PPT of Consumer Behaviou

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Lesson 2 Slide 1

SMT. KAMALA MEHTA COLLEGE OF COMMERCE

Subject

‘‘Services Sector Management’’

Project Report On

‘‘Consumer Behaviour’’

Project Guidedprof. Prashant Sir

Academic Year 2010



Lesson 2 Slide 3

We the student of t.Y.BMS of SMT.Kamala

Mehta of College of Commerce andManagement here by submit our

project onConsumer behaviour

We also declare that this project whichhas been the partial fulfillment of the

requirement for the degree of t.Y.BMSof The Mumbai University has been the

result of our

Own result



Lesson 2 Slide 4

allotted to us. We would like to thank Professor, the coordinator for theirValuable suggestion and guidance. I

alsoWould like to thank Prof. Prashant SirWithout the help of these people the

project would not be possible

It give immense pleasure to presentthis

Project in the course of S.Y.BMS and wealsoWould like to share the credit with

Prof. Prashant Sir for his valuable tips

In the completion of this project and



Lesson 2 Slide 5

CERTIFICATE OF MERIT

This page is to certify that we. student of “SMT. Kamala

Mehta College of Commerce” Our Group has

Successfully completed project on consumerbehaviour

completion of bachelor degree in t.Y.BMS

Co – ordinate project guideprincipal



Consumer Buying

Behavior



Learning Objectives

• Understand the major factors influencing

consumer behavior

• Know and recognize the types of buying

decision behavior

• Understand the stages in the buying

decision process



Consumer Market

Consists of all the individuals

and households who buy or

acquire goods and services for personal consumption.



Consumer Buying Decision Process

Problem

Recognition

Information

Search

Evaluation of

Alternatives

PurchaseDecision

Post-PurchaseEvaluation



Types of Buying Behavior

• Routine Response

• Limited Decision

• Extension Decision

• Impulse Buying



Factors Influencing

Consumer Behavior • Personal

• Psychological• Social

• Cultural



Personal Factors

• Age

• Life-Cycle Stage



Personal Factors

• Age

• Life-Cycle Stage

• Occupation

• Economic Circumstances

• Life Style



Psychological Factors

• “Wants” –Based on a want or desire to have

something. Not a necessity.



Functional Factors

• “Needs” –Need over wants. Delivers to a real

“need” to have something.




Motivation:

–Freud

• Id• Ego

• Super Ego

– Maslow

• Hierarchy of Needs




• Motivation

• Perception

• LearningLearning – Changes in an individual’s behavior

arising form experience



Social Class

Relatively homogenous, enduring

divisions in a society, hierarchicallyordered with members sharing similar

values, interests, and behaviors.



Group Influences

Public Luxuries

Golf Clubs

Snow Skis

Sail Boat

Private Luxuries

TV Video Games

Ice Makers

Trash Compactors

Public NecessitiesWrist Watch

Automobiles

Dress Clothes

PrivateNecessities

Mattresses

Floor Lamps

Strong Weak

Strong

Weak

Brand ChoiceP r o d u c t Ch

oi c e



Culture & Subcultures

• Cultures

– The accumulation of values, knowledge, beliefs,

customs, objects, and concepts that a society uses to

cope with its environment

• Subcultures

– Groups of individuals who have similar value and

behavior patterns within the group but differ from

those in other groups.



Adoption Process

1. Awareness

2. Interest

3. Evaluation4. Trial

5. Decision

6. Confirmation



Need Recognition

Preferred State

Marketing helps

consumers recognize (or

create) an imbalance

between present statusand preferred state

• When a current product isn’t

performing properly

• When the consumer is runningout of an product

• When another product seems

superior to the one currently used



The information search stage

An internal search involves the scanning

of one's memory to recall previous experiences

or knowledge concerning solutions to the

problem-- often sufficient for frequently

purchased products.

An external search may be necessary

when past experience or knowledge is

insufficient, the risk of making a wrong purchase

decision is high, and/or the cost of gathering

information is low.

Personal sources

(friends and family)

Public sources (rating

services like Consumer

Reports)

Marketer-dominated

sources (advertising or sales people)

The evoked set: a group of

brands from which the buyer can

choose



Examples of Buying Motives:

Psychological or Functional?• A senior wants to impress his date at

the prom .

His primary motive is …?

Psychological




Psychological or Functional?• A girl wants to remember her grandmother

on her birthday.

Her primary motive is…?

Psychological




Psychological or Functional?• A homemaker needs a new washing

machine and has had good experiences

with Sears.

Her primary motive is …?

Functional




Psychological or Functional?• A teacher wants to buy a practical car to

be used for family transportation.

Her/His primary motive is …?

Functional




Psychological or Functional?• A career woman always buys Liz

Claiborne clothes.

Her primary motive is…?

Psychological

http://www.lizclaiborne.com/product/index.jsp?productId=2179527&cp=1986587.1988213&parentPage=family




Psychological or Functional?• A homeowner needs to mow their lawn.

Their primary motive is…?

Functional



Learning Objectives--

Reviewed• Understand the major factors influencing

consumer behavior

• Know and recognize the types of buying

decision behavior

• Understand the stages in the buying

decision process



Consumer BuyingBehavior

PPT of Consumer Behaviou

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