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18/04/2023 Group no 5
Presented by:- Group 5
Nimisha Prasad (257)Bhawna Gaur (49)Poonam Yadav (29)Shivani Pandey (5)Mayank (39)Siddharth Kumar (18)
&
18/04/2023 Group no 5 2
Objectives
Understanding consumer behavior
Factors Influencing consumer behavior
Detailed study of buying behavior in case
of:
1. Chocolates
2. Shoes
18/04/2023 Group no 5 3
Consumer Behavior
Consumer behavior is a branch which deals with the various stages a consumer goes through before purchasing products or services for his end use.
Consumers purchase products and services as and when need rises.
Consumer behavior is integral to marketing as marketing strategies are based on it.
18/04/2023 Group no 5 4
Importance of Consumer Behavior
Understanding the purchase behavior and preferences
of customers.
Successfully market to different market segments.
To improve the performance of the organization.
Provides valuable clues for marketers on new
technological fronts.
18/04/2023 Group no 5 5
Factors affecting consumer behavior
18/04/2023 Group no 5 6
Consumer buying behavior Cadbury
18/04/2023 Group no 5 7
Cadbury India ltd.(Mondelez India Food
ltd.) Started in 1948
Part of the Mondelez International group
Ranked 3rd amongst India’s Most Admired
companies by Fortune India in 2013
Headquarter – Mumbai
18/04/2023 Group no 5 8
Cadbury’s market share
18/04/2023 Group no 5 9
Major players
18/04/2023 Group no 5 10
Market share of major players
67%
21%
6% 6%
Cadbury($3727 Bl) Nestle($1168Bl)Ferrero($334Bl) Others($334Bl)
18/04/2023 Group no 5 11
Marketing Mix of Cadbury
Product Cadbury has a power house lineup of products Most prevalent types of choclates are
– Fruit & nut– Caramel– Roasted almond
Cadbury product can be divided into three parts:– Core Product:-dairy milk ,5 star,perk– The Augmented Product:-crackle,fruit & nut,nutties– The Tertiary Product:-bournville,silk,turblone
18/04/2023 Group no 5 12
18/04/2023 Group no 5 13
Price
Cadbury is priced in high as well as low variants. Pricing is based on the type of customer.
Pricing is done in such a way so that it can bear the
brunt of changes.
Cadbury is used for gifting purpose hence sell’s high volumes even at higher prices.
18/04/2023 Group no 5 14
Pricing Strategyweight price
20 gm pack 10
50 gm pack 30
150 gm pack 90
350 gm tin 175
500 gm tin 350
18/04/2023 Group no 5 15
Place
Cadbury is present in more than 200 countries.
In India it is present strongly in all urban areas.
Easily available in A,B and C category towns.
Weak presence in rural market.
The distribution channel followed by Cadbury:
Company >> C&F agent >> Distributors >> Retailers
>> Consumers.
18/04/2023 Group no 5 16
Promotion Tools of promotion
1 Electronic media 2 Print media 3 Visual display and Hoardings
Promotional Programs
1 Superior marketing
2 Free sampling
3 Advance communication
Cinema
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DO YOU REMEMBER?
18/04/2023 Group no 5 18
D0 YOU REMEMBER?
PAPPU PASS HO GAYA....
18/04/2023 Group no 5 19
MANN MEIN LADOO FOOTA...
DO YOU REMEBER?
MANN MEIN LADOO FOOTA...
18/04/2023 Group no 5 20
DO YOU REMEMBER?
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Buying behavior of Cadbury.
Variety• consumers are willing to choose from a wide range of variety
available Quality• Parents are more concern with quality as children are major
users Demand• Mainly demanded during festivals and occasions like birthday
etc. Price• Any time when a user wants to enjoy it is available in
affordable prices.
18/04/2023 Group no 5 22
Consumer behavior analysis
Sample size: 50
10
25
10
5
Age wise breakup
5-15 15-25 25-35 35-45
18/04/2023 Group no 5 23
Frequency of consumption
7 days a week
5 days a week
3 days a week
once a week
0
2
4
6
8
10
12
14
16
18
9
1
5
10
64
2
3
3
2
1
2
2 35-45 25-35 15-25 5-15
18/04/2023 Group no 5 24
Chocolates over sweets on festivals
5-15 15-25 25-35 35-450
5
10
15
20
25
30
15
25
41
18/04/2023 Group no 5 25
Social groups affecting behavior
reference groups family roles & statuses0
5
10
15
20
25
30
1510
25
Series 1
Series 1
18/04/2023 Group no 5 26
Brand affecting buying behavior
45
30
1510
preference (in %)
cadburynestleamulothers
18/04/2023 Group no 5 27
FACTS
Most affecting factors• Taste• Price• Brand loyalty
Least affecting factors
• Social groups
18/04/2023 Group no 5 28
CONSUMER BUYING BEHAVIOUR
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OVERVIEW
Founders: Bill Bowerman, Philip Knight.
Year established: 1964 (as Blue Ribbon Sports).
Headquarter: Beaverton, Oregon, USA.
President/CEO: Mark Parker.
Slogan: Just Do It!
Nike decided to enter India in the mid 1990s.
18/04/2023 Group no 5 30
Footwear industry in India
• President/CEO
30%70%
Sales
Organised Unorganised
55%30%
15%
Percentage
Men Women Children
18/04/2023 Group no 5 31
Nike Inc.
Growth rate of 19%
Market share of INR 340 Cr.
18/04/2023 Group no 5 32
MAJOR PLAYERS
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Market share of major players
6 11
21
46
16
Market share(in %)
PumaNikeAdidasReebokOthers
18/04/2023 Group no 5 34
Marketing mix of Nike
product
1. Extensive range of products
2. Various features, designs & attractive packaging
3. Provides customization of their products
4. Warranties and replacements of their products
5. Packaging with collaboration with other brands
18/04/2023 Group no 5 35
Marketing mix adopted by Nike
Price
1. Value based pricing
2. Segmented pricing
3. Price skimming technique
4. Higher pricing strategy
5. Discounts during festive seasons
18/04/2023 Group no 5 36
Marketing mix adopted by Nike
Place
1. Retail stores.
2. Factory outlets
3. Online shopping
4. Contract factories (18 in India, 600 overall)
5. Shared distribution channels
18/04/2023 Group no 5 37
Marketing mix adopted by Nike
Promotion
1. Endorses various celebrities
2. Endorses various teams
3. Places products in movies & shows
4. “just do it” campaign
5. Advertisement budget of approx. US $ 150 million
18/04/2023 Group no 5 38
Buying behaviour & decision making analysis
sample size : 75
5025
Gender wise breakup
Male Female
451515
Age wise breakup
15-25 25-3535 and above
18/04/2023 Group no 5 39
Sample size breakup continued-
52
19
4
Occupation wise breakup
Student Working Retired
18/04/2023 Group no 5 40
Finding & analysis
Annual spending
Retired
Working
Student
0 2000 4000 6000 8000 10000 12000 14000
3000
11500
6500
Annual spen...
18/04/2023 Group no 5 41
Shopping season
Festivals Offers Anytime/need arises Depends on season0
5
10
15
20
25
30
35
40
45
618
42
9
When do they buy?
occasion
No.
of p
eopl
e
18/04/2023 Group no 5 42
Preference while buying
Preference rank
Style
Brand name
Comfort
Price
Durability
18/04/2023 Group no 5 43
Social factors affecting buying
Reference groups Family Roles & stasuses0
10
20
30
40
50
60
35
10
55
Social factors
peop
le (i
n %
)
18/04/2023 Group no 5 44
Brands affecting buying behaviour
Nike Reebok Adidas Puma Woodland0
5
10
15
20
25
30
2420
10 10 11
Brand name
No.
of p
eopl
e
18/04/2023 Group no 5 45
Facts
Most affecting factors
Price
Roles & statuses
Brand name
Least affecting factors
Style
Shopping season
Family influence
18/04/2023 Group no 5 46