By Florian, Gia & Shourabh

By Florian, Gia & Shourabh

Consumer behaviour

Gia D’CunhaShourabh Chatterji

Florian Bertaud

By Florian, Gia & Shourabh

Introduction

By Florian, Gia & Shourabh

Consumer Behaviour

I. Generalities

II. Current Marketing trends

III. Consumer behaviour comparison

By Florian, Gia & Shourabh

A. Consumption Society

To consume has become a social phenomenon

Video

By Florian, Gia & Shourabh

B. What do we mean by « behaviour » ?

• A behaviour is something concrete that we can analyse

• It refers to the actions or reactions to an object or situation usually in reaction to the environment

• Obviously, we are talking about the « Act of purchase »

By Florian, Gia & Shourabh

Steps of the « Act of purchase »

1. We need something

2. We look for information

3. We value features and options

4. We choose and buy

5. We use / consume

6. General assessment (post-purchase)

C. What is a « consumer » ?

• Many faces of a consumer:• The user• The buyer• The decider• The influencer• …

• A consumer belongs to a social environment:• A group

• A family

• A tribe

• A community

• A caste

• …

• A consumer is a person with:• its own personality

• its preferences

• its psychology

• …

By Florian, Gia & Shourabh

Analysis of Indian and French needs

Which factors influence the French and Indian consumer ?

Period of the year

India France

Events, festivals, even it’s not my religion

Religion fest: Christmas, Pâques (Easter)

Mother and Father fest

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Which factors influence the French and Indian consumer ?

Knowledge of the product

India FranceDepends on place:

urban / rural

More and more informed with NTIC(50 % of homes are equipped with a computer with internet connection)

So, he is more demanding

Changing fast with the penetration of the internet

By Florian, Gia & Shourabh

Which factors influence the French and Indian consumer ?

Social Responsibility / Green products

India France

Not a major influencer in India

Growing up

More concerned about :- Green products- Fair Trade

Concept of « Consom’acteur

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Which factors influence the French and Indian consumer ?

Internet purchase

India France

Not very much , but is gaining ground

Increasing:Now, French teenagers spent more time on internet than in front on the TV

By Florian, Gia & Shourabh

Which factors influence the French and Indian consumer ?

Culture of bargaining

India France

Everywhere, everytime

Bargaining is very important and popular

Very rare

Only Flea Market where we can deal the price (to bargain for a low price). Illegal

Video

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Which factors influence the French and Indian consumer ?

Gaining maximum value

India France

Indians will reuse a product till the last bit of value can be obtained from it.

When the product is worn out, consumers throw out easily

Ex: A pen…

By Florian, Gia & Shourabh

Changes in Consumer Behaviour

More informed decision making

Desire for greater convenience-Cab culture

More materialistic, consumerism- new, old generation Video

Fast paced life- everything ready- 2min noodles etc

By Florian, Gia & Shourabh

Changes in Consumer Behaviour

Shift from landlines to cell phones to the internet, and shift from PCs to laptops

More concern for the environment- More focus on “Green” products- may just be a fad!!

Credit cards for quick “cashless” purchases

Easy shopping, eliminates need to carry cash

By Florian, Gia & Shourabh

Conclusion

• Beware of plastic money, it can send your consumers out of control!!! Video

• Find the gap in the market created by changes in consumer behaviour

• Check if there is a market in the gap before trying to fill it!!