Cosumer Behaviour: Iikm Bba 3 Year Fifth Term

COSUMER BEHAVIOUR
IIKM
BBA 3RD YEAR fifth TERM
Unit 1
Overview of Consumer Behaviour Understanding
Consumer Behaviour- Meaning and Concept of
Consumer and Customer, Consumer Learning,
Different Models in Consumer Behaviour, Consumer
Decision making process-Concept of Consumer
Decision; Levels of Consumer Decision Making;
Consumer Decision Making Model, Changing Indian
Consumer Behaviour-Drivers of Change; Changing
Consumer Trends; Rural Consumer Behaviour; New
Consumption Patterns, Organizational Buying
Behaviour.
What is the difference between a
customer and consumer
discuss
Basis Customer Consumer
Meaning A customer is who purchases The end-user of the product or

the good and services services is a consumer
Resell A wholesaler or distributor can No

purchase the product and
resell it
Buyers Yes Not necessary
Motive Reselling or consumption Self-consumption
Cost of product or services Is paid by the customer Maybe not paid by the
consumer
Target Individual or Company Individual, family or group

Psychology
Political
Sociology
science
Consumer
behavior
Anthro Social
pology Psychology
Influence of culture on Consumer Behaviour , Concept of
Culture , The Measurement of Culture, Indian Core Values ,
Cultural aspects of emerging markets, Values, Life styles, And
Psychographics on buying Behaviour, Demographics, Lifestyles
and Psychographics, Values and values Systems , Group
Influence on Consumption, Role of reference groups, Effect of
reference groups on consumer decision making ,Celebrity
Endorsement
THE PAVLOVIAN MODEL
Howard-Sheth model is one of
models that
represent consumer behaviour on
the market. It attempts to explain the
rationality of choice of the product by
the consumer under conditions of
incomplete information and reduced
processing capability. It analyses the
external symptoms of behaviour,
reactions and thought processes that
cannot be subject to direct
observation.
Howard-Sheth model is based
on the assumption that the
consumer behaves rationally
during purchase, process is
repeatable and is result of
incentives which have their
source in the environment
(input variables). It consists
of four main groups of
variables:
INPUT OUTPUT AND PROCESS MODEL
SOCIOLOGICAL MODEL
Unit 2
Factors Influencing Consumer Buying Decision Influence
of Culture on Consumer Behaviour-Concept of Culture;
The measurement of Culture; Indian Core Values; Cultural
aspects of emerging markets, Values, Lifestyles, and
Psychographics- Impact of Values, Lifestyles and
Psychographics on buying behaviour; Demographics,
Lifestyles and Psychographics; Values and Value Systems,
Group Influence on Consumption- Role of reference
groups; Effect of reference groups on consumer decision
making; Celebrity endorsements.
Consumer buying process
Industrial buying process

FACTORS THAT AFFECT ORGANIZTIONL BUYING
Industrial customer
BEHAVIOUR
Consumer markets and behavior
What influences consumer
behaviour
customer
CHANGING CONSUMER TRENDS!!!
( PLC SHORT, GADGETS, FAST FOODS,
LAZY, STREAMED CONTENT, BINGE
WATCHING,EDUCATION AS BUSINESS,
EROSION OF VALUE SYSTEMS,
NUCLEAR FAMILIES, THE WORLD IS A
VILLAGE, NEW CONSUMPTION
PATTERNS,THE RISE OF RURAL
CONSUMER
THE CHALLENGE OF INDIAN MARKET
LOCATION SEX CLASS AGE
• METRO • MALE • SUPER RICH • OLD

• URBAN • FEMALE • HNI • YOUNG
• SEMI • TRANS • UPPER • MILLENIALS
URBAN • MIDDLE
• RURAL • LOWER
1991 2010
LICENSE RAJ
ONWARDS ONWARDS
• BURECRATIC • REFORMS • IT
• LIMITED • FOREIGN • POWERFUL
PRODUCTION INVESTMENTS
• CORRUPTION
Discuss
• Indian core values
• What are emerging markets
• What are values, lifestyles, and
psychographics
• What is group influence
• Who are reference groups
• What is celebrity endorsements
UNIT 3
CUSTOMER LOYALTY
COMPREHENSION
CUSTOMER BUYS THE PRODUCT- SALE
CUSTOMER SATISFACTION
CUSTOMER THRILL
CUSTOMER RETENTION
CUSTOMER BUYING LOYALTY
CUSTOMER COMPREHENSIVE LOYALTY

HATH
AIRTEL BSNL JIO ACT
WAY
CUSTOMER
CUSTOMER LOYALTY DEFINITIONS
“a deeply held commitment to re-buy or re-

patronize a preferred product or service
consistently in the future, causing repetitive
same brand or same brand-set purchasing,
despite situational influences or marketing
efforts.”
“a biased behavioral response expressed

over time by a decision making unit with
respect to one or more alternative brands
out of a set of brands and being a function
of psychological processes”.
Customer loyalty is the result of
consistently positive emotional experience,
physical attribute-based satisfaction and
perceived value of an experience, which
includes the product or services. Consider
who you yourself are loyal to.
UNIT 4
CUSTOMER LOYALTY OUTCOMES

SHARE OF PURSE
CUSTOMER
LOYALTY
VS
BRAND LOYALTY
SHARE OF MIND
ONE DIMENSIONA L
CUSTOMER LOYALTY
BRAND LOYALTY
WHAT
CUSTOMER
DOES
Behavioral loyalty
TWO DIMENSIONA L
CUSTOMER LOYALTY
THREE DIMENSIONA L
CUSTOMER LOYALTY
THINKS
ATTITUDANAL
LOYALTY
FEELS DOES
FOUR
DIMENSIONA L
CUSTOMER LOYALTY
ATTITUDANAL
PLANS
COMPREHENSIVE LOYALTY
FLOW
THINKS FEELS PLANS DOES

OUT COMES!!
EXPLAINED
PREFERENCE
ATTITUDE
REFERAL
ATTITUDE
SUPPORT
ATTITUDE
OUTCOMES
BEHACIOURAL
PATRONAGE
BEHAVIOUR
STEADFAST
BEHAVIOUR
SHARE OF
WALLET
OUTCOME
COGNITIVE
PRICE
COGNITION
EXCLSUIVE
COGNITION
EMOTIONAL
CONNECT
Loyal customers generate more
referrals.
Loyal customers will continue buying

from you.
Loyal customers aren’t actively looking

for alternate suppliers.
Loyal customers are less susceptible to

competitors’ marketing.
Loyal customers are more receptive to

your other products and services.
Loyal customers
are more understanding of issues and
troubleshooting.
Loyal customers are more likely to

provide feedback and reviews which
you can use to improve your retention.
Customer retention is your ability
to sell to customers who have
already made purchases from you.
It’s a unique metric because it
accounts for both your ability to
acquire new customers as well as
your ability to keep those
customers. In short, your retention
metric is about turning new
customers into repeat customers
which makes it a useful metric to
measure and track.
RELATIONSHIP INFLUENCES
Price
Site performance ( PHYSICAL EVIDENCE)
Delivery .
Customer service
Loyalty programs
Saved payment details

UNIT 5
CUSTOMER LOYALTY MEASUREMENT

AND APPLICATION
&
NPS

Cosumer Behaviour: Iikm Bba 3 Year Fifth Term

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COSUMER BEHAVIOUR

Meaning A customer is who purchases The end-user of the product or

Resell A wholesaler or distributor can No

Buyers Yes Not necessary

Motive Reselling or consumption Self-consumption

Target Individual or Company Individual, family or group

Industrial buying process

LOCATION SEX CLASS AGE

• METRO • MALE • SUPER RICH • OLD

CUSTOMER BUYING LOYALTY

CUSTOMER COMPREHENSIVE LOYALTY

“a deeply held commitment to re-buy or re-

“a biased behavioral response expressed

CUSTOMER LOYALTY OUTCOMES

THINKS FEELS PLANS DOES

Loyal customers will continue buying

Loyal customers aren’t actively looking

Loyal customers are less susceptible to

Loyal customers are more receptive to

Loyal customers are more likely to

Site performance ( PHYSICAL EVIDENCE)

Saved payment details

CUSTOMER LOYALTY MEASUREMENT

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