Consumer Behaviour Ppt

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5-1
Consumer Consumer
behavior behavior
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5-2
Customer vs. Consumer Behavior Customer vs. Consumer Behavior
CONSUMER BEHAVÌOUR refers to the acts of
individuals directly involved in obtaining and using
goods and services and includes the decision
process that provide a purchase.
Consumer Behavior is not only the study of what
people consume but also 'where', 'how often' and
'under what conditions' the product is consumed.
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RURAL CONSUMER BEHAVIOR
RURAL CONSUMER BEHAVÌOR
How does an individual decide to spread his
available resources (time, money effort) on Consumption-related
products.
That is ÷ what they buy
why they buy
when they buy
where they buy it
how often they buy it
how often they use it
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Simple Model of Rural Consumer Behavior
!re !urchase Search
Need Recognition
EvaIuation of AIternatives
!urchase Decision
!ost purchase behavior
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5-5
InterpersonaI Determinants of InterpersonaI Determinants of
Consumer Behavior Consumer Behavior
Why People Buy New Products
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RCB can aIso be cIassified as..
I) EnvironmentaI Factors
a) Economic
b) Political
b) Technological
c) Legal
II)Socio-CuIturaI
a) Culture and Sub-Culture
b) Social Classes (Reference group,family,etc.
III) !ersonaI Factors
a) Age & Life Cycle
b) Occupation
c) Life Style
d) Self-Concept
IV)!sychoIogicaI
a) Motivation
b) Perception
c) Belief & Attitude
d) Learning
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Factors..
SociaI Factors ÷ role played by reference groups,family,friends and opinion
leaders. Eg:- (ANM ÷Auxiliary Nurse midwife, SHG and Anganwadi Workers.
%echnoIogy ÷ Growing presence of Technology has led to new patterns of
Consumer behavior. Eg:- out of 140 lakh mobile phones of BSNL,50% are from
rural areas.
ECONOMIC ÷ The Entire economic Environment of rural Ìndia shows a much
improved prosperity due to new and improved techniques, higher quality of
inputs and increasing awareness and education on agriculture.
!oIiticaI -- Politics is Perhaps potent force in developing economy to bring
dramatic changes. EG : empowerment of Panchayat Raj. 30% compulsory
representation of women in local bodies is leading to their empowerment.
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5-8
CuIturaI InfIuences CuIturaI InfIuences
CuIture: values, beliefs, preferences, and
tastes handed down from one generation to
the next
Ìt is important to recognize the concept of
ethnocentrism, or the tendency to view
your own culture as the norm, as it relates
to consumer behavior.
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5-9
InternationaI !erspective on CuIturaI InternationaI !erspective on CuIturaI
InfIuences InfIuences
Cultural differences are particularly important
for international marketers
Successful strategies in one country often
cannot extend to other international markets
because of cultural variations
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5-10
SubcuItures: SubcuItures: subgroup of culture with its
own, distinct modes of behavior
Cultures are not homogeneous entities with
universal values.
Subcultures can differ by:
Ethnicity or Nationality
Age or Gender
Religion
Social class or Profession
Ethnic and Racial Minorities as a
Percentage of the Total Population
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5-11
!ersonaI Determinants of !ersonaI Determinants of
Consumer Behavior Consumer Behavior
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5-12
Needs and Motives Needs and Motives
Need: an imbalance between a consumer's
actual and desired states
Motives: inner states that direct a person
toward the goal of satisfying a felt need
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5-13
MasIow's Hierarchy of Needs MasIow's Hierarchy of Needs
Esteem Needs
SociaI Needs
Safety Needs
!hysioIogicaI Needs
SeIf-ActuaIization
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5-14
!hysioIogicaI Needs
!roducts Vitamins, herbal supplements, medicines, food, exercise
equipment, fitness clubs
Marketing
themes
Pepcid antacid÷¨Just one and hearburn's done¨
Puffs facial tissues÷¨A nose in need deserves Puffs indeed¨
Jiyo Jee Bhar Ke
Safety Needs
!roducts Cars and car accessories, burglar alarm systems, retirement
investments, insurance, medicines
Marketing
themes
Jeetay Raho
Volvo÷"Protect the body. Ìgnite the soul.¨
Yogakshema Vahamyahum
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5-15
BeIongingness
!roducts Beauty aids, entertainment, clothing, cars
Marketing
themes
Old Spice ÷¨The Mark of a Man¨
TJ Maxx clothing store÷¨You should go¨
Esteem Needs
!roduct Clothing, cars, jewelry, hobbies, beauty spa services
Marketing
themes
? Automobiles÷ Count on us¨
Van Cleef & Arpels÷"The pleasure of perfection.¨
? - Be More
kitchen appliances÷"The sign of a great cook.¨
SeIf-ActuaIization
!roducts Education, cultural events, sports, hobbies, luxury goods,
technology, travel
Marketing
themes
Nike ÷ Just Do it
ÌES
Dodge cars and trucks÷¨Grab life by the horns¨
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5-16
!erceptions: !erceptions: the meaning that a person
attributes to incoming stimuli gathered
through the five senses ÷ sight, hearing,
touch, taste, and smell.
!erceptuaI screens: !erceptuaI screens: the filtering
processes through which all inputs must
pass
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5-17
Attitudes Attitudes
A person's enduring favorable or
unfavorable evaluations, emotional feelings,
or action tendencies toward some object or
idea
Attitude components:
Cognitive
Affective
Behavioral
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5-18
Changing Consumer Attitudes Changing Consumer Attitudes
Attempt to produce consumer attitudes that
will motivate the purchase of a particular
product
Evaluate existing consumer attitudes and
then make the product characteristics appeal
to them
Modifying the Components of Attitude Modifying the Components of Attitude
Attitudes change in response to
inconsistencies among the three components
Marketers can work to modify attitudes by
providing evidence of product benefits and
by correcting misconceptions
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5-19
Learning Learning
An immediate or expected change in
behavior as a result of experience.
The learning process includes the
component of:
Drive
Cue
Response
Reinforcement
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5-20
SeIf SeIf- -Concept Concept
A person's multifaceted picture of himself or
herself, composed of the:
Real self
Self-image
Looking-glass self
Ìdeal self
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5-21
%he Consumer Decision !rocess %he Consumer Decision !rocess
Consumers complete a step-by-step
process when making purchase
decisions
High-invoIvement purchase
decisions are those with high levels
of potential social or economic
consequences
Low-invoIvement decisions are
routine purchases that pose little
risk to the consumer
Search Search
AIternative AIternative
EvaIuation EvaIuation
!urchase !urchase
Decision Decision
!urchase !urchase
Act Act
!ost !ost- -
purchase purchase
EvaIuation EvaIuation
!robIem !robIem
Opportunity Opportunity
Recognition Recognition
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5-22
Ìntegrated Model
of the Consumer
Decision Process

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