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Amity Business School

Module I
1. Consumer demographics. 2. Consumer life styles. 3. Retailing implications of consumer demographics and lifestyle. 4. Consumer profiles. 5. Lifestyle marketing. 6. Environmental factors and individual factors affecting consumers.

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Consumer Behavior
Activities people undertake when obtaining (Searching and Purchasing), consuming (Using and Evaluating), and disposing of products and services

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Obtaining
How Consumer decide you want to buy Other products are considered for buying Where the Consumer buy How Consumer pay for product How Consumer transport product home

Consuming
How Consumer use the product How Consumer store the product in your home

Disposing
How Consumer get rid of remaining product How much Consumer throw away after use

Who (Customer) uses the product


How much Consumer consume

If Consumer resell items themselves or through a consignment store


How Consumer recycle some products

How product compares with expectations

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Consumer Influences

Organizational Influences

Obtaining

Consuming

Disposing

Consumer Behavior

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Consumer Influences Culture Ethnicity Personality Family Life-stage Values Income Available Resources Attitudes Opinions Feelings Motivations Past Experiences Peer Groups Knowledge

Organizational Influences Brand Product Features Advertising Word of Mouth Promotions Retail Displays Price Quality Service Store Ambiance Convenience Loyalty Programs Packaging Product Availability

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Consumers of the service economy want variety for change, options to suit convenience , contemporary offerings to suit their lifestyle changes and finally a provider who can be trusted not through tall claims but through first hand experience.

Successful Relationships
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Customer Value

Customer Retention

Customer Satisfaction

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Customer Value is the ratio between the customers perceived benefits (economic, functional and psychological) and the resources (monetary, time, effort, physiological). McDonalds Value propositions are quality, service, cleanliness and value. Customer Satisfaction is the individual consumers perception of the performance of the product or service in relation to his or her expectations. Loyalist ( Completely satisfied customers) Apostle ( Experiences exceed their expectations and provide positive WOM) Defectors ( Feel neutral or merely satisfied and stops business) Terrorists ( Negative experiences and spread negative WOM) Hostages ( Unhappy customers who stay with company because of monopolistic situation or low price ) Mercenaries ( Satisfied customers but do not exhibit loyalty )

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Customer Trust is the foundation for maintaining a long-standing relationship with customers and it help to increase the chances that consumers will remain loyal. Customer delight

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The Consumer Is Sovereign Consumers have more power than even before.

Consumers have more access to information than ever before.


Marketers can and must offer more services and products than ever before. The Consumer Is Global.

Impact reaches beyond the PC Based connection of the web.


Consumers Are Different, Consumers Are Alike.

Consumer Decision Process Model


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Need Recognition Search for Information Pre-purchase Evaluation of Alternatives

Purchase
Consumption

Post-consumption Evaluation
Divestment

External Influences
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I N P U T

Companys marketing Efforts 4 Ps

AND
Socio cultural Environment Family Reference Group Noncommercial sources Social Class Culture and Sub culture

Consumer Decision making


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Need recognition

Pre purchase Search

Psychological Field Motivation Perception Learning Personality Attitudes

Evaluation of Alternatives

Experience

Post Decision behavior

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Purchase Post Purchase Evaluation