Assignment on

Consumer behaviour

Submitted to: Submitted by:

Dr. Ankur sabrval Dolly Gupta
180191
Consumer behaviour audit
 Meaning
It is a fundamental part of marketing planning
process. Consumer behaviour consist of external
and internal influences on marketing plan, as well
review of the plan itself.

 CONSUMER BHEAVIOUR AUDIT

DIVIDES INTO FOLLOWING SECTION:

MARKET PRODUCT
PRICING
SEGMENTATION POSTIONING

External DECISION
influences PROCESS

Situational INTERNAL
influences INFLUENCES

Internal
influences
What is consumer research?

 Meaning

Consumer research is the practice of identifying

the preferences, attitudes, motivations, and buying
behavior of the targeted customer. Using a variety
of customer research methods to gather this
information, shared traits among the different
customer groups are identified and categorized
into customer segments and buyer personas, which
are then used to create marketing campaigns
targeting a specific segment or persona.

Consumer research is the key to improving your

product and successfully marketing to
customers who want to do business with you.
Interviews, surveys, and other customer research
methods are some of your best friends when it
comes to helping your company consistently
increase its revenue year on year.
 The importance of consumer research:

1. To help companies make better business

decisions and gain advantages against their
competitors.
2. To help marketing managers or executives make
numerous strategic and tactical decisions in
the process of identifying and satisfying
customer needs.
3. To remove some of the uncertainty by providing
relevant information about the marketing
variables, environment, and consumers. In the
absence of relevant information, the consumer
response to marketing programs cannot be
predicted reliably or accurately
4. To provide insights that help guide the creation
of a business plan, launch a new product or
service, optimize existing products and services,
and guide expansion into new markets
5. To determine which portion of the population
will be most likely to purchase a product or
service, based on variables such as age, gender,
location, and income level
6. To reveal characteristics of a target market
7. To understand how consumers talk about the
products in the market

CONSUMER ADOPTION PROCESS

 DEFINITION.
Adoption is an individual’s decision to become a
regular user of a product which may be an
innovation in form of a good, service, or idea. The
consumer adoption process is a kind of a
consumer-loyalty process.
STAGES IN CONSUMER ADOPTION
PROCESS.
1. Awareness: individual first learn about the new
product, but they lack full information about it.
2 Interest: potential buyers seek information
about it. 3. Evalution: they consider the likely
benefit of the product. 4. Trial: they make trial
purchases t determine its usefulness. 5.
Adoption/rejection: If the trial purchase
produces satisfactory results, they decide to use
the product regularly.

Diffusion process.

Adoption process is often termed as diffusion

process by which new goods or services are
accepted in the marketplace. When launching a
new product it becomes important to take into
consideration as to how the market will develop.
Figure shows how the typical development of the
market from the launch of the product to its
maturity. Researcher’s classify the consumers
buying into five categories i. e. innovators, early
adopters, early majority, late majority, and late
laggards.
Cultural Factors affecting Consumer
Behaviour
Consumer behaviour deals with the study of
buying behaviour of consumers. Consumer
behaviour helps us understand why and why not an
individual purchases goods and services from the
market.

There are several factors which influence the

buying decision of consumers, cultural factors
being one of the most important factors.

What are Cultural Factors?

Cultural factors comprise of set of values and

ideologies of a particular community or group of
individuals. It is the culture of an individual which
decides the way he/she behaves. In simpler words,
culture is nothing but values of an individual.
What an individual learns from his parents and
relatives as a child becomes his culture.
Example - In India, people still value joint family
system and family ties. Children in India are
conditioned to stay with their parents till they get
married as compared to foreign countries where
children are more independent and leave their
parents once they start earning a living for
themselves.

Cultural factors have a significant effect on an

individual’s buying decision. Every individual has
different sets of habits, beliefs and principles
which he/she develops from his family status and
background. What they see from their childhood
becomes their culture.

Females staying in West Bengal or Assam would

prefer buying sarees as compared to Westerns.
Similarly a male consumer would prefer a Dhoti
Kurta during auspicious ceremonies in Eastern
India as this is what their culture is. Girls in South
India wear skirts and blouses as compared to girls
in north India who are more into Salwar Kameez.

Our culture says that we need to wear traditional

attire on marriages and this is what we have been
following since years.
People in North India prefer breads over rice
which is a favorite with people in South India and
East India.

Subcultures

Each culture further comprises of various

subcultures such as religion, age, geographical
location, gender (male/female), status etc.
Religion (Christianity, Hindu, Muslim, Sikhism,
Jainism etc)

A Hindu bride wears red, maroon or a bright

colour lehanga or saree whereas a Christian bride
wears a white gown on her wedding day. It is
against Hindu culture to wear white on auspicious
occasions. Muslims on the other hand prefer to
wear green on important occasions.

For Hindus eating beef is considered to be a sin

whereas Muslims and Christians absolutely relish
the same. Eating pork is against Muslim religion
while Hindus do not mind eating it.
A sixty year old individual would not like
something which is too bright and colorful. He
would prefer something which is more
sophisticated and simple. On the other hand a
teenager would prefer funky dresses and loud
colours.

In India widows are expected to wear whites.

Widows wearing bright colours are treated with
suspicion.

Status (Upper Class, Middle class and Lower

Class)

People from upper class generally have a tendency

to spend on luxurious items such as expensive
gadgets, cars, dresses etc.You would hardly find
an individual from a lower class spending money
on high-end products. A person who finds it
difficult to make ends meet would rather prefer
spending on items necessary for survival.
Individuals from middle class segment generally
are more interested in buying products which
would make their future secure.
Gender (Male/Female)

People generally make fun of males buying

fairness creams as in our culture only females are
expected to buy and use beauty products. Males
are perceived to be strong and tough who look
good just the way they are.

Role of Family in Consumer behaviour

The family is the basic shopper and main decision

making for purchase of various products for
consumption whether FMCG or consumer
durables. However, in the family all members do
not have equal role to play in decision making.
Therefore, it is necessary to study the attitude and
role of various family members in purchase
decision so that various members may be
approached accordingly. Marketer rightly feels
that it is necessary to know the views both of user
and purchaser so that they may get better picture
about consumer views to promote sales by
modifying their products if necessary.
Consumption Roles of Family:
Influences are those family members who provide
information about a product to other family
members either for a product or service. This they
gather from various sources like advertisements in
print media, or TV, from friends and peer group
etc.

Gatekeepers:
Family members who control the flow of
information to other family members.

Decision Maker:
Based on information supplied to the family by
influencer through the gatekeeper family member
or members take a decision whether a product or
service should be purchased or not. But actually
the above process is not as mechanical as often
thought by researcher. Many times one or more
members request for purchase of a particular
product or service for one member or the family
and then decision is taken by persons(s) who is
going to finance it.

Buyer is that family member(s) who actually

purchases the product. He can be one member or
group of members or all members.

Transform the Product for Usage:

Most of the food products have to be transformed
by cooking, cooling or by other process to be
ready for consumption. This often is done by
mother. However, in certain countries even in the
matter of certain clothes they are stitched at home
for use.

Users:
The user is a person or persons who use a product
or service. Some products are for use for an
individual like school books, but others are for use
by all like food, TV, car, refrigerator etc. in which
all the members have a say in purchase decision.