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Submitted By: Group-4Ayush 09PG371Kamini 09PG380

Nishant 09PG391Rani Shweta 09PG402

Subhasree 09PG412

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` Consumer behaviour referred to asthe study of when, why, how, where

and what people do or do not buy

products.

` It blends elements from psychology,

sociology, social , anthropology and

economics.` It attempts to understand the buyer

decision making process, both

individually and in groups.

` It studies characteristics of individual

consumers such as demographics

and behavioural variables in anattempt to understand people's

wants.

` It also tries to assess influences on

the consumer from groups such as

family, friends, reference groups, and

society in general.

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Because no longer can we take the

customer/consumer for granted.

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No.

Because cross - cultural styles, habits, tastes,prevents such standardization.

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` Nishant- Ramachandaran

` Kamini- Seetha

` Shweta- Grand-Mother, Padma

` Ayush- Hari, Narasimhan

` Subhasree- Radha, Rukmani, Madhu

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Mommy, I need my

special uniform

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Boy goes to schoolMommy goes to work

Papa goes to work

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Idea of buying washingmachine is conveyed

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Experience of using washingmachine is shared

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Decision of buying washingmachine is taken

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Shopping for washingmachine

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` Initiator

` Influencer

` Blocker

` Opinion Leader` Decider

` Buyer/ Purchaser

` Consumer/ User

14

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Initiator(Padma)

Influencer(Rukmani)

Blocker

(Granny)

OpinionLeader(Narasimhan)

Decider(Seetha)

Buyer(Ramachandran

)

User(Seetha)

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Culture: Shared customs, Beliefs, Values and

Artifacts that are transmitted from Generation

to Generation.Respect and care for elders and sacrifice of

needs.

Sub Culture: Nationality, Religious beliefs,

Racial, Geographical regions.

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CLASS CHARACTERSTICS ATTRIBUTES

UPPER Graceful, Individuals Brands, ArtBook, Travel

MIDDLE Respectability,Conformity

Fashion, SelfPresentation

WORKING Fun oriented,Unsophisticated,

Focus onpossessions

New Appliance,New and Big,

Economic

LOWER Neighborhoodoriented, Immediategratification

Status Symbol

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1.Reference Groups:- Primary Secondary Aspirational

Dissociative

2. Family:- Parents

Kids

3. Roles and Status

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1.Need & Motivation

2.Personal Factors

3.Perception

4.Learning

5.Attitude and Self Belief

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Problem

Recognition

Information

Search

Evaluation Of

Alternatives

PurchaseDecision

Post Purchase

Behavior

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Problems

ExternalStimulus

Internal

Stimulus

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Consumers often search for

limited amounts of

information.

Information Sources:-

1. Personal family,friends,neighbours

2. Commercial

advertising(VANISH ad),

websites3. Experiential examining,

using the product

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Total Awareness Consideration Choice Decision

VideoconWhirlpool

Godrej

Samsung

LG

Videocon

LG

Samsung

Godrej

Videocon

Samsung

LG

VideoconLG

??

set set set setset

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Some basic concepts involved in understanding

consumer evaluation processes:

The consumer is trying to satisfy a need.

The consumer is looking for certain benefits fromthe product solution.

The consumer sees each product as a bundle of

attributes with varying abilities for delivering the

benefits sought to satisfy this need.

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BRANDS APPEARANCE

MARKETVALUE

AFTERSALES

SERVICE

Price

Videocon 8 9 5 8

Godrej 7 6 7 7

LG 8 6 9 5

BPL 6 8 7 9

Importance Assigned:

Appearance- 20% After Sales Service- 20%

Market Value-30% Price-30%

------------------------------------------------------------Videocon=0.2(8)+0.3(9)+0.2(5)+0.3(8) = 7.7

Godrej =0.2(7)+0.3(6)+0.2(7)+0.3(7) = 6.7

LG =0.2(8)+0.3(6)+0.2(9)+0.3(8) = 7.6

BPL =0.2(6)+0.3(8)+0.2(7)+0.3(9) = 7.7

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INDIVIDUAL

Family

Friends

Social Class

Sub Culture

CULTURE

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Post Purchase Action

Recommend

Cognitive Dissonance

A andon/ Return

Legal Action

Level of SatisfactionPOST PURCHASE

BEHAVIOUR

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Back

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1.Age & Life Cycle StageLife Cycle Stage Needs/ orientation

Bachelor Stage Recreation

Newly married Durable purchase

Full Nest I (Young Child under 6) Home purchase at peak

Full Nest II (Young Child above 6) Durables, childpreference

Full Nest III (dependent children) Unnecessary appliances,high Durables

Empty Nest I (children independent) Travel, recreation

Empty Nest II (head retired) Medical Care

Solitary Survivor Necessity Items

Solitary Survivor Medical, Grand children

driven

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2.Economy/ Income

3.Lifestyle

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