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    Divya Agrawal
    The document discusses the evolution of consumer behavior as a discipline from the 1940s to present. It covers how perspectives on consumers have changed over time from rational actors to irrational actors influenced by psychological and social factors. The document also provides examples of how consumer insights were used to develop effective marketing strategies for brands like MOOV pain relief cream and ONIDA color televisions.

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    A Intro

    Uploaded by

    Divya Agrawal
    184 views31 pages
    The document discusses the evolution of consumer behavior as a discipline from the 1940s to present. It covers how perspectives on consumers have changed over time from rational actors to irrational actors influenced by psychological and social factors. The document also provides examples of how consumer insights were used to develop effective marketing strategies for brands like MOOV pain relief cream and ONIDA color televisions.

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    The document discusses the evolution of consumer behavior as a discipline from the 1940s to present. It covers how perspectives on consumers have changed over time from rational actors to irrational actors influenced by psychological and social factors. The document also provides examples of how consumer insights were used to develop effective marketing strategies for brands like MOOV pain relief cream and ONIDA color televisions.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    184 views31 pages

    A Intro

    Uploaded by

    Divya Agrawal
    The document discusses the evolution of consumer behavior as a discipline from the 1940s to present. It covers how perspectives on consumers have changed over time from rational actors to irrational actors influenced by psychological and social factors. The document also provides examples of how consumer insights were used to develop effective marketing strategies for brands like MOOV pain relief cream and ONIDA color televisions.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 31

    Consumer Behaviour

    An Introduction

    Professor Rajneesh Krishna

    Consumers and Customers


    Two perspectives
    Who is the final user of the product/ services Permanency in the usage of the product/ services or the retail point

    Professor Rajneesh Krishna

    Consumers and Customers


    Two perspectives
    Who is the final user of the product/ services Permanency in the usage of the product/ services or the retail point

    Professor Rajneesh Krishna

    Consumers and Customers


    Two perspectives
    Who is the final user of the product/ services Permanency in the usage of the product/ services or the retail point

    Professor Rajneesh Krishna

    Why Study Consumer Behavior

    Professor Rajneesh Krishna

    Have consumers been always important

    Professor Rajneesh Krishna

    Emphasis given to the consumers have been different in the different phases of history

    Professor Rajneesh Krishna

    Modes of customer relations


    Feudalistic mode of production customization for elite - individual Mass production production, product and selling concept Development of Marketing Concept management sciences Niche marketing Relationship marketing Loss and gain of consumer orientation
    Professor Rajneesh Krishna

    Evolution of CB as a discipline
    1940s
    Beginning of teaching Business management Faculty was dominated by economics and commerce graduates Consumer was supposed to be a rational man as imagined by Adam Smith trade off Domination of production and product concept

    Professor Rajneesh Krishna

    Evolution of CB as a discipline
    Later half of 1950
    Emergence of marketing concept Irrational consumers Emergence of psychologists in the area of consumer behavior Hidden meaning of consumer goods and brands

    Professor Rajneesh Krishna

    Evolution of CB as a discipline
    1960s and 70s
    Emergence of management professional as a researcher transition from model of irrational consumers to consumers as problem solver Eg Hierarchy of effects model, cognition to attitude to behavior

    Professor Rajneesh Krishna

    Evolution of CB as a discipline
    1980s
    proliferation of brands, decrease in leisure time cognitive miser division of decisions into
    low involvement and high involvement

    endorsement brand image


    Professor Rajneesh Krishna

    Evolution of CB as a discipline
    1990s
    Influence of collectivity in decision making Increase in connectivity Increase in brand reach cultural connotation of consumption

    Professor Rajneesh Krishna

    Evolution of CB as a discipline
    And now
    Holistic framework

    Professor Rajneesh Krishna

    Consumer Behavior
    Consumer behavior is a discipline which encompasses all the processes involved in acquiring, using and disposing of products, services and ideas. As a discipline it is also concerned with the results of such acquisition, use and disposal.
    May occur with or without purchase Not only when money changes hands but also when people leave there old values, practices, attitudes and beliefs for social good.
    Professor Rajneesh Krishna

    Scope of Consumer behavior

    Professor Rajneesh Krishna

    Individuals, families and organizations Unit of consumption

    Whether, why, when, how, what, from where, how much, with what frequency

    To Acquire, use and dispose

    Which Product, services and ideas

    In the consumption roles of Initiator(s), Information gatherers, Influencers, Decision makers, Purchasers, Users, Disposers

    Result of consumption

    Result of consumption

    Consumption culture, societal culture, Professor Rajneesh Krishna Satisfaction/ dis satisfaction, perception, social structure learning, memories and attitudes

    Understanding Consumer
    Sociology of consumption Psychology of consumption Motivation Personality Learning Attitude Perceptions

    Social groups Family Culture and institutions Class & Lifestyle

    Consumer Decision
    Professor Rajneesh Krishna

    Feedback

    Consumer orientation should inform all the 4 Ps of marketing

    Professor Rajneesh Krishna

    Customer orientation

    The case of Asian Paints


    Professor Rajneesh Krishna

    Consumer Insights in Brand Building and communication


    Examples of
    Maggi vs Kellog

    Professor Rajneesh Krishna

    MOOV v/s IODEX


    Iodex - An established player in the pain
    relieving ointment category
    A part of the necessity items normally stocked in every Indian household A legend of sorts In the league of Vicks, Burnol, Dettol

    MOOV decides to challenge the leader


    Professor Rajneesh Krishna

    MOOV v/s IODEX


    A qualitative study,
    That the colour & odor of Iodex are the only weaknesses of the IODEX

    Consumer has a strong perception of Iodex


    being a pain reliever; product delivers; heritage Any sort of pain and you can rely on Iodex
    Professor Rajneesh Krishna

    MOOV v/s IODEX


    Also reveals that,
    The housewife is the highest user of IODEX And the largest area of application is her back

    How does MOOV own the high-ground?


    Professor Rajneesh Krishna

    Enter MOOV

    Offers Color & Odor benefits


    But these benefits are not strong enough to

    pull a brand loyal consumer


    What next? Iodex is = any kind of pain, apply Iodex So lets position MOOV as the
    Professor Rajneesh Krishna

    MOOV, the backache specialist

    Professor Rajneesh Krishna

    ONIDA Colour TVs


    Refrigerators; pride of place status in Indian homes CTVs started replacing the refrigerators from drawing rooms from Year 1982 onwards Crown & Weston were the market leaders All brands communicating about features, features and features; reason to buy Enter ONIDA; Rational v/s an Professor Rajneesh Krishna emotional attachment

    ONIDA Colour TVs


    All TVs speak about features at par
    One feature greater v/s another approach

    Onida
    JVC technological back up The first vertical monitor TV Only with remote models To target the top-end customer Onida will not take a rational approach Take the consumer need pride-of-place at home into account & build on it
    Professor Rajneesh Krishna

    ONIDA Colour TVs


    Lets make Onida the Mercedes Benz of all TVs

    Exclusive Status / Esteem Basic + looks Basic + Basic Nominal level


    Professor Rajneesh Krishna

    Fundamental consumer need satisfaction hierarchy

    ONIDA Colour TVs


    A status symbol that everyone else envies Enter Neighbours Envy. Owners Pride A status symbol

    Professor Rajneesh Krishna

    Thank You

    Professor Rajneesh Krishna

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