consumer behaviour presentation by :- gaurav bhut
DESCRIPTION
ppt on Consumer behavior prepare by :- gaurav bhut a student of MBA in sunshine group of institution.TRANSCRIPT
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Gaurav BhutAnuj Kargathra
Dharmesh jithara
Ronak vakariya
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Consumer may be anyone who is engaged in evaluating, acquiring and using of services.
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Consumer behaviour can be define as the process whereby individuals decides whether, what, when, where, how and from whom to purchase goods or services.
Broader View of Consumer behaviour It encompasses all of the behaviour that
consumer displays in searching for, purchasing, using, evaluating and disposing of product and services.
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To emerge as a winner in highly competitive environment.
To implement properly the modern marketing concept in action.
To be able to predict consumer response in case of new services.
To develop data bank related to consumer behaviour and make it our completive edge.
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Consumer purchases are highly influence by two factors.
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Culture
The set of basic values, perceptions, wants and behavior by a member of society from family and other important institution
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Sub-Culture
A group of people with shared value system based on common life experiences and situation.
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Social Class
Relatively permanent and ordered divisions in a society whose members share similar values, interests and behavior.
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Reference groups
A person’s reference groups consists of all the groups that have a direct (face-to-face) or indirect influence on his/her attitudes or behavior.
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Family
Family members can strongly influence buyer behaviour. Marketers are interested in the roles, and influence of the husband, wife and children on the purchase of different products and services.
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Roles and Status
A role consists of the activities people are expected to perform according to persons around them
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Roles in buying process
InitiatorInfluencerDeciderBuyerUser
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Age and life cycle
Needs and consumption pattern of people vary with advancement in age
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Occupation
influence the behavior of individuals.
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Economic Situation
A person’s economic situation will affect product and service choice.
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Life Style
Lifestyle is an individual’s way or pattern of living which is reflected in his activities, interest and opinions.
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Motivation
Motive or (drive) A need that is sufficiently pressing to direct the person to seek satisfaction of the need.
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Perception
The process by which people select, organize and interpret information to from a meaningful picture of world.
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Learning
Changes in an individual’s behavior arising from experience.
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Beliefs
A descriptive thought or conviction that a person holds about something.
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Attitude
A person’s relatively consistent evaluation, feelings and tendencies towards an object or an idea.
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Consumer seek and rely more on information.
Consumer engage in greater post-purchase evolution and information seeking with services than with goods.
Consumers engage in more post-purchase evolution than pre-purchase.
Consumers perceive greater risks when buying services then when buying goods.
The consumers evoked set of alternative is smaller with services then with goods.
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Let us take service process as the drama ,where the service personnel are “actors” and customers are “audience”.
Service encounters as role performance. Expectation of customers, if not fulfilled may
lead to dissatisfaction. When the customer is co producer, if not
satisfied with the services may not complain. -due to attachment of human element. Customer compatibly and inability(online
booking).
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