PPT helps in understanding the concept of Marketing Information System & Consumer Behavior

1. Marketing Information system &
Consumer Behavior
Dharmesh Motwani
dharmeshmotwani9@gmail.com

2. Marketing Information System
(MKIS) Definition
Consists of people, equipment, and
procedures that gather, sort, analyze,
evaluate, and distribute needed, timely,
and accurate information to marketing
decision makers.

3. An MKIS Model
• Output
– Product
– Place
– Promotion
– Price
– Integrated mix
• Database
• Input
– AIS
– Marketing research
– Marketing intelligence

4. MKIS Model Data Information
Input Output subsystems
subsystems
Product
Accounting D subsystem
information A
system
T Place
subsystem
Internal sources A
B
Marketing Promotion
research A subsystem Users
subsystem S
E Price
Environmental sources
subsystem
Marketing
intelligence
subsystem Integrated-
mix
subsystem

5. Accounting Information System
• Sales order data is input.
• AIS provides data for
– Periodic reports
– Special reports
– Mathematical models and knowledge-
based models

6. Marketing Research Subsystem
• Managers use marketing research to
gather information about customers.
– Market potential & market share
– Understand customer satisfaction &
purchase behavior
– Effectiveness of marketing mix on
customers
• Primary & Secondary data are used

7. Marketing Intelligence
Subsystem
• The systematic collection and analysis
of publicly available information about
competitors and development in
marketing environment.
• The information can be collected from
people inside the rival companies –
executives, engineers, purchasing &
selling agents etc.

8. Consumer Behavior
It is the study of how individuals make
decisions to spend their available
resources (time, money, effort) on
consumption related items. It includes the
study of-
-What they buy
-Why they buy it
-When they buy it
-Where they buy it from
-How often they buy it
-How often they use it

9. Buying Process
– Need recognition
– Information search
– Evaluation of alternatives
– Purchase decision
– Post purchase behavior

10. Information and Experience
Pre Purchase Expectation
use
Performance
Satisfied +ve WOM Dissatisfied
Repurchase Intention
Complainer Non-Complainer
•Dealer • -ve WOM
•Court •Brand
•Manufacturer Switching
Satisfaction is Dissatisfied
found • -ve WOM
•Brand Switch
Increase in Sale
Decrease of sale
And Market share
and reduction in
market share

11. Buying Roles
• Initiator
• Gatekeeper
• Influencer
• Decider
• Buyer
• User

12. Factors Influencing Buying Behavior
1. Cultural Factors
i. Culture
ii. Sub culture
iii. Social class
2. Social Factors
i. Family
ii. Reference groups
iii. Roles and status
3. Personal Factors
i. Age and life cycle stage
ii. Occupation
iii. Economic circumstances
4. Psychological Factors
i. Motivation.
ii. Personality
iii. Perception
iv. Learning.
v. Beliefs and attitudes

13. Maslow’s Need Hierarchy Theory
Higher-order
needs
Self-
actualization
needs
Esteem needs
Social needs
Safety needs
Physiological needs
Lower-order
needs

14. Types of Buying Behavior
Significant
differences
b/w brands Complex buying Variety seeking
behavior buying behavior
Few
differences Dissonance buying Habitual buying
b/w brands behavior behavior
High Involvement Low Involvement

15. Marketing Implementation
• The process that turns marketing
strategies and plans into marketing actions
in order to accomplish strategic marketing
objectives
• Planning addresses what & why
• Implementation addresses who, where,
when & how

16. Marketing Control
• The process of measuring and evaluating
the results of marketing strategies & plans
and taking corrective action to ensure that
objectives are achieved
• Operating Control
• Strategic Control (marketing audit)

17. Summary
Planning Implementation Control
Measure
Carry out the
Develop Results
plans
Strategic plans
Evaluate
Results
Develop Take corrective
marketing plans action