CONSUMER BEHAVIOUR

PRESENTED BY:-

Aditi Pandya

Amit virpariya

Mukesh Jograna

Surjeet Kulhary

TABLE OF CONTENT

LEARNING

LEARNING THEORY

REFERENCE GROUP

TYPES OF REFERENCE GROUP

FAMILY INFLUENCE

EIGHT ROLES IN FAMILY INFLUENCE

LEARNING

Definition:-

knowledge acquired through study,

experience, or being taught.

Human learning may occur as part of

education, personal development, schooling,

or training.

Consumer Learning is a process, that is

continually evolves and changes as a result

of newly acquired knowledge or actual

experience.

LEARNING THEORY

Classical Conditioning Theory

Operant Conditioning Theory

Social Learning Theory

CLASSICAL CONDITIONING THEORY

There are mainly 3 steps:

1. Before Conditioning

2. During Conditioning

3. After Conditioning

For Example:

Axe Deodorants

OPERANT CONDITIONING THEORY

Also known as Voluntary or Learned theory

Positive response [reward] ------

More Frequently

Negative response [punishment] ------

Less Frequently

For Example:

Shampoo Comparison

SOCIAL LEARNING THEORY

Observation

Experience

Perception

There are four type of process:

1. Attention Process [buying a car]

2. Retention Process [visa power—sachin]

3. Motor Reproduction Process [farah khan in IPL]

4. Reinforcement Process [Rewards]

REFERENCE GROUP

Definition of Group:-

Two or more people who interact to

accomplish either individual or mutual goals.

Definition of Reference Group:-

A person or a group that serves as a point of

comparison or reference for an individual in the

formation of either general or specific values,

attitudes, or behavior.

TYPES REFERENCE GROUPS

Friendship Group,

Shopping Group,

Work Group,

Virtual Group,

Brand Communities,

Consumer action group

Celebrity Reference Group

The Experts

Spokes Characters

FRIENDSHIP GROUP

Informal Group,

Formal Group

SHOPPING GROUP

Like minded persons

Friends or Family

WORK GROUP

Peers,

Subordinates,

Superiors

VIRTUAL GROUP

Social Network

E- mails,

E- shopping

BRAND COMMUNITIES

Using same Brand

Its like Fan Club

CONSUMER ACTION GROUP

Supporting for common issue

Create Awareness

CELEBRITY REFERENCE GROUP

Target Segment

Fans Followers

THE EXPERTS

Expert in Specific Brand

For e.g: Sachin Tendulkar in Boost

SPOKES CHARACTERS

Fictional Person

Animated Cartoon

FAMILY INFLUENCE

Definition of Family:-

Family is defined as two or more person related

by blood, marriage, or adoption who reside

together.

Today in United States, 68 percent of the 111.3

million households are families.

Although families sometimes are referred to as

households, not all households are families.

EIGHT ROLES IN THE FAMILY DECISION MAKING PROCESS

ROLE: NAME: 1. Influencers 2. Gatekeepers 3. Deciders 4. Buyers 5. Preparers 6. Users 7. Maintainers 8. Disposers

ANY QUESTION