Consumer Purchase

Process, Mktg Research

and Mktg Controls
PBM – Chap 3, 4 & 5

Lekha Sishta- PBM 1

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 Buying a Computer
CDM Process
 Problem recognition

 Info Search -Sources of Info

 Evaluation of Alternatives

 Purchase Decision

 Post-purchase behaviour

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 Mkt Segmentation & Advg
Tanishq watches
 Geographic
 Demographic
 Psychological
 Socio-cultural
 Use-related – usage vol. & situation
 Benefit
 Hybrid- combination

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 Individual’s Buying Influences
 Motivation
 Price-Quality Relationship
 Personality
 Attitude
 Opinion-leadership
 Perception & Self-Image
 Innovation
 Family, FLC, & Consumer socialisation

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 Organisational Buying Behaviour
 Derived Demand
 Env’t: Tech’l change,Social, Political
 Elasticity of price
 Competition
 Geographic concentration
 Relationships & CRM
 Single buyer vs Mkt
 Roles: Users, Gatekeepers, Initiators, Deciders,
Approvers, Maintainers, Disposers
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 Mgt Game..
 Describe customer segments, Buying
Behaviour patterns, and buying roles
for your company/product

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 Mktg Research
 Mktg Mix – 31 Ps

 Group Exercise: For any FMCG pdt,

look at the acceptance value of
Brand, Packaging, TradeMark, Logo,
Label
 Advg Research: DAGMAR: Defining
Advg Goals to Measure Advg Results
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 Management Game:
 Plan mkt research for your existing
product, use a small sample, and
design a new Advg campaign

 Case Discussion: SILKY

 Next: New Product Development

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