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Consumer Behaviour: Insights from Indian MarketRamanuj Majumdar Consumer Behaviour: Insights from Indian MarketRamanujMajumdar
CONSUMER BEHAVIOUR
Consumer behaviour entails the totality of consumers decision involved in acquiring, consuming and disposing of goods and services, as well as making use of experiences and ideas.
Consumer Behaviour: Insights from Indian MarketRamanuj Majumdar Consumer Behaviour: Insights from Indian MarketRamanujMajumdar
Marketers Perspective
How are consumer attitudes towards products formed and/or changed? What cues do consumers use to choose and infer which brands/ products are superior to others?
Pre-purchase issues
Purchase issues
Is acquiring the product a stressful or pleasant experience? What does the product/ brand say about the consumer?
How do situational factors such as peak and off season/ store displays affect consumers purchase decision
Post-purchase Has the brand chosen solved consumers problems issues or performed its intended functions? Has it met
consumers expectations
What determines whether a consumer will be satisfied with a brand choice and whether he/she will buy it again? Does this person tell others about his/ her experience and influence others purchase decision
Each stage poses varied issues and offers subsequent challenges for the marketer.
Consumer Behaviour: Insights from Indian MarketRamanuj Majumdar Consumer Behaviour: Insights from Indian MarketRamanujMajumdar
Consumer as an individual
Consumer behaviour
Psychological Factors - Consumer involvement - Consumer motivation - Consumers perception Personal Factors - Personality and lifestyle - Family lifecycle Social Factors - Reference groups - Family
Cultural influences on consumer behaviour The creation and diffusion of consumer culture
It is essential for the marketer to understand how each of these factors influences consumers buying decision. He can then formulate strategies in line with customer needs and demands.
Consumer Behaviour: Insights from Indian MarketRamanuj Majumdar Consumer Behaviour: Insights from Indian MarketRamanujMajumdar
Learning-Superior after-sale-service
Consumer Behaviour: Insights from Indian MarketRamanuj Majumdar Consumer Behaviour: Insights from Indian MarketRamanujMajumdar
Lifestyle
Consumer Behaviour: Insights from Indian MarketRamanuj Majumdar Consumer Behaviour: Insights from Indian MarketRamanujMajumdar
Status Symbol Consumer Behaviour: Insights from Indian MarketRamanuj Majumdar Consumer Behaviour: Insights from Indian MarketRamanujMajumdar
Social Class
Consumer Behaviour: Insights from Indian MarketRamanuj Majumdar Consumer Behaviour: Insights from Indian MarketRamanujMajumdar
What cues/inferences do consumers use to choose and infer which brand/product is superior to others ?
The extent of information search depends on: Motivation, ability and opportunity. How extensive the search is for high involvement, high risk products. Consumer demography and product type. The marketer needs to select the right source for information to reach the target consumer.
Consumer Behaviour: Insights from Indian MarketRamanuj Majumdar Consumer Behaviour: Insights from Indian MarketRamanujMajumdar
Events
Outdoor
Sport
Podcasts
TV
Magazines Newspapers
Word-of-Mouth
Posters
Direct mailers
When to purchase
Where to purchase
How to purchase
Influencing Factors: Store atmosphereDisplay, music, fragrance Time pressurePeak or off-season Pleasantness of shopping experience Schemes
Consumer Behaviour: Insights from Indian MarketRamanuj Majumdar Consumer Behaviour: Insights from Indian MarketRamanujMajumdar
What determines whether a consumer will be satisfied with a brand choice and whether he will buy it again? After buying a product, the consumer compares it with his expectations and is either satisfied or dissatisfied. Satisfaction or dissatisfaction affects: - Consumer value perceptions - Consumer communications - Repeat-purchase behaviour
Post-purchase Service
Loyalty Programmes
Advertisements
Consumer Behaviour: Insights from Indian MarketRamanuj Majumdar Consumer Behaviour: Insights from Indian MarketRamanujMajumdar