CONSUMER BEHAVIOUR

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The Most Important thing is to
forecast where customers are Moving,

and to be in front of them

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The Mos t Import ant thing is to forecast
where cust omer s a re Mov ing,

and to be in fr ont of them

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few Questions?

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few Questions?

•What motivates the customer to buy ?

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few Questions?

•Why does he buys a specific brand?

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few Questions?

•How does he reacts to new Product

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few Questions?

•How he decides to buy ?

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All of you need a pen for DCBM Class.
Which one will you prefer?

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Problems in Buyer’s Behavior

•Economics— Price

•Psychology- Needs

•Social Sciences- Society

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IT IS NO LONGER ENOUGH TO SATISFY
CUSTOMERS…….
You Must Delight them

McDonold

•23,500 Restaurants
•109 countries
•38million Customers Everyday
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• Serving burger
McDonold

•People Flocking System Not burger

•High Standard Of QSCV
• Quality
• Service
• Cleanliness
• Value

•Works with Suppliers, Franchise Employees

for Giving Better Value To Customers
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Indian Consumers –Economic Classification

Affluent Group-

Middle Income Group

Relatively Poor Section

The BPL Section

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Behaviour While Buying

Tooth Paste

Shirt

Tennis Racquet Middle

Affluent Poor
Income
Group Group
Computer Group

Car

Flat
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 MODEL OF CONSUMER BEHAVIOUR
Marketing Other
stimuli Stimuli

Product Political
Price Economic
Place Social
promotion Technology

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 MODEL OF CONSUMER BEHAVIOUR
Marketing Other Buyer,s
Buyer,s
Decision
stimuli Stimuli characteristics Process

Problem Recognition
Cultural
Product Economic Social
Information Search
Eval. Alternatives
Price Technology Personal Purchase Decision
Place Political Psychological Post purchase. Behv.
promotion cultural

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 MODEL OF CONSUMER BEHAVIOUR
Marketing Other Buyer,s
Buyer,s
Decision
stimuli Stimuli characteristics Process

Problem Recognition
Cultural
Product Economic Social
Information Search
Eval. Alternatives
Price Technology Personal Purchase Decision
Place Political Psychological Post purchase. Behv.
promotion cultural

Buyer,s decisions

Product Brand Dealer Purchase Purchase

Choice Choice Choice Timings Amount
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FAC TOR S INFLUE NC ING
BUY ING BEHAV IOUR
Cultural Social Personal Psychological
Factors Factors factors Factors

Culture
Age
Reference Motivation
Groups
Occupation &
Subculture
Family Ec circums. Perception

Learning
Roles & Lifestyle
Social
Statuses Beliefs &
Class
Personality& Attitudes
Self concept
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 Cultural factors

oCultural values determinant of a person’s behavior

oSub-culture consists of smaller parts of culture on

the basis of nationality,religions,racial groups….

oSocial class are homogeneous divisions in a society

based on income,occupation,education,area of
residence,upper-middle class……..

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 Social Factors

Reference Groups-influence on person’s attitude, behavior

Of friends, family ,neighbors, colleagues
Inspirational Groups ,Disassociative Groups,
Opinion Leader

Family’s Family of Orientation &Family Of Procreation

Role and Status-played and enjoyed by a person in society

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 Personal Factors

Age and Stages – people eat,wear use different items

over a life time

Occupation and- consumption depends upon O & C

Circumstances
Greater resources Fewer resources
Life Actualisers Believers
Fulfilled Strivers
styles Makers
Achievers
experienceds strugglers

Personality &-leads to consistent & enduring

Self concept response to self confidence,environment..
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Nine Stages

•Bachelor Stage
•Newly Married
•Full Nest-I- Child under6
•Full Nest-II child over 6
•Full Nest-III dependent children
•Empty Nest-I Children living Away
•Empty Nest-II OMC, head retired
•Society Survivor-I Still Working
•Society Survivor-II Retired
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 Psychological
Factors

MOTIVATION

PERCEPTION

LEARNING

BELIEFS& ATTITUDES
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 Buyer ’s Rol es

oINIT IATOR

oINFLU EN CERS

oDECIDER S

oBU YER

oUSER 24
 BUYING BEHAVIOUR

Complex buying behavior

Dissonance

Habitual

Variety seeking 25
 Buying Decision
Process

Problem Recognition PR

Information Search IS

Evaluation of Alternatives EOA

Purchase Decision PD

Post –purchase Behavior PPB

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 Information
search

Total set Awareness Consideration Choice

set Decision
set set

Ibm Ibm Ibm ?

Ibm
Apple Apple Apple
Apple
Dell Dell Dell
Dell
Hp Hp Toshiba
Toshiba Toshiba
Compaq Compaq
Nec
Tandy
…….
…….

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 Customers from Hell

OUT RAGEOUS
ABSURD
TERRIFYING
IMPOSSIBLE CUSTOMERS
EMOTIONAL CUSTOMERS
DRAIN POSITIVE ENERGY
REPLACE WITH

FRUSTRATION, ANGER ….

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 CUSTOMERS
FROM
HELL

UNSATISFIED UNREASONABLE

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 UNSATISFIED
CUSTOMERS

WHO HAVE EITHER POSITIVE

EXPECTATIONS
THAT ARE NOT MET OR NEGATIVE
EXPECTATIONS THAT WERE MET

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 UNREASONABLE
CUSTOMERS

WHO HAS EITHER POSITIVE EXPECTATIONS

OF YOU

OR UNREASONABLE EXPECTATIONS OF WHAT

IS ACCEPTABLE IN THEIR

OWN BEHAVIOUR

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 WHEN THESE
EXPECTATIONS ARE
MET OR NOT MET

CONFLICT ARISES

UNREASONABLE
OR
UNSATISFIED

EXHIBIT WIDE RANGE

OF BEHAVIOURS

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 BEHAVIOUR CAN
INCLUDE

N W
O H
SW TI IN
V E EA I A N
S I R T IN
U IN O
B EG G
A G N
LYING Demand
CO SH On time
E
N C O

C
D
ES EN W

EN
CE ER IN

TI
N IG G

A
SI L

E P
O
EL

IM
N
B

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35
L ISTEN
E CHOING THE ISSUE
S YMPATHIZING
T HANKING
E VALUATING UR OPTIONS
RESPONDING TO SITUATION
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