Study Of Consumer Behaviour An Analytical Approach
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Transcript of Study Of Consumer Behaviour An Analytical Approach
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Psychology Sociology Anthropology Marketing Economics
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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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“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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Consumer
4PsMarketing
EnvironmentBuyer
CharacteristicsBuyer
Decision ProcessBuyer
Decision
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4 Ps
Product Price Place Promotion
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MarketingEnvironment
Economic Technological Political Cultural
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Cultural Social Personal Psychological
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Problem Recognition Information Search Evaluation of Alternatives Purchase Decision Consumption Postpurchase behaviour
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Product Choice Brand Choice Dealer Choice Purchase Timing Purchase Amount
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Culture Sub - culture Social Class
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Reference Groups Family Roles and Status
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Family Life Cycle Occupation and Economic
circumstances Lifestyle Personality and self - concept
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Motivation Perception Learning Beliefs and Attitudes
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Initiator Influencer Decider Buyer User
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Complex Dissonance - Reducing Habitual Variety seeking
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Problem Recognition Information Search Evaluation Alternatives Purchase Decision
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Satisfaction Actions Use and Disposal