Vayu Education of India 2/25, Ansari Road, Darya Ganj, New Delhi

Transcription

1 Consumer Behaviour Poonam Yadav Assistant Professor B.Tech. MBA Venkateshwara Group of Institution, Meerut. (U.P) Swati Tiwari Assistant Professor BBA, PGDM MIET Meerut, (U.P) AN ISO 9001:2008 CERTIFIED COMPANY Vayu Education of India 2/25, Ansari Road, Darya Ganj, New Delhi

2 Consumer Behaviour Copyright Vayu Education of India ISBN: First Edition: /- All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior permission of the Authors. Published by: AN ISO 9001:2008 CERTIFIED COMPANY VAYU EDUCATION OF INDIA 2/25, Ansari Road, Darya Ganj, New Delhi Ph.: , Fax: vayueducation@rediffmail.com, vayueducation@gmail.com Website:

3 Preface It is point of pleasure in presenting the first edition of the book consumer behaviour. This edition has been thoroughly revised as the syllabus of CCS University Meerut. Consumer behaviour is vast and complex subject, understanding consumer is not simple. The efforts of all marketers are to influence the behaviour of consumers in a desired manner. The book has been made comprehensive, relevant and useful for the students of BBA about consumer behaviour and its uses for marketers and sales managers. This book attempts to answer the questions, Why do people behave the way they show as consumers for all goods and services. This book elaborate about the attitude formation, learning process, personality, etc. of consumers. We discuss the topic decision making and its influences indepth, to make readers friendly and make them easy to remember. The author is grateful to his publisher and printer for their co-operation in bringing out the book in short time. There may be some errors in the book as its first edition readers are welcome for their valuable suggestions to make book more useful timely and easy.

4

5 SYLLABUS COMSUMER BEHAVIOUR UNIT I Introduction to consumer Behavior (CB)- Importance, Scope, need for studying CB, Consumer research process. UNIT II Consumer models : Economic model, Psychoanalytic model, Sociological model, Howard & Seth model, Nicosia model, Engel-kollat-Blackwell model. UNIT III Individual determinates: Perceptual process, consumer learning process, consumer attitude formation, attitude measurement, meaning and nature of personality, self concept. UNIT IV Influences & Consumer Decision making : Family, reference group, personal, social and cultural influence on CB, Consumer Decision making process, Consumer Communication process, consumer satisfaction. UNIT V Industrial Buying Behaviour: Participants, characteristics of industrial markets, factors influencing industrial markets, stages of industrial buying process, Customer and marketing of services.

6

7 Table of Contents Preface UNIT I (v) CHAPTER 1: INTRODUCTION TO CONSUMER BEHAVIOUR Customers and Consumers Consumer Behaviour Nature of Consumer Behavior Scope Of Consumer Behavior Importance Of Consumer Behavior Reason for Studying Consumer Behaviour Evolution of Consumer Behavior as A Field of Study And Its Relationship With Marketing Applying Consumer Behavior Knowledge Analyze the Environment Segmentation, Targeting and Positioning: Designing the Marketing Strategy Designing the Marketing Mix: 4 Ps Application in Governmental and Non-profit Organizations and Social Marketing Marketing Strategy for Consumer Research Process Market Segment for Consumer Research Process 16 CHAPTER 2: CONSUMER RESEARCH PROCESS Relevance of Market Research with Consumer Behavior Market Research Helps 24

8 (x) Consumer Behaviour 2.3 Approaches to Consumer Behavior Research: Research Perspectives on Consumer Behavior The Decision-Making Perspective The Experiential Perspective The Behavioral Influence Perspective Research Paradigms in Consumer Behavior: Combining The Two Approaches Consumer Research Process Defining the problem and state the research objectives: Developing the Research Plan: Collecting data, both primary and secondary: Analyzing the data Preparing a report and presenting the findings 38 UNIT II CHAPTER 3: CONSUMER MODELS Introduction Factors in the Models Possible predicted effects of consumer model s study How a decoy product might influence the market The dynamics of market share; How a new product will fare, Choice overload : The Models of Consumer Behaviour Economic Model Psychological Model Pavlovian Learning Model Input, Process and Output Model Sociological Model Howard Sheth Model Engel-Blackwell-Kollat Model Nicosia Model 54

9 Contents (xi) UNIT III CHAPTER 4: INDIVIDUAL DETERMINANTS Introduction Individual Determinants Motivation and Involvement Personality and Self-concept Learning and Memory Information Processing Perception Process Exposure Attention Interpretation Perception and Marketing Strategies 63 CHAPTER 5: CONSUMER LEARNING PROCESS Introduction Types of Learned Behaviour The elements of learning A representation memory system Learning Memory And Product Positioning Learning Importance Reinforcement Repetition Imagery Memory Short-term memory Long-term memory Positioning 70 CHAPTER 6: ATTITUDE FORMATION, ATTITUDE MEASUREMENT Introduction Consumer Attitude and Alternative Evaluation Definition Utilitarian Function 73

10 (xii) Consumer Behaviour Ego Defensive Function Value Expressive Function Knowledge Function Heuristic (The Choice-making Rules) Product Attributes Importance of Weights Brand Belief Utility Awareness set Marketing gains are many Multi-attribute Choice Models Basic Choice Heuristics Affect referral heuristics Conjunctive heuristics Lexicographic heuristics Linear compensatory heuristics Disjunctive heuristics Choice for Personal Telephone Service Decisions 79 CHAPTER 7: PERSONALITY AND SELF CONCEPT Trait Theory The Psychoanalytic Theory of Freud Social-Psychological/Neo-Freudian Theory CAD Model Applications Emotions Types Of Behaviour Emotion And Marketing Stretegy Self-concept 86 UNIT IV CHAPTER 8: INFLUENCES AND CONSUMER DECISION MAKING Introduction External Enviromental Factors Affecting Consumer Behaviour 91

11 Contents (xiii) Cultural Influences Sub-cultural Influences Social Class Social Group Influences Family Influence Personal Influences Other Influences Family Buying Influence, Family Life Cycle And Buying Role Family Life Cycle and Buying Roles Family Types Family Buying Influences Inter-generational Influences Family Decision-making Important buying roles are: Marketing strategy for family decision-making Personal Influences Opinion leaders exert their opinion on individuals Reference Groups And The Influence Exerted By Them Normative Groups Comparative Reference Groups Reference Group, Social Influence And Social Power Reference Group Applications In Marketing Opinion Leaders Characteristics of Opinion Leaders Word of Mouth Communication to be Effective 105 CHAPTER 9: CONCEPT OF CULTURE AND SUBCULTURE Introduction Characteristics of Culture Variation in Cultural Values Other Oriented Values of Culture Subculture Subculture in India Social Class Definition of Social Class 109

12 (xiv) Consumer Behaviour CHAPTER 10: DECISION MAKING PROCESS Decision Making Process Importance Of Problem Recognition (Need Recognition) Or Identification Of Needs Dissonance Problem Recognition Threshold Level Inactive Problem Marketing Strategy and Problem Recognition Activity Analysis Problem Analysis Human Factor Research Emotions Research Developing Marketing Mix Activating Problem Recognition Suppressing Problem Recognition 117 CHAPTER 11: SEARCH AND EVALUATION, PURCHASING PROCESS AND OUTLET SELECTION Types of Information Search Sources of Information Factors Leading to High Information Search Factors Leading to Low Information Search Consumer Purchase Process Source Outlet Image Advertising Outlet Location and Size Consumer Characteristics Perceived Risk Shopping Orientation Inactive Shoppers Active shoppers Service shoppers Traditional shoppers Price shoppers 125

13 Contents (xv) Dedicated Fringe Shoppers Transitional Shoppers Point of Purchase Displays Price Reductions Store Layout Store Atmosphere Stock out Sales Personnel Purchase 128 CHAPTER 12: PURCHASE BEHAVIOUR AND PORT PURCHASE BEHAVIOUR Physical Surroundings Social Surroundings Task Definition Post-purchase Behaviour 131 CHAPTER 13: CONSUMER COMMUNICATION PROCESS Communication And Executive Skills Concepts Of Communication Objectives Of Communication Components of Communication Cycle are 137 CHAPTER 14: CONSUMER SATISFACTION Introduction Construction Customer Satisfaction in 7 Steps 141 UNIT V CHAPTER 15: INDUSTRIAL BUYING BEHAVIOUR Definition of Industrial Buying Behaviour Structure Stages of Industrial Buying Process Characteristics of Organisational Buying Factors Influencing Organizational Buying Factors That Affects Risks Organization Buying Situtaions 157

14 (xiv) Consumer Behaviour 15.8 Marketing of Services Types of Services Service characteristics Service Definition Service Specification 166 INDEX 169

15 Unit I Chapter 1: Introduction to Consumer Behaviour Chapter 2: Consumer Research Process

16 Consumer Behaviour By Poonam Yadav Publisher : Vayu Education ISBN : Author : Poonam Yadav Type the URL : 8 Get this ebook