Consumer_Behavior final

8/7/2019 Consumer_Behavior final

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Presented by:Divya


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Every consumer is like a finger print. No two are thesame.

From a marketers prospective we need to

understand where is the itch and where we should

scratch.

As a marketing communication person we need to

understand that external communication should also

be in the sync of overall communication of the

organization.


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Routine Response

Limited Decision Making

Extensive Decision Making

Impulsive Buying


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Stimuli

Marketer

Dominated

Non Marketer

Dominated

External Search

Exposure

Attention

Comprehension

Acceptance

Retention

Memory

InternalSearch Search

Need Recognition

Pre-Purchase

Evaluation of

Alternatives

Environmental

Influences

Culture

Social Class

Personal Influences

Family

Situation

Individual

Differences

Consumer Resources

Motivation and

InvolvementKnowledge

Attitudes

Personality, Values

and Lifestyle


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Cultural Influences

Sub-Cultural Influences

SocialC

lass Influences

Social Group Influences

Family Influences

Personal Influences

Other Influences


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Defined as complex sum total of knowledge, belief, traditions,

customs, art, moral law or any other habit acquired by people.

Different emphasis is given by different cultures for buying, using

and disposing of products. For e.g.. People in South India have a certain style of consumption of

food, clothing, savings etc. which is entirely different from people in

North India.

Therefore, in Consumer behavior culture plays a very important role.

The significance of culture in understanding the consumer behavior

is that it extends our understanding of the extent to which people are

more than just chemistry, or a set of biological drives.


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Invented

Learned

Socially sharedAre similar but different

Adaptive

Organized and Integrated


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Within a culture, there are many groups or segments of

people with distinct customs, traditions and behavior.

In Indian culture itself, we have many sub-culture of the

South, North, East and West.

Hindu Culture, Muslim Culture, Hindus of South are different

from Hindus in North.

Products are designed to suit a target group of customers

which have similar cultural backgrounds and are

homogeneous in many respects.


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Race: Racial sub-cultures are made up of people with acommon biological heritage involving certain physical

distinctions. For e.g. In U.S. there are African Americans

and Asian Americans.Nationality: People with a common national origin

constitute another ethnic sub-culture. The nationality

grouping is usually characterized by a distinctive

language or accent.

Religion: Religious sub-cultures are composed of people

with a common and unique system of worship.


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By social class we refer to the group of people who share

equal positions in society.

Social class is defined by parameters like Income,

education, occupation etc.

Within social class people share the same values and beliefs

and tend to purchase similar kind of products.

The knowledge of social class and their consumer behavioris of great value to a marketer.


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Multi-dimensional

Hierarchical

Restrict behavior

Homogeneous

Dynamic

Upper-Class

Middle-Class

Working-Class


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A group is a collection of individuals who share

some consumer relationships, attitudes and

have the same interest. Such groups areprevalent in societies.

The behavior of the group is influenced by

different members of the group.It exerts different influences on his

consumption.


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Content or function

Degree of OrganizationDegree of Personal Involvement


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The family is the most important of the primary group and is

the strongest source of influence on consumer behavior.

The family tradition and customs are learnt by children, and

they imbibe many behavioral patterns from their familymembers.


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Childhood

All needsprovided by

parents.

Little or no

understanding of

market place.

It is limited tothat of parents.

Limited

cognitive ability.

Limited and

unorganizedproduct

knowledge.

Early singlehood

Values and

practices unclear.

Experimentation

in lifestyle.

Highly mobile.

Few financial

burdens.Fashion-opinion

leaders.

Marketplace not

limited by parents

or legal

restrictions.

Wide product

knowledge but

little depth.

Adolescence

Basic needs

provided by

parents.

Luxuries

increasingly

provided through

part-time work.Tastes and

preferences

evolving.

Suspected to

peer-pressure.

Limited product

knowledge.

Limited

understanding of

marketplace.

Mature single

Expectations of

Financial support

by near relatives

possible.

Discretionary

income very high.Full market

place accessible.

Wide product

knowledge in

depth likely.

Independent-

decision making.

Newly married

Couples

Resolution of

lifestyle and

values concerning

consumption.

Lack of financialplanning.

Financial

condition better

now than for near

future,

High purchase or

durables.

Wide product

knowledge.


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Marketer OpinionLeader

Consumer

1

Consumer

3

Consumer2

Consumer4

Consumer

5

Consumer

6


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Adoption

Trial

Legitimating

Attitude

Comprehension

Awareness


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Consumers are also influenced by national or regionalevents which could be like the Asiad, the Olympics, cricket

test matches, World Cup, the war or a calamity.

These leave permanent or temporary impressions on themind of the consumer and affect his behavior. In these

events, products are advertised and sometimes use of the

product like drugs, etc.

Situation variables such as product display, price reduction,

free gifts and attractive offers also influence consumer

behavior.


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Documents

Consumer_Behavior final