20428990-Consumer-behavior-ppt

Consumer Behaviour: 

Consumer Behaviour

Based on concepts from : 

Based on concepts from Psychology Sociology Anthropology Marketing Economics

Why do we need to study Consumer Behaviour? : 

Why do we need to study Consumer Behaviour? Because no longer can we take the customer/consumer for granted.

Failure rates of new products introduced: 

Failure rates of new products introduced Out of 11000 new products introduced by 77 companies, only 56% are present 5 years later. Only 8% of new product concepts offered by 112 leading companies reached the market. Out of that 83% failed to meet marketing objectives.

PowerPoint Presentation: 

All managers must become astute analysts of consumer motivation and behaviour

Can Marketing be standardised?: 

Can Marketing be standardised? No. Because cross - cultural styles, habits, tastes, prevents such standardisation.

Unless Managements act: 

Unless Managements act The more successful a firm has been in the past, the more likely is it to fail in the future.

Why? : 

Why? Because people tend to repeat behaviour for which they have been rewarded.

Language Problems: 

Language Problems “Please leave your values at the desk” - Paris hotel “Drop your trousers here for best results” - Bangkok laundry “The manager has personally passed all water served here” - Acapulco restaurant “Because of the impropriety of entertaining guests of the opposite sex in the bedroom, it is suggested that the lobby be used for the purpose.” - Zurich hotel Ladies are requested not to have children in the bar.”- Norway bar

“Come alive with Pepsi” : 

“Come alive with Pepsi” “Come alive out of the grave” - Germany “Pepsi brings your ancestors back from the grave” - China

Buyer Behaviour: 

Buyer Behaviour

Marketing Stimuli: 

Marketing Stimuli

Other Stimuli: 

Other Stimuli

Buyer characteristics: 

Buyer characteristics Cultural Social Personal Psychological

Buyer’s Decision Process : 

Buyer’s Decision Process Problem Recognition Information Search Evaluation of Alternatives Purchase Decision Consumption Postpurchase behaviour

Buyer’s Decision: 

Buyer’s Decision Product Choice Brand Choice Dealer Choice Purchase Timing Purchase Amount

Cultural factors : 

Cultural factors Culture Sub - culture Social Class

Social factors: 

Social factors Reference Groups Family Roles and Status

Personal Factors: 

Personal Factors Family Life Cycle Occupation and Economic circumstances Lifestyle Personality and self - concept

Psychological Factors: 

Psychological Factors Motivation Perception Learning Beliefs and Attitudes

Buying Roles : 

Buying Roles Initiator Influencer Decider Buyer User

Buying Behaviour : 

Buying Behaviour Complex Dissonance - Reducing Habitual Variety seeking

Buying Process: 

Buying Process Problem Recognition Information Search Evaluation Alternatives Purchase Decision

Post - Purchase Behaviour: 

Post - Purchase Behaviour Satisfaction Actions Use and Disposal