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Shashank Khandelwal

The document discusses key concepts in consumer behavior including why it is important to study, factors that influence purchasing decisions, and challenges in marketing to different cultures. It notes that failure rates of new products are high, cross-cultural differences prevent standardization of marketing, and past success can lead companies to fail if they don't adapt to changing consumer behavior. Examples of lost in translation marketing slogans from different countries are also provided.

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Consumer Behaviour
Based on concepts from Psychology Sociology Anthropology Marketing Economics
Why do we need to study Consumer Behaviour? Because no longer can we take the customer/consumer for granted.
Failure rates of new products introduced Out of 11000 new products introduced by 77 companies, only 56% are present 5 years later. Only 8% of new product concepts offered by 112 leading companies reached the market. Out of that 83% failed to meet marketing objectives.
All managers must become astute analysts of consumer motivation and behaviour
Can Marketing be standardised? No. Because cross - cultural styles, habits, tastes, prevents such standardisation.
Unless Managements act The more successful a firm has been in the past, the more likely is it to fail in the future.
Why? Because people tend to repeat behaviour for which they have been rewarded.
Language Problems ¡° Please leave your values at the desk¡± - Paris hotel ¡° Drop your trousers here for best results¡± - Bangkok laundry ¡° The manager has personally passed all water served here¡± - Acapulco restaurant ¡° Because of the impropriety of entertaining guests of the opposite sex in the bedroom, it is suggested that the lobby be used for the purpose.¡± - Zurich hotel Ladies are requested not to have children in the bar.¡±- Norway bar
¡°Come alive with Pepsi¡± ¡°Come alive out of the grave¡± - Germany ¡°Pepsi brings your ancestors back from the grave¡± - China
Buyer Behaviour Consumer 4Ps Marketing Environment Buyer Characteristics Buyer Decision Process Buyer Decision
Marketing Stimuli 4 Ps Product Price Place Promotion
Other Stimuli Marketing Environment Economic Technological Political Cultural
Buyer characteristics Cultural Social Personal Psychological
Buyer¡¯s Decision Process Problem Recognition Information Search Evaluation of Alternatives Purchase Decision Consumption Postpurchase behaviour
Buyer¡¯s Decision Product Choice Brand Choice Dealer Choice Purchase Timing Purchase Amount
Cultural factors Culture Sub - culture Social Class
Social factors Reference Groups Family Roles and Status
Personal Factors Family Life Cycle Occupation and Economic circumstances Lifestyle Personality and self - concept
Psychological Factors Motivation Perception Learning Beliefs and Attitudes
Buying Roles Initiator Influencer Decider Buyer User
Buying Behaviour Complex Dissonance - Reducing Habitual Variety seeking
Buying Process Problem Recognition Information Search Evaluation Alternatives Purchase Decision
Post - Purchase Behaviour Satisfaction Actions Use and Disposal

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  • 2. Based on concepts from Psychology Sociology Anthropology Marketing Economics
  • 3. Why do we need to study Consumer Behaviour? Because no longer can we take the customer/consumer for granted.
  • 4. Failure rates of new products introduced Out of 11000 new products introduced by 77 companies, only 56% are present 5 years later. Only 8% of new product concepts offered by 112 leading companies reached the market. Out of that 83% failed to meet marketing objectives.
  • 5. All managers must become astute analysts of consumer motivation and behaviour
  • 6. Can Marketing be standardised? No. Because cross - cultural styles, habits, tastes, prevents such standardisation.
  • 7. Unless Managements act The more successful a firm has been in the past, the more likely is it to fail in the future.
  • 8. Why? Because people tend to repeat behaviour for which they have been rewarded.
  • 9. Language Problems ¡° Please leave your values at the desk¡± - Paris hotel ¡° Drop your trousers here for best results¡± - Bangkok laundry ¡° The manager has personally passed all water served here¡± - Acapulco restaurant ¡° Because of the impropriety of entertaining guests of the opposite sex in the bedroom, it is suggested that the lobby be used for the purpose.¡± - Zurich hotel Ladies are requested not to have children in the bar.¡±- Norway bar
  • 10. ¡°Come alive with Pepsi¡± ¡°Come alive out of the grave¡± - Germany ¡°Pepsi brings your ancestors back from the grave¡± - China
  • 11. Buyer Behaviour Consumer 4Ps Marketing Environment Buyer Characteristics Buyer Decision Process Buyer Decision
  • 12. Marketing Stimuli 4 Ps Product Price Place Promotion
  • 13. Other Stimuli Marketing Environment Economic Technological Political Cultural
  • 14. Buyer characteristics Cultural Social Personal Psychological
  • 15. Buyer¡¯s Decision Process Problem Recognition Information Search Evaluation of Alternatives Purchase Decision Consumption Postpurchase behaviour
  • 16. Buyer¡¯s Decision Product Choice Brand Choice Dealer Choice Purchase Timing Purchase Amount
  • 17. Cultural factors Culture Sub - culture Social Class
  • 18. Social factors Reference Groups Family Roles and Status
  • 19. Personal Factors Family Life Cycle Occupation and Economic circumstances Lifestyle Personality and self - concept
  • 20. Psychological Factors Motivation Perception Learning Beliefs and Attitudes
  • 21. Buying Roles Initiator Influencer Decider Buyer User
  • 22. Buying Behaviour Complex Dissonance - Reducing Habitual Variety seeking
  • 23. Buying Process Problem Recognition Information Search Evaluation Alternatives Purchase Decision
  • 24. Post - Purchase Behaviour Satisfaction Actions Use and Disposal