Sei sulla pagina 1di 19

Indian Consumer Market and

Consumer Behavior
How does the Indian market differ
from other emerging markets?

24-08-2017
Consumer Diversity

24-08-2017 Consumer Behavior Smita Sharma


Consumer Diversity

Indias economic diversity matches its


social diversity
Class is difficult to define in India
Incomes alone dont define the class
Purchase behavior is related to cultural
conditioning, location, source of income,
education and occupation

24-08-2017
War within a Brand to get a market share

Small pack vs. Big pack


Sachet vs. small bottle
Nescafe
Sunsilk
Vaseline
Colgate
Nivea
Ponds
Maggi
Clinic All Clear
Dabur Honey

24-08-2017
KELLOGG INDIA

Traditional breakfast- parathas, poha, idli etc


Indians prefer hot milk with cornflakes.
Crispiness benefit- Can only be delivered
when flakes are mixed with cold milk

Converting a low-involvement product to a higher-involvement


product: Kellogg advertised its products as Powered with
iron-shakti to highlight that it helps take care of iron-deficiency
in women & kids.
Kellogs- spinach.flv
Kellogs-Smart-Boy.flv
24-08-2017
It is important to understand
consumer psychology to design
successful marketing tactics

24-08-2017
Consumer Behaviour

How do individuals make decisions


related to:
Obtaining
Consuming, and
Disposing

of products and services?

24-08-2017
Understanding Consumer Behaviour

There are multiple influences.

Observable Behaviours
(Amount purchased, when, with whom, how)

Non-Observable Variables
(values, needs, perceptions, previous information,
evaluation tactics, feelings)

24-08-2017
CB = Entire Decision Process

Not just how you choose a brand

What happens in your mind before you buy:


What makes you like the brand (advertising, friends
opinions, family influence) ?
What makes you remember brand information you
see in an ad (memory issues) ?

Also: what happens after you buy


Are you satisfied/dissatisfied?

So, a large part of CB = mind of consumer!

24-08-2017
Understanding Consumer Behaviour

24-08-2017
Factors Influencing Consumer Behavior

24-08-2017
Model of Consumer Behavior

24-08-2017
Consumer Buying Process

Problem Recognition

Information Search

Evaluation

Purchase Decision

Post purchase
Behavior
24-08-2017
Understanding Consumer Behavior

Who buys our product or service?


Who makes the decision to buy the product?
Who influences the decision to buy the product?
How is the purchase decision made? Who assumes that role?
What does the customer buy? What needs must be satisfied?
Why do customers buy a particular brand?
Where do they go or look to buy the product or service?
When do they buy? Any seasonality factors?
How is our product perceived by customers?
What are customers attitudes toward our product?
What social factors might influence the purchase decision?
Do customers lifestyles influence their decisions?
How do personal or demographic factors influence the purchase
decision?
24-08-2017
Issues During Stages in the Consumption Process

24-08-2017
Hierarchy of Effects

24-08-2017 Consumer Behavior Smita Sharma


MM I PROJECT MARKET SURVEY

Observe Shopping Patterns in different Markets like CP, Palika


Bazaar, Sarojini Nagar/ Lajpat Nagar, Local Convenience Stores,
Sabzi Mandis, etc. and MGF Mall/Select City Mall/Great India
Place/ Any other Mall

By digging deep into your experience as a consumer, cite five


differences which could be observed among the consumers
when they buy at different markets.

What are the marketing implications which can be used by the


retailers?

What are the adjustments that the retailers make in their


handling of the customers?

24-08-2017
1. What are the category beliefs among the non users/low frequency
users of shampoo?

2. Analyze the advertising elements that match with the cognitive beliefs
on the three brands of shampoo?

3 .What are the affective aspects reflected by the advertisements of the


three brands of Shampoo?

4. Are there differences between the cognitive and affective beliefs


reflected by the respondents based on their exposure to the ads of the
three brands? Why are these differences being observed?

5. How strong are the conative beliefs of respondents after they are
motivated by the cognitive and affective aspects of the three brands?

6. How does each brand score on attitude towards the brand?

7.Based on the analysis and application of concepts, how can a new


brand be launched?
24-08-2017