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BEHAVIOUR?
Consumer behaviour is the study of how individuals, groups and organizations select,
buy, use and dispose of goods, services, ideas, or experience to satisfy their needs and
wants. Marketers must fully understand both the theory and reality of consumer
behaviour. It is the study of when, why, how, and where people do or do not buy product.
It attempts to understand the buyer decision making process, both individually and in
groups. It studies characteristics of individual consumers such as demographics and
behavioural variables in an attempt to understand people's wants. It also tries to assess
influences on the consumer from groups such as family, friends, reference groups, and
society in general.
Customer behaviour study is based on consumer buying behaviour, with the customer
playing the three distinct roles of user, payer and buyer.
Consumer Behaviour Model
ENVIRONMENTAL
BUYER'S BLACK BOX
FACTORS BUYER'S
Marketing Environmental Buyer Decision RESPONSE
Stimuli Stimuli Characteristics Process
Problem
recognition
Economic Attitudes Information
Product choice
Product Technological Motivation search
Brand choice
Price Political Perceptions Alternative
Dealer choice
Place Cultural Personality evaluation
Purchase timing
Promotion Demographic Lifestyle Purchase
Purchase amount
Natural Knowledge decision
Post-purchase
behaviour
The consumer behaviour model considers the buyers response as a result of a conscious,
rational decision process, in which it is assumed that the buyer has recognized the
problem. However, in reality many decisions are not made in awareness of a determined
problem by the consumer.
Buyer Behaviour in the Car Accessories
Market
Marketing mix influence:
The marketing mix influences- marketing mix is used to reinforce the advantages of the
car accessories carefully reflecting its core values and positioning. It confirms how and
why it will be of interest to various segments of the customers.
In order to succeed at getting the product to the customer, the companies employ agents
or dealers who carry the product to the final consumers. This means that support should
be given to the dealers around to promote the model in a way that generates demand for
it.
The company should have a clear understanding of its key target market for e.g. (young
people) for different segments of consumers and should design pricing strategy to best
address their needs.
d) “Promotion”- Communicating
Publicity in the form of demo or reviews are critical to the success of a trade launch as
this activity should generate sufficient consumer curiosity and interest in the products.
The choice of outdoor advertising makes a perfect market sense.
Socio cultural influences:
a) Cultural influences
Culture: An overall culture of Indian people with special reference to Delhites is
based on egoism. Example: Suppose one’s neighbor, friend or relative buys an
excellent brand audio system for his car, and irrespective of one having money or not
one would target to buy the same brand or a better brand just to outshine his
personality. This nature of people has also led to the increase of the car accessories
market in India (Delhi).
b) Social Influences:
c) Reference groups
“A person’s reference groups consists of all social groups that have a direct (face to
face) or indirect influence on the person’s attitude or behaviour”
Two types of reference groups:
Membership groups are the groups, to which the person belongs,
• Family, friends, neighbors, co-workers (primary groups)
• Religious, political, professional groups (secondary groups)
Non-membership groups are the groups to which a person not belongs, but which
influence the attitude and behaviour of the person. E.g. A celebrity influencing the
personality and attitude of a person.
Family
Family members constitute the most influential primary reference group shaping the
buyer’s behavior. This family is the most important consumer- buying organization in
society.
d) Personal Influence:
• Lifestyle
People coming from the same subculture, social class, occupation but may lead different
lifestyles. A person’s lifestyle in the person’s pattern of living in the world as expressed
in the person’s activities, interests, and opinions. Lifestyles portrays the “whole person:
interacting with his or her environment.
Psychological Influences
Self-concept (or self image) means our image of ourselves. The self-expressive benefit
that a brand of accessory relates to the ability of a brand to help a consumer to
communicate his or her self-image. Since consumers have multiple roles, the consumer
has an associated self-concept and a need to express that self-concept. The purchase and
use of brands is one way to fulfill the need for self-expression. For e.g.:
Consumer, who may define him/herself as a successful and powerful by driving in a fully
loaded feature or accessorized car.
o Chinese food
o Indian food
o Burger king etc
3. Evaluation of Alternatives--need to establish criteria for evaluation, features the
buyer wants or does not want. Rank/weight alternatives or resume search. May
decide that you want to eat something spicy, Indian gets highest rank etc.
If not satisfied with your choice then returns to the search phase. Can you think of
another restaurant? Look in the yellow pages etc. Information from different
sources may be treated differently. Marketers try to influence by "framing"
alternatives.
4. Purchase decision--Choose buying alternative, includes product, package, store,
method of purchase etc. Purchase--May differ from decision, time lapse between
the two, product availability.
5. Post-Purchase Evaluation--outcome: Satisfaction or Dissatisfaction. Cognitive
Dissonance, have you made the right decision. This can be reduced by warranties,
after sales communication etc. After eating an Indian meal, may think that really
you wanted a Chinese meal instead.
The need for the car accessories emerges from a number of factors like:
1) Safety and comfort need
2) The basic entertainment need
3) Upgrading for a better technology
4) First time buyer of a car
All these factors help to satisfy the basic safety and comfort need, entertainment
need and Ego needs like status, respect and prestige.
Normally, the amount of consumer search activity increases as the consumer moves
from situations of limited problem solving to extensive problem solving.
The pre purchase search for the car accessories includes the survey of the options
available on the basis of the following:
a) Price
b) Comfort and safety
c) Easy availability
d) Brand
e) Features
f) Reputation of the company
g) Style/ looks
h) Quality
The degree of the perceived risk involved in the purchase of the car accessories is
not much therefore the consumers does not use large and extensive search and evaluation
tactics. On analyzing the responses from the questionnaire I infer that the customers in
Delhi does not spend much of time in the search and purchase decision of a car
accessory.
2) Personality: Ownership of a car is a reflection of who you are and thus spending
a good amount of money to get it accessorized also reflects the same, especially people
between the age group of 15-30. Driving a particular feels it’s an expression of the
personality. Moreover Delhites believe that their personality is mirrored through the
choice of their cars and how much you spend on it to get it accessorized.
4) Attitudes: People buy car accessories for all sorts of reasons. Some just want an
entertainment or relaxing journey from one destination to another. For few, it is the
symbol of prestige, status and self-image.
Decision Making:
The purchase of a car accessory is not extensive and extended decision-making process.
Routenized
• Used when buying frequently purchased, low cost items
• Used when little search/decision effort is needed
• E.g., buying a quart of orange juice once per week
Limited problem solving
• Used when products are occasionally purchased
• Used when information is needed about an unfamiliar product in a familiar
product category
• E.g. Car Accessories which does not include much of risks and efforts.
Involvements:
1. It is not expensive, and also does not hold a lot of risks attached to it. But still as
car accessories are relative products to the car thus involves risk of many factors
relating to car.
2. It does not entails extensive information search, consideration of several products
attributes and brands, the formation of attitudes, and word-of-mouth
communication.
3. Purchase Behaviour & Post Purchase Evaluation: It is inferred that the people in
Delhi uses the conjunctive decision rule and compare the various alternatives on
the basis of Brand and Price.