Who are the consumers???? Who is the customer???? Consumer Behavior 2 Who is a Consumer/Customer? A customer is the one who actually purchases a product or service from the particular organisation or shop Consumer is wider concept consisting of not only the buyer or customer but also all its users, i.e. consumers. There are two situations when the distinction between consumer and customer may occur when the service or product is provided free, and when the customer is not the actual user of the product or is only one of the many users.
Consumer Behavior 3 The two vital elements to remember in all consumer situations are: the influence on purchase from other people and the roles taken on by different people in consumer behaviour situations.
Consumer Behavior 4 Some Consumer behavior role Consumer Behavior 5
Consumer Behavior Consumer Behavior 6 The behavior that consumers display in searching for, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs. -LEON G SCHIFFMAN
Personal Consumer buys goods and services for personal, household, or for the use of a family member, or for a friend. Organizational Customer: a business, government agency, or other institution (profit or nonprofit) that buys the goods, services, and/or equipment necessary for its function.
Consumer Behavior 7 Consumer Behavior may be defined as the interplay of forces that takes place during a consumption process, within a consumers self and his environment. this interaction takes place between three elements viz. knowledge, affect and behavior it continues through pre-purchase activity to the post purchase experience it includes the stages of evaluating, acquiring, using and disposing of goods and services. Cognition-knowledge, information processing and thinking part Affect- the feelings part Behavior-the visible part i.e. purchase activity
Consumer Behavior 8 Scope of Consumer Behavior Understanding consumption patterns and behavior. It includes within its ambit the answers to the following: What the consumers buy: goods and services Why they buy it: need and want When do they buy it: time: day, week, month, year, occasions etc. Where they buy it: place How often they buy it: time interval How often they use it: frequency of use Consumer Behavior 9
Consumer Behavior 10 Development of Marketing Concept Production Concept Philosophy if the goods/services are cheap and they can be made available at many places, there cannot be any problem regarding sale. Focus was to produce more not on market The basic assumptions were: It is the consumer who look good product at the low price The consumer knows the prices of the competitive products and compare them in terms of quality and price The consumer does not care about the difference among the rival product, except in the case of price Main aim of the organisation is to improve efficiency of the production and distribution while keeping the prices down, hence keep the customer
Consumer Behavior 11 Product Concept If the quality of goods or services is of good standard, the customers can be easily attracted. Direct their activities towards improving the quality of the product Do not consider whether consumer want that feature or not Results marketing myopia i.e. too much focus on the product rather than consumers Consumer Behavior 12 Selling Concept Emphasis on selling and promotional activities Consumers needs to be persuaded to sell the product Gives emphasis to firms interest of selling what is available Assumptions are; Customer normally tend to hold comparisons when buying things they do not urgently need Through persuasion the consumer can buy more Organisation must have strong sales department
Consumer Behavior 13 Marketing Concept Success can be achieved only through consumer satisfaction Needs and wants of the specific target market should be determined and deliver the desired satisfaction they do not sell what they can make but they make what they can sell Concept of consumer research
Consumer Behavior 14 Societal Marketing Concept Managerial orientation that considers the essential activity of the organisation to be: The determination of the needs and wants of the target markets Achievement of the satisfaction more efficiently and effectively and in the way that preserves or strengthens integration between the consumer and society Public interest should be considered apart from achieving consumer satisfaction
Consumer Behavior 15 Discipline of consumer behavior Psychology The study of the individual, which includes motivation, perception, attitudes, personality and learning theories. All these factors are critical to an understanding of consumer behaviour and help us to comprehend consumption related needs of individuals, their actions and responses to different promotional messages and products and the way their experiences and personality characteristics influence product choices. Consumer Behavior 16 Sociology The study of groups When individuals form groups, their actions are sometimes quite different from the actions of those very individuals when they are operating alone. The influences of group memberships, family and social class Social psychology combination of sociology and psychology studies how an individual operates in a group. it also studies how those whose opinions they respect such as peers, reference groups, their families and opinion leaders influence individuals in their consumption behaviour. Consumer Behavior 17 Cultural anthropology the study of human beings in society. explores the development of core beliefs, values and customs that individuals inherit from their parents and grandparents, which influence their purchase and consumption behaviour also studies sub-cultures and helps compare consumers of different nationalities and cultures Economics study of how consumers spend their funds, how they evaluate alternatives and how they make decisions to get maximum satisfaction from their purchases. Consumer Behavior 18 Customer Value, Satisfaction and Retention Consumer Behavior 19 Customer Value Ratio between the consumers perceived benefits( economical, functional and psychological) and the resources ( monetary, time effort, psychological) used to obtain those benefits. Value of the product or services should be perceived as qualitative and worthy for the better positioning of the product in the consumer mind Consumer Behavior 20 Ensuring customer Satisfaction Individuals consumer perception of the performance of the product or services in relation to his or her expectation. Consumer differ in terms of expectation Consumer satisfaction depends upon consumer expectation Consumer satisfaction positive and negative Loyalist- purchase regularly Apostle- provide positive word of mouth Negative are- defectors who stop doing business with the company Consumer terrorists spread negative word of mouth Hostage- remain with the company due to monopoly market Mercenaries- no loyalty and may switch the product for price or satisfaction Customer Trust should be obtained
Consumer Behavior 21 Securing customer retention Customer retention can be done if consumers are satisfied and if they trust the product and services Retaining customer is less costly than making new ones Retained customers: Are less price sensitive and pay less attention to competitor's advertising Buy more product Servicing existing customer is cheaper Spread positive word of mouth Marketing add focus should be on the basis of consumer interaction and the profit obtained from them Consumer Behavior 22
Consumer Behavior 23 Impact of New Technology on Marketing Strategies Consumers have more power than ever before Consumers have more access to information than ever before Marketers can and must offer more services and products than ever before Increasing instantaneous exchanges between marketer and consumers Marketer can gather more information about consumers more quickly and easily
Consumer Behavior 24 Consumer Behavior and Decision Making
Consumer Behavior 25 Consumer Behavior 26 Marketing ethics and social responsibility( Assignment) Definition of ethics and marketing ethics Classifying marketing decisions according to ethical and legal relationships Definition of Social Responsibility Concepts of social responsibility
Consumer Behavior 27 The Dark Side of Consumer Behavior Consumer Terrorism: Despite of the best efforts of govt. regulators, concerned industry people, sometimes consumers worst enemies are themselves, e.g. crowd of people for getting some items during shortages (fuel supply, fertilizer supply etc. who may harm each others). Addictive Consumption: Consumer addiction: A physiological and/or psychological dependency on products or services Compulsive Consumption: Repetitive shopping as an antidote to tension, anxiety, depression, or boredom (e.g. gambling, betting in sport events) Consumer Behavior 28 The Dark Side of Consumer Behavior Consumed Consumer People who are used of exploited, willingly or not, for commercial gain in the marketplace. Prostitutes Organ, blood, and hair donors Babies for sale
Illegal Activities Many consumer behaviors are not only self-destructive or socially damaging but they are illegal too. It is as described by the law of land of particular country. Consumer Theft and Fraud Consumer Behavior 29
[18476228 - Organization, Technology and Management in Construction_ an International Journal] Adaptive Reuse_ an Innovative Approach for Generating Sustainable Values for Historic Buildings in Developing Countries