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Premium member Presentation Transcript Consumerism in India : © Copyright 2010 Anupam Kumar 1 Consumerism in India Authored By: Anupam Kumar Reader, SMS Varanasi Email: anupamkr@gmail.com Marketing Concept : © Copyright 2010 Anupam Kumar 2 Marketing Concept Marketing Concept came into being with marketers realized that they would be able to sell more if they knew what was required by the consumers. Marketers could now understand the factors which would lead to a particular behaviour. Factors : © Copyright 2010 Anupam Kumar 3 Factors Psychological Factors Personality Motivation Perception Attitude Learning Socio-Cultural Factors Family Reference Group Social Class Culture Sub Culture Psychological Factors : © Copyright 2010 Anupam Kumar 4 Psychological Factors Personality Freudian theory Unconscious needs or drives are at the heart of human motivation Neo-Freudian personality theory Social relationships are fundamental to the formation and development of personality Trait theory Quantitative approach to personality as a set of psychological traits Psychological Factors : © Copyright 2010 Anupam Kumar 5 Psychological Factors Motivation Motivation refers to an activated state within a person that leads to goal-directed behavior. It is an inner drive that reflects goal-directed arousal. In a consumer behavior context, the results is a desire for a product, service, or experience. It consists of the drives, urges, wishes, or desires that initiate the sequence of events leading to a behavior. It begins with the recognition of a need….. Psychological Factors : © Copyright 2010 Anupam Kumar 6 Psychological Factors Perception The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world How we see the world around us Psychological Factors : © Copyright 2010 Anupam Kumar 7 Psychological Factors Attitude A learned predisposition to behave in a consistently favorable or unfavorable manner with respect to a given object. A persons attitude towards an object is a function of the strength of each of the beliefs the person holds about the various aspects of the object and the evaluation he gives to each belief as it relates to the object. Psychological Factors : © Copyright 2010 Anupam Kumar 8 Psychological Factors Learning Learning refers to any change in the content or organisation of long-term memory and/or behaviour Learning are the changes in an individual’s behavior arising from experience A process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior Socio-Cultural Factors : © Copyright 2010 Anupam Kumar 9 Socio-Cultural Factors Social Class & Reference Group These can be formed through various means of perception building, attitude formation and gradual learning process. These could be formed to the advantage of the marketer. Socio-Cultural Factors : © Copyright 2010 Anupam Kumar 10 Socio-Cultural Factors Culture & Sub Culture There are certain checks & controls which come into play due to Culture & Sub Culture. Marketers learn to effectively use parts of culture & subculture to their advantage. These aspects also help marketers gauge damage control in case of consumer displeasure. Socio-Cultural Factors : © Copyright 2010 Anupam Kumar 11 Socio-Cultural Factors Family These are the biggest challenge before the marketers. With the changing family demographics the marketers are getting an edge even in this aspect. Other Factors : © Copyright 2010 Anupam Kumar 12 Other Factors Monopoly and Oligopoly exists in countries like India. People are weary of the Legal and Judicial System. Consumers are thus susceptible to manipulations. These gave birth to Consumerism. Consumerism and Consumer Movement was born to counter the influences and dangers of manipulation that were posed by unscrupulous marketers. Stakeholders in Consumerism : © Copyright 2010 Anupam Kumar 13 Stakeholders in Consumerism Consumers Business Enterprises or Industry Government Consumer Groups in India : © Copyright 2010 Anupam Kumar 14 Consumer Groups in India Voluntary Organization in Interest of Consumer Education (VOICE) Consumer Care Society Bombay Telephone Users' Association Citizen consumer and Civic Action Group (CAG) Grahak Sahayak Consumer Guidance Society of India All India Chamber of Consumers (AICOC) Consumer Coordination Council Akhil Bhartiya Upbhokta Congress Consumer Unity and Trust Society Consumer Rights Education & Awareness Trust (CREAT) Rajkot Saher/Jilla Grahak Suraksha Mandal Upbhokta Sanrakchhan & Kalyan Samiti Upbhokta Margdarshan Samiti "UMAS" Evolution of Pollution Man – Consumer Group Initiative : © Copyright 2010 Anupam Kumar 15 Evolution of Pollution Man – Consumer Group Initiative Anti Cigarette Campaigns – Consumer Group & Govt. Initiative : © Copyright 2010 Anupam Kumar 16 Anti Cigarette Campaigns – Consumer Group & Govt. Initiative ASCI – Industry Initiative : © Copyright 2010 Anupam Kumar 17 ASCI – Industry Initiative Advertising Standards Council of India (ASCI) (1985) has adopted a Code for Self-Regulation in Advertising. It is a commitment to honest advertising and to fair competition in the market-place. It stands for the protection of the legitimate interests of consumers and all concerned with advertising - advertisers, media, advertising agencies and others who help in the creation or placement of advertisements. Fewer false, misleading claims Fewer unfair advertisements Increasing respectability Good Knight - ASCI Rulings : © Copyright 2010 Anupam Kumar 18 Good Knight - ASCI Rulings Godrej Sara Lee Ltd(*) (Good Knight Aerosol) Chutti TV “Aerosol as a fragrant and the actors are inhaling it”. This is highly objectionable as one must not inhale a pesticide even if it is safe. The cannister for the aerosol resembles that of `Hit’ spray for cockroaches and other pests. These insecticides are far more dangerous and should not be inhaled directly. Reliance Mobile - ASCI : © Copyright 2010 Anupam Kumar 19 Reliance Mobile - ASCI Reliance Communications Ltd(*) (Reliance CDMA) Cartwheel Creative Consultancy “all calls made on the net (Reliance to Reliance) are unlimited”. the unlimited calls are restricted to a Fair Usage cap of 2700 minutes that are applicable to the On-net calling to prevent any abuse due to commercial use. Bajaj Allianz – ASCI Ruling : © Copyright 2010 Anupam Kumar 20 Bajaj Allianz – ASCI Ruling Bajaj Allianz Life Insurance Co Ltd (Bajaj Allianz Shield Plus) Bajaj Allianz makes a comparison with a Fixed Deposit in any Bank, in a taunting and indecent manner, as if Fixed Deposit has no merits for a client and is not worth. This is not correct since the Fixed deposit done for a period of 5 years and above qualify for Income tax benefit under section 80 (C) Government (RBI) Initiative : © Copyright 2010 Anupam Kumar 21 Government (RBI) Initiative National Aids Control Organisation : © Copyright 2010 Anupam Kumar 22 National Aids Control Organisation Benefits of Consumerism : © Copyright 2010 Anupam Kumar 23 Benefits of Consumerism Consumer Education Consumer Groups can liaison between Government & Industry Product Research & Information to Consumer Inculcate Honesty, Responsiveness & Responsibility on to Manufacturers & Marketers. Move towards Societal Concept of Marketing US Consumer Rights : © Copyright 2010 Anupam Kumar 24 US Consumer Rights Right to Safety Right to be Informed Right to Choose Right to be Heard Right to Seek Redressal Right to Basic Needs Right to Consumer Education Bibliography : © Copyright 2010 Anupam Kumar 25 Bibliography Lindquist, Jay D. and Sirgy, M Joseph. Consumer Behaviour. New Delhi: Cenage Learning India Private Limited, 2009. Hawkins, Del I., Best, Roger J., Coney, Kenneth A. and Mookerjee, Amit. Consumer Behaviour: Building Marketing Strategy. Ninth Edition New Delhi: Tata McGraw-Hill Publishing Company Limited, 2007. Schiffman, Leon G. and Kanuk, Leslie L. Consumer Behaviour. Ninth Edition. New Delhi: Dorling Kindersley (India) Pvt. Ltd. Licenses of Pearson Education in South Asia, 2009. Loudon, David L. and Della Britta, Albert J. Consumer Behaviour. Fourth Edition. New Delhi: Tata McGraw-Hill Publishing Company Limited, 2002. Assael, Henry. Consumer Behaviour: A Strategic Approach. New Delhi: Biztantra, An Imprint of Dreamtech Press. By arrangement with Houghton Mifflin Co., USA, 2009. Khan, Martin. Consumer Behaviour. Second Edition. New Delhi: New Age International (P) Limited, 2004. Nair, Suja R. Consumer Behaviour in Indian Perspective. Mumbai: Himalya Publishing House, 2007. Kumar, S Ramesh. Consumer Behaviour and Branding: Concepts Reading and Cases. Noida: Dorling Kindersley (India) Pvt. Ltd. Licenses of Pearson Education in South Asia, 2009. Gupta, S.L. and Pal Sumitra. Consumer Behaviour: An Indian Perspective. New Delhi: Sultan Chand & Sons, 2001. Datta, Debraj and Datta Mahua. Consumer Behaviour & Advertising Management. Delhi: Vrinda Publications (P) Ltd., 2009. Acknowledgements: wayofthewoo.blogspot.com; lung-cancer-blog.com; damncoolpics.blogspot.com; ascionline.org; nacoonline.org; worldthrumyeyes.wordpress.com; telecomtalk.info; brandpower.com; topnews.in National Aids Control Organisation; Reserve Bank of India, Reliance Telecom; Bajaj Allianz; Godrej Sara Lee, “ Good Knight”. For further details / comments : © Copyright 2010 Anupam Kumar 26 For further details / comments Contact: Anupam Kumar Reader, SMS Varanasi Email: anupamkr@gmail.com You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.
Consumerism anupamkr Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 1779 Category: Education License: All Rights Reserved Like it (0) Dislike it (1) Added: December 04, 2010 This Presentation is Public Favorites: 1 Presentation Description No description available. Comments Posting comment... Premium member Presentation Transcript Consumerism in India : © Copyright 2010 Anupam Kumar 1 Consumerism in India Authored By: Anupam Kumar Reader, SMS Varanasi Email: anupamkr@gmail.com Marketing Concept : © Copyright 2010 Anupam Kumar 2 Marketing Concept Marketing Concept came into being with marketers realized that they would be able to sell more if they knew what was required by the consumers. Marketers could now understand the factors which would lead to a particular behaviour. Factors : © Copyright 2010 Anupam Kumar 3 Factors Psychological Factors Personality Motivation Perception Attitude Learning Socio-Cultural Factors Family Reference Group Social Class Culture Sub Culture Psychological Factors : © Copyright 2010 Anupam Kumar 4 Psychological Factors Personality Freudian theory Unconscious needs or drives are at the heart of human motivation Neo-Freudian personality theory Social relationships are fundamental to the formation and development of personality Trait theory Quantitative approach to personality as a set of psychological traits Psychological Factors : © Copyright 2010 Anupam Kumar 5 Psychological Factors Motivation Motivation refers to an activated state within a person that leads to goal-directed behavior. It is an inner drive that reflects goal-directed arousal. In a consumer behavior context, the results is a desire for a product, service, or experience. It consists of the drives, urges, wishes, or desires that initiate the sequence of events leading to a behavior. It begins with the recognition of a need….. Psychological Factors : © Copyright 2010 Anupam Kumar 6 Psychological Factors Perception The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world How we see the world around us Psychological Factors : © Copyright 2010 Anupam Kumar 7 Psychological Factors Attitude A learned predisposition to behave in a consistently favorable or unfavorable manner with respect to a given object. A persons attitude towards an object is a function of the strength of each of the beliefs the person holds about the various aspects of the object and the evaluation he gives to each belief as it relates to the object. Psychological Factors : © Copyright 2010 Anupam Kumar 8 Psychological Factors Learning Learning refers to any change in the content or organisation of long-term memory and/or behaviour Learning are the changes in an individual’s behavior arising from experience A process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior Socio-Cultural Factors : © Copyright 2010 Anupam Kumar 9 Socio-Cultural Factors Social Class & Reference Group These can be formed through various means of perception building, attitude formation and gradual learning process. These could be formed to the advantage of the marketer. Socio-Cultural Factors : © Copyright 2010 Anupam Kumar 10 Socio-Cultural Factors Culture & Sub Culture There are certain checks & controls which come into play due to Culture & Sub Culture. Marketers learn to effectively use parts of culture & subculture to their advantage. These aspects also help marketers gauge damage control in case of consumer displeasure. Socio-Cultural Factors : © Copyright 2010 Anupam Kumar 11 Socio-Cultural Factors Family These are the biggest challenge before the marketers. With the changing family demographics the marketers are getting an edge even in this aspect. Other Factors : © Copyright 2010 Anupam Kumar 12 Other Factors Monopoly and Oligopoly exists in countries like India. People are weary of the Legal and Judicial System. Consumers are thus susceptible to manipulations. These gave birth to Consumerism. Consumerism and Consumer Movement was born to counter the influences and dangers of manipulation that were posed by unscrupulous marketers. Stakeholders in Consumerism : © Copyright 2010 Anupam Kumar 13 Stakeholders in Consumerism Consumers Business Enterprises or Industry Government Consumer Groups in India : © Copyright 2010 Anupam Kumar 14 Consumer Groups in India Voluntary Organization in Interest of Consumer Education (VOICE) Consumer Care Society Bombay Telephone Users' Association Citizen consumer and Civic Action Group (CAG) Grahak Sahayak Consumer Guidance Society of India All India Chamber of Consumers (AICOC) Consumer Coordination Council Akhil Bhartiya Upbhokta Congress Consumer Unity and Trust Society Consumer Rights Education & Awareness Trust (CREAT) Rajkot Saher/Jilla Grahak Suraksha Mandal Upbhokta Sanrakchhan & Kalyan Samiti Upbhokta Margdarshan Samiti "UMAS" Evolution of Pollution Man – Consumer Group Initiative : © Copyright 2010 Anupam Kumar 15 Evolution of Pollution Man – Consumer Group Initiative Anti Cigarette Campaigns – Consumer Group & Govt. Initiative : © Copyright 2010 Anupam Kumar 16 Anti Cigarette Campaigns – Consumer Group & Govt. Initiative ASCI – Industry Initiative : © Copyright 2010 Anupam Kumar 17 ASCI – Industry Initiative Advertising Standards Council of India (ASCI) (1985) has adopted a Code for Self-Regulation in Advertising. It is a commitment to honest advertising and to fair competition in the market-place. It stands for the protection of the legitimate interests of consumers and all concerned with advertising - advertisers, media, advertising agencies and others who help in the creation or placement of advertisements. Fewer false, misleading claims Fewer unfair advertisements Increasing respectability Good Knight - ASCI Rulings : © Copyright 2010 Anupam Kumar 18 Good Knight - ASCI Rulings Godrej Sara Lee Ltd(*) (Good Knight Aerosol) Chutti TV “Aerosol as a fragrant and the actors are inhaling it”. This is highly objectionable as one must not inhale a pesticide even if it is safe. The cannister for the aerosol resembles that of `Hit’ spray for cockroaches and other pests. These insecticides are far more dangerous and should not be inhaled directly. Reliance Mobile - ASCI : © Copyright 2010 Anupam Kumar 19 Reliance Mobile - ASCI Reliance Communications Ltd(*) (Reliance CDMA) Cartwheel Creative Consultancy “all calls made on the net (Reliance to Reliance) are unlimited”. the unlimited calls are restricted to a Fair Usage cap of 2700 minutes that are applicable to the On-net calling to prevent any abuse due to commercial use. Bajaj Allianz – ASCI Ruling : © Copyright 2010 Anupam Kumar 20 Bajaj Allianz – ASCI Ruling Bajaj Allianz Life Insurance Co Ltd (Bajaj Allianz Shield Plus) Bajaj Allianz makes a comparison with a Fixed Deposit in any Bank, in a taunting and indecent manner, as if Fixed Deposit has no merits for a client and is not worth. This is not correct since the Fixed deposit done for a period of 5 years and above qualify for Income tax benefit under section 80 (C) Government (RBI) Initiative : © Copyright 2010 Anupam Kumar 21 Government (RBI) Initiative National Aids Control Organisation : © Copyright 2010 Anupam Kumar 22 National Aids Control Organisation Benefits of Consumerism : © Copyright 2010 Anupam Kumar 23 Benefits of Consumerism Consumer Education Consumer Groups can liaison between Government & Industry Product Research & Information to Consumer Inculcate Honesty, Responsiveness & Responsibility on to Manufacturers & Marketers. Move towards Societal Concept of Marketing US Consumer Rights : © Copyright 2010 Anupam Kumar 24 US Consumer Rights Right to Safety Right to be Informed Right to Choose Right to be Heard Right to Seek Redressal Right to Basic Needs Right to Consumer Education Bibliography : © Copyright 2010 Anupam Kumar 25 Bibliography Lindquist, Jay D. and Sirgy, M Joseph. Consumer Behaviour. New Delhi: Cenage Learning India Private Limited, 2009. Hawkins, Del I., Best, Roger J., Coney, Kenneth A. and Mookerjee, Amit. Consumer Behaviour: Building Marketing Strategy. Ninth Edition New Delhi: Tata McGraw-Hill Publishing Company Limited, 2007. Schiffman, Leon G. and Kanuk, Leslie L. Consumer Behaviour. Ninth Edition. New Delhi: Dorling Kindersley (India) Pvt. Ltd. Licenses of Pearson Education in South Asia, 2009. Loudon, David L. and Della Britta, Albert J. Consumer Behaviour. Fourth Edition. New Delhi: Tata McGraw-Hill Publishing Company Limited, 2002. Assael, Henry. Consumer Behaviour: A Strategic Approach. New Delhi: Biztantra, An Imprint of Dreamtech Press. By arrangement with Houghton Mifflin Co., USA, 2009. Khan, Martin. Consumer Behaviour. Second Edition. New Delhi: New Age International (P) Limited, 2004. Nair, Suja R. Consumer Behaviour in Indian Perspective. Mumbai: Himalya Publishing House, 2007. Kumar, S Ramesh. Consumer Behaviour and Branding: Concepts Reading and Cases. Noida: Dorling Kindersley (India) Pvt. Ltd. Licenses of Pearson Education in South Asia, 2009. Gupta, S.L. and Pal Sumitra. Consumer Behaviour: An Indian Perspective. New Delhi: Sultan Chand & Sons, 2001. Datta, Debraj and Datta Mahua. Consumer Behaviour & Advertising Management. Delhi: Vrinda Publications (P) Ltd., 2009. Acknowledgements: wayofthewoo.blogspot.com; lung-cancer-blog.com; damncoolpics.blogspot.com; ascionline.org; nacoonline.org; worldthrumyeyes.wordpress.com; telecomtalk.info; brandpower.com; topnews.in National Aids Control Organisation; Reserve Bank of India, Reliance Telecom; Bajaj Allianz; Godrej Sara Lee, “ Good Knight”. For further details / comments : © Copyright 2010 Anupam Kumar 26 For further details / comments Contact: Anupam Kumar Reader, SMS Varanasi Email: anupamkr@gmail.com