1. Consumer Behaviour
Dr.P.S DoMS, Unit II EAB
5/26/2018

2. Based on concepts from Psychology Sociology Anthropology Marketing
Economics
Dr.P.S DoMS, Unit II EAB
5/26/2018

3. Why do we need to study Consumer Behaviour?
Because no longer can we take the customer/consumer for granted.
Dr.P.S DoMS, Unit II EAB
5/26/2018

4. Failure rates of new products introduced
Out of new products introduced by 77 companies, only 56% are present 5 years later.
Only 8% of new product concepts offered by 112 leading companies reached the market. Out of that 83% failed to meet marketing objectives.
Dr.P.S DoMS, Unit II EAB
5/26/2018

5. All managers must become astute analysts of consumer motivation and behaviour
Dr.P.S DoMS, Unit II EAB
5/26/2018

6. Can Marketing be standardised?
No.
Because cross - cultural styles, habits, tastes, prevents such standardisation.
Dr.P.S DoMS, Unit II EAB
5/26/2018

7. Unless Managements act
The more successful a firm has been in the past, the more likely is it to fail in the future.
Dr.P.S DoMS, Unit II EAB
5/26/2018

8. Why?
Because people tend to repeat behaviour for which they have been rewarded.
Dr.P.S DoMS, Unit II EAB
5/26/2018

9. Buyer Behaviour
Dr.P.S DoMS, Unit II EAB
5/26/2018

10. Marketing Stimuli
Dr.P.S DoMS, Unit II EAB
5/26/2018

11. Other Stimuli
Dr.P.S DoMS, Unit II EAB
5/26/2018

12. Buyer characteristics
Cultural
Social
Personal
Psychological
Dr.P.S DoMS, Unit II EAB
5/26/2018

13. Buyer’s Decision Process
Problem Recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Consumption
Postpurchase behaviour
Dr.P.S DoMS, Unit II EAB
5/26/2018

14. Buyer’s Decision Product Choice Brand Choice Dealer Choice
Purchase Timing
Purchase Amount
Dr.P.S DoMS, Unit II EAB
5/26/2018

15. Cultural factors Culture Sub - culture Social Class
Dr.P.S DoMS, Unit II EAB
5/26/2018

16. Social factors Reference Groups Family Roles and Status
Dr.P.S DoMS, Unit II EAB
5/26/2018

17. Personal Factors Family Life Cycle
Occupation and Economic circumstances
Lifestyle
Personality and self - concept
Dr.P.S DoMS, Unit II EAB
5/26/2018

18. Psychological Factors
Motivation
Perception
Learning
Beliefs and Attitudes
Dr.P.S DoMS, Unit II EAB
5/26/2018

19. Buying Roles Initiator Influencer Decider Buyer User
Dr.P.S DoMS, Unit II EAB
5/26/2018

20. Buying Behaviour Complex Dissonance - Reducing Habitual
Variety seeking
Dr.P.S DoMS, Unit II EAB
5/26/2018

21. Buying Process Problem Recognition Information Search
Evaluation Alternatives
Purchase Decision
Dr.P.S DoMS, Unit II EAB
5/26/2018

22. Post - Purchase Behaviour
Satisfaction
Actions
Use and Disposal
Dr.P.S DoMS, Unit II EAB
5/26/2018