Consumer Behavior

Based on concepts from

• Psychology
• Sociology
• Anthropology
• Marketing
• Economics
 Why do we need to study
Consumer Behavior?

Because no longer can we take the

customer/consumer for granted
Characteristics Affecting Consumer Behavior

Consumer
Behavior
• For many years now, the cola soft drink market
is led by the Coca-Cola Company and PepsiCo
Inc
• Different other brands and new companies
have tried to successfully enter the cola market
and other soft drink markets (f.e. Freeway Cola
and Cherry Coke), but none of them was able
to achieve a good market share and survive in
this oligopolistic environment.
 “Come alive with Pepsi”

• “Come alive out of the grave” - Germany

• “Pepsi brings your ancestors back from the
grave” - China
Buyer Behaviour
Marketing Stimuli
Other Stimuli
 Buyer characteristics
• Cultural
• Social
• Personal
• Psychological
 Buyer’s Decision Process

• Problem Recognition
• Information Search
• Evaluation of Alternatives
• Purchase Decision
• Consumption
• Postpurchase behaviour
 Buyer’s Decision
• Product Choice
• Brand Choice
• Dealer Choice
• Purchase Timing
• Purchase Amount
 Cultural factors
• Culture
• Sub - culture
• Social Class
 Social factors
• Reference Groups
• Family
• Roles and Status
 Personal Factors
• Family Life Cycle
• Occupation and Economic circumstances
• Lifestyle
• Personality and self - concept
 Psychological Factors
• Motivation
• Perception
• Learning
• Beliefs and Attitudes
• Objectives
• i. To find out the brand preference for fairness creams in Coimbatore city
ii. To study the factors influencing brand preference for fairness creams
iii. To identify the source of awareness for fairness creams
• Research Methodology
• Primary data has been collected for the research study in Coimbatore city of Tamilnadu, India.  The
major reason for choosing Coimbatore is its demographic outlook (which includes both educated and
uneducated, peoples from different parts of the country particularly from Kerala and changing
income level) and Coimbatore being considered as one of the important Tier II cities of India.  The
research design involves descriptive style.  Consumers of various age groups have been conducted
with the research survey.  The sample size was 150 and the sampling technique used is convenience
sampling.  The research instrument used was questionnaire and it comprises both open and close-
ended questions.  Personal interview has been conducted among the target respondents.
• Limitations
• Chances of respondents' bias are involved in the research.  As the research is restricted with
Coimbatore city of Tamilnadu, India the results are not applicable to other parts of the State or
country.  Limited number of respondents has been chosen due to time constraint and this could affect
the accuracy of result to certain extent.