Mm aug 2014 day 5
-
Upload
naveen-b-naik -
Category
Economy & Finance
-
view
79 -
download
3
Transcript of Mm aug 2014 day 5
![Page 1: Mm aug 2014 day 5](https://reader033.fdocuments.us/reader033/viewer/2022052706/58f086921a28ab94538b466d/html5/thumbnails/1.jpg)
Marketing – Module 2
![Page 2: Mm aug 2014 day 5](https://reader033.fdocuments.us/reader033/viewer/2022052706/58f086921a28ab94538b466d/html5/thumbnails/2.jpg)
![Page 3: Mm aug 2014 day 5](https://reader033.fdocuments.us/reader033/viewer/2022052706/58f086921a28ab94538b466d/html5/thumbnails/3.jpg)
![Page 4: Mm aug 2014 day 5](https://reader033.fdocuments.us/reader033/viewer/2022052706/58f086921a28ab94538b466d/html5/thumbnails/4.jpg)
![Page 5: Mm aug 2014 day 5](https://reader033.fdocuments.us/reader033/viewer/2022052706/58f086921a28ab94538b466d/html5/thumbnails/5.jpg)
![Page 6: Mm aug 2014 day 5](https://reader033.fdocuments.us/reader033/viewer/2022052706/58f086921a28ab94538b466d/html5/thumbnails/6.jpg)
![Page 7: Mm aug 2014 day 5](https://reader033.fdocuments.us/reader033/viewer/2022052706/58f086921a28ab94538b466d/html5/thumbnails/7.jpg)
![Page 8: Mm aug 2014 day 5](https://reader033.fdocuments.us/reader033/viewer/2022052706/58f086921a28ab94538b466d/html5/thumbnails/8.jpg)
![Page 9: Mm aug 2014 day 5](https://reader033.fdocuments.us/reader033/viewer/2022052706/58f086921a28ab94538b466d/html5/thumbnails/9.jpg)
Consumer Behaviour
• Flying Machine
• Study of how individuals, groups and organizations select, buy, use & dispose of goods, services, ideas or experiences to satisfy their needs and wants
• Factors – Cultural, Social and Personal
![Page 10: Mm aug 2014 day 5](https://reader033.fdocuments.us/reader033/viewer/2022052706/58f086921a28ab94538b466d/html5/thumbnails/10.jpg)
Cultural Factor
• Fundamental determinant of a person’s want and behaviour
• Child in US• Child in India• Subculture• Social Stratification
![Page 11: Mm aug 2014 day 5](https://reader033.fdocuments.us/reader033/viewer/2022052706/58f086921a28ab94538b466d/html5/thumbnails/11.jpg)
Socio – Economic Classification
![Page 12: Mm aug 2014 day 5](https://reader033.fdocuments.us/reader033/viewer/2022052706/58f086921a28ab94538b466d/html5/thumbnails/12.jpg)
![Page 13: Mm aug 2014 day 5](https://reader033.fdocuments.us/reader033/viewer/2022052706/58f086921a28ab94538b466d/html5/thumbnails/13.jpg)
![Page 14: Mm aug 2014 day 5](https://reader033.fdocuments.us/reader033/viewer/2022052706/58f086921a28ab94538b466d/html5/thumbnails/14.jpg)
![Page 15: Mm aug 2014 day 5](https://reader033.fdocuments.us/reader033/viewer/2022052706/58f086921a28ab94538b466d/html5/thumbnails/15.jpg)
![Page 16: Mm aug 2014 day 5](https://reader033.fdocuments.us/reader033/viewer/2022052706/58f086921a28ab94538b466d/html5/thumbnails/16.jpg)
![Page 17: Mm aug 2014 day 5](https://reader033.fdocuments.us/reader033/viewer/2022052706/58f086921a28ab94538b466d/html5/thumbnails/17.jpg)
Social Factor
• Reference Groups– Membership Groups– Primary Groups– Secondary Groups– Aspirational Groups– Dissociative Groups
• Expose individuals to new behaviors and lifestyles• They Influence attitudes and self concept• Create Pressure for conformity • Opinion Leader
![Page 18: Mm aug 2014 day 5](https://reader033.fdocuments.us/reader033/viewer/2022052706/58f086921a28ab94538b466d/html5/thumbnails/18.jpg)
Social Factor
• Family– Family of Orientation
• Parents and Siblings• Orientation towards religion, politics and Economics and a
sense of personal ambition– Family of Procreation
• Spouse and children• Husband wife joint decision making• Increase in the amount of rupee spent• The direct and indirect influence wielded by children
• Roles and Status
![Page 19: Mm aug 2014 day 5](https://reader033.fdocuments.us/reader033/viewer/2022052706/58f086921a28ab94538b466d/html5/thumbnails/19.jpg)
Personal Factor
• Age and Stage in the life cycle– Taste in food, clothing and recreation is directly
related to our age– Consumption is shaped by the family life cycle– Critical Life Events or Transitions– Psychological Life-Cycle
• Occupation and Economic Circumstances– Recession
![Page 20: Mm aug 2014 day 5](https://reader033.fdocuments.us/reader033/viewer/2022052706/58f086921a28ab94538b466d/html5/thumbnails/20.jpg)
Personal Factor
• Personality and Self-Concept– Brand Personality– Aaker
• Sincerity• Excitement• Competence• Sophistication• Ruggeddness
• Lifestyles and Values
![Page 21: Mm aug 2014 day 5](https://reader033.fdocuments.us/reader033/viewer/2022052706/58f086921a28ab94538b466d/html5/thumbnails/21.jpg)
Key Psychological Process
![Page 22: Mm aug 2014 day 5](https://reader033.fdocuments.us/reader033/viewer/2022052706/58f086921a28ab94538b466d/html5/thumbnails/22.jpg)
Motivation
• Freud’s Theory
• Maslow’s Theory
• Herzberg’s Theory
![Page 23: Mm aug 2014 day 5](https://reader033.fdocuments.us/reader033/viewer/2022052706/58f086921a28ab94538b466d/html5/thumbnails/23.jpg)
Perception
• Selective Attention
• Selective Distortion
• Selective Retention
![Page 24: Mm aug 2014 day 5](https://reader033.fdocuments.us/reader033/viewer/2022052706/58f086921a28ab94538b466d/html5/thumbnails/24.jpg)
Learning
• Drive – Strong Internal Stimulus impelling action
• Cues – minor stimuli that determine when, where and how a person responds
• Discrimination – Differences in sets of similar stimuli and can adjust our responses accordingly
![Page 25: Mm aug 2014 day 5](https://reader033.fdocuments.us/reader033/viewer/2022052706/58f086921a28ab94538b466d/html5/thumbnails/25.jpg)
EMOTIONS and MEMORY
• STM
• LTM
![Page 26: Mm aug 2014 day 5](https://reader033.fdocuments.us/reader033/viewer/2022052706/58f086921a28ab94538b466d/html5/thumbnails/26.jpg)
Consumer Buying Process
![Page 27: Mm aug 2014 day 5](https://reader033.fdocuments.us/reader033/viewer/2022052706/58f086921a28ab94538b466d/html5/thumbnails/27.jpg)
Problem Recognition
• Internal Stimulus
• External Stimulus
![Page 28: Mm aug 2014 day 5](https://reader033.fdocuments.us/reader033/viewer/2022052706/58f086921a28ab94538b466d/html5/thumbnails/28.jpg)
Information Search
• Information Sources
• Search Dynamics– Total Set– Awareness Set– Consideration Set– Choice set– Decision
![Page 29: Mm aug 2014 day 5](https://reader033.fdocuments.us/reader033/viewer/2022052706/58f086921a28ab94538b466d/html5/thumbnails/29.jpg)
Evaluation of Alternatives
• Attributes
• Beliefs and Attitudes
• Expectancy Value Model
![Page 30: Mm aug 2014 day 5](https://reader033.fdocuments.us/reader033/viewer/2022052706/58f086921a28ab94538b466d/html5/thumbnails/30.jpg)
Purchase Decision• Heuristics
– Conjunctive Heuristics– Lexicogrpahic Heuristics– Elimination-by-aspects Heuristics
• Intervening Factors– Attitude of others– Unanticipated Situational Factors
• Functional Risk• Physical Risk• Financial Risk• Social Risk• Psychological Risk• Time Risk
![Page 31: Mm aug 2014 day 5](https://reader033.fdocuments.us/reader033/viewer/2022052706/58f086921a28ab94538b466d/html5/thumbnails/31.jpg)
Post Purchase Behaviour
• PP Satisfaction
• PP Actions
• PP Uses and Disposal
![Page 32: Mm aug 2014 day 5](https://reader033.fdocuments.us/reader033/viewer/2022052706/58f086921a28ab94538b466d/html5/thumbnails/32.jpg)
Types of Consumer Buying Decisions
TYPES OF CONSUMER BUYING DECISIONS
DIFFERENCE BETWEEN BRANDS
HIGH INVOLVEMENT LOW INVOLVEMENT
VERY SIGNIFICANT COMPLEX BUYING BEHAVIOUR
VERIETY / NOVELTY SEEKING BEHAVIOUR
NO SIGNIFICANCEDISSONANCE
REDUCING BEHAVIOUR
HABITUAL BUYING BEHAVIOUR
![Page 33: Mm aug 2014 day 5](https://reader033.fdocuments.us/reader033/viewer/2022052706/58f086921a28ab94538b466d/html5/thumbnails/33.jpg)
Organizational Buying vs Household Buying
• Fewer, Larger Buys• Close Supplier Customer Relationship• Professional Purchasing• Multiple Buying Influencers• Multiple Sales Calls• Derived Demand• Inelastic Demand• Fluctuating Demand – Bull Whip Effect• Geographically Concentrated Buyers• Direct Purchases
![Page 34: Mm aug 2014 day 5](https://reader033.fdocuments.us/reader033/viewer/2022052706/58f086921a28ab94538b466d/html5/thumbnails/34.jpg)
Buying Situations
• Straight Rebuy
• Modified Rebuy
• New Task
![Page 35: Mm aug 2014 day 5](https://reader033.fdocuments.us/reader033/viewer/2022052706/58f086921a28ab94538b466d/html5/thumbnails/35.jpg)
Buying Roles
• Initiators• Users• Influencers• Deciders• Approvers• Buyers• Gatekeepers
![Page 36: Mm aug 2014 day 5](https://reader033.fdocuments.us/reader033/viewer/2022052706/58f086921a28ab94538b466d/html5/thumbnails/36.jpg)
Buying Motives• Product Buying Motives
– Emotional Product Buying Motives• Pride, Imitation, Affection, Comfort, Attraction, Ambition, Distinction,
Recreation, Habit – Rational Product Buying Motives
• Safety, Economy, Low Price, Suitability, Quality, Durability, Convenience
• Patronage Buying Motives– Emotional Patronage Buying Motives
• Appearance, Display, Recommendation, Imitation, Prestige, Habit– Rational Patronage Buying Motives
• Convenience, Price, Credit, Services, Efficiency, Choice, Relationship, Reputation
![Page 37: Mm aug 2014 day 5](https://reader033.fdocuments.us/reader033/viewer/2022052706/58f086921a28ab94538b466d/html5/thumbnails/37.jpg)
LA FIN