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Study of Consumer Behavior
GROUP – 11K.P.Veena (105)
Sheetanshu Mani Tripathi (107) Akansha Sharma (109)
Abhay Thakur (110) Harsh Sharma (111)
Flow of Presentation
• Consumer behavior concept • Concept from various other discipline• Importance of Consumer behavior • Dominant forces shaping Consumer Research• Environmental factors that affect the marketing
challenge• Variables involved in understanding consumer behavior• Overall Model of Consumer Behavior• Marketing survey research and findings• Conclusions
Consumer Behavior concept
Those activities directly involved in Obtaining consuming and disposing of products and services, including the decision processes that precede and follow these actions
Concept from various other discipline
• Psychology• Sociology• Anthropology• Economics• Marketing
Importance of Consumer Behavior
• Out of 11000 products launched by 77 companies, only 56% are present five years later – Kuczmaski & Associates
• Only 8% of new product concepts offered by 112 leading companies reached the market. Out of this 83% failed to reach marketing objectives – Group EFO Ltd., Marketing News, Feb 1, 1993, Pg 2
• Understanding and adapting to consumer motivation and behaviour is not an option – it becomes a necessity for competitive survival
Dominant forces shaping Consumer Research
• Factors that move an economy from Production-driven to Market-driven
• Level of sophistication with which human behavior is understood in psychology and other behavioral sciences
Environmental factors that affect the marketing challenge
• Extent to which the supply of valid products and services exceed consumer demand
• Ability to communicate with customers quickly and accurately
• Existence of multiple avenues of distribution quickly and economically
• Extent to which marketers can influence to induce distributors to comply with overall marketing strategy
• Economic growth, both nationally and globally
Variables involved in understanding consumer behavior
• Stimulus – ads, products, hungerpangs• Response – physical/mental reaction to the
stimulus• Intervening variables – mood, knowledge,
attitude, values, situations, etc.
Overall Model of Consumer Behavior
Self-Concept&
Learning
Decision ProcessesExternal Influences
Internal Influences
CultureSubculture
DemographicsSocial status
Reference groupsFamily
Marketing Activities
PerceptionLearningMemory
MotivesPersonalityEmotions
Attitudes
Problem Recognition
Information Search
Alt Eval & Selection
Outlet select & Purchase
Postpurchase Processes
Market Survey Objective
• To gain insights into Indian consumers’ shopping behaviors
• What is their level of brand awareness and brand consciousness?
• What type of products do they purchase? From what kinds of markets
• What are the factors determining the choice of market & frequency of shopping for particular products?
• To draw useful implications for retailers and policymakers
Group Contribution
• Market Survey of one hundred high and middle-income, educated consumers’ shopping behavior across, different regions of NCR .
Presentation Organization
• Description of the primary survey • Sample profile• Summary results of Indian shopper behavior• Findings for retailers and policymakers• Scope of further study
Description of the primary survey
• A general survey was conducted based on the questionnaire through interviews with consumers in shopping malls & different markets .
• Focused on the consumers’ level of brand consciousness, where they purchase such brands from, and what factors determine their purchase decisions.
Product CategoriesClothing and Fashion Accessories
Footwear and Leather Goods
Gems and Jewellery
Food and Grocery
Home Furnishing and Home Appliances
Sports Goods
Health and Wellness Products
Gifts and Stationery Items
SAMPLE PROFILE
61.67%
38.33%
Gender Distribution
Males
Females
18
22
10
age distribution of sample
15-25 25-35 35 &above
schooling undergraduate graduate post graduate0
2
4
6
8
10
12
14
16
18
Educational breakup
sample breakup
Sample distribution across location
Location Sample size
Noida 18
Rajauri garden 20
dwraka sec 6 12
Importance of Various Factors in Consumers’ Choice of market
1. Pric
e of th
e Pro
duct are
reaso
nable
2. Quali
ty of th
e pro
ducts ar
e good
3. Differe
nt bran
d avail
abilit
y
4. past
experi
ence
with sh
opping fro
m this m
arket
is good
5. fam
ily/fr
iends/p
eer's
opinion.
6. Sale
s pro
motion/adve
rtisem
ent a
ctiviti
es.
7. Pack
aging o
f pro
ducts ar
e exce
llent .
8. reli
abilit
y of p
roducts
are g
ood0
10
20
30
40
50
60
70
80
90
100
7466
78
88
5347
37
54
percentage openion
percentage openion
Note: Scale of 1 to 5, higher is better. Percentage calculated on the basis of “high (4)” and “very high (5)” on factor importance ratings. This is a multiple choice question
consumer perception of modern market: Top 5 and bottom 5
* 1=very bad, 5=very good
Factors Mean Evaluations
Infrastructure 4.49
Store Operators 4.47
Availability of products 4.36
Shop Operating Time 4.30
Availability of public transport and toilets
4.26
Ability to Bargain 1.59
Parking facility 3.54
Ease getting things exchanged/returned
3.56
Prices of products 3.64
Distance and required travel time 3.73
factors influencing Indian consumers’ shopping in different markets
* 1=very low importance, 5=very high importance
Factor Mean Importance*
Product Quality 4.64
Product Selection and Newness
4.47
Customer Service 4.29
Store Ambience and Convenience
4.27
Price 3.71
Findings from Consumer Survey
• Brand consciousness is increasing but varies across different product categories
• Indian consumers are price sensitive – right product pricing
• Different product availability in same place is more attractive than quality of products
• Add some more in it .