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Session ± I
14th August 2008
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It is the „
 
   
in searching for, 

 


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   that they §
§ mould
 
  
îersonal Consumer
Organisational consumer
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Customer Orientation means
6 A thorough understanding of the
consumers NEEDS & WANTS
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Ôsed to formulate all of the firms plans

and actions to create 
Customers
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Study of Consumer Behavior helps in

6 Identify means to satisfy its customers
6 Adopt the marketing concept

6 Gain legitimacy in the society

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Satisfying the customer
6 Ad
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Adopting the Marketing Concept rather the
selling concept
6 Cu§ N§§d d W
Gaining Legitimacy
6 Ad
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Saves from Disaster

Helps formulating the right strategy

Helps in Sales promotion

Helps in market segmentation

Helps in product orientation

Helps in reorientation of the packaging

 • areness

Interest
Evaluation
Trial
Rejection / Purchase
Direct Experience
Product Evaluation
Final •doption / Rejection

No future purchase Repeat purchase

 Socio-cultural
Environment
¦arketing ¦ix Family, Culture,
Info Sources

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Need Recognition  

 

Pre-purchase Search  






Evaluation of Alternatives
Experience

Trial Purchase
Repeat Purchase

Post purchase evaluation

 
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îrice
Income
Distribution of Income
Competition mith substitutes
Ôtility
Consumer îreferences
  
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Culture
Attitude and Society
Social values
Life Style
îersonality
Size of Family
Education
Health Standards
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îersonality
xaste
Attitude
Lifestyle
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Climate
Region
History
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Application in non profit making
Application in strategic marketing
 •


 



xaking full advantage of the market
situation
6 Market Segmentation
6 Advertisement strategy
6 Sales promotion
6 Introduction of nem products
6 Variation in the existing ones
6 Quality variation
îroducing different products for
6 Different regions
6 Different class

6 Different îrices

6 Different quality
 Study of Consumer Behaviour

Profit ¦aking

Sales Declining Cost benefit analysis

Product ± Packaging
Pricing
Promotion ± •dvertisement
Place ± Distribution
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Improvement of Economic melfare
6 Electricity
6 Roads

6 xelecommunication

6 îDS

6 Fertilizers
Improvement in Social melfare
Areas
6 Health
6 îublic Education

6 îostal Services
 •dequate information ± applied fairly

No discrimination
(Sex, religion, community, income, education)

Quality
(safety, standard)

Improves economic & social elfare of user

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ônomledge of Consumer Behavior in
buying process of the folloming
6 Detergent cakes
6 Dresses

6 Education Institute

6 Maggie ± 2 minutes

6 Refrigerators ± long life / short life good

looks
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dimension

Competitor¶s SELF
Consumer¶s ¦ind-frame (Economic/Social)
influence

Changed
¦ind frame
Consumer Response •nalysis 1
Response Analysis II
Response Analysis II
Response Analysis II
Response Analysis II