Consumer

Behaviour
Presented by:
Sushant Mishra
Modern Marketing Concept
Caveat Vendor (Seller Beware)
Definition – Consumer Behaviour
…the decision process and physical activity
individuals engage in when evaluating,
acquiring, using or disposing of
goods and services.
Target - Customer
No Target – Communication Diluted
Market Segmentation
 A market segment - a group of customers – share
similar needs and wants
 Homogeneous Preferences – all consumers –
roughly the same preferences (eg. Choice of Pet)
 Diffused Preferences – segments vary greatly in
preferences (eg. Preference for cars)
 Clustered Preferences – natural segments emerge
from groups of consumers with shared
preferences (eg. South Indian Food preference in
segment liking Indian Food)
Effective Segmentation
 Identifiable and Measurable
 Accessible
 Responsive
 Substantial
 BASES OF
SEGMENTATION
Geographic
 Rural or Urban
 City – Tier I, II or III
 Regions
Demographic
 Age and Life stage
 Family Size
 Gender
 Income
 Occupation
 Education
Demographic Impact on Buyer
Behaviour
Psychographic (Psychology +
Demographics)
 Lifestyle – Culture oriented, Outdoor oriented,
Sports Oriented
 Personality – Compulsive, gregarious,
authoritarian, ambitious
 SEC (Socioeconomic Classification) –
Combination of Education and Occupation of
Principal Earner in Family – A1, A2, B1, B2, C,
D, E1 & E2
VALS (Values and Lifestyles)
Framework
Behavioural
 Occasions – Regular, special
 Benefits – Quality, Service, Economy, Speed
 User Status – Non user, Ex-User, Potential user, First
time user, Regular User
 Usage Rate – Light, Medium, Heavy
 Loyalty Status – None, Medium, Strong, Absolute
 Readiness Stage – Unaware, Aware, Informed,
Interested, Desirous, Intending to buy
 Attitude towards Product – Enthusiastic, Positive,
Indifferent, Negative, Hostile
Cases
McDonald’s
Examples - Targeted
Communication
‘Thank You’