Consumer Behavior

Pranab S Deb
Faculty FLAME, Pune
Intro to Consumer Behavior
Consumer behavior--
what is it?
Applications
Consumer Behavior
and Strategy
Elements of strategy
Consumer Analysis
Consumer behavior
outcomes

One Definition
Consumer behavior: the study
of individuals, groups, or
organizations and the processes
they use to select, secure, use,
and dispose of products, services,
experiences, or ideas to satisfy
needs and the impacts that these
processes have on the consumer
and society.
Applications of Consumer
Behavior
Marketing Strategy
Regulatory (Public)
Policy
Social Marketing
Personal Consumer
Skills
Orientations in the Study of
Consumer Behavior
Anthropology
Economics
History and
geography
Psychology
Sociology
Anthropology
The study of people
within and across
cultures
Emphasis on cross-
cultural differences
Questioning of
assumptions within
own culture
Economics
Basic economic issues
Supply and demand
Rational decision making
Perfect information
Emphasis on predicting
behavior
Complications in real life
Behavioral economics
e.g., mental accounting
History and Geography
Origins of behavior,
perspectives, and
traditions
Impact of geography on
individuals
Isolation
Language development
Climate
Geographic determinism
Psychology
Study of human
thinking and behavior
Some issues
Personality
Personal development
Cognition (thinking),
perception
Attention and its
limitations
Learninge.g.,
acquired tastes
Sociology
Cultural and
interpersonal
influences on
consumptione.g.,
Fads, fashions
Diffusion of innovation
Popular culture

Marketing Strategy and
Consumer Behavior
MARKET
ANALYSIS
MARKETING
STRATEGY
MARKET
SEGMENTATION
CONSUMER
DECISION
PROCESSES
OUTCOMES
Market Analysis Components
Consumers
Firms
Competitors
Conditions
(environment)


Market Segmentation

Product-related need
sets
Segments:
customers with
similar needs and
responses
Segment description
Segment selection
Elements in Marketing Strategy
Product
Communications
Price
Distribution
Service
Outcomes
Firm
Product
position/perception
Sales
Customer satisfaction
Individual
Need satisfaction
Injurious consumption
Society
Economic
Physical environment
Social welfare

The Nature of Consumer
Behavior
External Influences
Internal Influences
Self-Concept
Situations
Experiences and
acquisitions

Q & A
Thanks