CONSUMER BEHAVIOUR

INTRODUCTION :

Nowadays marketing is the most important factor in any industry, business or companies. To make
people known about the product and their specification is very important and as well as useful to
make the purchase decision easily and faster. There are many mode of marketing which are being
used from last so many years. People nowadays are making more marketing strategies for their own
growth , taking well known celebrities for advertising and marketing is the most favourable
marketing strategy. There are so many industries which got developed because of the awareness in
public market like health , tourism , education, manufacturing, finance , agriculture , technology and
many more, this days celebrities have got wast experience in advertising and branding the products
and make them interesting and useful too. In todays time travel and tourism receipts worldwide are
not expect as it was , Most of the tourism want to travel out of India as their main focus is on to go
out of country , because of that our economical Indian travelling industry now getting diminishing or
falling as no tourists are visiting any place of India, to make the progress and to take that level again
our Indian prime minister MR. Narendra modi has taken one step , Mr. Amitabh bacchan was
appointed as the ambassador .

Concepts and Application related to the question.

Advertisement is now more affective and useful way to keep the product in market also and make
the more efficient, advertisement is the First and most affective mode of to keep the people know
about the product also and to make profit generation in it, its not just affective, but to get people
awareness and to know specifications of the product is also main factor of advertisement. So there is
many modes of advertisement are there like by television, by newspaper, by magazines, by banners ,
by theater and by personally. Nowadays most of people are choosing digital mode of advertisements
so because of that Most of the people are likely to make most popularity in advertisement. There
are so many actors, tv personalities and popular influencer who make the best product
advertisement and make the people attention and desire also. They think if the popular personalities
will do the advertisement so the people will understand also and they will make the purchase
decision too, reason behind taking popular personalities is just to make people understand regarding
the product availability and usefulness of the product, not only the actors but tv personalities and so
many influencers who are likely to make the advertisement in digital platforms like face-book,
Instagram, YouTube and so many.

There are so many parameters while taking any celebrities.When trying to get a new company off
the ground, it’s easy to tilt toward the idea of finding a celebrity to endorse your products and
services.this is the best effective marketing tactic, finding the right celebrity for your brand is a
hurdle to jump. Celebrities can add a lot of value to a new business or companies , but the wrong
endorsement can lead actually devalue your brand and can lead no use of advertisement or
hateness towards the product.
The first and very important parameters while taking celebrities is just don’t take any celebrities, as a
new entrepreneur it will be very tempting to jump into business and make selflessly decisions , so
don’t make it hurdle for another person and make the decision very calmly and approach your
subordinates also in this, second parameters we should take is that celebrities should be involved in
the process from beginning , it is important to encourage celebrities also by taking their decision and
point of views also to actually stick with the program. Be open in taking advantage of personal
connections with the celebrities. Third parameter we should take is that whoever celebrity we are
choosing that celebrity should reach many people as they can , If the fan base of celebrity is strong,
especially in online platforms there’s big value in that, in today’s generation people are making most
of their lives decisions online itself ,particularly when targeting audience is young youth any
marketers should use online platform most. Forth parameter we should take is that celebrities
should inspired the consumer The brand value added by celebrities is immediate and should useful
too. When a any celebrity signs an endorsement they deal with the product too, marketers are
taking high rated celebrities is just because of their value and so many people are admired them , so
if they can showcase their value towards the product that is very important for any marketers
also.and there are many more parameters which is important to make an advertisement.

In tourism India make more profit then others industries, nowadays tourists only wants to go tour of
of India because of that so many people are got unemployed or they have left their jobs , to prevent
that our beloved PM sir Mr. narendra modi has taken one decision. Which is to make Mr Amitabh
bacchan in tourism advertisement That state's 'Khushboo Gujarat Ki' tourism campaign.this line
catches the viewer's attention is 'Breathe in a bit of Gujarat'. By this Gujarat government has said
Over the next two years, the Gujarat government will pump in Rs.650 crore towards developing
tourism activities and promoting tourism infrastructure. Why Mr Amitabh bacchan in tourism
advertisement? Its just because he is favourites of all three generations also and he is so energetic
and loyal towards his work as well as a Indian people have huge trust and respect towards mr
Amitabh bacchan. And if he will showcase something so people will listen to him and follow him and
as the motto was to make more people tour towards Gujarat.

CONCLUSION

While advertising something people should know the product and their usefulness. As there are
many aspects by that you can do marketing is through television, pamphlets, advertisement,
banners, hoardings, radio, online platform ( Instagram, YouTube, Facebook) and many more.as we
had learned so many parameters while taking celebrities into marketing and as well as what things
we should get by doing online advertisement.

INTRODUCTION

Culture is the point of beliefs and values to regulate their behaviour towards their family members
or a society. From beginning of childhood we are been taught how to adjust in our society by
biological, physiological and historical part of environment. Our believes and values are guide us how
to adjust properly in environment. Even though sometimes culture doesn’t accept the fact but
society rules and regulations are most important factor in our Indian society. Culture defines the
persons antiquates and their mind sets towards the people , their actions and their decisions are
always based on how been they taught about our culture. A growing child always acquires values
and preferences through they can identify their desire and wants and a family also who always
acquire regarding the same.mainly in all part of India they have their own set of rules and values
towards to humanity and they want their rules should get followed by others too.
Concepts and Application related to the question.

Culture always believes in cumulative of knowledge, experience, beliefs, values, religion beliefs and
attitude towards the others. Culture is a symbolic conversation, the word symbolic defined as value
or learning part of society.

 Culture and sub-culture shares many similarities but there is a clear difference between both the
aspects.

What is culture?
Culture is the set of defined values, rules and beliefs of our Indian society, culture also defined as the
processing the moral values of the life. Culture also defined as umbrella which is combination of
social behaviour and capabilities of the person, and main factors of culture is its always changes by
the both the forces like encouraging the changes and resisting the change, culture are always
affected by the new generation and their mind sets. small children are taught our culture by their
parents and by the social workers itself after their cultivation they are got mold and habitual by the
time.

What is sub-culture?
Sub-culture always refers by the main culture. In India there are tons of culture people are being
following from decades, which is based on ethics, religious malfunctions and group based also, there
is always crash between the main culture and sub culture, but there is a lot of instance people take
to change the sub culture as its followed by very small bunch of people. There can be many numbers
of sub culture within the single society, sub culture can lead the normal living society by setting their
own rules and values.but there is high numbers of resistance also in sub culture as its not followed
by many people.

 Analysing the 3 typical values which Indian parents taught their children.

Strength to persevere : from the childhood itself Indian parents taught their child about the
hardships and sacrifices which they have to do when they will grow up and which is the part
of their life ,even they will need the strength and sharpness to succeeding the battle. And
that makes the child strong by there mind sets and making them understand also that hard-
work is very important in life , it will help the child to grow in environment where the things
are not getting easily and life is always about the obstacles and hurdles.

Importance of religious beliefs : children from their childhood itself they are been taught
about the mythology and cultural programs which can develop the basic ethics in the child
and value of the religion, they can understand and learn to respect their parents and elders
and maintain the social life. Even though they can imagine and think about the focus and
dedication of the religion sants.they can also value the thing which is living and non living
too, even though they can make the life easier by having themselves clear vision and
perspective.

Importance of education : children must know the importance of education and also value
the education, by the time, in education itself our most part of culture are being taught. To
respect our family, friends, elders and maintain discipline also is the main motto of
education, by the time they can make their own decisions and make them perfectly clear
and visible to others too, they can understand which thing to buy , how and when they can
purchase and that thing can benefit their lifestyle or not.

CONCLUSION:

As in this we had learned about the culture and what is the importance of having cultural behaviour,
and what are the types of cultures we have and what is the difference and what is the meaning of
culture and sub culture also , as well as we had learned values and beliefs of Indian society about
their cultural believes and values of that , as we had learned about the social and cultural lifestyles
of Indian people and how they are managing their lives in same time having a strict rules and
regulations which they have to follow.

INTRODUCTION

Consumer involvement is very important and main factor while making the purchase decision, if the
consumer also involving while purchasing so the seller also get a chance to explore consumer wants,
as well as he will make sure that consumer getting the right product as per his/her desire.as seller
will also got to know that consumer specifications and their doubts about the product and making
his/her decision by his all sense, sometimes seller also have to make the purchasing time more
interactive by asking questions and by knowing the consumer wants he can give the best product
and explain him/her widely, different types of consumer we can identify , there are so many
consumer who is taking there decision in one go and they don’t want deep knowledge about the
product, some consumer are afraid of taking product also while purchasing as they are thinking
about the risk behind that, so how to tackle this consumer and making it favourable and even easier
by having consumer interaction.

Concepts and Application related to the question.

There are 4 types of customer involvement:

1) Complex buying behaviour

2) Dissonance- reducing buying behaviour
3) Habitual buying behaviour
4) Variety seeking behaviour

COMPLEX BUYING BEHAVIOUR: complex buying behaviour is identify when consumers

are buying an expensive product, and even they are buying it infrequent. Whenever they
are buying the product they are very careful and even more conscious about their
choices, at this moment they are highly involved while purchasing. Sometimes they
consults to their relatives too for decreasing the level of risk of purchasing. To remove
this kind of risk in consumers behaviour seller can make them help to identify their
wants and why they are purchasing and even seller can make them believe that they are
purchasing right product.
DISSONANCE REDUCING BUYING BEHAVIOUR : dissonance reducing buying behaviour,
consumer involvement is always very high, this is cause of cost of the product is high or
infrequent purchases or else the availability of the product is very less or the product is
limited edition, in this moment most of the consumers are buying the product which is
easily available or high numbers of purchasers are taking the same product. To remove
this thing marketers can help the consumers while purchasing product and convence
them to buy the product by telling specifications, or they can offer some kind of offers
and discounts to consumers also as well as the incentive or bonus to marketers also.

HABITUAL BUYING BEHAVIOUR: habitual buying behaviour encountered when a consumer

having very less involvement in purchasing product, when the consumer is buying household
products they do not put lot of thought. They either buy the product or they can buy the same
product of another brand , this behaviour we can noticed when a consumer already having trust
and faith towards the product or he/she knows or they have already used that product. In this
also we can offer some discount to make the high progress and making it faster and smooth
purchasing time.

VARIETY BUYING BEHAVIOUR: variety buying behaviour encountered when a

consumer is switching their choices and preferences in every purchase, in this
consumer changing their preferences and every time they are taking the product
of different brands, because cost of the other product is same as their purchased
product so this is the main reason behind switching the other brands, as other
reason can be curiosity and popularity of the product also can change consumers
mind and their preferences, to avoid this marketers can also give special
discounts on second time purchase or on every purchase special coupons they
can provide to consumers.

CONCLUSION:

As we had learned Consumer involvement is most important part of the business, as its affects
the purchasing momentum also, as we had seen there are 4 types of consumers we can identify
and by that we can resolve their problems by using business techniques, consumers involvement
can lead the perfect purchasing as well as marketers can also reach the consumer satisfaction
ratio.

INTRODUCTION

Customer involvement encountered when a consumer gives his/her all the focus and interest
also while buying the product, it very important when customer is buying costly product as it
required all the purchase decision theory and risk behind that, even the involvement required
when any consumer is not satisfied or not happy with the product while buying it.
Concepts and Application related to the question.

Buying a gift for your parent’s 25th wedding anniversary:

First of all when consumer is purchasing something on behalf of others or for someone else so the
consumer is always being conscious at that moment, consumer see different types of products and
they want variety of product also.
When a consumer is buying gift for their parents first of all, consumer should know the choice and
preferences of their parent’s, as once the marketer come to know about the choice and preferences
of the consumer they can easily compare and take the particular product, but when the consumer
don’t know the choice and preferences of the consumer so it can be hurdle for marketers also as
much as product we will show they will get more confused.
Option for taking gifts for consumer parents is he/she can take the any photo album or collage of
different photos as its called memories re-collection.

Laptop

When the consumer is buying expensive product or the product which is very limited, at that time
consumer is not confused but consumer wants to know the product specifications, as it’s a very
expensive product so consumer is always re checking the product also and getting particular about
the specifications and usefulness of the product also.
At the time of purchasing laptop consumer is well know about the product specifications and their
demand, at this time marketer can easily give them the brief knowledge about the product and
easily make them ease about the purchasing, as once it done marketer can give them the offer and
discount also, so the consumer can make the decision more faster and easily too.

Groceries for daily use at home

While buying the groceries consumer is always well know about the product and they are familiar
with the product, they are thinking about the different product if consumer wants to change the
brand, so here choice is already been resolved and consumer knows which product they have to buy
so in this marketers don’t have to worry about the purchase decision as consumer are coming
because to refill the product itself
In this Consumer is frequently buying the same product, they already know the specifications of the
product, consumer can change their brand if the requirement of their product having getting extra
benefits, or when the same product have tempting advertisement in that cases only consumer
approach other brands
For this marketers can offer some discount and free products also to attract the consumer or to
make the consumer friendly.

Ordering-in food at home on a Sunday evening through Swiggy / Zomato

While ordering food online consumer always think about the quality and quantity of the product and
most important factor consumer monitors is taste. If the consumer have already know the particular
product and they have already used that product so they are easily buying it but if they are new in
this for that reason marketer also should give some specifications of their foods to make the
purchase decision easily
Most of the consumer are looking out for the discounts also as if the consumer requirements are
getting full-filled by other same product in different pricing so consumer are easily changing their
preferences, to get the consumer stick on the same product marketers can offer the discounts or
they can give high quality products.

CONCLUSION

As we had consumer involvement is important as much purchasing part, as we had learned that
there is different types of consumer and consumers priorities are changing by their requirement of
the product, important part is customer satisfaction so they can called as frequent consumer,
consumer behaviour and their wants changing as per the product demand, as we had learned
different kind of strategies to make the consumer frequent.