.

.

.

.

.

.

.

.

Marketing Management Prepared by

PROF. RAJESH KUMAR(MBA IMT, GBD,SIX-SIGMA BLACK BELT CERTIFIED)

Prof. of IMT-CDL(DIMS)IP UNIV

(Ex. HOD-MARKETING,BSD)E:forrajeshkumar@gmail.com

P:9810275444www.marketingandbrandingguru.com

steel junction

Tata Steel used steel junction to encourage consumers to go steel shopping and to develop deeper understanding of individual and household customers.

steel junction

Consumer Behavior

Consumer buyer behavior

It refers to the buying behavior of consumers/ individuals and households who buy goods and services for personal consumption

Consumer Behavior

.

.

What Influences Consumer Behavior?

Cultural FactorsCultural Factors

Social FactorsSocial Factors

Personal FactorsPersonal Factors

Cultural Factor

Culture

Culture

It is the fundamental determinant of a person’s wants and behaviors acquired through socialization processes with family and other key institutions.

Features of Indian Culture

Culture

Subcultures

Subcultures These are groups of people within a culture with

shared value systems based on common life experiences and situations

• Bengalis• Gujaratis• Punjabis

Subcultures

.

.

Subcultures

Nationalities Nationalities

ReligionsReligions

Racial groupsRacial groups

Geographic regionsGeographic regions

.

.

Social Classes

Upper uppersLower uppersUpper middles

Middle classWorking classUpper lowersLower lowers

.

.

Social Factors

Referencegroups

Social roles Statuses

Family

.

.

Reference Groups

Primary groupsPrimary groups

Secondary groupsSecondary groups

Aspirational groupsAspirational groups

Reference Groups

Reference Groups

Provogue uses teenage icons as brand ambassadors and a youth targeted website to connect to its customers

Family

• Family is the most important consumer ‐buying organization in society

Family

Family

Role & Status

• The groups, family, clubs, and organizations that a person belongs to define his/her social role and status

.

.

Roles and Status

What degree of status is associated with various occupational roles?

.

.

Personal Factors

Age

Values

Life cyclestage

Occupation

Personality

Self-concept

Wealth

Lifestyle

Age

• Age and life-cycle stage• RBC Royal Band stages– Youth: younger than 18– Getting started: 18–35– Builders: 35–50– Accumulators: 50–60– Preservers: over 60

. The Family Life Cycle

Economic situation

Lifestyle

• Lifestyle is a person’s pattern of living as expressed in his or her psychographics

• Marketer measures consumer’s AIOs (activities, interests, opinions) to capture information about a person’s pattern of acting and interacting in the environment

Lifestyle

Lifestyle

.

.

State Farm Mental Map

Buyer Decision Making Process.

Maslow’s Hierarchy of Needs