Marketers benefit by understanding how consumers take consumption decisions which enables them to formulate suitable marketing strategies. It becomes even more fascinating to gauge consumer behavior drawing insights from various disciplines like psychology, sociology, anthropology and economics. Know more about Consumer Buyer Behaviour in this slide presentation. To know more about Welingkar School’s Distance Learning Program and courses offered, visit: http://www.welingkaronline.org/distance-learning/online-mba.html This Slideshare is the sole Property of the Welingkar School of Distance Learning – Reproduction of this material , without prior consent, either wholly or partially will be treated as a violation of copyright.

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