&

Presented by:Group 5

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Group no 5

Nimisha Prasad
(257)
Bhawna Gaur
(49)
Poonam Yadav

Objectives
Understanding consumer behavior
Factors Influencing consumer behavior
Detailed study of buying behavior in case
of:
1. Chocolates
2. Shoes

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Group no 5

Consumer Behavior
Consumer behavior is a branch which deals with the
various stages a consumer goes through before
purchasing products or services for his end use.
Consumers purchase products and services as and when
need rises.
Consumer behavior is integral to marketing as
marketing strategies are based on it.

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Importance of
Consumer Behavior
Understanding the purchase behavior and preferences
of customers.

Successfully market to different market segments.

To improve the performance of the organization.

Provides valuable clues for marketers on new
technological fronts.
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Factors affecting
consumer behavior

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Group no 5

Consumer buying behavior

Cadbury

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Group no 5

Cadbury India ltd.

(Mondelez India Food
ltd.)

Started in 1948

Part of the Mondelez International group

Ranked 3rd amongst Indias Most Admired

companies by Fortune India in 2013
Headquarter Mumbai

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Group no 5

Cadburys market share

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Major players

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Market share of major players

6% 6%
21%
67%

Cadbury($3727 Bl)
Ferrero($334Bl)
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Nestle($1168Bl)
Others($334Bl)
10

Marketing Mix of Cadbury

Product
Cadbury has a power house lineup of products
Most prevalent types of choclates are
Fruit & nut
Caramel
Roasted almond

Cadbury product can be divided into three parts:

Core Product:-dairy milk ,5 star,perk
The Augmented Product:-crackle,fruit & nut,nutties
The Tertiary Product:-bournville,silk,turblone

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11

9/21/15

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12

Price
Cadbury is priced in high as well as low variants.
Pricing is based on the type of customer.
Pricing is done in such a way so that it can bear the
brunt of changes.

Cadbury is used for gifting purpose hence sells

high volumes even at higher prices.

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13

Pricing Strategy
weight

price

20 gm pack

10

50 gm pack

30

150 gm pack

90

350 gm tin

175

500 gm tin

350

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14

Place
Cadbury is present in more than 200 countries.
In India it is present strongly in all urban areas.

Easily available in A,B and C category towns.

Weak presence in rural market.

The distribution channel followed by Cadbury:

Company >> C&F agent >> Distributors >> Retailers
>> Consumers.
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15

Promotion
Tools of promotion
1 Electronic media
2 Print media
3 Visual display and Hoardings
Promotional Programs
1 Superior marketing
2 Free sampling
3 Advance communication
Cinema
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16

DO YOU
REMEMBER?

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17

D0 YOU REMEMBER?

PAPPU PASS HO GAYA....

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18

DO YOU REMEBER?

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MANN MEIN LADOO

Group no 5 FOOTA...

19

DO YOU REMEMBER?

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20

Buying behavior of
Cadbury.

Variety

consumers are willing to choose from a wide

range ofvariety available

Quality
Parents are moreconcern with quality as children
are major users

Demand

Mainly demanded during festivals and occasions

like birthday etc.

Price
Any time when a user wants to enjoy it is
available in affordable prices.
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21

Consumer behavior analysis

Sample size: 50
Age wise breakup
5

10

10
25

5-15
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15-25

25-35

Group no 5

35-45
22

Frequency of consumption
18
16
14
12
10

1
2
5

2
3
2

8
6
4
2
0

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10

3
2
6

Group no 5

35-45
25-35
15-25
5-15

23

Chocolates over sweets on

festivals
30
25
20
15
10
5
0

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25
15
4
5-15

15-25
Group no 5

25-35

35-45
24

Social groups affecting behavior

Series 1
30
25
20
Series 1

15
10
5
0

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25
15

reference groups

10
family
Group no 5

roles & statuses

25

Brand affecting buying behavior

preference (in %)

10
15

45
30

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Group no 5

cadbury
nestle
amul
others

26

FACTS
Most affecting factors
Taste
Price
Brand loyalty
Least affecting factors
Social groups

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27

CONSUMER BUYING BEHAVIOUR

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28

OVERVIEW
Founders: Bill Bowerman, Philip Knight.
Year established: 1964 (as Blue Ribbon Sports).
Headquarter: Beaverton, Oregon, USA.
President/CEO: Mark Parker.
Slogan: Just Do It!
Nike decided to enter India in the mid 1990s.
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Group no 5

29

Footwear industry in India

President/CEO
Sales

70%

Organised
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Percentage

15%
30%

55%

30%

Unorganised

Men
Group no 5

Women

Children
30

Nike Inc.
Growth rate of 19%
Market share of INR 340 Cr.

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31

MAJOR PLAYERS

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32

Market share of major

players
Market share(in %)

16

11
21

46

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Puma
Nike
Adidas
Reebok
Others

33

Marketing mix of Nike

product
1. Extensive range of products
2. Various features, designs & attractive packaging
3. Provides customization of their products
4. Warranties and replacements of their products
5. Packaging with collaboration with other brands

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34

Marketing mix adopted by Nike

Price
1. Value based pricing
2. Segmented pricing
3. Price skimming technique
4. Higher pricing strategy
5. Discounts during festive seasons
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35

Marketing mix adopted by Nike

Place
1. Retail stores.
2. Factory outlets
3. Online shopping
4. Contract factories (18 in India, 600 overall)
5. Shared distribution channels
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36

Marketing mix adopted by

Nike
Promotion
1. Endorses various celebrities
2. Endorses various teams
3. Places products in movies & shows
4. just do it campaign
5. Advertisement budget of approx. US $ 150
million
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37

Buying behaviour & decision

making analysis
sample size : 75
Age wise breakup

Gender wise breakup

15

25

Male
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15

45

50
15-25
25-35
35 and above

Female
Group no 5

38

Sample size breakup continuedOccupation wise breakup

4
19
52

Student
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Working
Group no 5

Retired
39

Finding & analysis

Annual spending
6500

Student

11500

Working

Retired

3000

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2000

4000

6000

8000 10000 12000 14000

Group no 5

40

Shopping season
When do they buy?

No. of people

45
40
35
30
25
20
15
10
5
0

42
6

18

occasion
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41

Preference while buying

Preference

rank

Style
Brand name
Comfort
Price
Durability

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42

Social factors affecting buying

60

50

40

people (in %)
30

20

55

35

10

10
0

Reference groups

Family

Roles & stasuses

Social factors
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43

Brands affecting buying

behaviour
30

25

20

No. of people
15

10

24

20

Nike

Reebok

10

10

11

Adidas

Puma

Woodland

Brand name
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44

Facts
Most affecting factors
Price
Roles & statuses
Brand name

Least affecting factors

Style
Shopping season
Family influence
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45

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46