Consumer Decision Behaviour
Course FacilitatorDr.C.DHARMARAJ
M.Com., MBA., M.Phil., MA., PGDCA., PGDMM., Ph.D.,
Assistant Professor(SG)School of Management
Karunya UniversityCoimbatore-611 114
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Unit 1 - OverviewIntroduction to Consumer Behavior
Importance of CB
Evolution of CB
Methods of studying CB
Underlying principles of CB
Consumer - driven marketing strategy
Conclusion to unit 1Dr.CD, KSM
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CONSUMER & CUSTOMERCONSUMER Is used to represent situation
where a product can be consumed. He is an end user of the product.
CUSTOMER Is used to deal with situations where the product cannot be directly consumed.
MARKETING Is the performance of business activities that direct the flow of goods and services from producer to ultimate consumers
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CONSUMER BEHAVIOUR-According to Ostrow and Smith have defined consumer behaviour as actions of consumers in the market place & the underlying motive for
those actions
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Consumer Behavior-Activities
Consuming (Using)
Disposing (Dispose of product Packaging / product remains)
Obtaining (purchasing)Decide to buy
Products consideredPlace to buy
Payment modeTransport
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Evolution of consumer behaviorManufacturing OrientationFrom Manufacturing to sellingManufacturer - Wholesaler – Agent-Retailer -
Consumer : Facilitating Organizations such as advertising, research firms, Financial institutions etc.,
Retail supply chainFrom selling to Marketing
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Cont……
Comprehensive Marketing
Marketing
Selling
Manufacturing
Consumer Focus
High
Low
Motivation research
Post - modernism
Positivism
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WHY STUDY CONSUMER BEHAVIOURConsumer is Supreme / KingConsumer do not always act / react in a same wayConsumer preferences are changingConsumer likes and dislikes should understandFor market segmentationIntroduction of new productImplementing the marketing conceptFor measure the customer loyalty to the product
Educates and protects consumers
Helps formulate public policyDR.CD, KSM
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Method of studying consumer behaviour
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Consumption research
Observation-Observing
behaviour in different situation
Interviews and SurveysExperimentati
on
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Underlying principles of consumer behaviour
The consumer is Sovereign / rulerThe consumer is GlobalConsumers are DifferentConsumer has RightsEvery one needs to understand consumers
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Consumer - driven marketing strategyMarket
analysis-Consumer, company,
Social, political,
Legal environment
Marketing mix
strategies-product,
Price, Place, Promotion
Implementation-In market
place
Market segmentatio
n –Geographic, demographic
, psychograph
ic
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