Consumer Behaviour, Consumer Buying Process and Consumer Adoption Process
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Consumer buying process Consumer Adoption Process Factors affecting both processes Role of Technology in CBP and CAP Marketing and Consumer Behaviour For more information contact: sreedeep2007@gmail.com
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Consumer Behaviour, Consumer Buying Process and Consumer Adoption Process
- 3. Family • Changing nature of family • Socialization process • Husband –wife decision making • Influence of children in decision making • Traditional and non traditional family
- 4. Family type nuclear Husband Wife One/two children extended Nuclear family+atleast one grand parent
- 5. Changing nature of family
- 6. Socialization of family members 1 • Consumer socialization of children 2 • Adult consumer socialization 3 • Intergenerational socialization
- 7. Other functions • Providing financial means Economic well being • Provision of emotional nourishment Emotional support • Establishment of a suitable life style Suitable family life style
- 9. Husband –Wife decision making • Husband dominated • Wife dominated • Autonomous or unilateral • Joint decision
- 11. Tactics used by children to influence their parents
- 13. Traditional family life cycle
- 15. Non – traditional family
- 16. Consumption in non traditional families
- 17. Social class • The division of members of a society into a hierarchy of distinct status classes, so that members of each class have either higher or lower status than members of other classes.
- 18. SOCIAL STRATIFICATION • social class research, status is frequently thought of as the relative rankings of members of each social class in terms of specific status factors.
- 20. Subjective measures individuals are asked to estimate their own social-class positions
- 21. Objective measures Single variable indexes occupation education income Composite – variable indexes Individuals answer specific socioeconomic questions and then are categorized according to answers
- 22. Geo demographic clustering • Linking consumer related geographic and socioeconomic data Families of similar backgrounds tend to reside in The same community/neighbourhood • They cluster together A composite segmentation strategy that uses both geographic variables (zip codes, neighborhoods) and demographic variables (e.g., income, occupation) to identify target markets.
- 23. • Clothing, Fashion, and Shopping •The Pursuit of Leisure •Saving, Spending, and Credit • Social Class and Communication
- 24. Consumer Behavior and Social Class Members of specific social classes differ in terms of what they consider fashionable or in good taste. Lower middle-class consumers have a strong preference for T- shirts, caps, and other clothing that offer an external point of identification. Upper-class consumers are likely to buy clothing that is free from such supporting associations. Upper-class consumers also seek clothing with a more subtle look.
- 26. Culture • Invisible hand of culture. • Culture is learned. • Culture is dynamics. • Measurement of culture.
- 27. Invisible hand of culture
- 28. Levels of subjective culture Super national national group
- 31. Culture satisfies needs • Standard rules • Insights
- 32. • Formal learning - How to behave. • Informal learning -Imitating behavior (advertisements) Culture is learned
- 34. Language and symbol • Rituals
- 35. Culture is dynamic •Certain factors change culture - Technology -Resource shortages. -wars. -changing values
- 36. Changing culture Who the purchasers What new product Where it reached by media
- 37. Measurement of culture Content analysis Consumer field work Value measurement survey
- 38. Measurement of culture • Content analysis • Consumer field work - Field observation -Participant observation • Value measurement survey instruments -Rokeach value survey -List of values -Value and lifestyle
- 43. Diffusion process • The innovation • The channels of communication • The social system • Time
- 45. Product characteristics influence consumer acceptance CHARECTERISTICS DEFENITION Relative advantage The degree to which potential customers perceive a new product as superior to existing substitutes Compatibility The degree to which potential consumers feel a new product is a consistent with their present needs, values and practices complexity The degree to which a new product is difficult to understand or use Trialability The degree to which a new product is capable of being tried on a limited basis Observability The degree to which a product’s benefit or attributes can be observed , imagined or described to potential customers
- 52. Innovators Technology enthusiasts. Enjoy tinkering with new products and mastering their intricacies.
- 53. Early adapters An individual or business who uses a new product or technology before others. An early adopter is likely to pay more for the product than later adopters, but accepts this premium if using the product improves efficiency, reduces cost, increases market penetration or simply raises the early adopter's social status. Companies rely on early adopters to provide feedback about product deficiencies, and to cover the cost of the product's research and development.
- 54. Early majority The early majority is a group of people who purchase or try new products -- typically technology -- after a much smaller population of innovators and early adopters have done so.
- 55. Late majority The last sizable segment of a population to adopt an innovative technology. The late majority accounts for roughly 34% of the population, and will adopt a new product only after seeing that the majority of the population already has. People in this segment are typically older, less affluent and less educated than segments that more readily adopt innovating products.
- 56. Laggards In the diffusion of innovation theory, the minority group (roughly 16 percent) of population, which is the last group to try or adopt a new product. It consists largely of seniors, and those with low socioeconomic status. Laggards use friends and neighbors as information sources, dislike change, and accept new things only when forced to.
- 59. HOW TECHNOLOGY PLAYS IN CONSUMER BUYING PROCESS
- 61. Role of Technology in Consumer Buying Process • Need – No direct influence – Certain ads can induce need
- 62. Role of Technology in Information Search • Technology plays vital role • Media – Telephone – Internet – Instant Messaging Apps – Television – E-commerce website – Review by other customers – Newspaper • Secondary research – Journals
- 63. Evaluation of alternatives • Criteria set are analysed • Technology plays vital role – Output- Price, Details, Product attributes • Media – Telephone – Internet – Instant Messaging Apps – Television – E-commerce website – Review by other customers – Newspaper
- 65. Role of Technology in Purchase • Ecommerce websites – Ebay, Flipkart, Amazon – Flight, Hotel bookings • Billing software – Retalics- SAP • Modes of Payment – Debit cards, Credit cards – Loyalty cards – POS – Vouchers
- 66. Role of Technology in Post- Purchase • Reviews • Improves decision making
- 67. Need: Insurance Information Source: policybazaar.com Alternative: Reliance, Royal Sundaram, Max Bupa, ApolloMunich, L&T Insurance Purchase: Reliance (Low premium) Post Purchase Example of Technology in C.B Process
- 70. Role of Technology in Customer Adoption Process • Awareness – Advertisement – Magazine – Social Media – Television – Newspaper – Brochure
- 71. Awareness- OYO Rooms TVC
- 72. Role of Technology in Product Interest • Gathering information – Ecommerce website – YouTube – Product official website – Outlets – Social groups
- 73. OYO Rooms • Characteristics are analysed by technology – Book now. Pay later at hotel. – AC Rooms – Cable TV – Complimentary Breakfast – Hygienic Washrooms – Free WiFi – Offers and Coupons
- 74. Role of Technology in Product Evaluation • Analyse our requirements • Comparison with alternative products – Ecommerce website – YouTube – comparison videos – Product official website – Outlets – Social groups – SNS, Whatsapp, Telephone
- 75. Evaluation of a room in OYO • Room Facilities and Amenities – Book now. Pay later at hotel. – AC Rooms – Cable TV – Complimentary Breakfast – Hygienic Washrooms – Free WiFi – Offers and Coupons • Cost comparison • Room Photos
- 78. Role of Technology in Product Trial • Outlet location identification • Booking Confirmation- App notification, SMS, Email intimation • Bill Direct from OYO rooms by email • Purchase – POS – Offers – Coupons Redemption – Billing software – Loyalty cards
- 79. Adopt or Reject • Value is analysed.
Notas do Editor
- Harley-Davidson fans are known as very loyal customers. However, even the beloved motorcycle brand can go too far. T-shirts and cigarette lighters were one thing, but when the company started to make aftershave and perfume, fans were not impressed. As the saying goes, less is more, and Harley-Davidson had spread itself too thin. Or maybe people just weren't too keen on the idea of smelling like a motorcycle.