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NATURE AND SCOPE OF CONSUMER BEHAVIOUR

QUESTIONS THAT REFLECT THE CONSUMER BEHAVIOUR

™ WHAT PRODUCTS AND SERVICES CONSUMER BUY ?

™ WHAT MAKES THEM BUY THEM ?

™ WHEN THESE ARE BOUGHT ?

™ FROM WHERE ?

™ WHAT IS THE FREQUENCY OF BUYING ?

™ HOW OFTEN THEY ARE USED ?

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THERE ARE DIFFERENT TYPES OF

ORGANISATIONAL CONSUMERS.

1. BUSINESS ORGANISATION.

2. GOVT. AND INSTRUMENTS OF GOVT.

3. INSTITUTIONS.
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ORGANISATIONAL CONSUMERS

BUY PRODUCTS

TO RUN

THEIR ORGANISATIONS.
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A PURCHASER OR BUYER IS NOT NECESSARILY A USER

HENCE :
A MARKETER HAS TO DIRECT
HIS PROMOTIONAL EFFORTS
EITHER TO

9 THE BUYER

9 THE USER

9 THE INFLUENCER
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IMPORTANCE OF CONSUMER BEHAVIOUR

UNDERSTANDING OF ALL NUANCES OF

CONSUMER BEHAVIOUR

IS

INTERPRETIVISM / EXPERIENTIALISM
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PRIME CONCERN OF MARKETING CONCEPT

AND
FORMULATION OF MARKETING STRATEGIES IS
CONSUMER BUYING BEHAVIOUR

BECAUSE :

1. CONSUMERS ARE EXTREMELY COMPLEX

INDIVIDUALS.

2. EACH CONSUMER SEGMENT HAS UNIQUE

NEEDS.
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CONSUMER BEHAVIOUR
THOUGH QUITE USEFUL IN
FORMULATION OF STRATEGIES
(WHICH COULD BE EXPLOITED BY THE MARKETERS)
BUT

IS OPEN TO CRITISM SINCE IT EXPOSES

VULNERABILITIES OF THE CONSUMERS

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THE MARKETING PRACTICES FOLLOWED BY

REPUTED MARKETER WITH RESPECT TO

PRODUCTS , PRICES, PROMOTION, AND DESIGN

WITH JUST

ONE AIM IN MIND

PROFIT MAXIMIZATION
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ETHICAL CONSIDERATION

ETHICS IS NOT TO BE PRACTICED ONLY

BY THE MARKETERS

CONSUMER MUST

ALSO BEHAVE

ETHICALLY
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GROWTH OF CONSUMER BEHAVIOUR

CONSUMER RESEARCH SHOULD BE RELATED

TO THE PROBLEMS THAT ARE RELEVANT FOR
THE MANAGERS
AND
BUSINESS EXECUTIVES
SHOULD ALSO LEARN TO VALUE
THE RESEARCH FINDINGS
AND USE THEM
IN THEIR DECISION MAKING PROCESS
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CONSUMER SCENE IN INDIA

CORE VALUES OF INDIAN CONSUMERS:

1. FAMILY ORIENTATION

2. VALUE SEEKING

3. PROGRESS ORIENTATION

4. CLASS CONSCIOUSNESS
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COMPARISION BETWEEN TWO GENERATIONS IN

INDIA
PREVIOUS GENERATION TODAY’S GENERATION

• SECURITY
• IDEALISM
• RISK AVOIDANCE
• SAVING ORIENTED
• JOB SECURITY
• POSTPONMENT OF
GRATIFICATION
• CONSIDERED DECISION
• CONFIDENCE
• PRACTICALITY
• RISK TAKING
• INVESTMENT ORIENTED
• JOB SATISFACTION
• INSTANT GRATIFICATION
• IMPULSIVE

MADHUKAR SABANVIS
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CONSUMER SCENE IN INDIA

CONSUMER IS
MORE DEMANDING,EXPERIMENTATIVE
AND IS OPEN TO
NEW PRODUCTS AND IDEAS

VALUE IS NOT JUST PRICE

FOR HIM BUT
PRICE - QUALITY COMBINATION

PROMOTION RATIONAL &

EMPHASIS EMOTIONAL APPEAL
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FORCES THAT DRIVE CHANGES IN

CONSUMER BEHAVIOUR

1. ENVIRONMENTAL CHANGES
a) RISING PERSONAL DISPOSABLE INCOME
b) FACILITIES TO FINANCE PURCHASES
c) RISING RURAL WEALTH
2. SOCIAL AND CULTURAL FACTORS
a) GLOBALISATION
b) NUCLEAR FAMILIES
c) URBANISATION
d) DUAL INCOME HOUSEHOLDS
3. BETTER VARIETY OF PRODUCTS
4. MEDIA
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MEDIA
BOOM

ECONOMIC CONSUMER SOCIO

PROSPERITY CULTURAL
BEHAVIOUR

CORPORATE ACTIVITY PRODUCTS

AND PROMOTION

FACTORS AFFECTING CHANGE IN CONSUMER BEHAVIOUR