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We Learn - A Continuous Learning Forum from Welingkar's Distance Learning Program., profile picture
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Nature and Scope of Consumer Behavior

The document discusses the nature and scope of consumer behavior, including key questions about consumer purchase patterns and the different types of organizational consumers. It highlights the complexity of consumer behavior, emphasizing the importance of understanding individual needs for effective marketing strategies while also addressing ethical considerations. Additionally, it explores the changing consumer landscape in India, noting evolving values and the influence of socio-economic factors on consumer behavior.

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Distance Learning• Consumer Behavior•
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1 1 NATURE AND SCOPE OF CONSUMER BEHAVIOUR QUESTIONS THAT REFLECT THE CONSUMER BEHAVIOUR WHAT PRODUCTS AND SERVICES CONSUMER BUY ? WHAT MAKES THEM BUY THEM ? WHEN THESE ARE BOUGHT ? FROM WHERE ? WHAT IS THE FREQUENCY OF BUYING ? HOW OFTEN THEY ARE USED ?
1 2 THERE ARE DIFFERENT TYPES OF ORGANISATIONAL CONSUMERS. 1. BUSINESS ORGANISATION. 2. GOVT. AND INSTRUMENTS OF GOVT. 3. INSTITUTIONS.
1 2 ORGANISATIONAL CONSUMERS BUY PRODUCTS TO RUN THEIR ORGANISATIONS.
1 2 A PURCHASER OR BUYER IS NOT NECESSARILY A USER HENCE : A MARKETER HAS TO DIRECT HIS PROMOTIONAL EFFORTS EITHER TO THE BUYER THE USER THE INFLUENCER
1 2 IMPORTANCE OF CONSUMER BEHAVIOUR UNDERSTANDING OF ALL NUANCES OF CONSUMER BEHAVIOUR IS INTERPRETIVISM / EXPERIENTIALISM
1 3 PRIME CONCERN OF MARKETING CONCEPT AND FORMULATION OF MARKETING STRATEGIES IS CONSUMER BUYING BEHAVIOUR BECAUSE : 1. CONSUMERS ARE EXTREMELY COMPLEX INDIVIDUALS. 2. EACH CONSUMER SEGMENT HAS UNIQUE NEEDS.
1 3 CONSUMER BEHAVIOUR THOUGH QUITE USEFUL IN FORMULATION OF STRATEGIES (WHICH COULD BE EXPLOITED BY THE MARKETERS) BUT IS OPEN TO CRITISM SINCE IT EXPOSES VULNERABILITIES OF THE CONSUMERS
1 3 THE MARKETING PRACTICES FOLLOWED BY REPUTED MARKETER WITH RESPECT TO PRODUCTS , PRICES, PROMOTION, AND DESIGN WITH JUST ONE AIM IN MIND PROFIT MAXIMIZATION
1 3 ETHICAL CONSIDERATION ETHICS IS NOT TO BE PRACTICED ONLY BY THE MARKETERS CONSUMER MUST ALSO BEHAVE ETHICALLY
1 5 GROWTH OF CONSUMER BEHAVIOUR CONSUMER RESEARCH SHOULD BE RELATED TO THE PROBLEMS THAT ARE RELEVANT FOR THE MANAGERS AND BUSINESS EXECUTIVES SHOULD ALSO LEARN TO VALUE THE RESEARCH FINDINGS AND USE THEM IN THEIR DECISION MAKING PROCESS
1 6 CONSUMER SCENE IN INDIA CORE VALUES OF INDIAN CONSUMERS: 1. FAMILY ORIENTATION 2. VALUE SEEKING 3. PROGRESS ORIENTATION 4. CLASS CONSCIOUSNESS
1 6 COMPARISION BETWEEN TWO GENERATIONS IN INDIA PREVIOUS GENERATION TODAY’S GENERATION • SECURITY • CONFIDENCE • IDEALISM • PRACTICALITY • RISK AVOIDANCE • RISK TAKING • SAVING ORIENTED • INVESTMENT ORIENTED • JOB SECURITY • JOB SATISFACTION • POSTPONMENT OF • INSTANT GRATIFICATION GRATIFICATION • CONSIDERED DECISION • IMPULSIVE MADHUKAR SABANVIS
1 7 CONSUMER SCENE IN INDIA CONSUMER IS MORE DEMANDING,EXPERIMENTATIVE AND IS OPEN TO NEW PRODUCTS AND IDEAS VALUE IS NOT JUST PRICE FOR HIM BUT PRICE - QUALITY COMBINATION PROMOTION RATIONAL & EMPHASIS EMOTIONAL APPEAL
1 7 FORCES THAT DRIVE CHANGES IN CONSUMER BEHAVIOUR 1. ENVIRONMENTAL CHANGES a) RISING PERSONAL DISPOSABLE INCOME b) FACILITIES TO FINANCE PURCHASES c) RISING RURAL WEALTH 2. SOCIAL AND CULTURAL FACTORS a) GLOBALISATION b) NUCLEAR FAMILIES c) URBANISATION d) DUAL INCOME HOUSEHOLDS 3. BETTER VARIETY OF PRODUCTS 4. MEDIA
1 7 MEDIA BOOM ECONOMIC CONSUMER SOCIO PROSPERITY CULTURAL BEHAVIOUR CORPORATE ACTIVITY PRODUCTS AND PROMOTION FACTORS AFFECTING CHANGE IN CONSUMER BEHAVIOUR
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