IMS - R1- Consumer Behaviour
Transcript of IMS - R1- Consumer Behaviour
-
7/31/2019 IMS - R1- Consumer Behaviour
1/20
-
7/31/2019 IMS - R1- Consumer Behaviour
2/20
Consumer Behavior
Consumer behavior - the actions a person takes
in purchasing and using products and services,
including the mental and social processesthat come before and after these actions.
-
7/31/2019 IMS - R1- Consumer Behaviour
3/20
Psychology Sociology
Anthropology
Marketing
Economics
Based on concepts from
-
7/31/2019 IMS - R1- Consumer Behaviour
4/20
Sociology Is the study ofsociety. A very broad
discipline its traditional focus have included socialstratification, social class, social mobility, religion,secularization.
Anthropology -- s the study of humanity. Who are the ancestors of modern Homo sapiens?
"What are humans' physical traits?
"How do humans behave?
"Why are there variations among different groups of
humans?"
http://en.wikipedia.org/wiki/Societyhttp://en.wikipedia.org/wiki/Social_stratificationhttp://en.wikipedia.org/wiki/Social_stratificationhttp://en.wikipedia.org/wiki/Social_classhttp://en.wikipedia.org/wiki/Social_mobilityhttp://en.wikipedia.org/wiki/Sociology_of_religionhttp://en.wikipedia.org/wiki/Secularisationhttp://en.wikipedia.org/wiki/Secularisationhttp://en.wikipedia.org/wiki/Sociology_of_religionhttp://en.wikipedia.org/wiki/Social_mobilityhttp://en.wikipedia.org/wiki/Social_classhttp://en.wikipedia.org/wiki/Social_stratificationhttp://en.wikipedia.org/wiki/Social_stratificationhttp://en.wikipedia.org/wiki/Society -
7/31/2019 IMS - R1- Consumer Behaviour
5/20
Marketing practice designed to influence
consumer behavior which influences the firm,
individual, & society
All marketing decisions and regulations are
based on assumptions about consumer
behavior
-
7/31/2019 IMS - R1- Consumer Behaviour
6/20
Out of 11000 new products introduced by 77companies, only 56% are present 5 yearslater.
Only 8% of new product concepts offered by112 leading companies reached the market.Out of that 83% failed to meet marketingobjectives.
-
7/31/2019 IMS - R1- Consumer Behaviour
7/20
NO.
Because cross - cultural styles, habits, tastes
prevents such standardization.
-
7/31/2019 IMS - R1- Consumer Behaviour
8/20
4Ps
Consumer
Psychology
MarketingEnvironment
Buyer
DecisionProcess
ConsumerCharacterist
ics
Buyer
Decision
-
7/31/2019 IMS - R1- Consumer Behaviour
9/20
Product Price Place Promotion
4 Ps
-
7/31/2019 IMS - R1- Consumer Behaviour
10/20
Economic Technological Political Cultural
MarketingEnvironment
-
7/31/2019 IMS - R1- Consumer Behaviour
11/20
Cultural Social
Personal
-
7/31/2019 IMS - R1- Consumer Behaviour
12/20
Culture Sub - culture
Social Class
-
7/31/2019 IMS - R1- Consumer Behaviour
13/20
Culture is the fundamental determinant of aperson wants and behavior honesty & integrity,respect &care for elders, hard work are typical of
Indian value system
Sub cultures include religions, racial groups, andgeographic regions
-
7/31/2019 IMS - R1- Consumer Behaviour
14/20
Social stratification: All human societies exhibit this traitwhich often takes the form of social classes.
Social Class are or
homogeneous which are hierarchically ordered In India.
They have distinct brand and product preferences.
Indian marketers use the SEC classification which
depends on a combination of education and occupationof the chief wage earner.
http://en.wikipedia.org/wiki/Societyhttp://en.wikipedia.org/wiki/Culturalhttp://en.wikipedia.org/wiki/Economic -
7/31/2019 IMS - R1- Consumer Behaviour
15/20
Reference Groups
Family
Roles
-
7/31/2019 IMS - R1- Consumer Behaviour
16/20
ReferenceGroups
OpinionLeaders
FamilyMembers
Social Influences onBuying Decisions
Consumer Characteristics social
-
7/31/2019 IMS - R1- Consumer Behaviour
17/20
Primary-family,friends,neighbours
-religious, professionalSecondary
Aspirational
ReferenceReferenceGroupsGroups
Direct Faceto face
Consumer Characteristics social
Indirect-No PersonalContact
Dissociative
Reference groups are people to whom an individual looks as a
basis for self-appraisal or as a source of personal standards.
-
7/31/2019 IMS - R1- Consumer Behaviour
18/20
Opinion leaders are individuals who
exert direct or indirect social influence
over others.
Opinion Leaders
-
7/31/2019 IMS - R1- Consumer Behaviour
19/20
Family Decision Making
Information Gatherer
Influencer
Decision Maker Purchaser
User
Consumer Characteristics social
Members assume different roles for different products
Mens clothes?
Breakfast cereal?Computer?
-
7/31/2019 IMS - R1- Consumer Behaviour
20/20
Initiator: the person who first suggests or thinks of the idea of buying aparticular product or service.
Influencer: a person whose views or advice carry weight in making the
final buying decision
Decider: the person who ultimately makes the final buying decision or any
part of it
Buyer: the person who makes the actual purchase
User: the person who consumes the product or service
Buying Roles
Other people often influence a consumers purchase
decision. The marketer needs to know which people are
involved in the buying decision and what role each person
plays, so that marketing strategies can also be aimed at
these people.
Consumer Characteristics social