SPECIAL STUDY IN MARKETING

TYBMS – SEMESTER 5 Prepared by Kripa Kalro

UNIT 1:
CONSUMER BEHAVIOUR

or ideas to satisfy needs and the impacts that these processes have on the consumer and society. experiences. groups. services. secure. and dispose of products. • There are 2 types: Consumer and Industrial . or organizations and the processes they use to select.DEFINITION • Consumer behaviour is the study of individuals.

WHY STUDY CONSUMER BEHAVIOUR? • • • • • • • • Different reactions Diversified preferences Differentiated products Special needs Technologically advanced products Sales pitch Foundation for marketing management Development of laws. regulations. etc .

The experiential perspective I.RESEARCH PERSPECTIVES ON CB I. The decision making perspective I. The behavioral influence perspective .

CONSUMER DECISION MAKING MODEL .

OTHER DECISION MAKING MODELS 1) 2) 3) 4) 5) 6) 7) 8) 9) Economic model Psychological model Pavlovian model Sociological model Howrath Sheth model Engel.Kollat model Model of family decision making Nicosia model Schiffman and Kanuk’s model .Blackwell.

Action. Need/Problem Recognition Information Search Evaluation of Alternatives Purchase Decision Post Purchase Behavior: Satisfaction. Use and Disposal . 3. 2.CONSUMER BUYING PROCESS 1. 5. 4.

FACTORS AFFECTING CB 1) • • • 2) • • • Cultural Factors Culture Sub-Culture Social Class Social Factors Groups Family Roles and Status .

3) • • • • 4) • • • • Personal Factors Age and Life-Cycle Stage Occupation Economic Situation Lifestyle. Personality and Self-Concept Psychological Factors Motivation Perception Learning Beliefs and Attitudes .

FACTORS AFFECTING CONSUMER BUYING BEHAVIOUR SOCIAL FACTORS Family influence CULTURAL FACTORS Culture Reference group influence Roles and status CONSUMER AS DECISION MAKER Beliefs and attitudes Learning Subculture Social class Age & family life cycle Economic circumstances Occupation Personality & self concept Psychographics PSYCHOLOGICAL FACTORS PERSONAL FACTORS .

ABRAHAM MASLOWS THEOREY OF MOTIVATION Self Actualization Needs Esteem Needs Social Affiliation Security and Safety Basic Physiological needs .

Need for Power (n Pow) III.DAVID MCLLELAND`S THEOREY OF MOTIVATION I. Need for achievement (n Ach) II. Need for Affiliation (n Aff) .

Organise .Distort .THE PERCEPTION PROCESS Attention Inputs to process stimuli .Active search .Passive Attention Interpretation -Simplify Cognition .Passive search .

2. Perception is selective Perception is organized Perception depends upon stimulus factors Perception depends upon personal factors . 4.FACTORS THAT INFLUENCE PERCEPTION • Stimulus factors • Audience or individual factors PRINCIPLES OF PERCEPTION 1. 3.

An attitude is a persons enduring favourable or unfavourable evaluations. opinion or faith. .BELIEFS AND ATTITUDES Belief is a descriptive thought that a person holds about something. tendencies toward some object or idea. Beliefs may be based on knowledge. emotional feelings and actions.

3 Post parenthood: Empty Nest 1. Retired Solitary survivor . 2. 3. 5. 2 Dissolution: Solitary survivor. 4. 2.AGE AND FAMILY LIFE CYCLE 1. Bachelorhood Honeymooners Parenthood: Full Nest 1.

BUYING ROLES 1) Initiator 2) Influencer 3) Gatekeeper 4) Deciders 5) Buyers 6) Preparers 7) Users 8) Maintainers 9) disposers .

Freuds psychoanalytic 2. Trait . Personality is consistent and enduring 3.PERSONALITY Inner psychological characteristics that both determine and reflect how a person responds to his or her environment. Personality reflects individuals difference 2. The nature of Personality: 1. Non-Freudian 3. Personality can change Theories: 1.

Expected self 6. Extended self 8. Social self 4. Possible selves . Ideal social self 5. Ideal self 3. Actual Self 2.SELF.CONCEPT Totality of individuals thoughts and feelings having reference to himself as an object 1. Situational self 7.

LIFESTYLE IDENTIFICATION •Lifestyle is a group phenomenon •Lifestyle pervades various aspects of life •Lifestyle implies a central life interest •Lifestyles vary according to sociologically relevant variables .

social. political. job. family size. geography. vacation. city size. education. lifecycle. media. shopping. fashion. education. occupation. future. food. home. entertainment. income. recreation. hobbies. community. products. business. sports INTERESTS: Family. culture DEMOGRAPHICS: age. club member. achievements OPINIONS: themselves. community. dwelling .AIO INVENTORIES ACTIVITIES: Work. social events. economics.

AIO STATEMENTS •Attitudes. interests and opinions •Help researchers understand consumer behavior •Provides insights into a consumers likes and dislikes .

sofas HABITUAL BUYING BEHAVIOR Salt . carpest.TYPES OF BUYING BEHAVIOR Degree of Involvement Degree of difference among brands High COMPLEX BUYING BEHAVIOR Intel Pentium Low VARIETY SEEKING BUYING BEHAVIOR Soap Powder Significant Few DISSONANCE REDUCING BUYING BEHAVIOR Diamonds.

LPS: Limited problem solving/ limited decision making level/ low involvement 3. Practical relevance 4. Self expressive importance 2. Enduring involvement DIMENSIONS OF INVOLVEMENT 1. EPS: Extensive problem solving/ extensive decision making/ high involvement .CONSUMER INVOLVEMENT TYPES: 1. RRB : Routinised response behavior/ Routine decision behavior/ least involvement 2. Purchase risk LEVELS OF INVOLVEMENT 1. Situational involvement 2. Hedonic involvement 3.

Awareness Comprehension Attitude Legitimation Trial Adoption . 5. 3. 6.STAGES IN ADOPTION PROCESS 1. 2. 4.

ADOPTER CATEGORIES 34% Early majority 2 1/2% Innovators 13 1/2% Early adopters 34% Late majority 16% Laggards Time of adoption innovations .

sales people. . new service. or informal conversations) to members of a social system (a target market) over a period of time. new idea or new practice) is spread by communication (mass media.DIFFUSION OF INNOVATION/ DIFFUSION PROCESS The process by which the acceptance of an innovation (a new products.

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