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Consumer Behaviour
Based on concepts from  ,[object Object],[object Object],[object Object],[object Object],[object Object]
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 ,[object Object],[object Object]
All managers must become astute analysts of consumer motivation and behaviour
Can Marketing be standardised? No. Because cross - cultural styles, habits, tastes, prevents such standardisation.
Unless Managements act The more successful a firm has been in the past, the more likely is it to fail in the future.
Why? Because people tend to repeat behaviour for which they have been rewarded.
Language Problems ,[object Object],[object Object],[object Object],[object Object],[object Object]
“Come alive with Pepsi” ,[object Object],[object Object]
Buyer Behaviour Consumer 4Ps Marketing Environment Buyer Characteristics Buyer Decision Process Buyer  Decision
Marketing Stimuli 4 Ps Product Price Place Promotion
Other Stimuli Marketing Environment Economic Technological Political Cultural
Buyer characteristics ,[object Object],[object Object],[object Object],[object Object]
Buyer’s Decision Process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Buyer’s Decision ,[object Object],[object Object],[object Object],[object Object],[object Object]
Cultural factors ,[object Object],[object Object],[object Object]
Social factors ,[object Object],[object Object],[object Object]
Personal Factors ,[object Object],[object Object],[object Object],[object Object]
Psychological Factors ,[object Object],[object Object],[object Object],[object Object]
Buying Roles ,[object Object],[object Object],[object Object],[object Object],[object Object]
Buying Behaviour ,[object Object],[object Object],[object Object],[object Object]
Buying Process ,[object Object],[object Object],[object Object],[object Object]
Post - Purchase Behaviour ,[object Object],[object Object],[object Object]

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Cons beh