mktg-consumer behaviour

8/14/2019 Mktg-Consumer behaviour

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CONSUMER BEHAVIOUR


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The Most Important thing is toThe Most Important thing is to

forecast where customers are Moving,forecast where customers are Moving,

and to be in front of themand to be in front of them
http://images.google.co.in/imgres?imgurl=http://www.forbesmarshall-inc.com/images/binaries/Customerservicediv.jpg&imgrefurl=http://www.forbesmarshall-inc.com/services.asp%3Fserviceid%3D9&h=162&w=162&sz=14&hl=en&start=14&tbnid=7dPswRRejxWZWM:&tbnh=98&tbnw=98&prev=/images%3Fq%3Dcustomer%2Bdelight%26gbv%3D2%26svnum%3D10%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.southpolestation.com/trivia/history/race1.jpg&imgrefurl=http://www.southpolestation.com/trivia/history/race1.html&h=514&w=355&sz=45&hl=en&start=8&tbnid=43OL0rZL3BEB-M:&tbnh=131&tbnw=90&prev=/images%3Fq%3Drace%26gbv%3D2%26svnum%3D10%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.gurusoftware.com/images/GuruNet/CustomerDelight.gif&imgrefurl=http://www.gurusoftware.com/GuruNet/Business/Topics/Delight.htm&h=162&w=180&sz=3&hl=en&start=12&tbnid=MvSBeO0HaUc0zM:&tbnh=91&tbnw=101&prev=/images%3Fq%3Dcustomer%2Bdelight%26gbv%3D2%26svnum%3D10%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.themanagementor.com/kuniverse/kmailers_universe/mktg_kmailers/imgs/custdel.gif&imgrefurl=http://www.themanagementor.com/kuniverse/kmailers_universe/mktg_kmailers/WhyDelight.htm&h=136&w=152&sz=3&hl=en&start=7&tbnid=gfisIKrn3NZY6M:&tbnh=86&tbnw=96&prev=/images%3Fq%3Dcustomer%2Bdelight%26gbv%3D2%26svnum%3D10%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.kkeim.com/images/smile.jpg&imgrefurl=http://www.kkeim.com/&h=342&w=249&sz=16&hl=en&start=3&tbnid=Imb3NZe8UJYReM:&tbnh=120&tbnw=87&prev=/images%3Fq%3Dcustomer%2Bdelight%26gbv%3D2%26svnum%3D10%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.forbesmarshall-inc.com/images/binaries/Customerservicediv.jpg&imgrefurl=http://www.forbesmarshall-inc.com/services.asp%3Fserviceid%3D9&h=162&w=162&sz=14&hl=en&start=14&tbnid=7dPswRRejxWZWM:&tbnh=98&tbnw=98&prev=/images%3Fq%3Dcustomer%2Bdelight%26gbv%3D2%26svnum%3D10%26hl%3Den


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The Mos t Import ant thing is to forecasthe Mos t Import ant thing is to forecastwhere cust omer s a re Mov ing,here cust omer s a re Mov ing,and to be in fr ont of themnd to be in fr ont of them
http://images.google.co.in/imgres?imgurl=http://img.dailymail.co.uk/i/pix/2007/06_02/milkMOS230607_468x649.jpg&imgrefurl=http://www.dailymail.co.uk/pages/live/articles/news/news.html%3Fin_article_id%3D463916%26in_page_id%3D1770&h=649&w=468&sz=49&hl=en&start=10&tbnid=PyuSU0PCdviZQM:&tbnh=137&tbnw=99&prev=/images%3Fq%3Dmilk%2Bin%2Bpouch%26gbv%3D2%26svnum%3D10%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.meyenberg.com/catalog/images/pouch.jpg&imgrefurl=http://www.meyenberg.com/catalog/product_info.php%3Fproducts_id%3D44%26osCsid%3Dd7gk2mj7pqc3c853n41rp6rb22&h=228&w=328&sz=8&hl=en&start=11&tbnid=T_mx6n-Pk68TMM:&tbnh=82&tbnw=118&prev=/images%3Fq%3Dmilk%2Bin%2Bpouch%26gbv%3D2%26svnum%3D10%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.lifegoggles.com/wordpress/wp-content/uploads/milk.jpg&imgrefurl=http://www.lifegoggles.com/449/what-happened-to-all-the-milk-bottles/&h=259&w=260&sz=9&hl=en&start=7&tbnid=FWatc6pspXq2AM:&tbnh=112&tbnw=112&prev=/images%3Fq%3Dmilk%2Bin%2Bbottles%26gbv%3D2%26svnum%3D10%26hl%3Den


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fewfewQuestions?Questions?


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What motivates the customer to buy ?What motivates the customer to buy ?
http://images.google.co.in/imgres?imgurl=http://www1.istockphoto.com/file_thumbview_approve/1720879/2/istockphoto_1720879_buying_a_car.jpg&imgrefurl=http://www.istockphoto.com/file_closeup/%3Fid%3D1720879%26refnum%3D594637&h=270&w=270&sz=33&hl=en&start=5&tbnid=Qd-xOsHaxV31cM:&tbnh=113&tbnw=113&prev=/images%3Fq%3Dcustomer%2Bbuying%2Ba%2Bcar%26gbv%3D2%26svnum%3D10%26hl%3Den


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Why does he buys a specific brand?Why does he buys a specific brand?
http://images.google.co.in/imgres?imgurl=http://www.advaithhyundai.com/images/products/Santro-Xing/main-image.jpg&imgrefurl=http://www.advaithhyundai.com/santro-xing.asp&h=436&w=766&sz=123&hl=en&start=11&tbnid=iSeHtqMIXV3zxM:&tbnh=81&tbnw=142&prev=/images%3Fq%3Dsantro%26gbv%3D2%26svnum%3D10%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.24framesdigital.com/maruti/051206/images/maruti_estilo.jpg&imgrefurl=http://www.24framesdigital.com/maruti/051206/&h=323&w=352&sz=133&hl=en&start=11&tbnid=xT6Xu3jvV5F--M:&tbnh=110&tbnw=120&prev=/images%3Fq%3Dmaruti%26gbv%3D2%26svnum%3D10%26hl%3Den


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How does he reacts to new ProductHow does he reacts to new Product
http://images.google.co.in/imgres?imgurl=http://www.dancewithshadows.com/autoindia/images/logan.jpg&imgrefurl=http://www.dancewithshadows.com/autoindia/renault-mahindra-logan-jv.asp&h=199&w=351&sz=14&hl=en&start=11&tbnid=IV4QUmmKn_nEfM:&tbnh=68&tbnw=120&prev=/images%3Fq%3Dmahindra%2Blogan%26gbv%3D2%26svnum%3D10%26hl%3Den%26sa%3DXhttp://images.google.co.in/imgres?imgurl=http://media.diariomotor.com/imagenes/suzuki-sx4.jpg&imgrefurl=http://www.diariomotor.com/2006/4/10/suzuki-sx4&h=338&w=450&sz=32&hl=en&start=4&tbnid=nAzUovTS5zJYTM:&tbnh=95&tbnw=127&prev=/images%3Fq%3Dsuzuki%2Bsx4%26gbv%3D2%26svnum%3D10%26hl%3Den%26sa%3DX


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How he decides to buy ?How he decides to buy ?
http://images.google.co.in/imgres?imgurl=http://www.greenbaby.co.uk/im/gr/GP010.jpg&imgrefurl=http://www.greenbaby.co.uk/h2_BATH-HLTH_BATHTIME1.htm&h=150&w=150&sz=5&hl=en&start=17&tbnid=vsYqjxyqrPwnHM:&tbnh=96&tbnw=96&prev=/images%3Fq%3Dp%2B%2526%2BG%2Btoothpaste%26gbv%3D2%26svnum%3D10%26hl%3Den%26sa%3DGhttp://images.google.co.in/imgres?imgurl=http://www.hipernet24.pl/sklep/img_items/b/001/145.jpg&imgrefurl=http://www.hipernet24.pl/prodinfo.php%3Fitem_id%3D145%26pkt_id%3D%26pro_id%3D%26char_id%3D&h=300&w=300&sz=25&hl=en&start=9&tbnid=rC0rYRJICz2dOM:&tbnh=116&tbnw=116&prev=/images%3Fq%3Dcolgate%2Btotal%26gbv%3D2%26svnum%3D10%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://static.flickr.com/33/45302747_64390ade01_m.jpg&imgrefurl=http://www.strangenewproducts.com/2005/10/chocolate-toothpaste.html&h=240&w=180&sz=27&hl=en&start=5&tbnid=GHqc6jfyV8TnpM:&tbnh=110&tbnw=83&prev=/images%3Fq%3Dcloseup%2Btoothpaste%26gbv%3D2%26svnum%3D10%26hl%3Den%26sa%3DGhttp://images.google.co.in/imgres?imgurl=http://img.alibaba.com/photo/11064837/Colgate_Toothpaste.jpg&imgrefurl=http://www.alibaba.com/catalog/11064837/Colgate_Toothpaste.html&h=336&w=448&sz=30&hl=en&start=7&tbnid=7iJLV7h515_JkM:&tbnh=95&tbnw=127&prev=/images%3Fq%3Dcolgate%26gbv%3D2%26svnum%3D10%26hl%3Den


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All of you need a pen for DCBM Class.All of you need a pen for DCBM Class.

Which one will you prefer?Which one will you prefer?
http://images.google.co.in/imgres?imgurl=http://www.muncha.com/images/items/detpic7167.gif&imgrefurl=http://www.muncha.com/itemdetail.asp%3Fcatid%3D%26itemid%3D7167&h=400&w=261&sz=22&hl=en&start=1&tbnid=tNc_VqUQm3-07M:&tbnh=124&tbnw=81&prev=/images%3Fq%3Dcello%2Bpen%26gbv%3D2%26svnum%3D10%26hl%3Den%26sa%3DXhttp://images.google.co.in/imgres?imgurl=http://www.linkctrading.com/Sitepics/Reynold2.gif&imgrefurl=http://www.linkctrading.com/PenPencilsAndMarker.html&h=183&w=244&sz=23&hl=en&start=2&tbnid=jMGFXSY4q9KFdM:&tbnh=83&tbnw=110&prev=/images%3Fq%3Dreynold%2Bpen%26gbv%3D2%26svnum%3D10%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://unishop.uow.edu.au/memorabilia/pens/img_pens/9310000141940.jpg&imgrefurl=http://unishop.uow.edu.au/memorabilia/pens/&h=362&w=435&sz=18&hl=en&start=6&tbnid=AQ6Y8Upv3eoPeM:&tbnh=105&tbnw=126&prev=/images%3Fq%3Dparker%2Bpen%26gbv%3D2%26svnum%3D10%26hl%3Den


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Problems in Buyers BehaviorProblems in Buyers Behavior

EconomicsEconomics PricePrice

Psychology-Psychology- NeedsNeeds

Social Sciences-Social Sciences- SocietySociety
http://images.google.co.in/imgres?imgurl=http://static.paultan.org/cityzx_1.jpg&imgrefurl=http://paultan.org/%3Fp%3D479&h=711&w=1024&sz=110&hl=en&start=10&tbnid=29qSIx5xlEnAwM:&tbnh=104&tbnw=150&prev=/images%3Fq%3DHonda%2Bcity%26gbv%3D2%26svnum%3D10%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.automotivechronicles.com/articles/2006/jan/01/images/santro-xing.jpg&imgrefurl=http://www.automotivechronicles.com/articles/2006/jan/01/index.php&h=397&w=531&sz=28&hl=en&start=1&tbnid=H_6SITLAjtIwzM:&tbnh=99&tbnw=132&prev=/images%3Fq%3DSantro%26gbv%3D2%26svnum%3D10%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.indiacar.com/infobank/firstdrive/maruti800_a/Maruti%2520800.jpg&imgrefurl=http://www.indiacar.com/infobank/firstdrive/maruti800_mar05.asp&h=205&w=309&sz=41&hl=en&start=4&tbnid=OGM27v5YZ5OWRM:&tbnh=78&tbnw=117&prev=/images%3Fq%3DMaruti%2B800%26gbv%3D2%26svnum%3D10%26hl%3Den


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IT IS NO LONGER ENOUGH TO SATISFY

CUSTOMERS.You Must Delight them

McDonold

23,500 Restaurants109 countries38million Customers Everyday Serving burger
http://images.google.co.in/imgres?imgurl=http://paris-link.com/blogs/media/ronald_mcdonald.jpg&imgrefurl=http://paris-link.com/blogs/index.php%3Fm%3D200702&h=475&w=339&sz=17&hl=en&start=11&tbnid=WCp6VbehD5WZSM:&tbnh=129&tbnw=92&prev=/images%3Fq%3Dmcdonald%26gbv%3D2%26svnum%3D10%26hl%3Den%26sa%3DXhttp://images.google.co.in/imgres?imgurl=http://www.inkycircus.com/photos/uncategorized/mcdonalds.jpg&imgrefurl=http://iaakuza.blogspot.com/2007_08_19_archive.html&h=600&w=800&sz=270&hl=en&start=4&tbnid=hNIJ6h7RjsceLM:&tbnh=107&tbnw=143&prev=/images%3Fq%3Dmcdonald%26gbv%3D2%26svnum%3D10%26hl%3Den%26sa%3DXhttp://images.google.co.in/imgres?imgurl=http://customerevangelists.typepad.com/photos/uncategorized/ronaldmchummer.jpg&imgrefurl=http://www.churchofthecustomer.com/blog/2006/09/mcdonalds_blog_.html&h=298&w=360&sz=17&hl=en&start=3&tbnid=EQnmNRgOVB24LM:&tbnh=100&tbnw=121&prev=/images%3Fq%3Dmcdonald%26gbv%3D2%26svnum%3D10%26hl%3Den%26sa%3DX


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McDonold

People Flocking System Not burgerHigh Standard Of QSCV Quality Service Cleanliness Value

Works with Suppliers, Franchise Employeesfor Giving Better Value To Customers


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Indian Consumers Economic ClassificationIndian Consumers Economic Classification

Affluent Group-Affluent Group-

Middle Income GroupMiddle Income Group

Relatively Poor SectionRelatively Poor Section

The BPL SectionThe BPL Section


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Behaviour While BuyingBehaviour While Buying

Tooth PasteTooth Paste

ShirtShirt

Tennis RacquetTennis Racquet

ComputerComputerCarCar

FlatFlat

AffluentAffluent

GroupGroup

MiddleMiddle

IncomeIncome

GroupGroup

PoorPoor

GroupGroup


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Marketing

stimuli

Other

Stimuli

Product

Price

Placepromotion

Political

Economic

SocialTechnology

MODEL OF CONSUMER BEHAVIOUR


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Marketing

stimuli

Other

Stimuli

Buyer,s

Decision

Process

Product

Price

Placepromotion

Economic

Technology

Politicalcultural

Problem Recognition

Information Search

Eval. Alternatives

Purchase Decision

Post purchase. Behv.

Cultural

Social

Personal

Psychological


Buyer,s

characteristics


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Marketing

stimuli

Other

Stimuli

Buyer,s decisions

Buyer,s

Decision

Process

Product

Price

Place

promotion

Economic

Technology

Political

cultural

Problem Recognition

Information Search

Eval. Alternatives

Purchase Decision

Post purchase. Behv.

Cultural

Social

Personal

Psychological


Buyer,s

characteristics

Brand

Choice

Product

Choice

Dealer

Choice

Purchase

Timings

Purchase

Amount


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Culture

Subculture

Social

Class

ReferenceGroups

Family

Roles &

Statuses

Motivation

Perception

Learning

Beliefs &

Attitudes

Age

Occupation &

Ec circums.

Lifestyle

Personality&

Self concept

CulturalFactors

SocialFactors

Personalfactors

PsychologicalFactors

FAC TORS INFLUE NCINGBUY ING BEHAV IOUR


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Cultural factors

oCultural valuesdeterminant of a persons behavior

oSub-cultureconsists of smaller parts of culture on

the basis of nationality,religions,racial groups.

oSocial classare homogeneous divisions in a societybased on income,occupation,education,area of

residence,upper-middle class..


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Social Factors

Reference Groups-influence on persons attitude, behaviorOf friends, family ,neighbors, colleagues

Inspirational Groups ,Disassociative Groups

Opinion Leader

Familys Family of Orientation &Family Of Procreation

Role and Status-played and enjoyed by a person in society


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Personal Factors

Age and Stages people eat,wear use different itemsover a life time

Occupation and- consumption depends upon O & C

Circumstances

Life

styles

Greater resources Fewer resources

Actualisers

Fulfilled

Achievers

experienceds

Believers

Strivers

Makers

strugglers

Personality &-leads to consistent & enduring

Self concept response to self confidence,environment..


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Nine StagesNine Stages

Bachelor StageBachelor StageNewly MarriedNewly MarriedFull Nest-I-Full Nest-I- Child under6Child under6Full Nest-IIFull Nest-II child overchild over 66Full Nest-IIIFull Nest-III dependent childrendependent childrenEmpty Nest-IEmpty Nest-I Children living AwayChildren living Away

Empty Nest-IIEmpty Nest-II OMC, head retiredOMC, head retiredSociety Survivor-ISociety Survivor-I Still WorkingStill WorkingSociety Survivor-IISociety Survivor-II RetiredRetired


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Psychological

Factors

MOTIVATION

PERCEPTION

LEARNING

BELIEFS& ATTITUDES


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Buyer s Rol es

oINIT IATORoINFLU ENCERSoDECIDER SoBUYERoUSER


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BUYING BEHAVIOUR

Complex buying behavior

Dissonance

Habitual

Variety seeking


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Buying Decision

Process

Problem Recognition

Information Search

Evaluation of Alternatives

Purchase Decision

Post purchase Behavior

PR

IS

EOA

PD

PPB


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Information

search

?IbmApple

Dell

Ibm

AppleDell

Toshiba

Ibm

Apple

Dell

Hp

Toshiba

Compaq

Ibm

Apple

DellHp

Toshiba

Compaq

Nec

Tandy.

.

Total setAwareness

set Considerationset ChoicesetDecisionConsiderationset


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Customers from Hell

OUT RAGEOUSABSURDTERRIFYING

IMPOSSIBLE CUSTOMERSEMOTIONAL CUSTOMERSDRAIN POSITIVE ENERGYREPLACE WITH

FRUSTRATION, ANGER.


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UNSATISFIED UNREASONABLE

CUSTOMERS

FROM

HELL


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UNSATISFIED

CUSTOMERS

WHO HAVE EITHER POSITIVEEXPECTATIONS

THAT ARE NOT MET OR NEGATIVE

EXPECTATIONS THAT WERE MET


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UNREASONABLE

CUSTOMERS

WHO HAS EITHER POSITIVE EXPECTATIONSWHO HAS EITHER POSITIVE EXPECTATIONS

OF YOUOF YOU

OR UNREASONABLE EXPECTATIONS OF WHATOR UNREASONABLE EXPECTATIONS OF WHAT

IS ACCEPTABLE IN THEIRIS ACCEPTABLE IN THEIR

OWN BEHAVIOUROWN BEHAVIOUR


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WHEN THESE

EXPECTATIONS ARE

MET OR NOT MET

CONFLICT ARISES

UNREASONABLE

OR

UNSATISFIED

EXHIBIT WIDE RANGE

OF BEHAVIOURS


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ABUSIVE

SWE

ARING

BELLIGER

ENCE

CONDESCEN

SION

LYINGNEGO

TIATION WH

INNING

IMPA

TIEN

C

E

SHO

WING

Demand

On time

BEHAVIOUR CAN

INCLUDE


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LE

ST

ER

ISTEN

CHOING THE ISSUE

YMPATHIZING

HANKING

VALUATING UR OPTIONS

ESPONDING TO SITUATION

mktg-consumer behaviour

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