CONSUMER BEHAVIOUR.ppt - CONSUMER BEHAVIOUR By Roger D Blackwell Chapter 1 Consumer Behavior And Consumer Research 1 2 • Consumer Behavior Define

CONSUMER BEHAVIOUR.ppt - CONSUMER BEHAVIOUR By Roger D...

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CONSUMER BEHAVIOUR By Roger D. Blackwell
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Chapter # 1 Consumer Behavior And Consumer Research 1
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Consumer Behavior Define Consumer behavior is defined as the activities people undertake when obtaining, consuming and disposing of products and services. 2
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Why do we study consumer? Why did you select this institute? Why did you select your preferred television brand? Why did you select your preferred residential area? Why do you watch a particular channel? Why do you shop from a particular store? Why do you like particular dress designer? 3
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Consumer Behavior Helps Analyze Consumers’ Increasing Influence Consumer is King. Business succeed or fail because of consumer preferences or rejections. Consumer Behavior knowledge helps people to make right decisions. Government can be influenced by consumer association and societies. 4
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Who determines what consumers can buy? All the organizations involved in taking a product from inception to final consumption. Historical background of businesses from manufacturing focus to consumer focus orientation 5
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How do we study Consumer Behavior? Market Research (Secondary Data, Primary Data Tools) 6
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Principles of Consumer Behavior The Consumer Is Sovereign The Consumer Is Global Consumers Are Different; Consumers Are Alike The Consumer Has Rights 7
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The Consumer Has Rights (1) Right to safety (2) Right to be informed (3) Right to Alternative (4) Right to be heard (5) Right to Privacy (6) Right to Fair and Responsible Marketing (7) Right to a Healthy Environment
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Chapter # 2 How Consumers Analysis Affects Business Strategy 8
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From Market Analysis To Market Strategy Market Analysis Analysis of market trend, company potentials, competitive forces, micro and macro environments. Market Segmentation I dentify groups with similar preferences. Marketing Mix Strategies Developing the four P’s of marketing on the basis of analysis and segmentation 9
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Implementation Efficiently and effectively transforming the strategies into practical designs Which shall reveal the desire results. The Seven R’s of the Marketing Mix These R’s help marketers understand their target markets requirements. 10
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Organization Consumer Research Conduct Participate Rate Distribution Shopping Resources Commit Payments Retailing Selected Outlets Expected Outlets Reliability Channel Efficiency Conformance Reward Loyal Consumers Consumption Relationship Channel, Consumers Brand, Shops 11
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Consumer Loyalty & Retention Strategies Consumer Loyalty Program Strengthening Consumer Relationship 12
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Global Marketing Strategy Global Market Analysis and Strategy Can Marketing be Standardized Companies use Glocal approach Intermarket Segmentation Localization Based on Differences 13
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Chapter # 3 The Consumer Decision Process 14
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Consumer Decision Process Model Need Recognition Search For Information Pre-Purchase Evaluation Purchase Consumption Post-Consumption Evaluation Divestment 15
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