Consumer

Behavior
Tata Nano- The Promise

 Engineering
wonder :
Compared to
Ford’s Model T
Tata Nano- The failure

 Social Status and Prestige

 Successful and Settled

What Process
did u go thru
while buying
your first bike ?
A few consideration points …
 What motivated you to buy a bike ?
 What features were important for your bike ?
 How important was the brand for you ?
 Who influenced your choice of selection ?
 Who was the final decision maker ?
 What was your price range ? Did you opt for loan
option ?
 What role did the advertisement play in
influencing your purchase decision ?
 What role did word-of-mouth play in the buying
process ?
Consumer Behaviour is the study of how consumers
select, buy, use and dispose of goods and services
 Black Box Model of
Consumer Behavior

Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation 5-7
from the United States edition of Marketing Management, 14e.
 Figure 5.1 Model of
Consumer Behavior

Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation 5-8
from the United States edition of Marketing Management, 14e.
What are the consumer
characteristics that influence the
buying behavior of consumers ?
 Three characteristics that
influence consumer’s buying
behaviour

 Cultural Factors

 Social Factors

 Personal factors
What is culture ?
It is the study of the character of the total
society, including such factors as language ,
knowledge , laws , religions, food customs,
music, art , technology, work patterns,
products and other artifacts that give society
its distinctive flavour.

In a sense , culture is a society’s personality

Values/ Traits of Indians
 Family Oriented
 Conservative society
 Traditional Values and Modern Values
 Respect for elders
 Patriarchal society
 Money, Education, Caste are status
symbols
 Spiritual Tradition
Traits ofIndians
 Jugaad
 Emotional
 Treat guests with respect
 Loves Conversations – Five hot buttons
 Likes to compare and judge
 Good at bargaining
 Love food and celebrate festivals
 Superstitious
 Spirit of India

 Meaning of spirit - Emotions, Character ,

Soul
Assignment
 Make groups of 3 (ideally all members from
one regional place- village, town, city , state)
 Make a presentation containing 10-15
pictures which capture the “Spirit of the your
place”
 Eg. Spirit of Kolkata
 You can take these pics from google or your
personal collection
 During the presentation , you will have to
explain how each of the pics captures the
soul of the place
 From a Marketing perspective

Culture is the sum total of learned beliefs , values,

and customs that serve to direct the consumer
behaviour of members of a particular society.
Beliefs
 Belief is a conviction – a descriptive thought
that a person holds about an object or idea
 Your mother believes that health drinks is
good for child’s health
 She believes that fried chips are not good for
health
 She believes that good education will lead to
the child having a good life
 She believes that natural ingredients enhance
beauty - Hamam
Values
 Valuesare ideals – ideals which guide
one’s behaviour, on which you will not
compromise

 Your mother values family above herself

 Saving for the future is an inherent value
 Value of sincerity and hardwork
Customs
 Wedding
 Birth of child
 Birthday/ 70th birthday
 Starting a new job
 Death
 Buying a new car
Once again…
Culture is the sum total of beliefs, values
and customs.
Culture and Subcultures
 Culture consists of subcultures

 Indian Culture has several subcultures –

Kannadiga, Keralite, Tamilian, Telugu,
Bengali, Maharastrian, Punjabi
What does all this mean to a
Marketer ?

 Marketershould understand that needs

and the way needs are satisfied differ
based on culture

 Marketer has to create product/services

taking into consideration the cultural
influence
Bajaj Assignment
Cadbury Dairy Milk
Maggi
Titan Watches
Nimbooz