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 NATURE AND SCOPE OF CONSUMER BEHAVIOUR

 QUESTIONS THAT REFLECT THE CONSUMER BEHAVIOUR

WHAT PRODUCTS AND SERVICES CONSUMER BUY ?

WHAT MAKES THEM BUY THEM ?

WHEN THESE ARE BOUGHT ?

FROM WHERE ?

WHAT IS THE FREQUENCY OF BUYING ?

HOW OFTEN THEY ARE USED ?
1   2




  THERE ARE DIFFERENT TYPES OF
   ORGANISATIONAL CONSUMERS.


1. BUSINESS ORGANISATION.

2. GOVT. AND INSTRUMENTS OF GOVT.

3. INSTITUTIONS.
1   2




ORGANISATIONAL CONSUMERS

     BUY PRODUCTS

         TO RUN

  THEIR ORGANISATIONS.
1    2




A PURCHASER OR BUYER IS NOT NECESSARILY A USER
HENCE :
          A MARKETER HAS TO DIRECT
          HIS PROMOTIONAL EFFORTS
          EITHER TO

          THE BUYER

          THE USER

          THE INFLUENCER
1    2




IMPORTANCE OF CONSUMER BEHAVIOUR

UNDERSTANDING OF ALL NUANCES OF

       CONSUMER BEHAVIOUR

                IS

  INTERPRETIVISM / EXPERIENTIALISM
1    3




      PRIME CONCERN OF MARKETING CONCEPT
                      AND
     FORMULATION OF MARKETING STRATEGIES IS
          CONSUMER BUYING BEHAVIOUR


BECAUSE :


1. CONSUMERS ARE EXTREMELY COMPLEX
   INDIVIDUALS.

2. EACH CONSUMER SEGMENT HAS UNIQUE
   NEEDS.
1    3




      CONSUMER BEHAVIOUR
     THOUGH QUITE USEFUL IN
   FORMULATION OF STRATEGIES
(WHICH COULD BE EXPLOITED BY THE MARKETERS)
                   BUT

IS OPEN TO CRITISM SINCE IT EXPOSES

VULNERABILITIES OF THE CONSUMERS
1   3




 THE MARKETING PRACTICES FOLLOWED BY

  REPUTED MARKETER WITH RESPECT TO

PRODUCTS , PRICES, PROMOTION, AND DESIGN

               WITH JUST

            ONE AIM IN MIND

         PROFIT MAXIMIZATION
1    3




   ETHICAL CONSIDERATION

ETHICS IS NOT TO BE PRACTICED ONLY


        BY THE MARKETERS

         CONSUMER MUST

          ALSO BEHAVE


            ETHICALLY
1   5




   GROWTH OF CONSUMER BEHAVIOUR

CONSUMER RESEARCH SHOULD BE RELATED
TO THE PROBLEMS THAT ARE RELEVANT FOR
                THE MANAGERS
                    AND
           BUSINESS EXECUTIVES
       SHOULD ALSO LEARN TO VALUE
          THE RESEARCH FINDINGS
               AND USE THEM
    IN THEIR DECISION MAKING PROCESS
1    6




     CONSUMER SCENE IN INDIA

CORE VALUES OF INDIAN CONSUMERS:

1. FAMILY ORIENTATION

2. VALUE SEEKING

3. PROGRESS ORIENTATION

4. CLASS CONSCIOUSNESS
1        6




    COMPARISION BETWEEN TWO GENERATIONS IN
                    INDIA
    PREVIOUS GENERATION            TODAY’S GENERATION

•    SECURITY                  •   CONFIDENCE
•    IDEALISM                  •   PRACTICALITY
•    RISK AVOIDANCE            •   RISK TAKING
•    SAVING ORIENTED           •   INVESTMENT ORIENTED
•    JOB SECURITY              •   JOB SATISFACTION
•    POSTPONMENT OF            •   INSTANT GRATIFICATION
     GRATIFICATION
•    CONSIDERED DECISION       •   IMPULSIVE


                                     MADHUKAR SABANVIS
1    7




          CONSUMER SCENE IN INDIA

              CONSUMER IS
     MORE DEMANDING,EXPERIMENTATIVE
             AND IS OPEN TO
        NEW PRODUCTS AND IDEAS

                  VALUE IS NOT JUST PRICE
FOR HIM                     BUT
                  PRICE - QUALITY COMBINATION


PROMOTION          RATIONAL &
EMPHASIS           EMOTIONAL APPEAL
1    7




            FORCES THAT DRIVE CHANGES IN
                CONSUMER BEHAVIOUR

1.   ENVIRONMENTAL CHANGES
      a) RISING PERSONAL DISPOSABLE INCOME
      b) FACILITIES TO FINANCE PURCHASES
      c) RISING RURAL WEALTH
2.   SOCIAL AND CULTURAL FACTORS
      a)   GLOBALISATION
      b)   NUCLEAR FAMILIES
      c)   URBANISATION
      d)   DUAL INCOME HOUSEHOLDS
3.   BETTER VARIETY OF PRODUCTS
4.   MEDIA
1       7




                        MEDIA
                        BOOM




 ECONOMIC             CONSUMER               SOCIO
PROSPERITY                                 CULTURAL
                      BEHAVIOUR




             CORPORATE ACTIVITY PRODUCTS
                   AND PROMOTION

  FACTORS AFFECTING CHANGE IN CONSUMER BEHAVIOUR
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Nature and Scope of Consumer Behavior

  • 1. 1 1 NATURE AND SCOPE OF CONSUMER BEHAVIOUR QUESTIONS THAT REFLECT THE CONSUMER BEHAVIOUR WHAT PRODUCTS AND SERVICES CONSUMER BUY ? WHAT MAKES THEM BUY THEM ? WHEN THESE ARE BOUGHT ? FROM WHERE ? WHAT IS THE FREQUENCY OF BUYING ? HOW OFTEN THEY ARE USED ?
  • 2. 1 2 THERE ARE DIFFERENT TYPES OF ORGANISATIONAL CONSUMERS. 1. BUSINESS ORGANISATION. 2. GOVT. AND INSTRUMENTS OF GOVT. 3. INSTITUTIONS.
  • 3. 1 2 ORGANISATIONAL CONSUMERS BUY PRODUCTS TO RUN THEIR ORGANISATIONS.
  • 4. 1 2 A PURCHASER OR BUYER IS NOT NECESSARILY A USER HENCE : A MARKETER HAS TO DIRECT HIS PROMOTIONAL EFFORTS EITHER TO THE BUYER THE USER THE INFLUENCER
  • 5. 1 2 IMPORTANCE OF CONSUMER BEHAVIOUR UNDERSTANDING OF ALL NUANCES OF CONSUMER BEHAVIOUR IS INTERPRETIVISM / EXPERIENTIALISM
  • 6. 1 3 PRIME CONCERN OF MARKETING CONCEPT AND FORMULATION OF MARKETING STRATEGIES IS CONSUMER BUYING BEHAVIOUR BECAUSE : 1. CONSUMERS ARE EXTREMELY COMPLEX INDIVIDUALS. 2. EACH CONSUMER SEGMENT HAS UNIQUE NEEDS.
  • 7. 1 3 CONSUMER BEHAVIOUR THOUGH QUITE USEFUL IN FORMULATION OF STRATEGIES (WHICH COULD BE EXPLOITED BY THE MARKETERS) BUT IS OPEN TO CRITISM SINCE IT EXPOSES VULNERABILITIES OF THE CONSUMERS
  • 8. 1 3 THE MARKETING PRACTICES FOLLOWED BY REPUTED MARKETER WITH RESPECT TO PRODUCTS , PRICES, PROMOTION, AND DESIGN WITH JUST ONE AIM IN MIND PROFIT MAXIMIZATION
  • 9. 1 3 ETHICAL CONSIDERATION ETHICS IS NOT TO BE PRACTICED ONLY BY THE MARKETERS CONSUMER MUST ALSO BEHAVE ETHICALLY
  • 10. 1 5 GROWTH OF CONSUMER BEHAVIOUR CONSUMER RESEARCH SHOULD BE RELATED TO THE PROBLEMS THAT ARE RELEVANT FOR THE MANAGERS AND BUSINESS EXECUTIVES SHOULD ALSO LEARN TO VALUE THE RESEARCH FINDINGS AND USE THEM IN THEIR DECISION MAKING PROCESS
  • 11. 1 6 CONSUMER SCENE IN INDIA CORE VALUES OF INDIAN CONSUMERS: 1. FAMILY ORIENTATION 2. VALUE SEEKING 3. PROGRESS ORIENTATION 4. CLASS CONSCIOUSNESS
  • 12. 1 6 COMPARISION BETWEEN TWO GENERATIONS IN INDIA PREVIOUS GENERATION TODAY’S GENERATION • SECURITY • CONFIDENCE • IDEALISM • PRACTICALITY • RISK AVOIDANCE • RISK TAKING • SAVING ORIENTED • INVESTMENT ORIENTED • JOB SECURITY • JOB SATISFACTION • POSTPONMENT OF • INSTANT GRATIFICATION GRATIFICATION • CONSIDERED DECISION • IMPULSIVE MADHUKAR SABANVIS
  • 13. 1 7 CONSUMER SCENE IN INDIA CONSUMER IS MORE DEMANDING,EXPERIMENTATIVE AND IS OPEN TO NEW PRODUCTS AND IDEAS VALUE IS NOT JUST PRICE FOR HIM BUT PRICE - QUALITY COMBINATION PROMOTION RATIONAL & EMPHASIS EMOTIONAL APPEAL
  • 14. 1 7 FORCES THAT DRIVE CHANGES IN CONSUMER BEHAVIOUR 1. ENVIRONMENTAL CHANGES a) RISING PERSONAL DISPOSABLE INCOME b) FACILITIES TO FINANCE PURCHASES c) RISING RURAL WEALTH 2. SOCIAL AND CULTURAL FACTORS a) GLOBALISATION b) NUCLEAR FAMILIES c) URBANISATION d) DUAL INCOME HOUSEHOLDS 3. BETTER VARIETY OF PRODUCTS 4. MEDIA
  • 15. 1 7 MEDIA BOOM ECONOMIC CONSUMER SOCIO PROSPERITY CULTURAL BEHAVIOUR CORPORATE ACTIVITY PRODUCTS AND PROMOTION FACTORS AFFECTING CHANGE IN CONSUMER BEHAVIOUR
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