Consumer Behaviour

Based on concepts from
Psychology s Sociology s Anthropology s Marketing s Economics

Why do we need to study Consumer Behaviour? Because no longer can we take the customer/consumer for granted. .

Out of that 83% failed to meet marketing objectives. s Only 8% of new product concepts offered by 112 leading companies reached the market. only 56% are present 5 years later. s .Failure rates of new products introduced Out of 11000 new products introduced by 77 companies.

All managers must become astute analysts of consumer motivation and behaviour .

tastes.Can Marketing be standardised? No.cultural styles. prevents such standardisation. Because cross . habits. .

the more likely is it to fail in the future. .Unless Managements act The more successful a firm has been in the past.

.Why? Because people tend to repeat behaviour for which they have been rewarded.

Zurich hotel Ladies are requested not to have children in the bar. it is suggested that the lobby be used for the purpose.Norway bar .Acapulco restaurant “ Because of the impropriety of entertaining guests of the opposite sex in the bedroom.Paris hotel “ Drop your trousers here for best results” Bangkok laundry “ The manager has personally passed all water served here” .”.” .Language Problems s s s s s “ Please leave your values at the desk” .

China s .“Come alive with Pepsi” “Come alive out of the grave” Germany s “Pepsi brings your ancestors back from the grave” .

Buyer Behaviour Consumer Marketing Environment Buyer Characteristics Buyer Decision Process Buyer Decision 4Ps .

Marketing Stimuli 4 Ps Product Price Place Promotion .

Other Stimuli Marketing Environment Economic Technological Political Cultural .

Buyer characteristics Cultural s Social s Personal s Psychological s .

Buyer’s Decision Process Problem Recognition s Information Search s Evaluation of Alternatives s Purchase Decision s Consumption s Postpurchase behaviour s .

Buyer’s Decision Product Choice s Brand Choice s Dealer Choice s Purchase Timing s Purchase Amount s .

culture s Social Class s .Cultural factors Culture s Sub .

Social factors Reference Groups s Family s Roles and Status s .

Personal Factors Family Life Cycle s Occupation and Economic circumstances s Lifestyle s Personality and self .concept s .

Psychological Factors Motivation s Perception s Learning s Beliefs and Attitudes s .

Buying Roles Initiator s Influencer s Decider s Buyer s User s .

Buying Behaviour Complex s Dissonance .Reducing s Habitual s Variety seeking s .

Buying Process Problem Recognition s Information Search s Evaluation Alternatives s Purchase Decision s .

Purchase Behaviour Satisfaction s Actions s Use and Disposal s .Post .

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