1. Consumer Behavior Section B ParasArora IMTDCP084 Mahesh Dontul IMTDCP078 HimanshuSaxena IMTDCP075 Chandan Kumar Singh IMTDCP071 Section A Sanrang MahimaWalial VishalJaveri AnkitaVarma

2. Various stimuli

3. Behavioral Fundamentals = ƒ(P,E) Personal interaction Behavior Environment +

4. Buying a product is a result of many things sum total of these things is Consumer Behavior

6. Gatekeeper

7. Influencer

8. Decider

9. Buyer

10. User

11. Disposer

12. Individual

13. Social

14. Psychological

15. Pre Purchase

16. During Purchase

17. Post PurchaseConsumer Behavior Creating effective visuals Consumer Behavior Simplified Behavior is outcome of a person’s interaction with the environment.

18. 7 O’s model of Buying Behavior

19. Process model of Buying Behavior

20. Factors Influencing Consumer Behavior Buyer Cultural Culture Subculture Social Class Personal Age Lifecycle stage Gender Income Education Personality Self concept Lifestyle Social Family Friends Role Status Physiological Motivation Learning Perception Attitude

21. Relationship Between Culture and Subculture Example:-

22. Cultural In USA In Japan In Korea In Japan

23. Cultural Subculture Subculture This ad for Vibe Vixen magazinetargets the African American urban subculture An ad showing many racial subcultures

24. Cultural contd.. Social class

25. Personal Age Age

26. Personal Contd.. Gender Self Concept Income

27. Personal contd.. Education Life style Attitude Personality

28. Social Family Friends Status Role

29. Psychological

30. Consumer Involvement in Decision Making HIGH INVOLVEMENT MODERATE INVOLVEMENT LOW INVOLVEMENT Habitual decisions Simple decisions Lengthy decisions eg. Tea, toothbrush, eg. Skin creams ,TV eg. Cars, Property Washing powder. microwave oven .

31. Types of Buying Low involvement Hedonic Variation in consumer choice phenomenon Utilitarian / Instrumental

32. Variations in Consumer Choice Phenomena Utilitarian / Instrumental Feel Do (Know) Trigger = Impulse, Need, Pleasure Rationalizing evaluation of alternatives Process: Choice Heuristic: “Buy What I Like” Ultimate Choice: Satisfying Model Price as secondary concern Hedonic / Ego Expressive Low Involvement

33. Variations in Consumer Choice Phenomena Know Feel Do Trigger = Gap (actual – Desired) Active Search Rational use of information; Rational evaluation of alternatives Process: Extensive Problem Solving routine response Choice Heuristic: “Buy the Best” Ultimate Choice: Trade off among competing alternatives Price as trade-off variable Utilitarian / Instrumental Low Involvement Hedonic / Ego Expressive

34. Variations in Consumer Choice Phenomena Know Do Feel Trigger = Stock Depletion Passive Search Limited / No evaluation of alternatives; Rational Use of information Expectancy – Confirming Process: Choice Heuristic: “Buy the Familiar” “Buy the Cheapest” Ultimate Choice: Satisfying Model Price as deciding Factor Utilitarian / Instrumental Low Involvement Hedonic / Ego Expressive

35. Marketing Considerations Across Core Motivational Conditions Utilitarian / Instrumental Keys to Continuity: Product Performance; Provision of Information Central Threat to continuity: Better Performing Alternative Hedonic / Ego Expressive Low Involvement Keys to Continuity: Clear, Relevant articulation of Brand Image Central Threat to continuity: Change in self or brand image Keys to Continuity: Saliency of Brand, ensured product availability Central Threat to continuity: interrupts in purchase cycle

36. High Involvement Low Involvement Significant differences between brands Few differences between brands Types of Buying Decision Behavior Complex Buying Behavior Variety- Seeking Behavior Dissonance- Reducing Buying Behavior Habitual Buying Behavior

37. Types of Buying behavior Complex buying Variety seeking Significant differences between brands Few differences between brands Habitual Buying Dissonance Reducing Behavior High Involvement Low Involvement

38. Examples of Buying behavior-Complex Digital Camera Sony LG Samsung Sansui AKAI Panasonic Hitachi Haier Cars Economy I10 A star Alto Santro Wagon R Zen RitZ Spark Beat Swift Digital Camera Sony Cannon Nikon Kodak Samsung High Involvement and too many brands to choose from

39. Examples of Buying behavior-Variety Seeking Low involvement and too many brands to choose from

40. Examples of Buying behavior-Habitual

41. Examples of Buying behavior-Dissonance reducing . High involvement and a few brands to choose from

42. Need Recognition Information Search Cultural, Social, Individual and Psychological Factors affect all steps Evaluation of Alternatives Purchase Post purchase Behavior Consumer Decision-Making Process 30

43. Marketing helps consumers recognize an imbalance between present status and preferred state. Go Internal Stimuli and External Stimuli Preferred State Present Status 1) Need Recognition Result of an imbalance between actual and desired states. Result of an imbalance between actual and desired states. Preferred state Present State

44. NEED IDENTIFICATION-Examples Fully automatic washing machines from Godrej

46. My laptop seems to be out of date, I should change.

47. There is a discount in International City this is the time.

48. It is mandatory for all MBA students.

50. Non-marketing controlled

51. Marketing controlledMarketing should identify consumer source of information and importance of each source. A company must design its marketing mix to make prospects aware of and knowledgeable about its brand. Go

53. Most effective source of

56. Consumer-rating groups

57. Handling the product

58. Examining the product

59. Using the product35

61. Consult Friends& Family

62. Browse through the internet

63. May visit computer showrooms

65. Coca Cola- Compagain for Achieving TOMA Coca-Cola didn't have many issues selling Coke during the summer months. To ensure that coke is selected as an alternative in the wintertime, come up with a campaign. "Thirst Knows No Season" “Thanda matlab Coca Cola”

67. Think Small –By Volkswagen talked about their uniqueness Volkswagen had plenty of success with the Beetle in Europe, but wanted to bring it to the U.S. The DDB team knew they had to do something different to win over the jaded consumers. the impact of its ad campaigns revolutionized advertising forever,

69. Price

70. Promotion

71. Service

73. PRODUCT All Out with Extra MMR X Factor -Glycerine Thinner cans appealed the youth- Style It’s a liquid soap

74. SERVICES

75. PERFORMANCE DABBAWALAS IN MUMBAI

77. Consumer assigns different values for different attributes of a product

78. Conjunctive model

79. Consumer assigns a minimum cut-off value to each attribute.

80. Disjunctive model

82. Purchase Decision Unexpected Situational Factors Attitudes of Others Purchase Intention Desire to buy the most preferred brand Purchase Decision Marketing should reduce the time gap between the purchase intent of consumer and the actual buying. GO

84. John saw an ad that i7 second generation processor is getting launched soon and he postponed his decision to buy laptop for time being

85. Attitude of others

89. May file a legal case