THARAKA DIASDirector – My Media Network

MBA(USA), BBA(USA), Dip in Mgt, ACIM(UK), FAEA(Dip in AEA-UK),

FinstSMM(UK), CPM(Asia), MSLIM, PM(Sri-Lanka)

PsychologySociologyAnthropology(science of humanity)MarketingEconomics

2Tharaka Dias - AOT

Because no longer can we take the customer/consumer for granted.

Out of 11000 new products introduced by 77 companies, only 56% are present 5 years later.

Only 8% of new product concepts offered by 112 leading companies reached the market. Out of that 83% failed to meet marketing objectives.

4Tharaka Dias - AOT

All managers must become respect analysts of consumer motivation and behavior

No.

Because cross - cultural styles, habits, tastes, prevents such standardisation.

The more successful a firm has been in the past, the more likely is it to fail in the future.

Because people tend to repeat behaviour for which they have been rewarded.

“Please leave your values at the desk” - Paris hotel

“Drop your trousers here for best results” - Bangkok laundry

“The manager has personally passed all water served here” - Acapulco restaurant

“Because of the impropriety of entertaining guests of the opposite sex in the bedroom, it is suggested that the lobby be used for the purpose.” - Zurich hotel

Ladies are requested not to have children in the bar.”- Norway bar

9Tharaka Dias - AOT

“Come alive out of the grave” - Germany

“Pepsi brings your ancestors back from the grave” - China

10Tharaka Dias - AOT

11Tharaka Dias - AOT

12

Components Functional/utilitarian components

Symbolic/ expressive components

Evaluation of the brand

Rational and practical evaluation of the brand

Emotional evaluation of brand

Perception about Evaluation of performance capabilities

Taste

Usage effectiveness Pride

Value for money Self expression

Reliability Belongingness to a group

availability Sense of prestige

Social approval

Benefits Intrinsic Extrinsic

Value for moneyQuality of productThe politeness of salesmenExchange and return policiesSalesmen non interferenceA wide variety of products and

brands

13

4 P s M a rke tingE n v iro n m e nt

B u yerC h a ra c te ris tics

B u yerD e c is io n P ro ce ss

B u yerD e c is ion

C o n su m er

14Tharaka Dias - AOT

P ro du ct P rice P lace P ro m o tion

4 P s

15Tharaka Dias - AOT

E con om ic T e ch no log ica l P o li t ica l C u ltu ra l

M arke tingE nv iro nm ent

16Tharaka Dias - AOT

CulturalSocialPersonalPsychological

17Tharaka Dias - AOT

Problem Recognition Information SearchEvaluation of AlternativesPurchase DecisionConsumptionPostpurchase behaviour

18Tharaka Dias - AOT

Product ChoiceBrand ChoiceDealer ChoicePurchase TimingPurchase Amount

19Tharaka Dias - AOT

CultureSub - cultureSocial Class

20Tharaka Dias - AOT

Reference GroupsFamilyRoles and Statuses

21Tharaka Dias - AOT

Family Life CycleOccupation and Economic

circumstancesLifestylePersonality and self - concept

22Tharaka Dias - AOT

MotivationPerceptionLearningBeliefs and Attitudes

23Tharaka Dias - AOT

Initiator InfluencerDeciderBuyerUser

24Tharaka Dias - AOT

ComplexDissonance - ReducingHabitualVariety seeking

25Tharaka Dias - AOT

Problem Recognition Information SearchEvaluation AlternativesPurchase Decision

26Tharaka Dias - AOT

SatisfactionActionsUse and Disposal

27Tharaka Dias - AOT

7- 28Tharaka Dias - AOT

Critically evaluate the statement, Branding impacts all purchase process stages

Does the brand gap exist? With the help of an example discuss the existence or absence of a brand gap

Tharaka Dias - AOT 29

Tharaka Dias - AOT 30