By Florian, Gia & Shourabh. Consumer behaviour Gia D’Cunha Shourabh Chatterji Florian Bertaud.
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Transcript of By Florian, Gia & Shourabh. Consumer behaviour Gia D’Cunha Shourabh Chatterji Florian Bertaud.
By Florian, Gia & Shourabh
By Florian, Gia & Shourabh
Consumer behaviour
Gia D’CunhaShourabh Chatterji
Florian Bertaud
By Florian, Gia & Shourabh
Introduction
By Florian, Gia & Shourabh
Consumer Behaviour
I. Generalities
II. Current Marketing trends
III. Consumer behaviour comparison
By Florian, Gia & Shourabh
A. Consumption Society
To consume has become a social phenomenon
Video
By Florian, Gia & Shourabh
B. What do we mean by « behaviour » ?
• A behaviour is something concrete that we can analyse
• It refers to the actions or reactions to an object or situation usually in reaction to the environment
• Obviously, we are talking about the « Act of purchase »
By Florian, Gia & Shourabh
Steps of the « Act of purchase »
1. We need something
2. We look for information
3. We value features and options
4. We choose and buy
5. We use / consume
6. General assessment (post-purchase)
C. What is a « consumer » ?
• Many faces of a consumer:• The user• The buyer• The decider• The influencer• …
• A consumer belongs to a social environment:• A group
• A family
• A tribe
• A community
• A caste
• …
• A consumer is a person with:• its own personality
• its preferences
• its psychology
• …
By Florian, Gia & Shourabh
Analysis of Indian and French needs
Which factors influence the French and Indian consumer ?
Period of the year
India France
Events, festivals, even it’s not my religion
Religion fest: Christmas, Pâques (Easter)
Mother and Father fest
By Florian, Gia & Shourabh
Which factors influence the French and Indian consumer ?
Knowledge of the product
India FranceDepends on place:
urban / rural
More and more informed with NTIC(50 % of homes are equipped with a computer with internet connection)
So, he is more demanding
Changing fast with the penetration of the internet
By Florian, Gia & Shourabh
Which factors influence the French and Indian consumer ?
Social Responsibility / Green products
India France
Not a major influencer in India
Growing up
More concerned about :- Green products- Fair Trade
Concept of « Consom’acteur
By Florian, Gia & Shourabh
Which factors influence the French and Indian consumer ?
Internet purchase
India France
Not very much , but is gaining ground
Increasing:Now, French teenagers spent more time on internet than in front on the TV
By Florian, Gia & Shourabh
Which factors influence the French and Indian consumer ?
Culture of bargaining
India France
Everywhere, everytime
Bargaining is very important and popular
Very rare
Only Flea Market where we can deal the price (to bargain for a low price). Illegal
Video
By Florian, Gia & Shourabh
Which factors influence the French and Indian consumer ?
Gaining maximum value
India France
Indians will reuse a product till the last bit of value can be obtained from it.
When the product is worn out, consumers throw out easily
Ex: A pen…
By Florian, Gia & Shourabh
Changes in Consumer Behaviour
More informed decision making
Desire for greater convenience-Cab culture
More materialistic, consumerism- new, old generation Video
Fast paced life- everything ready- 2min noodles etc
By Florian, Gia & Shourabh
Changes in Consumer Behaviour
Shift from landlines to cell phones to the internet, and shift from PCs to laptops
More concern for the environment- More focus on “Green” products- may just be a fad!!
Credit cards for quick “cashless” purchases
Easy shopping, eliminates need to carry cash
By Florian, Gia & Shourabh
Conclusion
• Beware of plastic money, it can send your consumers out of control!!! Video
• Find the gap in the market created by changes in consumer behaviour
• Check if there is a market in the gap before trying to fill it!!