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Consumer Behavior

Consumer behavior - the actions a person takes

in purchasing and using products and services,

including the mental and social processesthat come before and after these actions.

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Psychology Sociology

Anthropology

Marketing

Economics

Based on concepts from

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Sociology Is the study ofsociety. A very broad

discipline its traditional focus have included socialstratification, social class, social mobility, religion,secularization.

Anthropology -- s the study of humanity. Who are the ancestors of modern Homo sapiens?

"What are humans' physical traits?

"How do humans behave?

"Why are there variations among different groups of

humans?"

http://en.wikipedia.org/wiki/Societyhttp://en.wikipedia.org/wiki/Social_stratificationhttp://en.wikipedia.org/wiki/Social_stratificationhttp://en.wikipedia.org/wiki/Social_classhttp://en.wikipedia.org/wiki/Social_mobilityhttp://en.wikipedia.org/wiki/Sociology_of_religionhttp://en.wikipedia.org/wiki/Secularisationhttp://en.wikipedia.org/wiki/Secularisationhttp://en.wikipedia.org/wiki/Sociology_of_religionhttp://en.wikipedia.org/wiki/Social_mobilityhttp://en.wikipedia.org/wiki/Social_classhttp://en.wikipedia.org/wiki/Social_stratificationhttp://en.wikipedia.org/wiki/Social_stratificationhttp://en.wikipedia.org/wiki/Society

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Marketing practice designed to influence

consumer behavior which influences the firm,

individual, & society

All marketing decisions and regulations are

based on assumptions about consumer

behavior

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Out of 11000 new products introduced by 77companies, only 56% are present 5 yearslater.

Only 8% of new product concepts offered by112 leading companies reached the market.Out of that 83% failed to meet marketingobjectives.

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NO.

Because cross - cultural styles, habits, tastes

prevents such standardization.

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4Ps

Consumer

Psychology

MarketingEnvironment

Buyer

DecisionProcess

ConsumerCharacterist

ics

Buyer

Decision

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Product Price Place Promotion

4 Ps

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Economic Technological Political Cultural

MarketingEnvironment

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Cultural Social

Personal

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Culture Sub - culture

Social Class

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Culture is the fundamental determinant of aperson wants and behavior honesty & integrity,respect &care for elders, hard work are typical of

Indian value system

Sub cultures include religions, racial groups, andgeographic regions

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Social stratification: All human societies exhibit this traitwhich often takes the form of social classes.

Social Class are or

homogeneous which are hierarchically ordered In India.

They have distinct brand and product preferences.

Indian marketers use the SEC classification which

depends on a combination of education and occupationof the chief wage earner.

http://en.wikipedia.org/wiki/Societyhttp://en.wikipedia.org/wiki/Culturalhttp://en.wikipedia.org/wiki/Economic

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Reference Groups

Family

Roles

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ReferenceGroups

OpinionLeaders

FamilyMembers

Social Influences onBuying Decisions

Consumer Characteristics social

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Primary-family,friends,neighbours

-religious, professionalSecondary

Aspirational

ReferenceReferenceGroupsGroups

Direct Faceto face

Consumer Characteristics social

Indirect-No PersonalContact

Dissociative

Reference groups are people to whom an individual looks as a

basis for self-appraisal or as a source of personal standards.

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Opinion leaders are individuals who

exert direct or indirect social influence

over others.

Opinion Leaders

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Family Decision Making

Information Gatherer

Influencer

Decision Maker Purchaser

User

Consumer Characteristics social

Members assume different roles for different products

Mens clothes?

Breakfast cereal?Computer?

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Initiator: the person who first suggests or thinks of the idea of buying aparticular product or service.

Influencer: a person whose views or advice carry weight in making the

final buying decision

Decider: the person who ultimately makes the final buying decision or any

part of it

Buyer: the person who makes the actual purchase

User: the person who consumes the product or service

Buying Roles

Other people often influence a consumers purchase

decision. The marketer needs to know which people are

involved in the buying decision and what role each person

plays, so that marketing strategies can also be aimed at

these people.

Consumer Characteristics social