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1. Marketing – Module 2

9. Consumer Behaviour
• Flying Machine
• Study of how individuals, groups and
organizations select, buy, use & dispose of
goods, services, ideas or experiences to satisfy
their needs and wants
• Factors – Cultural, Social and Personal

10. Cultural Factor
• Fundamental determinant of a person’s want
and behaviour
• Child in US
• Child in India
• Subculture
• Social Stratification

11. Socio – Economic Classification

17. Social Factor
• Reference Groups
– Membership Groups
– Primary Groups
– Secondary Groups
– Aspirational Groups
– Dissociative Groups
• Expose individuals to new behaviors and lifestyles
• They Influence attitudes and self concept
• Create Pressure for conformity
• Opinion Leader

18. Social Factor
• Family
– Family of Orientation
• Parents and Siblings
• Orientation towards religion, politics and Economics and a
sense of personal ambition
– Family of Procreation
• Spouse and children
• Husband wife joint decision making
• Increase in the amount of rupee spent
• The direct and indirect influence wielded by children
• Roles and Status

19. Personal Factor
• Age and Stage in the life cycle
– Taste in food, clothing and recreation is directly
related to our age
– Consumption is shaped by the family life cycle
– Critical Life Events or Transitions
– Psychological Life-Cycle
• Occupation and Economic Circumstances
– Recession

20. Personal Factor
• Personality and Self-Concept
– Brand Personality
– Aaker
• Sincerity
• Excitement
• Competence
• Sophistication
• Ruggeddness
• Lifestyles and Values

21. Key Psychological Process

22. Motivation
• Freud’s Theory
• Maslow’s Theory
• Herzberg’s Theory

23. Perception
• Selective Attention
• Selective Distortion
• Selective Retention

24. Learning
• Drive – Strong Internal Stimulus impelling
action
• Cues – minor stimuli that determine when,
where and how a person responds
• Discrimination – Differences in sets of similar
stimuli and can adjust our responses
accordingly

25. EMOTIONS and MEMORY
• STM
• LTM

26. Consumer Buying Process

27. Problem Recognition
• Internal Stimulus
• External Stimulus

28. Information Search
• Information Sources
• Search Dynamics
– Total Set
– Awareness Set
– Consideration Set
– Choice set
– Decision

29. Evaluation of Alternatives
• Attributes
• Beliefs and Attitudes
• Expectancy Value Model

30. Purchase Decision
• Heuristics
– Conjunctive Heuristics
– Lexicogrpahic Heuristics
– Elimination-by-aspects Heuristics
• Intervening Factors
– Attitude of others
– Unanticipated Situational Factors
• Functional Risk
• Physical Risk
• Financial Risk
• Social Risk
• Psychological Risk
• Time Risk

31. Post Purchase Behaviour
• PP Satisfaction
• PP Actions
• PP Uses and Disposal

32. Types of Consumer Buying Decisions
TYPES OF CONSUMER BUYING DECISIONS
DIFFERENCE
BETWEEN
BRANDS
HIGH INVOLVEMENT LOW INVOLVEMENT
VERY SIGNIFICANT
COMPLEX BUYING
BEHAVIOUR
VERIETY / NOVELTY
SEEKING BEHAVIOUR
NO SIGNIFICANCE
DISSONANCE
REDUCING
BEHAVIOUR
HABITUAL BUYING
BEHAVIOUR

33. Organizational Buying vs Household
Buying
• Fewer, Larger Buys
• Close Supplier Customer Relationship
• Professional Purchasing
• Multiple Buying Influencers
• Multiple Sales Calls
• Derived Demand
• Inelastic Demand
• Fluctuating Demand – Bull Whip Effect
• Geographically Concentrated Buyers
• Direct Purchases

34. Buying Situations
• Straight Rebuy
• Modified Rebuy
• New Task

35. Buying Roles
• Initiators
• Users
• Influencers
• Deciders
• Approvers
• Buyers
• Gatekeepers

36. Buying Motives
• Product Buying Motives
– Emotional Product Buying Motives
• Pride, Imitation, Affection, Comfort, Attraction, Ambition,
Distinction, Recreation, Habit
– Rational Product Buying Motives
• Safety, Economy, Low Price, Suitability, Quality, Durability,
Convenience
• Patronage Buying Motives
– Emotional Patronage Buying Motives
• Appearance, Display, Recommendation, Imitation, Prestige, Habit
– Rational Patronage Buying Motives
• Convenience, Price, Credit, Services, Efficiency, Choice,
Relationship, Reputation

37. LA FIN