1. CONSUMER BEHAVIOUR
PRESENTED BY:Aditi Pandya
Amit virpariya
Mukesh Jograna
Surjeet Kulhary

2. TABLE OF CONTENT

LEARNING

LEARNING THEORY

REFERENCE GROUP

TYPES OF REFERENCE GROUP

FAMILY INFLUENCE

EIGHT ROLES IN FAMILY INFLUENCE

3. LEARNING

Definition:-
knowledge acquired through study, experience, or
being taught.

Human learning may occur as part of
education, personal development, schooling, or
training.

Consumer Learning is a process, that is continually
evolves and changes as a result of newly acquired
knowledge or actual experience.

4. LEARNING THEORY

Classical Conditioning Theory

Operant Conditioning Theory

Social Learning Theory

5. CLASSICAL CONDITIONING THEORY

There are mainly 3 steps:
1.
Before Conditioning
2.
During Conditioning
3.
After Conditioning

For Example:
Axe Deodorants

6. OPERANT CONDITIONING THEORY

Also known as Voluntary or Learned theory

Positive response [reward] -----More Frequently

Negative response [punishment]
Less Frequently

For Example:
Shampoo Comparison
------

7. SOCIAL LEARNING THEORY

Observation

Experience

Perception

There are four type of process:
1.
Attention Process [buying a car]
2.
Retention Process [visa power—sachin]
3.
Motor Reproduction Process [farah khan in IPL]
4.
Reinforcement Process [Rewards]

8. REFERENCE GROUP

Definition of Group:-
Two or more people who interact to
accomplish either
individual or mutual goals.

Definition of Reference Group:A person or a group that serves as a point of
comparison or reference for an individual in the
formation of either general or specific
values, attitudes, or behavior.

9. TYPES REFERENCE GROUPS

Friendship Group,

Shopping Group,

Work Group,

Virtual Group,

Brand Communities,

Consumer action group

Celebrity Reference Group

The Experts

Spokes Characters

10. FRIENDSHIP GROUP

Informal Group,

Formal Group

11. SHOPPING GROUP

Like minded persons

Friends or Family

12. WORK GROUP

Peers,

Subordinates,

Superiors

13. VIRTUAL GROUP

Social Network

E- mails,

E- shopping

14. BRAND COMMUNITIES

Using same Brand

Its like Fan Club

15. CONSUMER ACTION GROUP

Supporting for common issue

Create Awareness

16. CELEBRITY REFERENCE GROUP

Target Segment

Fans Followers

17. THE EXPERTS

Expert in Specific Brand

For e.g: Sachin Tendulkar in Boost

18. SPOKES CHARACTERS

Fictional Person

Animated Cartoon

19. FAMILY INFLUENCE

Definition of Family:-
Family is defined as two or more person related by
blood, marriage, or adoption who reside together.

Today in United States, 68 percent of the 111.3 million
households are families.

Although families sometimes are referred to as
households, not all households are families.

20. EIGHT ROLES IN THE FAMILY
DECISION MAKING PROCESS
ROLE:
1.
2.
3.
4.
5.
6.
7.
8.
NAME:
Influencers
Gatekeepers
Deciders
Buyers
Preparers
Users
Maintainers
Disposers

21. ANY QUESTION