In the past, every individual was seen as a Customer.

Now, every customer must be seen as an Individual Consumer Buying Behaviour Arun Kumar

7 Ps Of Consumer Based Marketing

S.P.E.E.C.H. Mantra

Seeking Personal Excellence for Effective Customer Handling

The SIX Ms of Advertisement

Merchandise - Product Mission Objectives Money Budgets Message Communication Media Vehicles Measurement Evaluation

Product & Service Adoption

Rate of adoption 34% 34%

13.5% 16% 2.5% Innovators Early Early Late Laggards adopte majority majorit rs y

Bases for Segmenting Consumer Market

Geographic
Nations, states, regions or cities

Demographic
Age, gender, family size and life cycle, or income

Psychographic
Social class, lifestyle, personality

Behavioral
Occasions, benefits, uses, or responses

Customer Satisfaction
Expectation 8 Performance 10 Expectation 10 Performance 8

If performance is lower than expectations, satisfaction is low. If performance is higher than expectations, satisfaction is high.

Customer Pyramid
Platinum Best Most loyal Least price sensitive

Stages in the Consumers Decision-Making Process

Model of Buyer Behavior

Factors Influencing Consumer Behavior

Target Marketing Strategies

External
(sociological)

Internal
(psychological)

culture
social class reference groups family marketing mix

needs motives wants awareness

learning

personality perception attitude preference

b e h a v i o r

Buyer Behavior Model

Exposure to ad

Judgments about the ad (cognition)

Feelings from the ad (affect)

Beliefs about the brand

Attitude toward the ad

Attitude toward the brand

Attitude Towards the Ad Model

Consumer Decision-Making Process

Need Recognition Need Recognition Information Search Information Search Evaluation Evaluation of Alternatives of Alternatives Purchase Purchase Postpurchase Postpurchase Behavior Behavior

Cultural, Social, Cultural, Social, Individual and Individual and Psychological Psychological Factors Factors affect affect all steps all steps

Types of consumer involvement and decision making Routine

Involvement Time Cost Information Search Number of alternatives Short Low Short Internal only one

Limited
Low to moderate Short to moderate Low to moderate Mostly internal few

Extensive
High Long High Internal & external many

Types of Buying Behavior

The Buyer Decision Process

Buyer Decision Process for New Products

Stages in the Adoption Process Awareness Interest Evaluation Trial Adoption

Why Customers leave?

Poor Service

69%

13% 9%

9%

Product Dissatisfaction Others

Better Prices Elsewhere

Creating Brand Awareness

Memorable Name Repeated Exposure

Brand Awareness
Event Sponsorshi p

Symbols

Communication Methods

Maslows Hierarchy