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8/8/2019 Conb Session-2 (Final)
http://slidepdf.com/reader/full/conb-session-2-final 1/24
Consumer Behaviour
8/8/2019 Conb Session-2 (Final)
http://slidepdf.com/reader/full/conb-session-2-final 2/24
What is Consumer Behaviour?
Why and how people use
products in addition to why
and how they buy?
Activities people undertake
when obtaining, consuming,
and disposing of products andservices.
8/8/2019 Conb Session-2 (Final)
http://slidepdf.com/reader/full/conb-session-2-final 3/24
ObtainingObtaining ConsumingConsuming DisposingDisposing
InternalInternal
InfluencesInfluences
ExternalExternal
InfluencesInfluences
Consumer Behaviour
8/8/2019 Conb Session-2 (Final)
http://slidepdf.com/reader/full/conb-session-2-final 4/24
Definition
ConB reflects the totality of consumers' decisions
w.r.t. acquisition, consumption, and disposition
of offerings (goods, services, ideas) by (human)
decision-making units [over time].
8/8/2019 Conb Session-2 (Final)
http://slidepdf.com/reader/full/conb-session-2-final 5/24
8/8/2019 Conb Session-2 (Final)
http://slidepdf.com/reader/full/conb-session-2-final 6/24
The purpose of a business is to create & keep a
customer........ Ted Levitt
Creating a customer means 'transforming' an
ordinary person into a customer of your company.
8/8/2019 Conb Session-2 (Final)
http://slidepdf.com/reader/full/conb-session-2-final 7/24
Consumer is the king.
Consumer Behaviour analysis helps firms to know
how to 'please the king'.
The only person who can fire us all is the customer.
Sam Walton (founder of World's first trillion dollar
corporation)
8/8/2019 Conb Session-2 (Final)
http://slidepdf.com/reader/full/conb-session-2-final 8/24
Some thoughts...
Ask Wal*Mart executives what they sell in their stores, &
you may get the answer 'Nothing'.
Wal*Mart is not in the business of selling things to
consumers.
Confused..........
8/8/2019 Conb Session-2 (Final)
http://slidepdf.com/reader/full/conb-session-2-final 9/24
Wal*Mart is in the business of 'buying what people
need to consume'.
Positioning: ' P urchasing agent for consumers'
8/8/2019 Conb Session-2 (Final)
http://slidepdf.com/reader/full/conb-session-2-final 10/24
Story of Bajaj
How does a company adjust to the shifting trend
in the consumer and his buying preferences and
makes itself relevant across segments.
The factors are..
8/8/2019 Conb Session-2 (Final)
http://slidepdf.com/reader/full/conb-session-2-final 11/24
³Shifting demographic trends´- young population in
India with rising disposable income
³Rapid urbanisation´- of smaller towns and with it the
problems of traffic and distances to travel
³Rising oil Prices´ and its COBA by indian consumers
with scooter vs motorbike
8/8/2019 Conb Session-2 (Final)
http://slidepdf.com/reader/full/conb-session-2-final 12/24
Why to study ConB?
Because no longer we can takethe customer / consumer for
granted.
8/8/2019 Conb Session-2 (Final)
http://slidepdf.com/reader/full/conb-session-2-final 13/24
ConB & Marketing Management
4 interrelated orientations:
1. Market Opportunity Analysis
2. Target Market Selection
3. Marketing Mix Determination
4. Social Marketing
8/8/2019 Conb Session-2 (Final)
http://slidepdf.com/reader/full/conb-session-2-final 14/24
1. Market Opportunity Analysis:
Washing machine, vacuum cleaner, diet sugar,
smokeless cigarettes, cretch, mosquito repellent, Sony
walkman, Gillette push clean Vector, Chhaggan Bapa's
Lijjat
2. Target Market Selection:
Shampoo sachets
8/8/2019 Conb Session-2 (Final)
http://slidepdf.com/reader/full/conb-session-2-final 15/24
3. Marketing mix decisions-
Product- maggi in different flavours (capsicum, masala,
sambar, mixed veg, garlic etc); Chik shampoo, Pre-paidmobile cards
Price- effective pricing strategy (Barista vs CCD); Gemini &
Cold winner outflanked national brands.
Place- Eureka Forbes withdrawal from retail outlets
Promotion- judicious promotion mix selection
8/8/2019 Conb Session-2 (Final)
http://slidepdf.com/reader/full/conb-session-2-final 16/24
4. Use in Social & Nonprofits marketing - like AIDS
awareness, Family planning programme, Safedriving, Tax returns etc
8/8/2019 Conb Session-2 (Final)
http://slidepdf.com/reader/full/conb-session-2-final 17/24
Consumer Related Issues
UNICEF sponsored this advertising campaign against child labor. The
field of consumer behavior plays a role in addressing important
consumer issues such as child exploitation.
8/8/2019 Conb Session-2 (Final)
http://slidepdf.com/reader/full/conb-session-2-final 18/24
Consumer Research Process
1. Specify research objectives
2. Collect & evaluate secondary data
3. Design primary research
4. Qualitative or Motivational Research Design
Data collection methods
Depth interview / Focus gr / Projective
techniques
5. Quantitative Research Design
Data collection methods
Observation / Experiment / Survey
8/8/2019 Conb Session-2 (Final)
http://slidepdf.com/reader/full/conb-session-2-final 19/24
6. Sample Design (sampling unit, sampling size,
sampling procedure)
7. Collecting Primary Data
8. Analysing Data
9. Report Preparation
8/8/2019 Conb Session-2 (Final)
http://slidepdf.com/reader/full/conb-session-2-final 20/24
Some Burning Examples...
1. Shopper's stop: conducted a research & separated it's
outlet in 2 groups- above average loyal employee
and below average.
Finding: Customer's loyalty was high in tose outlets
where employee was loyal & motivated.
8/8/2019 Conb Session-2 (Final)
http://slidepdf.com/reader/full/conb-session-2-final 21/24
2.Sony Entertainment Television: Did an observational
study and found out the reason for success of ³Jassi Jaisie
Koi Nahin´ though the 'saa-bohu' soaps were dominant.
3. Leo Burnette wanted a song for the ad for Kawasaki Bajaj
Caliber. Tested 30 songs associated with rival brands.
Hero Honda (ruk jana nahin) for its never say die attitude;
Zindagi aa raha hoon main by Yamaha owners implying
taking life head-on etc. Then they came out with ³Aye
´
8/8/2019 Conb Session-2 (Final)
http://slidepdf.com/reader/full/conb-session-2-final 22/24
4. An MR done by SRS Brand Icon on Candies found
out consumer's perception on some brands
- Hajmola (good for appetite); Coffee Bite (good for
sharing); Polo (meant for young) etc.
5. To develop an ad for Pilsbury atta, many women were
introduced to find out their most important concern ³I
feel guilty that I am not able to provide my husband
with soft rotis, which could be torn with three fingers
and remains so soft that it can be torn easily even after
six hours.´
8/8/2019 Conb Session-2 (Final)
http://slidepdf.com/reader/full/conb-session-2-final 23/24
6. Rexona Roll on Deo
7. Sintex Overhead tank
8. Panparag zip
9. Gillette vector
10. Maruti True Value Shop (Preowned Car)
11. Surf excell ³Daag acchhe hain´
12. Pepsodent ³Dhishum Dhishum´
13. Star vs Colors
14. Atithi Devo Bhava by incredible campaign
15. Nokia's 1100 series focused on theme of
8/8/2019 Conb Session-2 (Final)
http://slidepdf.com/reader/full/conb-session-2-final 24/24
Thank You