Transcript Consumer Behaviour

Remember Me…..
 I'm the fellow who goes into a restaurant, sits down and patiently
waits while the waiter do everything but take my order. I'm the
fellow who goes into a department store and stands quietly while
the sales clerks finish their little chitchat. I'm the man who drives
into a petrol station and never blows his horn, but waits patiently
while the attendant finishes his talks.
 "Yes, you might say, I'm a good guy. But do you know who else I
am? I am the fellow who never comes back, and it amuses me to
see you spending thousands of rupees every year to get me back
into your store, when I was there in the first place, and all you
had to do to keep me was to give me a little service; show me a
little courtesy."
Example ….
 In the US, the Marlboro cowboy is usually shown alone
Example ….
 In Japan, the Marlboro cowboy is usually shown as
part of a group…
WHY??
Solution….
 Influence of culture on consumer behaviour
 US culture = importance of individual; not true in
Asia
 Japanese consumers think a single cowboy looks
“lonely” and “poor”
 Just an ordinary worker on a farm
Some Ads….
 .ING
 ..Fevicol
 ..Jeevansaathi
 In general we can say that its important to understand
consumer psychology and the influences around to
develop marketing tactics .
And this is what the course all about……….
What is Consumer Behaviour
The behaviour that consumers display in
searching for, purchasing, using, evaluating,
and disposing of products and services that
they expect will satisfy their needs.
Personal Consumer
The individual who buys goods and
services for his or her own use, for
household use, for the use of a family
member, or for a friend.
Organizational Consumer
A business, government agency, or
other institution (profit or
nonprofit) that buys the goods,
services, and/or equipment
necessary for the organization to
function.
Origin of Field Of Consumer behaviour :
Development of the Marketing Concept
Production
Concept
Product Concept
Selling Concept
Marketing
Concept
The Production Concept
 Assumes that consumers are interested primarily in
product availability at low prices
 Marketing objectives:
 Cheap, efficient production
 Intensive distribution
 Market expansion
The Product Concept
 Assumes that consumers will buy the product that
offers them the highest quality, the best
performance, and the most features
 Marketing objectives:
 Quality improvement
 Addition of features
 Tendency toward Marketing Myopia .
The Selling Concept
 Assumes that consumers are unlikely to buy a
product unless they are aggressively persuaded to
do so
 Marketing objectives:
 Sell, sell, sell
 Lack of concern for customer needs and
satisfaction
The Marketing Concept
 Assumes that to be successful, a company must
determine the needs and wants of specific target
markets and deliver the desired satisfactions better
than the competition
 Marketing objectives:
 Profits through customer satisfaction
KFC
The Marketing Concept
A consumer-oriented philosophy
suggests that satisfaction of
consumer needs provides the focus
for product development and
marketing strategy to enable the firm
to meet its own organizational goals.
Areas of application of Consumer
Behaviour
Analizing the opportunity .
Marketing Mix decisions.
Selecting the target market
Developing the Positioning Strategy .
Relationship Marketing
Marketing Mix = four
areas a marketer can
control.
Marketing strategy
selection of target market
and marketing mix in
order to achieve our
objectives.
Marketing is hard.
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Marketing is hard.
 Right Target Market
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Marketing is hard.
 Right Target Market
 Right PRODUCT package
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Marketing is hard.
 Right Target Market
 Right PRODUCT package
 Right PLACE and time
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Marketing is hard.
 Right Target Market
 Right PRODUCT package
 Right PLACE and time
 Right PROMOTION & communications
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Marketing is hard.
 Right Target Market
 Right PRODUCT package
 Right PLACE and time
 Right PROMOTION & communications
 Right PRICE
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Profile of a typical consumer
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THE SEVEN MAGIC QUESTIONS
I have seven little helpers
That tell me what to do
Their names are
WHY and
WHAT and
WHEN and
WHERE and
HOW and
WHO and
HOW MUCH ARE THEY WILLING TO PAY?
The target market
WHO
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The target market
Their thoughts and actions
WHO
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The target market
Their thoughts and actions
Our actions
WHO
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The target market
Their thoughts and actions
Our actions
Product
Why?
WHO
What?
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The target market
Their thoughts and actions
Our actions
Promotion
Product
Why?
How?
WHO
What?
When?
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The target market
Their thoughts and actions
Our actions
Promotion
Product
Why?
How?
Place
WHO
What?
When?
Where?
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The target market
Their thoughts and actions
Our actions
Promotion
Product
Why?
How?
Place
When?
WHO
What?
How much?
Price
Where?
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In simple words…
 The study of consumer behaviour involves what they
buy, why they buy, how they buy it when and where
they buy it .
Areas of application of Consumer
Behaviour
Developing the Positioning
Strategy .
Relationship Marketing