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    Topic 1 - CB An Introduction

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    Sarah Shaikh

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    Topic 1 - CB An Introduction

    Uploaded by

    Sarah Shaikh
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    Topic 1 - CB an Introduction

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    25 views40 pages

    Topic 1 - CB An Introduction

    Uploaded by

    Sarah Shaikh

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 40

    Consumer Behaviour

    By: Dr. Deepa Rohit, WeSchool


    Dr. Deepa Rohit, WeSchool
    Course Learning Objectives
    1 Students should be able to understand and appreciate the role, scope, and importance of
    consumer behaviour in crafting STDP and marketing mix of a brand.
    2 Sensitize students about the psychological processes determining the consumer behaviour
    namely, attitude, perception, learning, motivation, personality, and involvement, and
    discuss their practical implications
    3 Illustrate the effect of various social factors such as class, status, groups and cultural
    factors on consumer decision process
    4 Discuss consumer decision process and the underlying theoretical models

    5 Learn to formulate effective marketing strategies based on consumer insights thereby


    driving positive disposition towards brand’s offering

    Dr. Deepa Rohit, WeSchool


    Dr. Deepa Rohit, WeSchool

    Course Outcomes
    Course Course Outcome Blooms Level Blooms Level
    Outcome (in Roman (in word)
    Number Numerals)

    CO1 Relate the significance of consumer behavior and II Understanding


    its relation in marketing strategies -STDP and 4Ps
    CO2 Apply the knowledge of the psychological III Applying
    processes involved in making marketing decisions
    CO3 Examine the role of social factors and cultural IV Analysing
    factors on consumer decision process
    CO4 Interpret the various theoretical models of V Evaluating
    consumer decision making appropriate to
    marketing environment
    CO5 Construct marketing programs based on consumer VI Creating
    insights & current market trends
    1. Introduction to Consumer Behaviour
    2. Individual Determinants of CB -
    Motivation and Personality , Perception
    and Learning, Attitudes
    3. Group Determinants of CB - social Factors
    Syllabus - Cultural factors, groups, class, status,
    family, Diffusion of Innovation
    4. Consumer Decision Making Process and
    Models
    5. Communication & Consumer Behaviour

    Dr. Deepa Rohit, WeSchool


    Reference Books

    Dr. Deepa Rohit, WeSchool


    What is Marketing?
    Dr. Deepa Rohit, WeSchool
    Target Audience

    Marketin
    g
    Products and
    services to satisfy Unfulfilled Needs
    the needs

    Dr. Deepa Rohit, WeSchool


    Dr. Deepa Rohit, WeSchool
    Market Segmentation & Targeting

    Identifying market segments

    &
    selecting target markets

    Dr. Deepa Rohit, WeSchool


    Segmentation Bases

    Behavioural Psychographic
    Needs &
    Consumer Buying Benefits Perception
    Awareness readiness sought Motivation

    Purchase User status &


    situation
    Usage rate
    Loyalty Status Personality Attitude

    Shopping
    Orientation Involvement Lifestyle

    Dr. Deepa Rohit, WeSchool


    Segmentation Bases

    Demographic Geographic
    • Age • Location/ Country
    • Gender
    • Education
    • State
    • Family Size • City
    • Family Life Cycle • Region
    • Generation
    • Social Class
    • Religion
    • Nationality
    • Culture & Sub-Culture
    Dr. Deepa Rohit, WeSchool
    Dr. Deepa Rohit, WeSchool

    • Viability of the Segment


    • Measurable
    • Substantial
    • Accessible
    Targeting • Differential
    • Actionable
    • Stable & Growing
    Dr. Deepa Rohit, WeSchool

    • Single Market
    Concentration
    • Selective or multi-segment
    specialisation
    Pattern of Target • Product Specialisation
    Market Selection • Market Specialisation
    • Full Market Coverage
    • Differentiated
    • Undifferentiated
    Positioning and Differentiation
    “Positioning is not what you do to your product, but what
    you do to the mind of your prospective customer”
    Al Ries & Jack Trout (2000)

    • What to position?
    • Points of Parity (POP)
    • Category Points of Parity
    • Competitive Points of Parity
    • Point of Differentiation (POD)

    Dr. Deepa Rohit, WeSchool


    Establishing Brand Positioning

    Category Communicating
    POPs & PODs Brand Mantra
    Membership PODs & POPs

    • What a product is
    • What function it
    serves

    Dr. Deepa Rohit, WeSchool


    Dr. Deepa Rohit, WeSchool
    Dr. Deepa Rohit, WeSchool
    Dr. Deepa Rohit, WeSchool
    Dr. Deepa Rohit, WeSchool
    Today’s Session

    Sub-topics Outcomes
    • Understanding Role of Student will be able
    Marketing & Consumer • To understand the concept -CB
    Behaviour
    • To understand role of CB in
    • CB – an introduction marketing
    • Forces changing consumer • To analyse drivers of change
    behaviour
    • To understand few applications
    • Application of CB of CB
    • Brief about Consumer Research
    Dr. Deepa Rohit, WeSchool
    Why Consumer Behaviour?
    https://www.youtube.com/watch?v=8fL0Mk3pxbA

    Dr. Deepa Rohit, WeSchool


    Coke – Case in focus
    • Coca-Cola is India's largest soft drinks company, selling Coke, Sprite,
    Thums Up, Fanta, Limca fizzy drinks, Maaza, and Minute Juices.
    Besides these, the company also sells Kinley water, Honest tea, and
    coffee brands Georgia and Costa Coffee.
    • The company is known to be 'Total Beverage' company, aims to
    expand its portfolio
    • Suggest ways to expand business, understanding evolving consumer
    behaviour.

    Dr. Deepa Rohit, WeSchool


    Let’s Explore linkage
    between
    Consumer Behaviour &
    Marketing
    ET Article

    Dr. Deepa Rohit, WeSchool


    CONSUMER
    BEHAVIOUR
    MEANING, DEFINITION,
    SCOPE, BUYING ROLES,
    DECISION PROCESS

    Dr. Deepa Rohit


    Dr. Deepa Rohit, WeSchool

    • Analyzing the environment


    STP
    Application •
    • Designing the marketing strategy
    CB • Designing the marketing mix
    Meaning

    The interplay of forces that takes The behaviour that consumers


    place during a consumpti on display in searching for
    process, within a consumer's self purchasing , using, evaluating , &
    & his environme nt disposing off products and
    services that they expect will
    satisfy their needs
    -Schiffman & Kanuk

    Dr. Deepa Rohit


    Dr. Deepa Rohit

    ELEMENTS
    OF
    CONSUME
    R
    BEHAVIOR
    Characteristics of CB

    EXCHANGE DYNAMIC &


    INTERACTIVE
    INDIVIDUAL OR
    GROUP INTER-DISCIPLINARY

    DESCRIPTIVE & SCIENCE & ART


    ANALYTICAL

    Dr. Deepa Rohit


    Characteristics of CB

    WHAT? WHERE?

    WHY?
    HOW OFTEN?

    WHEN? HOW USE?


    Dr. Deepa Rohit

    Consumer Buying Behaviour

    • Consumer behaviour is the study of how, why and what people


    do when they buy products or avail of some services.
    • It attempts to understand the buyer decision process, both
    individually and in groups
    • It's an interdisciplinary subject – Psychology, Sociology,
    Anthropology and Communication
    Buying Roles

    INITIATOR USER

    INFLUENCER BUYER

    DECIDER

    Dr. Deepa Rohit


    THE DECISION PROCESS
    STEPS

    Need Information Evaluation of Purchase Post-purchase


    Identification Search Options

    Dr. Deepa Rohit


    Dr. Deepa Rohit
    WHY CONSUMER RESEARCH?

    ET

    Dr. Deepa Rohit


    RESEARCH

    Why? What? How?

    Who? Where? When?

    Dr. Deepa Rohit


    Research Paradigms

    Quantitative Research Qualitative Research


    ◦Surveys ◦Observation
    ◦Observations ◦In-depth interviews
    ◦Experimentation ◦Focus group discussion
    ◦Projective techniques

    Dr. Deepa Rohit


    RESEARCH
    PROCESS

    Dr. Deepa Rohit


    Defining the research Objectives
    problem & state the research Type of study – Descriptive,
    objectives exploratory, Causal, & Experimental

    Data Sources
    Research tools & techniques – FG,
    Develop the research plan Observational, Behavioural,
    Experimental
    Sampling plan

    Research Collect data, both primary & secondary

    Process
    Analyse the data

    Prepare a report & present the findings

    Dr. Deepa Rohit


    Case-study – Research Design

    1. Imagine you have been hired as a research consultant by Myntra. The brand
    although has carved a niche for itself and positioned as ‘fashion destination’ for
    young consumers, it is facing a challenge of stiff competition from other brands
    and high rate of returns.

    2. Unilever wants to launch a moisturizer for men. The company wants to assess
    men's attitude and opinion towards body care and cosmetics.

    3. Byju's launching a new academic tutorials for graduation courses like BCom,
    Engineering etc.

    Dr. Deepa Rohit


    Thank you
    Dr. Deepa Rohit, WeSchool

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