internal Influences
CultureSubcultureDemographics
Social statusReference groups
FamilyMarketing Activities
Perception
Learning
Memory
MotivesPersonality
Emotions
Attitudes
Problem Recognition
Information Search
Alt Eval & Selection
Outlet select & Purchase
Post-purchase
Processes
7/27/2019 Basic Concepts of Consumer Behaviour
7/25
What Is Consumer Behavior?
Activities people undertake when
obtaining, consuming, and disposing of
products and services
A field of study that focuses onconsumer activities
Scope goes beyond just why and how
people buy to include ConsumptionAnalysis
7/27/2019 Basic Concepts of Consumer Behaviour
8/25
Questions???
7/27/2019 Basic Concepts of Consumer Behaviour
9/25
Maslows Hierarchy
7/27/2019 Basic Concepts of Consumer Behaviour
10/25
Perception
Process by which an individual selects,
organizes, and interprets information to form
a cohesive picture about an entity
Perceptions affect consumer behavior
However, remember that individuals can perceive
the same entity in different ways
7/27/2019 Basic Concepts of Consumer Behaviour
11/25
Perception
Selective Attention: Receive some messages andscreen out the rest An average person is exposed to 1500 ads or brand messages a
day
Most of these are screened out; So, how do marketers capturemind space?
People are more likely to notice stimuli that relate to current needs
People are more likely to notice stimuli they anticipate
People are more likely to notice stimuli that deviate relatively largerthan others
Marketers must bypass attention filters; provide unexpectedstimuli (salesperson, sudden offers)
7/27/2019 Basic Concepts of Consumer Behaviour
12/25
Perception
Selective Distortion: Tendency to interpret /
distort information to be consistent with prior
brand and product beliefs
Taste tests: Blind taste tests showed equal split;Open tests showed preferences
Can work to the advantage of marketers of strong
brands
A car may seem to drive smoother
A beer may taste better
7/27/2019 Basic Concepts of Consumer Behaviour
13/25
Perception
Selective Retention: Though people fail toregister much information, they retaininformation that supports their attitudes andbeliefs Remember good points about products we like and
forget good points about competing products
Works to the advantage of strong brands
Explains why marketers repeat messages for
reinforcement
7/27/2019 Basic Concepts of Consumer Behaviour
14/25
CULTURE AND
SUBCULTURE
7/27/2019 Basic Concepts of Consumer Behaviour
15/25
CULTURE
The sum total of learned beliefs,values,and customs that serve
to direct the consumer behavior of members of a particularsociety.
7/27/2019 Basic Concepts of Consumer Behaviour
16/25
Characteristics of culture
Culture is a learned response.
Culture includes inculcated values.
Culture is a social phenomenon.
Culture is gratifying and continues for a long
time.
Cultures are similar and yet different.
Culture prescribes the ideal standards of behavior.
7/27/2019 Basic Concepts of Consumer Behaviour
17/25
Culture & consumer behavior
Culture is learned:Culture I learned at childhood itself from the socialenvironment. Often we are children play and enact the reallife situation of social & culture ritual.
Three distinct forms of culture learning.
Formal learning: what the elder family memberteach the younger one how to behave.
7/27/2019 Basic Concepts of Consumer Behaviour
18/25
Cont...
Informal learning: what the child learns primarily byimitating the behavior of selected others such as family,
friend, or TV heroes.
Technical learning: In which teacher instruct thechild in an educational environment about what should be
done, how it should be done, and why it should be done.
7/27/2019 Basic Concepts of Consumer Behaviour
19/25
7/27/2019 Basic Concepts of Consumer Behaviour
20/25
Culture & consumer behavior
Sharing of culture: Culture is transferredthrough family, schools, houses of worship, and media
Culture is dynamic:
- Change occur due to Technology, Migration,Population shift, Resource shortages, wars, Changing
values etc.
- Also known as TREND . ( Ex, Fashion,
Automobile, Foods, Entertainment, Lifestyles, womenwork outside the home are few Hot object to study.
7/27/2019 Basic Concepts of Consumer Behaviour
21/25
Diversity by Indian Railways Indian village by Amul
Emerging Culture Ritual & Tradition
7/27/2019 Basic Concepts of Consumer Behaviour
22/25
Indian Core Values
Family orientation
Saving orientation
Festivities
Shopping as a ritual
Mythology
Food Habits
7/27/2019 Basic Concepts of Consumer Behaviour
23/25
7/27/2019 Basic Concepts of Consumer Behaviour
24/25
7/27/2019 Basic Concepts of Consumer Behaviour
25/25
Examples of Major Sub-cultural Categories
CATEGORIES EXAMPLES
Nationality Greek, Italian, Russian
Religion Catholic, Hindu, Mormon
Geographic region Eastern, Southern, Southwestern
Race African American, Asian, Caucasian
Age Teenagers, Xers, elderly
Gender
Female, maleOccupation Bus driver, cook, scientist
Social class Lower, middle, upper