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7/31/2019 Bharat Counsumer Be
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Consumer Behaviour
Presented by Bharat aggarwal
MBA( final year)
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Based on concepts from
Psychology
Sociology
Anthropology
Marketing
Economics
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Why do we need to studyConsumer Behaviour?
Because no longer can we take
the customer/consumer forgranted.
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Failure rates of new productsintroduced
Out of 11000 new products introducedby 77 companies, only 56% are
present 5 years later. Only 8% of new product concepts
offered by 112 leading companies
reached the market. Out of that 83%failed to meet marketing objectives.
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All managers must become astute
analysts of consumer motivationand behaviour
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Can Marketing be
standardised?
No.
Because cross - cultural styles,habits, tastes, prevents such
standardisation.
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Unless Managements act
The more successful a firm has
been in the past, the more likelyis it to fail in the future.
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Why?
Because people tend to repeat
behaviour for which they havebeen rewarded.
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Language Problems
Please leave your values at the desk- Parishotel
Drop your trousers here for best results-Bangkok laundry
The manager has personally passed all waterserved here- Acapulco restaurant
Because of the impropriety of entertainingguests of the opposite sex in the bedroom, it issuggested that the lobby be used for thepurpose.- Zurich hotel
Ladies are requested not to have children in
the bar.- Norway bar
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Come alive with Pepsi
Come alive out of the grave-Germany
Pepsi brings your ancestors back fromthe grave- China
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Buyer Behaviour
Consumer
4Ps MarketingEnvironment BuyerCharacteristics BuyerDecision Process BuyerDecision
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Marketing Stimuli
4 PsProduct Price Place Promotion
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Other Stimuli
MarketingEnvironment
Economic Technological Political Cultural
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Buyer characteristics
Cultural
Social
Personal
Psychological
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Buyers Decision Process
Problem Recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Consumption Postpurchase behaviour
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Buyers Decision
Product Choice
Brand Choice
Dealer Choice
Purchase Timing
Purchase Amount
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Cultural factors
Culture
Sub - culture
Social Class
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Social factors
Reference Groups
Family
Roles and Status
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Personal Factors
Family Life Cycle
Occupation and Economic
circumstances
Lifestyle
Personality and self - concept
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Psychological Factors
Motivation
Perception
Learning
Beliefs and Attitudes
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Buying Roles
Initiator
Influencer
Decider
Buyer
User
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Buying Behaviour
Complex
Dissonance - Reducing
Habitual
Variety seeking
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Buying Process
Problem Recognition
Information Search
Evaluation Alternatives
Purchase Decision
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Post - Purchase Behaviour
Satisfaction
Actions
Use and Disposal