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Consumer Behaviour

Consumer Behaviour. Based on concepts from. Psychology Sociology Anthropology Marketing Economics. Why do we need to study Consumer Behaviour?. Because no longer can we take the customer/consumer for granted. Failure rates of new products introduced.

raymond-kemp
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Consumer Behaviour

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  1. Consumer Behaviour

  2. Based on concepts from • Psychology • Sociology • Anthropology • Marketing • Economics

  3. Why do we need to study Consumer Behaviour? Because no longer can we take the customer/consumer for granted.

  4. Failure rates of new products introduced • Out of 11000 new products introduced by 77 companies, only 56% are present 5 years later. • Only 8% of new product concepts offered by 112 leading companies reached the market. Out of that 83% failed to meet marketing objectives.

  5. All managers must become astute analysts of consumer motivation and behaviour

  6. Can Marketing be standardised? No. Because cross - cultural styles, habits, tastes, prevents such standardisation.

  7. Unless Managements act The more successful a firm has been in the past, the more likely is it to fail in the future.

  8. Why? Because people tend to repeat behaviour for which they have been rewarded.

  9. Language Problems • “Please leave your values at the desk” - Paris hotel • “Drop your trousers here for best results” - Bangkok laundry • “The manager has personally passed all water served here” - Acapulco restaurant • “Because of the impropriety of entertaining guests of the opposite sex in the bedroom, it is suggested that the lobby be used for the purpose.” - Zurich hotel • Ladies are requested not to have children in the bar.”- Norway bar

  10. “Come alive with Pepsi” • “Come alive out of the grave” - Germany • “Pepsi brings your ancestors back from the grave” - China

  11. Buyer Behaviour

  12. Marketing Stimuli

  13. Other Stimuli

  14. Buyer characteristics • Cultural • Social • Personal • Psychological

  15. Buyer’s Decision Process • Problem Recognition • Information Search • Evaluation of Alternatives • Purchase Decision • Consumption • Postpurchase behaviour

  16. Buyer’s Decision • Product Choice • Brand Choice • Dealer Choice • Purchase Timing • Purchase Amount

  17. Cultural factors • Culture • Sub - culture • Social Class

  18. Social factors • Reference Groups • Family • Roles and Status

  19. Personal Factors • Family Life Cycle • Occupation and Economic circumstances • Lifestyle • Personality and self - concept

  20. Psychological Factors • Motivation • Perception • Learning • Beliefs and Attitudes

  21. Buying Roles • Initiator • Influencer • Decider • Buyer • User

  22. Buying Behaviour • Complex • Dissonance - Reducing • Habitual • Variety seeking

  23. Buying Process • Problem Recognition • Information Search • Evaluation Alternatives • Purchase Decision

  24. Post - Purchase Behaviour • Satisfaction • Actions • Use and Disposal

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