8/9/2019 Consumer Behaviour 2 Ok

1/6

Consumer BehaviourConsumer Behaviour

Consumer behaviour refers to theConsumer behaviour refers to thebuying behaviour of finalbuying behaviour of final

consumers.consumers.

In a large mall, why is it thatIn a large mall, why is it thatdifferent groups of people buydifferent groups of people buydifferent products at differentdifferent products at different

quantities?quantities?

8/9/2019 Consumer Behaviour 2 Ok

2/6

Do you think their behaviour is influenced byDo you think their behaviour is influenced bythe following?the following?

Psychology:Psychology:

Need and motivationNeed and motivation.. one guest is very hungry while theone guest is very hungry while theother wants to impress his girl friendother wants to impress his girl friend

Perception.Perception. how do you see Sony produced TV vis a vishow do you see Sony produced TV vis a visOnida producedOnida produced TVTV refer to slide on sociologyrefer to slide on sociology

Information processingInformation processing..-- how do we reflect on ourhow do we reflect on ourbackground experience to make a decision to appreciate abackground experience to make a decision to appreciate aproduct.product. discuss how would a millionaire think when hediscuss how would a millionaire think when hevisits a budget hotelvisits a budget hotel

Decision making processesDecision making processes..-- consider the points above toconsider the points above tomake a decision about buying of a dish in a restaurantmake a decision about buying of a dish in a restaurant

PersonalityPersonality..-- consider Shah Rukh Khan and you, both goingconsider Shah Rukh Khan and you, both goingto a mall to buy a shirt discuss what happens in the mindto a mall to buy a shirt discuss what happens in the mindto make a decision on the buyingto make a decision on the buying

8/9/2019 Consumer Behaviour 2 Ok

3/6

Social psychologySocial psychology

A) attitudesA) attitudes.. are we flexible, open toare we flexible, open tonew ideas, ready to try new products,new ideas, ready to try new products,services, ready to progress, ambitious,services, ready to progress, ambitious,dogmatic?dogmatic?

B) values.B) values. While buying a dish of say chickenWhile buying a dish of say chickenpreparation, a student guest would value the quantitypreparation, a student guest would value the quantitymore than the garnish ( decoration) discuss whatmore than the garnish ( decoration) discuss whatwould a rich family buying the same value in that dishwould a rich family buying the same value in that dishor on the contrary a foreigner would pay the price foror on the contrary a foreigner would pay the price forthe level of environment friendliness of the productthe level of environment friendliness of the product

8/9/2019 Consumer Behaviour 2 Ok

4/6

SociologySociology

A) Family influences.A) Family influences.

B) Organisational influences.B) Organisational influences. C) Interpersonal communication.C) Interpersonal communication.

D) Group influences.D) Group influences.

E) Influence of social class.E) Influence of social class.

Remember what we think, how we look at things, whatRemember what we think, how we look at things, what

we want in life, how we make buying decisions, iswe want in life, how we make buying decisions, iscompletely guided by the following or else would youcompletely guided by the following or else would youlike to eat dogs meat but they eat the same in Korealike to eat dogs meat but they eat the same in Korea

8/9/2019 Consumer Behaviour 2 Ok

5/6

AssignmentAssignment

How would a group of young students from a expensive

management institute select to visit a restaurant tocelebrate their birth-day? Consider the aspects from theprevious slides.

How would IBM limited select hotel rooms to be booked

for their senior executives from US, who would visit theirIndia office.

A) Family influences.A) Family influences.

B) Organisational influences.B) Organisational influences.

C) Interpersonal communication.C) Interpersonal communication.

D) Group influences.D) Group influences.

E) Influence of social class.E) Influence of social class.

8/9/2019 Consumer Behaviour 2 Ok

6/6

EconomicsEconomics

B) Responsiveness toB) Responsiveness topriceprice.. well, if price changes forwell, if price changes fora product the buying behavioura product the buying behaviour

of the customer will beof the customer will beinfluenced otherwise why is itinfluenced otherwise why is itthat everyone (irrespective ofthat everyone (irrespective ofincome ), today, is capable ofincome ), today, is capable of

buying mobile phone, whenbuying mobile phone, whensometimes back it was perceivedsometimes back it was perceivedas the toy of the rich discussas the toy of the rich discuss