11 cb consumer decision making 2015

CONSUMER BEHAVIOR 2015 - Prof. Rajesh Satpathy

Culturalfactor

1. Culture2. Sub

Culture3. Social

Class

Social factor

1. Reference Group2. Family3. Role & Status

Personal factor

1. Age2. Occupation3. Economic

Condition4. Personality &

Self Concept

Psychological factor

1. Motivation2. Perception3. Learning4. Belief &

Attitude

“Determinants of CB”

CONSUMER BEHAVIOUR

“Determinants of CB”

>> Cultural Factors

Culture is the most basic fundamental determinant of a person’s want and behavior.

Today, we can see that a lot of importance to success and achievement, efficiency, pragmatism, material comfort, individualism and freedom unlike in USA.

Factors Influencing CDM

“Indian Culture”


Video: Nerolac Paints

“Sub-Culture”

Entry to India


Video: Asian Paints Pongal

Eg. Wonderful Milk by Amul

Leisure Time :

Now most of the couples are working and hence seeking more ways to increase leisure time to spend on holidaying.

They are interested in purchasing time saving appliances and services like:

Product: Washing Machine, Microwave Oven, Vacuum Cleaner, Grinder, Juicer, Dish Washer etc.

Services: Club Mahindra, SOTC, Cox & King for holidaying.


“Leisure Time”

Example:"Samsung Home Appliances...Tumse hai zindagi."

>> Social Class

Social Class also influences buying behaviour. Social classes shows distinct product and brand preferences in purchase decisions related to Clothing and Jewellery.

Eg. People purchasing dress materials from Kalamandir, Raymond Showroom, WLS, Weekender and Lee Showroom at Bhubaneswar and People purchasing from small retail outlets.

Same way People purchasing Jewellery from Lal Chand Jewellers, Khimji Dayabhai are different from those purchasing from Kanak Jewelers and the Local Jewelers.

“Social Class”

"Raymond the complete man."

Video: Tanishq Coversation

The social classes also differ in their media exposure, with higher social class consumers having greater exposure to Magazines and Newspaper, but lower class consumers read magazines, they tend to be romance, movie/ film based magazines.

So as “You” as a Marketing Manager must design an advertising layout suitable to the target social class.


>> Social Factor

Consumer Behaviour influenced by Social Factors…

i.e. Consumer’s reference group, family, Social role and status.


> Reference Group

A person reference groups are those that have a direct (face 2 face) or indirect influence on the person’s attitudes or behaviour.

Groups having direct influence on a person could comprise of people with whom the person interacts on a continuous basis, such as family, friends, neighbors and colleague.

Eg. Purchase of an Audio System, Computer, Mobile phones, Shoes, Deo-Spray, and Perfume and in service, option for going to a Gym, Restaurants and many other.


A reference group can influence the consumer by introducing him/her to new lifestyles by influencing the person’s attitudes and self concept, because he/she normally desires to “fit in”.

Further the group also creates pressure for conformity to group attitudes and behaviour that may affect the person’s actual product / brand choice.


> Family

Members of the buyer’s family can exercise a strong influence on the buyer behaviour. In a nuclear family either the husband is more dominant… sometimes the wife or equal influence.

Observations in most Cases:

Husband Dominant :Automobiles, Computer, Insurance Policies

Wife Dominant : Washing Machines, Kitchen appliances or Home Appliances

Equal Participation : Housing, Recreational activities, Entertainment.


Eg. If a couple are planning to purchase a car… the decision related to “when to buy” may be primarily by the husband… but regarding “what color” may be the wife or may be a joint decision.

So, it is the responsibility of the marketer to develop a marketing communication which may be directed differently at the influencing personality at the various stages of the buying process.


Thank You!!

11 cb consumer decision making 2015

Marketing

Transcript of 11 cb consumer decision making 2015