I N C L U D E D CONSUMER BEHAVIOUR. Insights from Indian Market. Ramanuj Majumdar

Transcription

1 I N C L U D E D CONSUMER BEHAVIOUR Insights from Indian Market Ramanuj Majumdar

2 CONSUMER BEHAVIOUR Insights from Indian Market Ramanuj Majumdar Professor of Marketing Indian Institute of Management Calcutta New Delhi

3 CONSUMER BEHAVIOUR: Insights from Indian Market (with CD-ROM) Ramanuj Majumdar 2010 by PHI Learning Private Limited, New Delhi. All rights reserved. No part of this book may be reproduced in any form, by mimeograph or any other means, without permission in writing from the publisher. ISBN The export rights of this book are vested solely with the publisher. Published by Asoke K. Ghosh, PHI Learning Private Limited, M-97, Connaught Circus, New Delhi and Printed by Rajkamal Electric Press, Plot No. 2, Phase IV, HSIDC, Kundli , Sonepat, Haryana.

4 To the Sacred Memory of Nabin Ray who has been a source of candid wisdom

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6 Contents Preface... vii PART I CONSUMER BEHAVIOUR: AN OVERVIEW Chapter 1 Understanding Consumer Behaviour: An Overview... 3 PART II THE CONSUMER AS AN INDIVIDUAL Chapter 2 Consumer Motivation Chapter 3 Consumer Perception Chapter 4 Consumer Beliefs and Attitudes Chapter 5 Consumer Learning and Experience Chapter 6 Consumer Personality and Self-image PART III CONSUMERS IN THEIR SOCIAL AND CULTURAL SETTINGS Chapter 7 Effect of Personal Factors Chapter 8 Influence of Reference Groups Chapter 9 Culture and Western Influence on Consumer Behaviour

7 vi Contents PART IV THE CONSUMER DECISION-MAKING PROCESS Chapter 10 Consumer s Decision Making Chapter 11 Comprehensive Models of Consumer Decision Making PART V UNDERSTANDING INDIAN MARKET DIVERSITY AND EVOLVING CONSUMER BEHAVIOUR Chapter 12 Diversity of Indian Market Chapter 13 Changing Indian Consumer Behaviour PART VI CASE STUDIES Case Study 1 Cadbury Dairy Milk Chocolates Case Study 2 Lux The Beauty Soap Case Study 3 Titan Watches Case Study 4 Sprite Soft Drink Case Study 5 Nescafe Instant Coffee Case Study 6 Maruti 800 Passenger Car Case Study 7 Dove Hair Care Glossary Index

8 Preface As the title of the book indicates, this book focuses on Consumer Behaviour and decision making, with necessary theoretical foundations and offers many practical insights from the Indian market. I have strived to address some of the basic questions about consumers (referred as buyers, shoppers, and so on) in India such as: How do people make choice decisions in the market place? What factors possibly influence the act of shopping or buying? Why do consumers behave in a particular manner? This book tries to give some meaningful answers to such fundamental questions about the consumer psyche. Another important question that arises is: How is this book different from other texts? Most of the books on Consumer Behaviour available today are invariably written from the perspective of the consumers in the advanced or the first-world countries. During my long experience of teaching this Marketing elective course in Indian Institute of Management (IIM) Calcutta, I have always felt the necessity to have a textbook with adequate examples from the Indian market. This book is primarily meant to fulfil this objective. Here my goal is to provide an analysis of the subject that is cutting edge and based on research on a variety of consumer behaviour topics. I have tried to lay the necessary theoretical foundations and, at every stage, endeavoured to show their applications to the Indian market. Thus, the book contains both the theory of and insights into Consumer Behaviour for the benefit of the students and practitioners who are keen to know about the Indian market. Moreover, it will enable the teaching fraternity in MBA programmes in India to adopt the book easily in the classroom. The book is divided into six parts. Part I consists of one chapter (Chapter 1 Understanding Consumer Behaviour) which gives an overview of the different factors influencing consumer decision making. It provides a comprehensive picture of Consumer

9 viii Preface Behaviour. The chapter shows the importance of understanding the consumer for the benefit of the marketers and cites many live examples of how marketers in India have utilized knowledge of Consumer Behaviour to evolve their marketing strategies. Part II (Chapters 2 6) deals with the psychological make-up of the consumer as an individual. Here, different aspects of consumer psychology in the decision-making process are highlighted. The chapters cover topics such as consumer motivation, consumer perception, consumer beliefs and attitudes, consumer learning and experiential knowledge, consumer personality, and self-image. Part III (Chapters 7 9) is devoted to issues about how consumers are influenced by their social and cultural settings. In particular, it examines the following topics: the effect of personal factors, influence of reference groups, and cultural and western influences on consumer behaviour. Part IV (Chapters 10 and 11) focuses on the consumer s decision-making process for different types of acquisitions and possessions. Chapter 10 (Consumer Decision Making) discusses the various stages involved in decision making. For example, it sequentially covers problem recognition, information search, alternative evaluation, actual choice, and postpurchase behaviour. Then, Chapter 11 (Comprehensive Models of Consumer Decision Making) presents six well-established comprehensive models, proposed by eminent scholars on consumer behaviour. Each of these models outlines a range of internal and external factors that possibly influence consumer decisions, and the complex relationships and interactions among those identified variables. India with a population of more than one billion and consistent economic growth in recent times presents a tremendous market opportunity. However, because of its huge diversity, it has also simultaneously posed many a challenge to the marketers to understand the nature of the consumers. Part V (Chapters 12 and 13) shows this diversity in behaviour and highlights certain insights from the Indian market. While Chapter 12 (Diversity of Indian Market) examines those diversities as well as presents a macro-picture of the typical consumption and behavioural patterns noticed in India, Chapter 13 (Changing Indian Consumer Behaviour) stresses on the emerging patterns of Consumer Behaviour observed in India. Parts VI Case Studies presents seven case studies on consumer related issues of brand building based on some successful brands in the Indian market. The Power Point Presentations (PPTs) attached as CD to this book would, I believe, reinforce the topics covered in the book and be of great value to the students. The organization of the text is flexible such that, after covering Part I, the remaining chapters can be studied in any order. Each part stands on its own, covering a specific aspect. Of the many people who have been enormously helpful in writing this book, I would like to first thank my numerous Marketing students, specially of the 44th and 45th batch Post Graduate Programme (PGP) of IIM Calcutta, who have provided me with invaluable

10 Preface ix feedback and queries when I taught this Marketing elective course in the second year curriculum in our MBA Programme. Over the years, I have received many insightful suggestions and constructive comments from Professor Judas Roy, my erstwhile thesis guide and colleague in IIM Calcutta, and many leading marketing practitioners in India. Especially, I must mention the names of Harish Manwani (Hindustan Unilever), Hasit B. Josipura (Glaxo), D. Sivakumar (Nokia), M.G. Parmeswaran (FCB Ulka), and my numerous friends from various industries in India who have shared their valuable experience with me from time to time. I am grateful to each of them. Also, I would like to warmly acknowledge the contributions of my wife, Sriya, an applied psychologist, who provided me invaluable ideas and offered many clarifications about various psychological aspects of Consumer Behaviour. I wish to thank the Publishers, PHI Learning, for their speedy processing much faster than I had imagined and quality publishing of the book. In particular, I am thankful to Mr. Asoke Ghosh, Chairman and Managing Director, for his encouragement in undertaking this book-writing project; Surajit Sarkar, Deputy Regional Sales Manager, who persuaded me to hand over the script quickly; K.C. Devasia, Senior Editor, for his valuable suggestions and significant contributions (including his very fine editing) to the book; and the production team for the careful processing of the manuscript. Finally, I would like to express my special appreciation to my son, Rwitajit, currently an M.Tech. student at BITS Pilani, for making the front cover design and editing of the PPTs attached with this book. Ramanuj Majumdar

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