consumer-behavior-ppt
- 2. Based on concepts from s Psychology s Sociology s Anthropology s Marketing s Economics
- 3. Why do we need to study Consumer Behaviour? Because no longer can we take the customer/consumer for granted.
- 4. Failure rates of new products introduced s Out of 11000 new products introduced by 77 companies, only 56% are present 5 years later. s Only 8% of new product concepts offered by 112 leading companies reached the market. Out of that 83% failed to meet marketing objectives.
- 5. All managers must become astute analysts of consumer motivation and behaviour
- 6. Can Marketing be standardised? No. Because cross - cultural styles, habits, tastes, prevents such standardisation.
- 7. Unless Managements act The more successful a firm has been in the past, the more likely is it to fail in the future.
- 8. Why? Because people tend to repeat behaviour for which they have been rewarded.
- 9. Language Problems s “Please leave your values at the desk” - Paris hotel s “Drop your trousers here for best results” - Bangkok laundry s “The manager has personally passed all water served here” - Acapulco restaurant s “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 s Ladies are requested not to have children in the bar.”- Norway bar
- 10. “Come alive with Pepsi” s “Come alive out of the grave” - Germany s “Pepsi brings your ancestors back from the grave” - China
- 11. Buyer Behaviour Consumer Marketing Buyer Buyer Buyer 4Ps Environment Characteristics Decision Process Decision
- 12. Marketing Stimuli 4 Ps Product Price Place Promotion
- 13. Other Stimuli Marketing Environment Economic Technological Political Cultural
- 14. Buyer characteristics s Cultural s Social s Personal s Psychological
- 15. Buyer’s Decision Process s Problem Recognition s Information Search s Evaluation of Alternatives s Purchase Decision s Consumption s Postpurchase behaviour
- 16. Buyer’s Decision s Product Choice s Brand Choice s Dealer Choice s Purchase Timing s Purchase Amount
- 17. Cultural factors s Culture s Sub - culture s Social Class
- 18. Social factors s Reference Groups s Family s Roles and Status
- 19. Personal Factors s Family Life Cycle s Occupation and Economic circumstances s Lifestyle s Personality and self - concept
- 20. Psychological Factors s Motivation s Perception s Learning s Beliefs and Attitudes
- 21. Buying Roles s Initiator s Influencer s Decider s Buyer s User
- 22. Buying Behaviour s Complex s Dissonance - Reducing s Habitual s Variety seeking
- 23. Buying Process s Problem Recognition s Information Search s Evaluation Alternatives s Purchase Decision
- 24. Post - Purchase Behaviour s Satisfaction s Actions s Use and Disposal