Beruflich Dokumente
Kultur Dokumente
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BUYER BEHAVIOUR
particular shop?
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Personal Factors
Age and Stage in the Life Cycle --- People buy
different goods and services over their lifetime
eg : clothes, furniture, recreation etc.
Occupation and Economic Circumstances --- It
influences consumption patterns. Companies plan
products for certain occupational groups.
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responses to
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PSYCHOLOGICAL FACTORS
Motivation --- A motive is a need that is sufficiently
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1) Problem Recognition
2) Information Search
3) Evaluation of Alternatives
4) Purchase Decisions
5) Post purchase Behaviour
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PROJECT GUIDELINES
Marketing Management
Select a product category /company / brand.
Study the industry.
Give a brief profile of company, its various divisions.
Discuss segmentation, positioning of the brand.
Study the brand in detail with respect to 4 Ps.
Study the nearest competitors.
Analyze the brand you are studying vis-a-vis competition
draw inferences and make recommendations.
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Dr. HG