Class consumer behaviour
- 2. Definition It is the study of how individuals,groups and organizations select,buy,use and dispose of goods and services,ideas,or experiences to satisfy their needs and wants. R.R.Parida_CSREM_Marketing
- 3. Based on study of Psychology Sociology Anthropology Marketing Economics R.R.Parida_CSREM_Marketing
- 4. Buyer characteristics depends on factors… Cultural Social Personal Psychological R.R.Parida_CSREM_Marketing
- 5. Cultural factors Culture Sub - culture Social Class R.R.Parida_CSREM_Marketing
- 6. Social factors Reference Groups Family Role models Opinion leader R.R.Parida_CSREM_Marketing
- 7. Personal Factors Family Life Cycle Occupation and Economic circumstances Lifestyle Personality and self - concept R.R.Parida_CSREM_Marketing
- 8. Psychological Factors Motivation Perception Learning Beliefs and Attitudes R.R.Parida_CSREM_Marketing
- 9. Why do we need to study Consumer Behaviour? R.R.Parida_CSREM_Marketing
- 10. Failure rates of new products introduced Out of 11000 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. R.R.Parida_CSREM_Marketing
- 11. Can Marketing be standardised? No. Because cross - cultural styles, habits, tastes, prevents such standardisation. R.R.Parida_CSREM_Marketing
- 12. Language Problems “ Please leave your values at the desk” - Paris hotel “ Drop your trousers here for best results” - Bangkok laundry “ The manager has personally passed all water served here” - Acapulco restaurant “ Because of the impropriety of entertaining guests of the opposite sex in the bedroom, it is suggested that the lobby be used for the purpose.” - Zurich hotel Ladies are requested not to have children in the bar.”- Norway bar R.R.Parida_CSREM_Marketing
- 13. “ Come alive with Pepsi” “ Come alive out of the grave” - Germany “ Pepsi brings your ancestors back from the grave” - China R.R.Parida_CSREM_Marketing
- 16. Buyer’s Decision Process The five stage model. Problem Recognition Information Search Evaluation of Alternatives Purchase Decision Postpurchase behaviour R.R.Parida_CSREM_Marketing
- 17. Buyer’s Decision Product Choice Brand Choice Dealer Choice Purchase Timing Purchase Amount R.R.Parida_CSREM_Marketing
- 18. Buying Roles Initiator Influencer Decider Buyer User R.R.Parida_CSREM_Marketing
- 19. Buying Behaviour Complex Habitual Variety seeking R.R.Parida_CSREM_Marketing
- 21. Post - Purchase Behaviour Satisfaction Actions Use and Disposal R.R.Parida_CSREM_Marketing