Pre-purchase behavior for FMCG
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Transcript of Pre-purchase behavior for FMCG
FMCG PRODUCTS
Submitted By:Group 5Shruti GuptaKaruna MiglaniParshant GuptaAnurag NairPardeep JindalRinky Sachdeva
PRE-PURCHASE CONSUMER BEHAVIOUR
ROLE OF DEMOGRAPHIC VARIABLESDemographic variables influence the consumer decision making process for low involvement products.
Age
• Younger customers are more interested in preferring new products and seek greater information before purchasing.• With Growing age people gather more experiences and knowledge which makes them reluctant to switch. I.e. they are more
brand loyal
Gender• Female play the role of purchasing agents and engage in larger responsibility in the purchasing decisions
Income level
• Higher income groups generally have higher purchase involvement and resources to experiment with new brands• Lower income groups gather less info in purchasing decision
Occupation
• Working people see purchasing less associated with their role in the family and thus are less involved as compared to non-working like housewives
Attractive packaging & Stylish design:The packaging of product plays a critical role in
attracting customers. Product which is packaged attractively and has stylish design attracts more eyeballs and make consumers buy that product.
Schemes:Various kinds of schemes and offers available with products like, ‘buy one get one free’, also influence
the customers in buying a particular product.
Composition:People prefer products keeping in mind the composition and ingredients of product. For instance: If a consumer prefers a particular
ingredient he tends to make his buying decision accordingly.
Seasonal availability of popular brandsThis factor combines seasonal change, availability
and product’s popularity. Consumers prefer buying popular brands and change their preferences with
seasons. Availability is also an important factor.
FMCG Products
ROLE OF SECONDARY FACTORS THAT INFLUENCE CONSUMER BEHAVIOR
CONSUMER DISSATISFACTION DURING PRE PURCHASE
Factors explaining the
consumer dissatisfaction
during pre purchase
Lack of information
regarding the products
Difficulty in judging the
value of optional
product features Difficulty evaluating the performance qualities of
various brands
• Consumers seek to depict themselves their brand choices-they tend to approach products with images that could enhance their self-concept and avoid those products that do not
• Cosmetics offer consumers the opportunity to modify their appearance and thereby to alter their selves
Self-images and
Product-images
RELATIONSHIP BETWEEN PERSONALITY AND COSMETICS CONSUMER BEHAVIOR
Consumers are of the opinion that usage of
cosmetics reflects their personality
They feel that they will be more appreciated in their group when they
use cosmetics
As per consumers, cosmetics reflect their
self- image
As cosmetics are personality altering products, it is basics for companies to understand the formation of personality and alteration of personality amongst consumers
RELATION BETWEEN PACKAGING AND CONSUMER BEHAVIOR
Packaging is a important element for studying pre purchase consumer behavior
Properly Delivered Information on packaging generated strong impact on consumer
Attractive packing generates consumer attention by breaking through the competitive disorder
People of different gender and income perceives packaging in different ways.
ADVERTISEMENTS ROLE ON PRE-PURCHASE BUYING BEHAVIOUR AMONG CUSTOMERS
Directional advertising is designed to help potential buyers to locate interesting information. Advertising placed in a more credible medium such as a newspaper are perceived as more
informative, reliable, and believable while advertising placed in a less credible medium like TV is considered to be less informative during the pre-purchase
Advertisement increases the sales &
brand image
Advertisement gives product information &
exploits public and women flock
Consumers opinion in rural & urban have the
same opinion or attitude towards
advertisements on pre purchase except price
hike