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Week 1 CB

This document provides an overview of consumer behavior topics to be covered in week 1. It defines consumer behavior and discusses its nature and scope, including the interplay of cognition, affect, and behavior and influences like personal factors and marketing activities. It also outlines applications of consumer behavior like segmentation, targeting, and positioning; designing marketing strategies; and using the 4Ps. The objectives are to recap marketing fundamentals, define consumer behavior, and summarize its importance and applications.

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gtnawab
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61 views

Week 1 CB

This document provides an overview of consumer behavior topics to be covered in week 1. It defines consumer behavior and discusses its nature and scope, including the interplay of cognition, affect, and behavior and influences like personal factors and marketing activities. It also outlines applications of consumer behavior like segmentation, targeting, and positioning; designing marketing strategies; and using the 4Ps. The objectives are to recap marketing fundamentals, define consumer behavior, and summarize its importance and applications.

Uploaded by

gtnawab
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Consumer Behaviour

Week 1
Session Objectives
• Recap of Basics of Marketing in relation to
Consumer Behaviour
• Define Consumer Behaviour
• Nature and Scope of Consumer Behaviour
• Summarize the applications of consumer
Behaviour
Development of Marketing Concept
• Production Concept
• Product Concept
• Selling Concept
• Marketing Concept
Segmenting, Targeting and Positioning
• Market Segmentation
• Market Targeting
• Market Positioning
Customer Value, Satisfaction and
Retention
• Providing Customer Value
• Customer Satisfaction
• Customer Retention
Consumer Behaviour
• Consumer Needs and
Wants
• Although similar,
consumers are unique
• Different
consumption patterns
Consumer Behaviour
• CB is important for a firm to compete and
survive.
• For this marketers need to find out how the
consumers consume
Definition
• Interplay of forces during purchase and consumption
within a Consumer’s self and the surrounding
environment
• It explains the reason for underlying purchase
decisions and consumption patterns
The elements of Interplay/Interaction
• Knowledge or Cognition

• Affect or Feeling

• Behaviour or Action

• Activities – Pre purchase to Post Purchase


• Stages – Evaluating, Acquiring,
Using and Disposing
Cognition
• Knowledge, information, thinking
• Mental processes related to stimuli
• Stimuli (marketing stimuli) – objects, events, etc.
and also Brands and elements of marketing mix
or anything related to the offering
• It is related with processing and interpretation of
the stimuli
• Retaining in short-term and long-term memory
Affect
• Mood, emotion,
• Can be predisposition
• favourable/unfavourable reactions to stimuli
• Subjective in nature
• Can vary in direction, intensity and persistence
Behaviour
• Visible Part
• Buy or No Buy
Cognition

Behaviour Affect
Re-defining CB
• Behvioural display in search for purchasing,
using, evaluating and disposing of products
and services that they expect will satisfy their
needs
Nature and Scope
1. Forces and Influencers
a. CB deals with Cognition, Affect and Behaviour
against individual and environmental factors
b. Individual Influencers – Personal Motivation,
Perception, Learning and Memory, Attitudes, Self-
concept, Personality, Emotions (Psychographics)
c. Environmental Influencers – Culture, Sub-culture,
Demographics, Social Status, Reference Groups,
Family and even Marketing Activities
(Sociographics)
Nature and Scope
2. Macro and Micro
3. Interdisciplinary subject
a. Psychology - individual
b. Sociology - groups
c. Anthropology - cultures
d. Economics – income and purchasing power
Nature and Scope
4. Cognition, Affect and Behaviour keeps on
changing for both individual and groups and
even the environment. Its dynamic.
5. It involves process of exchange between
buyer and seller. Both parties get mutually
benefited
Nature and Scope
6. CB is descriptive and analytical in nature
a. Descriptive - It explains consumer decision based
on individual and environmental factors
b. Analytical- Based on various disciplines
quantitative and qualitative methods are
deployed for analyzing individual and group
behaviour. Interpreting and predicting consumer
behaviour.
Nature and Scope
7. It is a science and an art
a. Borrowed from social sciences
b. Uses qualitative and quantitative methods while
carrying out consumer research.
Scope
• What • Buying
• Why • Using
• When
• Where
• How often
Basic Components
1. Decision Making (Cognitive and Affective)
Stages of Decision Making
a. Need recognition
b. Information search
c. Evaluation of alternatives
d. Purchase Activity
e. Post Purchase Behaviour
Basic Components
2. Actual Purchase (Behaviour)
– Resulting from the influence of individual and
environmental factors
3. Influencers
– Decision process is affected by the individual
factors
– Individual factors are themselves influenced by
the individual determinants
Basic Components
4. Buying Roles
a. Initiator
b. Influencer
c. Decider
d. User
e. Buyer

 All roles can be performed by an individual.


 In most cases more than one role is performed by an
individual
Applications of CB
• The marketing concept is a customer-centered
philosophy. Make what you can sell.
• It is useful in formulating marketing strategies
based on the consumer and the environment
Applications of CB
1. Identify opportunities and act against threat
a. Assess environment for opportunities
b. Assess environment to ward off threat
c. The marketing strategies need to be dynamic and
constantly evolving keeping in view the certainty
in the environment
i. Complex environment
ii. Dynamic environment
Applications of CB
2. STP
It involves –
 Identify the target market
 Understand their needs
 Provide the right offering
 Communicate about the offering
Applications of CB
2. STP contd.
a. Segment the market based on –
• Descriptive Characteristics
• Behavioural Dimensions
b. Select target market
• Viable segment
• Fit between market attractiveness and company’s objective
resources
• Segment should be measurable, sustainable,
accessible, differentiable, actionable
c. Position product or service offering
• Communicate the distinct and unique product or service
characteristics
Applications of CB
3. Designing the Market Strategy -
Consumers, Market Environment and Marketing
Strategy are interrelated
 Consumer – Needs and Wants and the
interaction among CAB
 Environment – Complex and Dynamic
 Marketing Strategies – Setting of the goals and
achieving them and designing the marketing mix
strategies
Applications of CB
3. Designing the Market Strategy contd. –
Marketing Strategy
– It should be designed to influence consumers’
CAB
– Marketing strategy should be flexible and
evolving due to
• Changing environment
• Changing customer needs and wants
Applications of CB
4. Designing the 4Ps –
 Product
 Price
 Place
 Promotion
Applications of CB
5. Applications to Social Marketing
• Society is the consumer for the Non-profit
organizations
• Propagation of ideas for benefiting the society
THANK YOU!!

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