Consumer Behaviour When What I Think, feel, do and buy depends on who I am (or want to be)

Consumer Behaviour

Consumer BehaviourWhen What I Think, feel, do and buy depends on who I am (or want to be) Remember Me..I'm the fellow who goes into a restaurant, sits down and patiently waits while the waiter do everything but take my order. I'm the fellow who goes into a department store and stands quietly while the sales clerks finish their little chitchat. I'm the man who drives into a petrol station and never blows his horn, but waits patiently while the attendant finishes his talks.

"Yes, you might say, I'm a good guy. But do you know who else I am? I am the fellow who never comes back, and it amuses me to see you spending thousands of rupees every year to get me back into your store, when I was there in the first place, and all you had to do to keep me was to give me a little service; show me a little courtesy."

Example .In the US, the Marlboro cowboy is usually shown alone

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Example .In Japan, the Marlboro cowboy is usually shown as part of a group

WHY??Solution. Influence of culture on consumer behaviour

US culture = importance of individual; not true in Asia

Japanese consumers think a single cowboy looks lonely and poorJust an ordinary worker on a farmSome Ads..ING..Fevicol..Jeevansaathi

In general we can say that its important to understand consumer psychology and the influences around to develop marketing tactics .And this is what the course all about.What is Consumer BehaviourThe behaviour that consumers display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs.Personal ConsumerThe individual who buys goods and services for his or her own use, for household use, for the use of a family member, or for a friend. Organizational ConsumerA business, government agency, or other institution (profit or nonprofit) that buys the goods, services, and/or equipment necessary for the organization to function.

Origin of Field Of Consumer behaviour : Development of the Marketing ConceptProduction ConceptSelling ConceptProduct ConceptMarketing ConceptThe Production ConceptAssumes that consumers are interested primarily in product availability at low pricesMarketing objectives:Cheap, efficient productionIntensive distributionMarket expansionThe Product ConceptAssumes that consumers will buy the product that offers them the highest quality, the best performance, and the most featuresMarketing objectives:Quality improvementAddition of featuresTendency toward Marketing Myopia .The Selling ConceptAssumes that consumers are unlikely to buy a product unless they are aggressively persuaded to do soMarketing objectives:Sell, sell, sellLack of concern for customer needs and satisfactionThe Marketing ConceptAssumes that to be successful, a company must determine the needs and wants of specific target markets and deliver the desired satisfactions better than the competitionMarketing objectives:Profits through customer satisfaction

KFC

The Marketing ConceptA consumer-oriented philosophy suggests that satisfaction of consumer needs provides the focus for product development and marketing strategy to enable the firm to meet its own organizational goals.Areas of application of Consumer Behaviour20Marketing is centred on the consumerMarketing Mix = four areas a marketer can control.Marketing strategyselection of target market and marketing mix in order to achieve our objectives.

procon02.ppt Feb 0722Marketing is hard.22procon02.ppt Feb 0723Marketing is hard.Right Target Market

23procon02.ppt Feb 0724Marketing is hard.Right Target Market

Right PRODUCT package



Right PLACE and time




Right PROMOTION & communications




Right PROMOTION & communications

Right PRICE

2728Profile of a typical consumer28THE SEVEN MAGIC QUESTIONS

I have seven little helpers That tell me what to doTheir names areWHY and WHAT and WHEN andWHERE andHOW andWHO andHOW MUCH ARE THEY WILLING TO PAY?2930WHOThe target market31WHOThe target marketTheir thoughts and actions32WHOThe target marketTheir thoughts and actionsOur actions33WHOWhy?What?ProductThe target marketTheir thoughts and actionsOur actions34WHOWhy?How?What?When?ProductPromotionThe target marketTheir thoughts and actionsOur actions35WHOWhy?How?What?When?Where?ProductPlacePromotionThe target marketTheir thoughts and actionsOur actions36WHOWhy?How?What?When?How much?Where?ProductPricePlacePromotionThe target marketTheir thoughts and actionsOur actions In simple wordsThe study of consumer behaviour involves what they buy, why they buy, how they buy it when and where they buy it .Areas of application of Consumer Behaviour38Firms Marketing Efforts1. Product2. Promotion3. Price4. Channels of distributionSociocultural Environment1. Family2. Informal sources3. Other noncommercial sources4. Social class5. Subculture and cultureOutputProcessInputExternal InfluenceConsumer Decision MakingPost-Decision BehaviorPostpurchase EvaluationPurchase1. Trial2. Repeat purchaseNeed Recognition

Pre-purchase Search

Evaluation of AlternativesPsychological Field1. Motivation2. Perception3. Learning4. Personality5. AttitudesExperienceA Model of Consumer Decision Making

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Consumer Behaviour When What I Think, feel, do and buy depends on who I am (or want to be)