CONSUMER BEHAVIOR

AUDIT

SUBMITTED TO: SUBMITTED BY:

MS. DIPTI SHUBHAM MITTAL
ROLL NO.55
CLASS MBA SFS (F)

UNIVERSITY SCHOOL OF MANAGEMNET

KURUKSHETRA UNIVERSITY, KURUKSHETRA
CONSUMER BEHAVIOUR AUDIT
 Consumer Behavior Audit is a complete
understanding of the influences that affect
consumer behavior which is an essential
foundation for building a marketing strategy.
 It is fundamental part of the marketing planning
process. And it is conducted not only at the
beginning of the process, but also at a series of
point during the implementation of the plan.
 Hawkins, Best, and Coney (2001) suggested a
process for identifying information associated
with the critical decisions that marketing
managers must make about major elements of
marketing.
Consumer Behaviour Audit is divided
into the following sections:
 Market segmentation – division of all possible product
users (i.e., consumers) into groups with similar needs
to satisfy for product development and media
selection.
 Product positioning – determination of a desirable
product or brand position in the mind of the consumer
relative to competing brands.
 Price – pricing policy consistent with the determined
product position. The price is the all inclusive set of
consideration that the consumer must tender in
exchange for the product or service, such as time,
patience, learning, and money.
 Place (Distribution Strategy) – channel or
distribution strategy, such as retail, wholesale, or
Internet, etc. consistent with the determined
product position at which title to the product is
relinquished or the service is performed.
 Promotion – advertising, visual packaging,
publicity, promotion, website, telemarketing and
direct sales force activities.
 Product – physical product characteristics or
service to be experienced for each market
segment.
 Customer satisfaction – post-purchase policies to
promoted customer use, loyalty, reference and
repeat purchases.
Consumer Behavior Audit considers both the internal and
external influences of the customers for marketing
planning , as well as for a review of a plan.

 Customer Influences

External influences

 Culture, subculture, and values

 Demographics, income, and social class
 Reference groups and family / households
 Marketing activities by the company (e.g., product
attributes, packaging,
advertisements, sales presentation, and retail outlet)
 Internal influences

 Needs, motives, and emotions

 Perceptions, learning and memory
 Personality and lifestyle
 Attitudes

 Situation influences

 Physical features
 Time perspective
 Social surroundings
 Task definition
 Antecedent states and situations (e.g., product or offer
communications, purchase, use, or definition)
 Decision process influences (i.e., stages)

 Problem recognition
 Information search
 Alternative evaluation
 Outlet selection
 Purchase
 Post-purchase processes (e.g., use, disposition,
and evaluation)