ANALYSING

CONSUMER MARKETS

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 TYPES OF CONSUMER GOODS
 FMCG’s – Fast moving consumer goods

 Consumer durables
- White goods

- Brown goods

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 TYPES OF CONSUMER GOODS
 Soft goods

 Services

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 CONSUMER PURCHASE
DECISION PROCESS
Five- Stage Decision Making process

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PURCHASE DECISION PROCESS
 Three general problem-solving variations exist in the
consumer purchase decision process:

 Routine Problem Solving

 Virtually a habit
 involves little effort seeking external information and
evaluating alternatives.
 Typically used for low-priced, frequently purchased products.

 Limited Problem Solving

 Involvesthe use of moderate information-seeking efforts.
 Often used when the buyer has little time or effort to spend.

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PURCHASE DECISION PROCESS
 Three general problem-solving variations exist in the
consumer purchase decision process: cont’d

 Extended Problem
Solving
 Each stage of the consumer purchase decision process is used
 Considerable time and effort on
 external information search and in identifying 
 evaluating alternatives.
 Used in high-involvement purchase situations.

 Involvement and Marketing Strategy

 Low and high consumer involvement has important
implications for marketing strategy, which differs for
products that are market leaders from their challengers

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 INFORMATION SOURCES
Commercial sources:- advertising websites,
displays, packaging;

Personal: - family, friends

Public:- mass-media;

Experiential:- handling, examining, using

the product.
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 CONSIDERATION SET
TOTAL SET AWARENESS SET CONSIDERATION SET CHOICE SET DECISION

Nokia Nokia Nokia Nokia ?

LG LG Blackberry Blackberry
Blackberry Blackberry Sony
Sony Ericsson Ericsson
Sony
Coral Ericsson
MOTOROLLA
Siemens

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CONSUMER INVOLVEMENT

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 PURCHASE DECISION
 Purchase decisions are also affected by
risks:- functional (non-performance);

 Physical (product poses a threat);

 Financial (product not worth the price

paid)

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 POST-PURCHASE DECISIONS
 After buying a product, the consumer
compares it with expectations and is either
satisfied or dissatisfied.

 Satisfaction or dissatisfaction affects

 consumer value perceptions
 consumer communications
 repeat-purchase behavior.

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 INFLUENCES ON CONSUMER
BEHAVIOUR
 Culture

 Social factors –

 Personal factors

 Perception –

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