Amity International Business School

AMITY INTERNATIONAL
BUSINESS SCHOOL
MBAIB/IMBA/3CMBA, Semester IV
CONSUMER BEHAVIOUR
INTRODUCTION SESSION 1&2
KOKIL JAIN
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MEET THE NEW CONSUMER

and smile when you do because she is your boss. It may
not be the person you thought you knew. Instead of
choosing from what you have to offer, she tells you what
she wants. You figure it out how to give it to her.
-Fortune Editor

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Dominant forces shaping Consumer Research

Factors that move an economy from Productiondriven to Market-driven
Level of sophistication with which human behaviour
is understood in psychology and other behavioural
sciences

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What is Consumer Behavior?

The study of individuals, groups, or organizations and the
processes they use to select, secure, use, and dispose of
products, services, experiences, or ideas to satisfy needs and
the impacts that these processes have on the consumer and
society.

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Why study Consumer Behaviour?

Consumer behaviour theory provides the manager
with the proper questions to ask
Marketing practice designed to influence
consumer behavior influences the firm, the
individual, and society
All marketing decisions and regulations are based
on assumptions about consumer behaviour.
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The advice to footwear salesmen

should be Dont sell shoes sell
lovely feet
Marketers must contend with small
changing segments of highly selective
buyers intent on receiving genuine
value at the lowest price

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All managers must become astute analysts of

Consumer motivation and Behaviour

Three foundations for marketing decisions

Experience
Intuition
Research
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Enhancing Consumer Valueadded

Marketers have to constantly innovate
after understanding their consumers to
strip out costs permanently by focusing
on what adds value for the customer
and eliminating what doesnt.
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Individualised Marketing
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A very personal form of marketing that recognises,
acknowledges, appreciates and serves individuals
who become or are known to the marketer.
Data based marketing; DM
Customized marketing

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Variables involved in understanding consumer

behaviour
Stimulus ads, products, hungerpangs
Response physical/mental reaction to
the stimulus
Intervening variables mood, knowledge,
attitude, values, situations, etc.

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Marketing
Strategy &
Consumer
Behaviour

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Marketing Strategy

Providing superior customer value to our

target marketMarketing Mix
The Product
Communications
Price
Distribution
Service

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Outcomes
Firm:
Product positioning
Sales
Customer Satisfaction
Individual:
Need Satisfaction
Injurious Consumption
Society:
Economic
Physical Environment
Social Welfare
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Creating Satisfied Customers

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Consumer Behavior is Product Person Situation Specific

Personal
Characteristics

Product
Characteristics

Consumer
Behavior

Marketing
Strategy

Consumption
Situation
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Consumer Lifestyles and Consumer Decisions

Needs/Attitudes
That Influence
Consumption Decisions
Consumer
Choices

Consumer
Lifestyle
Behavior/Experiences
That Influence
Consumption Decisions

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Overall
Model Of
Consumer
Behavior

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