ANALYSING

CONSUMER
MARKETS

WHAT MARKETERS MUST

UNDERSTAND ABOUT A
CONSUMER ?
How Consumer Thinks, Feels and Acts.
Offer Clear Value to each and every Target Consumer.
How to Deal with Negative Attitude Consumers.
Understanding Customers Holistic Marketing
Orientation Requires Gaining a 360° View of Both Their
daily lives and the changes that occur during their
lifetimes, so the right products are always marketed
to the the right consumers in the right way.
Marketers must Fully Understand both the Theory and
the Reality of Consumer Behaviour
WHAT IS CONSUMER
BEHAVIOUR STUDY ?
HOW INDIVIDUALS, GROUPS AND
ORGANIZATION SELECT, BUY, UTILISES AND
DISPOSES A PRODUCT, SERVICES, IDEAS OR
EXPERIENCES TO SATISFY THEIR NEEDS AND
WANTS.

A Consumer buying behaviour is

influenced by :-

Cultural Factors
Social Factors
Personal Factors
CULTURAL FACTORS

These factors exert the broadest and deepest influence

Culture is the fundamental determinant of a person wants and
behaviour
A child growing up in any country might have a different view of
self, relationship to others and rituals.
Marketers must closely attend to the cultural values in every
country just to understand knowing about the social factors will
help marketers in -
1. How to best market their existing products.
2. Find opportunities for new products.
 SOCIAL FACTORS
Reference Groups :- Which has Direct and Indirect influences on their
attitudes or behaviour. Opinion Leader is a Person Who Offers Informal Advice
or Information.
1.Membership Groups :- Members has Direct Influence on the Group.
i.Primary Group :- These are the Groups where the Person interacts Fairly and
Continuously and Informally. Example:- Family, Friends, Neighbors, Coworkers
etc..
ii.Secondary Group :- Example :- Religious, Professional, Trade-Union Group.
Aspirational Groups :- are those where a person wants to join.
Dissociative Groups :- are those whose Values or Behaviour an Individual
Rejects.
Cliques :-Small Groups whose members interacts Frequently and they don't
want others to join their group.
Family :-it has vast effect on the buying process / habits of a consumer.
Family of Orientation :- Parents and siblings. Acquires an Orientation towards
Religion, Politics, Economics, Personal ambitions and a sense of self worth
and love.
Family of Procreation :- Spouse and Children.
 PERSONAL FACTORS

Food, clothes, furniture, recreation and habits are directly dependent on the age,
gender and number of family members at that instant.
Psychological traits/personality of a consumer like self confidence, dominance,
autonomy, deference, sociability, defensiveness and adaptability.
Lifestyle is a Person's Pattern of Living in the World as Expressed in Activities,
Interests and Opinions.
Consumer's Decisions are also Influenced by it's Core Values, Belief System that
Underlie Attitudes and Behaviour.
Brand Personality Traits :-
1. Sincerity ( Down to Earth, Honest, Wholesome and Cheerful )
2. Excitement ( Daring, Spirited, Imaginative and Up to Date )
3. Competence ( Reliable, Intelligent and Succeessful )
4. Sophistication ( Upper Class and Charming )
5. Ruggedness ( Outdoorsy and Tough )
Examples of Personality Traits :-
Ruggedness & Levi's