Beruflich Dokumente
Kultur Dokumente
Behaviour
By
Prof. Yogesh Funde
Course Syllabus
Marking Scheme
External exam :- 30
Internal assessment:
Attendence:- 5
Class participation:- 5
Assignments:- 10
Session Objectives
Opening Vignette
Wal Mart Story
Wal-Mart opened its store in Latin America.
The sales have been disappointing and
questions are raised whether Wal-Mart magic
can work in Latin America. Wal-Mart designed
its store like any other Wal-Mart store in US:narrow aisles with a lot of merchandise, huge
parking lots, many products with red, white
and blue banners, and so on. Why did WalMart magic could not work ?
Mahabharat
War
Arjun / Duryodhan Krishna
D to reach first, sits by the side of head of
sleeping K
A, late, but happy to see D sitting there,
sits near feet of K, waking up man sees the
things on the side of his feet first
K wakes up, sees A, asks what he wants
D objects claiming that he came first**
K It is not imp who came first, it matters
whom did I see first (CLEVER A)
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Production
Concept
Product Concept
Selling Concept
Marketing
Concept
Quality improvement
Addition of features
through customer
satisfaction
Buyer Behavior
Behavior
As you look at history its apparent that
human behavior is much more easier to
predict than the weather.
Behavior
image.
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Buyer Behavior
The study of buyer behavior includes the
study of:
What they buy?
Why they buy?
How they buy?
When they buy?
How often they buy?
From where they buy?
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Personal Consumer
The individual who buys goods
and services for his or her own
use, for household use, for the
use of a family member, or for
a friend.
Organizational Consumer
A business, government
agency, or other institution
(profit or nonprofit) that buys
the goods, services, and/or
equipment necessary for the
organization to function.
Consumer Activities
Purchase Activities
Use Activities
Disposal Activities
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Consumer Responses
Behavioural Responses.
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Example 1.
Why?
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Example 2
Why?
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Example 3.
Ad.
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Example 3.
Ad.
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WHY??
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Solution.
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Buyer Roles
Initiato
r
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Influence
r
Payer
Decider
Buyer
User
30
Successful Relationships
Customer
Value
Customer
Retention
Customer
Satisfaction
Buying Motives
Fear
Profit
Vanity
Pride
Fashion
Love & Affection
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Health
Curiosity
Admiration
Jealousy
Patronage
Types of Buyers
Friendly Buyer
Reserved Buyer
Silent Buyer
Undecided Buyer
Price Conscious
Buyer
Argumentative Buyer
Suspicious Buyer
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Rude Buyer
Intelligent Buyer
Impatient Buyer
Bargain Buyer
Impulsive Buyer
Over-cautious Buyer
Slow-thinking Buyer
External
Infuence
Process
Consumer Decision
Making
Output
34
PostDecision
Behavior
Input
Need
Recognition
Prepurchas
e Search
Evaluation
of
Alternatives
Sociocultural
Environment
1. Family
2. Informal sources
3. Other noncommercial
sources
4. Social class
5. Subculture and
culture
Psychological Field
1. Motivation
2. Perception
3. Learning
4. Personality
5. Attitudes
Experience
A Model of
Consumer
Decision Making
Purchase
1. Trial
2. Repeat purchase
Postpurchase
Evaluation
4.
5.
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