2.

Consumer Behavior
Session 6
Jan 31, 2023
5 W’s & H Macro influencers Micro influencers

• What • Heterogeneity • Demographics

• • Homogeneity • Psychographics
Where • Education/
• Why • Lack of Occupation
• When borders • Residence
• Rebuy • Socio-cultural location, Gender
factors makeup, family
• How size.
• How much • Family, ethnic &
religious values/
Migration
 • The region's consumers are
Asia's emerging economies are
taking the baton from their
leading the world out of
overextended counterparts
recession
in developed countries.

• China
Largest Asian Populations by • India
2030 • Indonesia
• Pakistan
 THE CONSUMER
Why O DECISION JOURNEY

Post-purchase Initial consideration

Active evaluation, or
Closure, when the process of
consumers buy brands researching potential
purchases;
Understand
Behavior
Awareness

Familiarity

Consideration

Purchase

Loyalty
Changing
Young Families
Empty Nesters: • Yuppies
Aging parents left behind

Early nesters:
Mature Nest:
Babies/ Toddlers: Totally
Joint Families;
parent driven

Mature Nest: Maturing nesters:

Forming opinions; probing, inquisitive,
Striving Independence, $ explorative: Care-free,
dependent; self-indulgent and
adventurous.
Influencers
Geographical Factors

Socio-Economic factors
Rural Urban
Divide Age & Family Life Cycle (FLC) - Youth
Big Towns vs. Socio-Economic
Small Towns Classes Age & FLC - Professionals
Literacy Levels Dependent
Rich-poor divide
Population by Under parental Age & FLC - Seniors
Male-Female % guidance Young, educated,
gender, ethnic informed, tech
group, race, High pester power savvy Less disposable
language income
Quality & health
conscious Aging population
Concerns: with empty nests
environment/ go High Medical &
green support needs;
Social
responsibility
seekers
CB Session # 7
Feb 2, 2023
MIP ERP 70205: Quiz 1: Max Marks 10
1) What do you understand by the statement “The research agencies in Pakistan have
evolved over time”.

2) State and explain what is mystery shopping? And why is it used? Clarify with help of
an example.

3) With reference to the concept of needs, wants & demand, which do you think is the
basic challenge for a marketer. Why?

4) Explain what you think are the top five most important market research objectives?
Challenges

Share of Urban Rural Awareness

• Wallet Size & Type of Name

Familiarity of Brand
• Heart Outlet Relevance
• Time Variety of Equity

Geographical
• Soul inventory
Perception
Personal

• Mind
Source
Country of Origin
 Post Covid
Consumables Protection Products
• 58.7% Food & beverages • 54.5% Personal protection
• 53.4% Essentials products
• 44.7% Produce • 49.8% Household cleaning
• 36.3% Snacks products
• 33.4% Meat/poultry • 44.7% never purchased/ used
• 21.7% Frozen foods personal protection items
before covid-19 outbreak.
• 42.7% Personal care products
• 16.5% OTC medicines
Behaviour
• Online Shopping
• Internet Banking
• Requirements
• Communication/
Engagement
• Product availability
• Ease of conversion
 Ethical Marketing
https://www.google.com/search?q=pakistani+ad+with+children&oq=
pakistani+ad+with+children&aqs=chrome..69i57.10700j1j4&sourceid=chrome&ie=UTF-8#fpstate=
ive&vld=cid:c6359908,vid:eiJrmFTGATM

Through children Through Sensuality Aspirational

• 0-14 years 35% • Subliminal messages • Beyond SEC
• An emotional hook for • Taboos • Raising the bar
their parents
• Impressionable but • Religious • Migrating to higher
smart • Social & SEC
• Tradeoff by 2 income • Cultural
parents
• Communication current,
honest and no-nonsense
CB Session 8
Tue Feb 7, 2023
 Pakistan Is A Heterogeneous Market

Variability &
Consumers have variance is due to Extended family
Most activities
different needs, difference in system is norm
are taken up in
wants and public and providing limited
groups
demand patterns. private opinions/ personal space
behavior
 Implications for Marketers
Design & Position Media/Digital Trends in Commerce and
Strategy Services Financial inclusion

Popular themes used in

Penetration among 18–44-year- Lower prices/ COD/ Ease to
communication, media, brand
olds purchase
activation

Inclusiveness, culture, social,

Outreach expanded to larger Wider awareness/ availability
emotional, financial,
populations of hard-to-find products
convenience

Contribution to e-commerce
Use of multiple languages
industry
J. (non visual women)
https://www.hipinpakistan.com/news/1151062
Dettol (kids/sensuality?)
https://www.dailymotion.com/video/x3o4p8
Surf Excel (culture & kids)
https://www.dailymotion.com/video/x5o7n37
Ahmed Foods (?)
https://www.youtube.com/watch?v=inYPBgIwzIw
Competition Act, 2010
(CA ’10)
• is a state of the art modern law which gives the
Competition Commission of Pakistan legal and
investigative instruments and powers
• To engender free competition in all spheres of
commercial and economic activity, enhance
economic efficiency
• & to protect consumers from anticompetitive
behaviour.
Competition Commission of Pakistan
(CCP 2007 )
• is an independent quasi-regulatory, quasi-judicial
body that helps ensure healthy competition
between companies for the benefit of the
economy
• It prohibits abuse of a dominant position in the
market, certain types of anti-competitive
agreements, and deceptive market practices.
• It also reviews mergers of undertakings that could
result in a significant lessening of competition.
• The Commission seeks to promote voluntary
compliance and develop a ‘competition culture’ in
the economy.
Competition Commission of Pakistan Competitive Ordinance 2007
(CCP) 2007 Against Deceptive Marketing Practices
• Advertising does not mislead about the potential • The distribution of false or misleading
benefits information
• Emotions portrayed realistically • That can harm the business interests of another
• No direct appeals made to children/parents to undertaking.
buy • to consumers, including the distribution of
• No sense of urgency is created information lacking a reasonable basis, related to
• Ensure they talk within cultural context the price, character, method or place of
• Not just treat them as people who have money production, properties, suitability for use, or
quality of goods.
to buy • Of comparison of goods in the process of
advertising;
• Fraudulent use of another’s trademark, firm
name, or product labeling or packaging.
Dawlance
https://www.youtube.com
/watch?v=m6XpaWib4uI

Imperial Tile
https://www.youtube.com
/watch?v=YXdPSJ0qE-4
 Article
https://www.asianimage.co.uk/news/142
93596.pakistani-fast-food-chain-adverts-a
-little-too-sexy-for-some/