Professional Documents
Culture Documents
By
Dr. Ruchi Jain
Studying consumer behavior
• What is consumer behavior
• Buying Decision Process and
• Factors Affecting Buyer Behavior,
• Consumer Adoption Process.
• Buying Behavior for Consumer Markets
and Industrial Markets,
• Types of Buying Situations,
Consumer Buying Behavior
• Refers to the buying behavior of people
who buy goods and services for personal
use.
– “How do consumers respond to various
marketing efforts the company might use?”
Model of Consumer Behavior
What Influences
Consumer Behavior?
Cultural
Cultural Factors
Factors
Social
Social Factors
Factors
Personal
Personal Factors
Factors
What is Culture?
•Culture is the fundamental determinant of
a person’s wants and behaviors
•It is acquired through socialization
processes with family and other key
institutions.
•Culture is learned.
•Cultural shifts create opportunities for
new products
Indian culture traits adopted by
brands…
• MTR-South,North,snacks,main course,
icecream etc.
• DABUR FOOD PRODUCTS (Homemade)
• GOLD MASTER CARD-(Family oriented
approach)
• Surf excel-(Brother –Sister Relation, Daag
Ache hain-blaming other for any
mishappening when she falls into the
puddle)
• Bank of India-Rishto ki Jamapunji
(friendship)
• Airtel- Kuch Bandhan atoot hote hai jaise
airtel ka network(Father –Son) 7
Social Factors
Reference
Family
groups
Social
Statuses
roles
Social Factors
• Groups:A reference group is any individual or
collection of people whom the individual uses as
a source of attitudes, beliefs, values of
behaviour.
• Membership groups
• Aspirational groups
• Occupation
• Economic Situation
• Lifestyle:
-
The Family Life Cycle
Key Psychological Processes
Motivation Perception
Learning Memory
Motivation
a motive (or drive) is a need that is sufficiently pressing
to direct the person to seek satisfaction.
1. Positive motivation
2. Negative motivation (Insurance, deodorants, gyms)
3. Physiological
4. Psychogenic (achievement, affiliation, status)
Information Search
Evaluation
Purchase Decision
Postpurchase
Behavior
1.Need Recognition
• A need recognition is a result of an imbalance
between actual and desired states.
– Need recognition is triggered when a consumer is
exposed to either an internal or an external
stimulus.
– Stimulus is any unit of input affecting one or more
of the five senses: sight, smell, taste, touch,
hearing.
– Marketers can also create wants. Wants are the
recognition of an unfulfilled need and a product
that will satisfy it.
2.Information search
• Search time & involvement are the
buyer investments in decision making.
• Routine response behavior: frequently
purchased, low-cost goods and
services
• Limited decision making: moderate
amount of time for gathering
information
• Extensive decision making: when
buying an unfamiliar, expensive product
or an infrequently bought item
3.Evaluation of Alternatives
• Some decisions involve a careful, logical,
and systematic evaluation by the consumer.
• Other decisions – such as impulse buys –
are made with virtually no thought at all.
• Friends, consumers guides, or salespeople
may or may not influence the decision.
• Marketers must study how targeted
consumers make evaluations, so they will be
in a better position to influence evaluations.
Purchase Decision
• Intentions to purchase a particular brand
are not always acted upon.
• Factors that influence the purchase
decision:
– Attitudes of others
– Unexpected situational factors
Post purchase Behavior
• Consumer satisfaction is a function of
consumer expectations and perceived
product performance.
– If Performance Is BELOW
Expectations = Disappointment
– If Performance EQUALS
Expectations = Satisfaction
– Performance Is GREATER
than Expectations = Delight
Cognitive Dissonance
• Cognitive Dissonance: after making a purchase,
buyers often doubt whether they made the right
decision.
• Marketers can minimize dissonance by:
– Reassuring consumers they made the right choice
and minimizing the potential for product misuse
(product literature and instructions).
– Offering mechanisms for lodging complaints
Being responsive to problems and questions.
CONSUMER ADOPTION
PROCESS
Consumer is first exposed XYZ sees an ad for a new MP3 player in the
Awareness to the product innovation. magazine she is reading.
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Stages in Adoption Process
WHAT HAPPENS
NAME OF EXAMPLE
DURING THIS STAGE
STAGE
Consumer uses the Since an MP3 player cannot be “tried” like
product on a limited a small tube of toothpaste, XYZ buys the
Trial basis MP3 player online from Amazon.com,
which offers a 30-day full refund policy.
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Adopter Categories
Laggards
Early
Adopters 16%
13.5% Early Late
Majority Majority
Innovators 34%
34%
2.5%
2. Modified rebuy
• benefits to be derived by reevaluating alternatives.
– occur when displeased with the performance of current supplier.
– Buyers operate in the limited problem solving stage.
– Buyers have well defined criteria.
3. Straight rebuy
the problem or need is a recurring or continuing situation.
– Buyers have experience in the area in question.
– Require little or no new information.
– Buyers operate in the routine problem solving stage.