Introduction to consumer behavior to get an idea and understand what all sub topics are a mandatory part of it.

1. Consumer Behaviour
An Introduction

2. Definition
The behavior that consumers display in searching
for, purchasing, using, evaluating, and disposing of
products and services that they expect will satisfy
their needs.
The Interplay of forces that take place during a
consumption process within the consumer’s self
and the environment.
-the interplay takes place between the three elements
-it continues through the prepurchase activity to the postpurchase experience
- It includes the stages of evaluating acquiring using and disposing off goods and
services

3. Three elements
 Cognition
– knowledge, information , thinking
- Stimuli processing (4 p’s, Brand)
 Affect
 Behaviour (Behavior)

4. Two Consumer Entities

5. Marketing Concept
• 1950s to current - Focus on the customer!
‘Make what you can sell’ not ‘sell what u make’
• Determine the needs and wants of specific
target markets
• Deliver satisfaction better than competition

6. Marketing Concept
 Analyze the environment (for opportunities and threats)
-New markets
-new customers
-identifying unfulfilled needs and wants
 Marketing strategies need to be dynamic to keep up with the change
 Segmentation, Targeting, positioning
 Designing the marketing Strategy

7. 5 Buyer roles
 Initiator
 Influencer
 Decider
 Buyer
 User

8. •Consumer-Rooted Segmentation Bases
•8

9. Customer Value, Satisfaction, Trust,
and Retention

10. •Successful Relationships
•Customer Value
•Customer
Satisfaction
•Customer Trust
•Customer
Retention
•Defined as the ratio between
the customer’s perceived
benefits and the resources
used to obtain those benefits
•Perceived value is relative and
subjective
•Developing a value
proposition is critical
•Value, Satisfaction,
•Trust, and Retention

11. •Successful Relationships
•Customer Value
•Customer
Satisfaction
•Customer Trust
•Customer
Retention
•The individual's perception of
the performance of the
product or service in relation
to his or her expectations
•Value, Satisfaction,
•Trust, and Retention

12. •Successful Relationships
•Customer Value
•Customer
Satisfaction
•Customer Trust
•Customer
Retention
•Establishing and
maintaining trust is
essential.
•Trust is the foundation
for maintaining a long-
standing relationship
with customers.
•Value, Satisfaction,
•Trust, and Retention

13. •Customer Profitability-Focused
Marketing
•Tracks costs and
revenues of individual
consumers
•Categorizes them into
tiers based on
consumption behavior
•A customer pyramid
groups customers into
four tiers

14. Impact of Digital Technologies

15. •The Mobile Consumer

16. •Consumer Behavior Is
Interdisciplinary

17. Copyright © 2013 Dorling Kindersley
(India) Pvt Ltd. Authorized adaptation from
Model of
Consumer Behavior

18. OVERALL MODEL OF CONSUMER
BEHAVIOUR
Learning
Decision Processes
External Influences
Internal Influences
Culture
Subculture
Social status
Reference groups
Family
Marketing Activities
Perception
Learning
Memory
Motives
Personality
Attitudes
Problem Recognition
Information Search
Alt Eval & Selection
Outlet select & Purchase
Postpurchase
Processes

19. A Simple Model of Consumer Decision Making
•Chapter One Slide