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Consumer Behaviour
- Falguni Singh (02)
Firm’s Marketing
Effort
Socio-cultural
Environment
•Need Recognition
•Pre-purchase search
•Evaluation of
alternatives
Expe...
Socio – Cultural Environment
1. Reference Group
– Friends Group
– Work Group
– Brand Community
2. Family Life Cycle
– Bach...
Socio Cultural Environment
Reference group  Brand Community
“ A brand community is defined as a specialized,
non – geogra...
Socio Cultural Environment
• Marketers believe in order to build up loyalty,
product must have an active social life.
• So...
Socio Cultural Environment
Family Life Cycle  Honeymooners
• Stage (II) starts right after marriage and lasts until
first...
Socio Cultural Environment
Family Life Cycle  Parenthood
• Stage (III) starts when a couple has its first child.
• Stages...
Consumer Decision Making Model
Firm’s Marketing
Effort
Socio-cultural
Environment
•Need Recognition
•Pre-purchase search
•...
Psychological Factors
• Motivation
– Maslow’s hierarchy of needs
• Self Actualization
• Egoistic Needs
• Social Needs
• Sa...
Psychological Factors
Motivation  Maslow hierarchy of needs  Safety Needs
• These needs are concerned not only with phys...
Psychological Factors
Motivation  Maslow hierarchy of needs  Social Needs
• This level includes needs such as love, affe...
Psychological Factors
Motivation  Maslow hierarchy of needs  Egoistic Needs
• These needs can take either an inward or a...
Psychological Factors
Learning  Behavioral learning theory  Classical
Conditioning
• An analogous to Pavlov’s experiment...
Psychological Factors
Personality  Consumer innovativeness  Dogmatism
• Dogmatism is a personality trait that measures t...
Psychological Factors
Personality  Product personality and geography
• For certain products consumers possess strong geog...
Psychological Factors
Personality  Product and Color
• Consumer not only ascribe personality traits to products and
servi...
• Reference :
– Schiffman and Kanuk, Consumer Behavior (Pearson
Prentice Hill, 2007)
– www.afaqs.com
– www.youtube.com
– w...
Thank You
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Consumer Behavior Concepts and their Application

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Consumer Behavior Concepts and their Application

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Consumer Behavior Concepts and their Application

  1. 1. Consumer Behaviour - Falguni Singh (02)
  2. 2. Firm’s Marketing Effort Socio-cultural Environment •Need Recognition •Pre-purchase search •Evaluation of alternatives Experience Purchase Post Purchase Evaluation Input Process Output External Influences Consumer Decision Making Post Decision Behaviour Psychological Factors Consumer Decision Making Model
  3. 3. Socio – Cultural Environment 1. Reference Group – Friends Group – Work Group – Brand Community 2. Family Life Cycle – Bachelorhood – Honeymooner – Parenthood – Post-parenthood – Dissolution
  4. 4. Socio Cultural Environment Reference group  Brand Community “ A brand community is defined as a specialized, non – geographically bound community, based on a structured set of social relationships among admirers of the brand” Example : http://www.hotwheelscollectors.com/
  5. 5. Socio Cultural Environment • Marketers believe in order to build up loyalty, product must have an active social life. • Sometimes marketers design a specific product or service to create a sense of community or take advantage of pre-existing relationship. • Example  • Example : http://www.youtube.com/watch?v=FlPSqoBwkaE • Agency : Grey Worldwide
  6. 6. Socio Cultural Environment Family Life Cycle  Honeymooners • Stage (II) starts right after marriage and lasts until first child is born. • Availability of combined income  allowing indulgent purchasing of possessions. • Start-up expenses in establishing new home. • Example http://www.youtube.com/watch?v=eLDBFoVQ5SI • Ad Agency - DDB Mudra
  7. 7. Socio Cultural Environment Family Life Cycle  Parenthood • Stage (III) starts when a couple has its first child. • Stages lasts for long duration (20 years ). • Children becomes focus of their lives, child-rearing and educational responsibility gains priority. • Example: http://www.youtube.com/watch?v=GJlvT-Dmh24&list=PL502D27EB8B72940B • Ad Agency - Ogilvy & Mathers
  8. 8. Consumer Decision Making Model Firm’s Marketing Effort Socio-cultural Environment •Need Recognition •Pre-purchase search •Evaluation of alternatives Psychological Factors Experience Purchase Post Purchase Evaluation Input Process Output External Influences Consumer Decision Making Post Decision Behaviour
  9. 9. Psychological Factors • Motivation – Maslow’s hierarchy of needs • Self Actualization • Egoistic Needs • Social Needs • Safety and Security Needs • Physiological Needs • Perception • Learning – Classical Conditioning • Personality – Consumer innovativeness and related personality traits – Product personality and geography – Personality and color • Attitudes
  10. 10. Psychological Factors Motivation  Maslow hierarchy of needs  Safety Needs • These needs are concerned not only with physical safety but also include order, stability, familiarity, health. Health and availability of health care are important safety concern. Example : http://www.youtube.com/watch?v=tVNQDMseXTM Agency : Trinton Communications
  11. 11. Psychological Factors Motivation  Maslow hierarchy of needs  Social Needs • This level includes needs such as love, affection, sense of belongingness, acceptance. • People seek warm and satisfying human relationship with other people. Example : http://www.youtube.com/watch?v=R8vwm3UFt78 Agency : McCann Erickson
  12. 12. Psychological Factors Motivation  Maslow hierarchy of needs  Egoistic Needs • These needs can take either an inward or an outward orientation. • Inward orientation involves individual’s need for self acceptance, self esteem, success, personal satisfaction. Example : http://www.youtube.com/watch?v=8u0x8TWrIi8 Agency : Lowe Lintas
  13. 13. Psychological Factors Learning  Behavioral learning theory  Classical Conditioning • An analogous to Pavlov’s experiment would be… Example : http://www.dettol.co.in/solutionsfinder.html (US) X : Antiseptic , doctors recommend. Unconditioned Response (CS) X1, X2, X3 (CS) X1, X2, X3 Conditioned Response
  14. 14. Psychological Factors Personality  Consumer innovativeness  Dogmatism • Dogmatism is a personality trait that measures the degree of rigidity versus openness. • High dogmatic consumers are more likely to choose established, rather than innovative products. Low dogmatic are more likely to prefer innovative products. • For high dogmatic consumers marketers use celebrities/experts in new product advertising . Example http://www.youtube.com/watch?v=7a9K59G0Z0g
  15. 15. Psychological Factors Personality  Product personality and geography • For certain products consumers possess strong geographical association (eg: Technology). • Manufacturer creates a geographical personality for the product to add to the product’s brand equity. Example http://www.youtube.com/watch?v=5Nwi8x7fyuI Agency : Ogilvy & Mathers
  16. 16. Psychological Factors Personality  Product and Color • Consumer not only ascribe personality traits to products and services but also tend to associate personality factors with specific colors. • Blue = Commands respect, Green = Natural, Red = Hot and exciting, Black = Sophistication, mystery. Example http://www.youtube.com/watch?v=Imf5kQ7c_Nc Agency : Chapter five
  17. 17. • Reference : – Schiffman and Kanuk, Consumer Behavior (Pearson Prentice Hill, 2007) – www.afaqs.com – www.youtube.com – www. dettol.co.in – www.hotwheelscollectors.com
  18. 18. Thank You

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