UNIT III
MARKETING DECISIONS RELATED TO PRODUCT
NEW PRODUCT DEVELOPMENT
UNIT IV
RELATIONSHIP MARKETING
DEVELOPMENT IN
Consumer Behaviour
LEARNING OBJECTIVES
By the end of this chapter, you should be able to: Understand what motivates a customer to buy. Learn about the need to study consumer behaviour. List the stages in the buying decision process. Identify the major factors that influence consumer buying behaviour. or rejected to the extent they are perceived as relevant to consumer needs and wants therefore the study of consumer behaviour entail study of what
The understanding of consumer behaviour helps the marketer to work out aptherein. The study of consumer behaviour is interdisciplinary as it borrows from numerous consumer researches.
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62 Consumer Behaviour
Consumer behaviour according to Solomon 1 -
Consumer buyer behaviour on the other hand refers to the buying behaviour of i.e.,
the one who suggests the idea of buying the product; by expressing his views or by giving an advise; takes the required buying decisions; undertakes actual buying of the product; and who may
Need to Study Consumer Behaviour
1. Consumer Markets: The consumer market is very vast and varies tre-
services and companies.
Understanding the consumer is central to marketing and choosing the right target market (consumer segment) is central
thorough knowledge of consumer behaviour and buying decision process. Services are intangibles which cannot be -
i.e. they are lost forever if not consumed at the scheduled understand the consumer preferences and interests for developing ef-
4. Environmental concern:Hall 2011.
imbibe the habits induced by that technology and these habits get used in their purchase behaviour. Consumer are constantly acquiring new sites. Study of consumer behaviour will help marketed in learning the popular social networking mediums that consumers are using. totally new.
search decision behaviour
FIGURE 3.1: STAGES IN CONSUMER BUYING PROCESS
sion process. Smart companies research the buying decision process involved in their product category. Consumers are asked to express their views on when
i.e. per-
i.e. a person passes a food joint and sees freshly bakedi.e. neighbours;ers; i.e.
i.e. handling and using the product. The extent of using these3. to three brands and all the three brands are primarily compared on the
i.e. through internet website provide comfort and convenience so as to make purchase easy for the consumers.
5.buys the product again and also talks favourably about the product toespecially in order to protect the environment from unsafe disposal of
Cultural Factors
Culture:
Indian men lately have started consuming more beauty products so as to look
FIGURE 3.2: FACTORS INFLUENCING CONSUMER BEHAVIOUR
Emami expanded market potential by introducing fairness cream for men
Sub Culture:
Social Class:generally interested in knowing the membership of people to a social class as preferences for several products. The common social class scheme used by Upper class Upper-middle class
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68 Consumer Behaviour
Lower-middle class -
Upper-lower class and service personnel.
Lower class and are typically poorly educated. They tend to have low incomes and live in substandard houses.
Social Factors
Reference Groups: and informally and are referred to as 2. Consumers also interreferred to asFamily: -
Roles and Status:
in terms of role and status. Role
friend at a club. Each role carries a unique status other members of the -
Tastes and -
also shaped by the family life cycle
is generally used by marketers to appropriate products for each stage. each bearing new need for the buyer.
stores especially during wedding sea- Exide life insurance offer plan for entire family through star saver policy
3 stages of the age is being met.
Lifestyle: issues and products. Lifestyle concept of an individual can helps marketers to bathroom accessories all under one roof. Customers are able to express their
EVOK store offers wide range of home furniture and furnishings in metros
