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Out of Spectacles, Out of wits- New mantra of Consumer purchase
decision and Marketing strategy
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You do not, as you may have thought, consciously select abrand to purchase. Instead, your unconscious mind, thatinner, deeper portion that comprises about 90% of yourbrainpower, figures out what brand you should purchase,then sends its message to your conscious mind. There, wherethe words are spoken, you order or pick up a specific brand . .. Empowered by that simple fact, you begin to understandwhy marketing works the way it does.
- Jay Conrad Levinson, Guerrilla Marketing (1998)
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Introduction:
1.Marketing is about messages: the things wepromise to consumers in exchange for their decisionto purchase our products
2.Marketing strategy concerns what you say, whyyou say it, when and where you say it, as well as how
you say it.
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Purpose of the study:The purpose of this article is to analyze the
importance of consumer purchase decision andmarketing strategy and recommend how companies
can try to better understand its customers and toretain them.
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Consumer behaviour (CB)
Purchasing, use and disposal of products
The importance of consumer behaviour (CB) to marketers understand and predict purchasing behaviour needs and need satisfaction
product design
Consumer s Purchase theory- have full information make comparisons are rational
have limited resources to satisfy limitless needs want to maximize satisfaction
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Specific
Contacts
Consumer
Massivemedia
Purchase
Purchasing process of consumer
Way to purchase product
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Marketing strateyProblem recognition
Information Search
Alternative Evaluation
Purchase Decision
P
ost-P
urchase Behavior
Consumer purchasedecision process
Stimulus
Problem awareness
Information search
Evaluation of alternatives
Purchase
Post purchase behavior
Outcomes
IndividualsFirms
Society
Consumer Purchase decision, Marketing strategy
andCompanies growth
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Consumer Purchasing making process
Stimulus ProblemAwareness
InformationSearch
Evaluation ofalternatives
Purchase
Post PurchaseBehaviour
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Marketing Strategy Based on Consumer purchasedecision making process
ProblemRecognition Information
Search
AlternateEvaluation
PurchaseDecision
Post PurchaseBehaviour
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Finding Out Customers Expectations
Usingcomplaintsstrategically
LoyaltyCards
Researchingwhat
customerswant in
product
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Conclusion:
1.Marketing strategy on consumer purchase decisionhas evolved from customer satisfaction to the creationof values for the customer and the betterment of theproduct.
2.Issuing loyalty cards can also help in understandingconsumer behaviour
3.Database can be used to create a new marketing mixstrategy in terms of the right product at the right pricethrough the right channels and promoted in the right
way.
4.Specially design the blogs to help communicate thedetail product message to shoppers.
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