7. consumer behaviour and branding

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

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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.

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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

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“Come alive out of the grave” - Germany

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

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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

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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


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

4 P s


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


CulturalSocialPersonalPsychological


Problem Recognition Information SearchEvaluation of AlternativesPurchase DecisionConsumptionPostpurchase behaviour


Product ChoiceBrand ChoiceDealer ChoicePurchase TimingPurchase Amount


CultureSub - cultureSocial Class


Reference GroupsFamilyRoles and Statuses


Family Life CycleOccupation and Economic

circumstancesLifestylePersonality and self - concept


MotivationPerceptionLearningBeliefs and Attitudes


Initiator InfluencerDeciderBuyerUser


ComplexDissonance - ReducingHabitualVariety seeking


Problem Recognition Information SearchEvaluation AlternativesPurchase Decision


SatisfactionActionsUse and Disposal


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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

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7. consumer behaviour and branding

Marketing

Transcript of 7. consumer behaviour and branding