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Understanding Consumer Behavior in Marketing

The document provides an introduction to consumer behavior from Amity International Business School. It defines consumer behavior as the study of how individuals select, purchase, use, and dispose of products and services. It outlines some of the key factors shaping consumer research today, including the shift to a more market-driven economy and advances in psychology. The document then discusses why consumer behavior is important to study for marketers, providing insights into consumer motivations. It also presents some of the key variables involved in understanding consumer decision-making, like stimuli, responses, and intervening factors. Finally, the relationship between marketing strategy and consumer behavior is explored.

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5 views20 pages

Understanding Consumer Behavior in Marketing

The document provides an introduction to consumer behavior from Amity International Business School. It defines consumer behavior as the study of how individuals select, purchase, use, and dispose of products and services. It outlines some of the key factors shaping consumer research today, including the shift to a more market-driven economy and advances in psychology. The document then discusses why consumer behavior is important to study for marketers, providing insights into consumer motivations. It also presents some of the key variables involved in understanding consumer decision-making, like stimuli, responses, and intervening factors. Finally, the relationship between marketing strategy and consumer behavior is explored.

Uploaded by

prateek agal
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd

Amity International Business School

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

Amity International Business School

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

Amity International Business School

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

Amity International Business School

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.

Amity International Business School

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.
5

Amity International Business School

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

Amity International Business School

All managers must become astute analysts of


Consumer motivation and Behaviour

Three foundations for marketing decisions


Experience
Intuition
Research
7

Amity International Business School

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.
8

Individualised Marketing
Amity International Business School
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

Amity International Business School

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.

10

Amity International Business School

Marketing
Strategy &
Consumer
Behaviour

11

Amity International Business School

Marketing Strategy

Providing superior customer value to our


target marketMarketing Mix
The Product
Communications
Price
Distribution
Service

12

Amity International Business School

Outcomes
Firm:
Product positioning
Sales
Customer Satisfaction
Individual:
Need Satisfaction
Injurious Consumption
Society:
Economic
Physical Environment
Social Welfare
13

Amity International Business School

Creating Satisfied Customers

14

Amity International Business School

Consumer Behavior is Product Person Situation Specific


Personal
Characteristics

Product
Characteristics

Consumer
Behavior

Marketing
Strategy

Consumption
Situation
15

Amity International Business School

Consumer Lifestyles and Consumer Decisions

Needs/Attitudes
That Influence
Consumption Decisions
Consumer
Choices

Consumer
Lifestyle
Behavior/Experiences
That Influence
Consumption Decisions

16

Amity International Business School

Overall
Model Of
Consumer
Behavior

17

Amity International Business School

18

Amity International Business School

19

Amity International Business School

20

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