Consumer Behaviour

Consumer Behaviour
Sessions 1 - 3
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Agenda – Sessions 1 & 2
Consumer Behaviour – Hawkins, Mothersbaugh & Mookerjee – MHED – 12 e
Consumer Behaviour – Schiffman, Wisenblit, Kumar – Pearson – 11th Edition

• Introduction
• Consumer Behaviour & Marketing
Strategy
• Market Analysis Components
• Consumer Expectations &
Satisfaction
• Market Segmentation / Marketing
Strategy
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Consumer / Behaviour *

https://medium.com/@1992singhvinay/consumer-behavior-c91d8207eb6
Any individual who
purchases goods and
services from the market
for his/her end-use is
called a consumer.
In simpler words a The way in

consumer is one who
consumes goods and which one
services available in the conducts
market.
oneself
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Why Consumers Buy – Main Reasons

Basic Needs Lower Price Convenience Great Value
Name Fad /
Replacement Scarcity
Recognition Innovation
Prestige / Compulsory
Aspiration Purchase
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Why Consumers Buy – Other Reasons

Niche
Ego Stroking Empathy Addition
Identity
Girl Scout
Peer
Fear Cookie Guilt
Pressure
Effect
Emotional
Reciprocity
Vacuum
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Necessity
Demands
Needs,
Wants,
Lifestyle
Impulse
Why Consumers Buy
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https://www.cbfcontractinginc.com/wants-vs-needs-new-commercial-
construction/
straight decisions to
Wants still exist but

mainly start to play
consumers to make
a role in the frame

satisfy basic needs
The needs push
of financial
availability
Needs & Wants
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Needs & Wants

https://www.paulkipnes.com/differentiating-between-need-and-want/
The need is forced
mainly by internal
factors and it’s
something that is
necessary to survive
Want is what a person

intent to have and
what is affected by
both internal and
external factors.
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What is Consumer Behaviour

“The behaviour that consumers
display in searching for,
purchasing, using, evaluating
and disposing of products and
services that they expect will
satisfy their needs.”
LEON G SCHIFFMAN
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What is Consumer Behaviour

To define consumer
http://www.marketingteacher.com/what-is-consumer-behavior/
behaviour: it is the study of
consumers and the
processes they use to
choose, use (consume), and
dispose of products and
services.
Consumer behaviour
incorporates ideas from
several sciences including
psychology, biology,
chemistry and economics.
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Why Study Consumer Behaviour
https://shekharkhadka.blogspot.in/2013/11/unit-1-introduction-consumer-behavior.html

• Because the customer has a need, we have a
job to do.
• Because the customer has a choice, we must
be the better choice.
• Because the customer has sensibilities, we
must be considerate.
• Because the customer has an urgency, we
must be quick.
• Because the customer is unique, we must be
flexible.
• Because the customer has high expectation,
we must excel.
• Because the customer has influence, we
have hope for more customers.
• Because of customers, we exist
Anon
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Increased Product
Brand Equity
Revenue Portfolio
Marketing Segmentation
Forecasting
Trends & Targeting
Competition
Analysis
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Product
Usage patterns
feedback – own
and habits
and competition
Role played in
Reaction to
the decision
advertising
making process
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Output
Process
Input
The Process
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Influence
Cultural
Socio
Marketing
Input
Mix
Communi
-cation
The Input
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Decision Type
Psychological
Evaluation of
Pre-Purchase
Alternatives
Recognition
Knowledge
Influence
Learning
Search
Need
Process
The Process
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purchase
No Re-
Purchase
No
Loyalty
Trust &
Output
purchase
Re-
Evaluation
purchase
The Output
Post-
Purchase
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https://www.promorati.com/blog/4-ways-to-influence-consumer-behaviour/
What We Do With This Knowledge
facets of Strategic
Apply across all
Marketing
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http://www.huffingtonpost.com/jure-klepic/the-importance-of-consume_b_6083324.html

• Different backgrounds and cultural
foundations
• Receive and process information in
new ways
• Want to interact on a more personal
level
• Businesses and marketers that do

not search for consumer insights
• Who fail to understand their
anthropological backgrounds
• Will not be able to connect or
engage with prospects
• Won’t be able to motivate them to
become customers
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“…any colour they
want, so long as it’s
black,” Henry Ford
Offer a wide
variety of
products,
services, colours
and fashions to
appeal to an
ever-changing
customer base.
New global economy where

consumers can virtually come
from any part of the world that
has an Internet connection.
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http://www.huffingtonpost.com/jure-klepic/the-importance-of-consume_b_6083324.html
http://www.stephenzoeller.com/how-apple-consumer-behavior-marketing/
Consumer behaviour
continues to evolve
marketing is a core
dramatically, and
The world has
competency
changed
rapidly
Businesses need to
marketing is more
Consumer-centric
improve their
insights into
than just a
behaviour.
consumer
buzzword
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http://www.phillymarketinglabs.com/blog/how-does-consumer-behavior-affect-my-marketing-strategy/
http://www.expertbusinessadvice.com/sales/understanding-and-adjusting-to-consumer-behavior-
changes-in-the-m-213.html
Consumer Behaviour & Strategic Marketing
• How consumers are influenced

by their environment, culture,
select products for their use
consumers feel, reason and
• Product importance for the

• Behaviour of the consumer
• Understanding of how
consumer or ranking
while they shop
media
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important in non-profit and

• Consumer behaviour is also
classical product mix – the
Marketing Management.
knowledge is applied in
• Has implications on the
• Consumer behaviour
social organizations
4Ps / 7Ps
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• Consumer behaviour is applied
helps in marketing of various

to improve the performance
goods which are in scarcity.

• Consumer benefit from the
investigation of their own
• Consumer behaviour also
of government agencies.
behaviour.
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• The consumer is also affected

several messages, throughout
• The mind of the consumer is
complex and is targeted by
culture, social factors,

by various factors like
the day – constantly
demographics etc.
processing all this
information.
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perception of the product.

• Out of all this comes the
• Which then leads to a

purchase decision.
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Market Analysis Components

Market analysis requires a thorough understanding of the
organization’s own capabilities, the capabilities of
current and future competitors, the consumption process
of potential customers, and the economic, physical, and
technological environment in which these elements will
interact.
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Consumers Company
• Not possible to • A firm must understand
anticipate and react to its own ability to meet
customers’ needs and customer needs
desires • Failure to understand
• Can often be one’s own strengths can
accomplished by cause serious problems
marketing research
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Competition Conditions
• It is not possible to • The state of the economy,
consistently do a better job the physical environment,
than the competition of government regulations, and
meeting customer needs technological developments
without a thorough affect consumer needs and
understanding of the expectations as well as
competition’s capabilities company and competitor
and strategies capabilities.
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Promotion
Physical
People
Promotion
Product
Place
Price
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Consumer Expectations & Satisfaction
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https://www.superoffice.com/blog/exceed-customer-expectations-2014/
https://www.qualtrics.com/blog/customer-expectations/
experiences that the customer has with a product or
• Customer satisfaction reflects the expectations and
current product evaluation and user experiences.

Consumer Expectations & Satisfaction *
• Consumer expectations reflect both past and

service.
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https://www.qualtrics.com/blog/customer-expectations/
https://www.tompkinsinc.com/en-us/Insight/Tompkins-Blog/consumer-expectations-centricity-and-
finally-collaboration
Consumer Expectations & Satisfaction *
Customers hold both explicit
expectations for attributes,

and implicit performance
features, and benefits of

products and services
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• Consumers have higher expectations for customer
service.
https://blog.hubspot.com/service/customer-relations
• Businesses are now facing the challenge of creating
an excellent customer experience that's consistent
across every interaction.
• To achieve this, many companies are now focusing on
how they manage their customer relationships.
• Building strong customer relations is a great way to
develop customer loyalty and retain valuable, long-
term customers
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• Customer relations describes the ways that a
company will engage with its customers to improve
https://blog.hubspot.com/service/customer-relations
the customer experience.
• This includes providing answers to short-term
roadblocks as well as proactively creating long-term
solutions that are geared towards customer success.
• Customer relations aims to create a mutually
beneficial relationship with the customer that
extends beyond the initial purchase.
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Successful Relationships
High level of Strong sense

Customer Customer
customer of customer
value retention
satisfaction trust
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Value, Satisfaction,
Trust, and Retention • Defined as the ratio between
the customer’s perceived
• Customer Value benefits and the resources
• Customer used to obtain those benefits
Satisfaction • Perceived value is relative
• Customer Trust and subjective
• Customer • Developing a value
Retention proposition is critical
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Trust, and Retention • The individual's perception of
the performance of the
product or service in relation
• Customer Value to his or her expectations.
• Customer • Customer groups based on
Satisfaction loyalty include loyalists,
• Customer Trust apostles, defectors,
• Customer terrorists, hostages, and
Retention mercenaries
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Trust, and Retention
• Customer Value
• Customer • Establishing and maintaining
Satisfaction trust is essential.
• Customer Trust • Trust is the foundation for
• Customer maintaining a long-standing
Retention relationship with customers.
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Trust, and Retention • The objective of providing
value is to retain highly
satisfied customers.
• Customer Value • Loyal customers are key
• Customer They buy more products
Satisfaction They are less price sensitive
• Customer Trust Servicing them is cheaper
• Customer They spread positive word of
Retention mouth
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purchase
No Re-
Purchase
No
Loyalty
Trust &
Output
purchase
Re-
Evaluation
purchase
Post-
Purchase
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Purchase
Repeat
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http://marketmedialife.blogspot.in/2013/01/marketing-101-dissonance-reducing.html

• Post-purchase Dissonance
occurs when a consumer has
doubts or anxiety regarding the
wisdom of a purchase made and
is a function of the following:
• The degree of commitment
or irrevocability of the
decision
• The importance of the
decision to the consumer
• The difficulty of choosing
among the alternatives
• The individual’s tendency to
experience anxiety
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• After the purchase is made,
the consumer may utilize one
http://info-poster.eu/tag/urzad-miejski/
or more of the following to
reduce dissonance:
• Increase the desirability
of the brand purchased
• Decrease the desirability
of rejected alternatives
• Decrease the importance
of the purchase decision
• Reverse the purchase
decision (return before
use)
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• Consumer relations,
consumer
relationship, • The customer journey is the
customer loyalty, complete sum of experiences
trust, customer that customers go through
service… when interacting with your
• All add up to company and brand.
Customer Experience • Instead of looking at just a
or the Customer part of a transaction or
Journey experience, the customer
journey documents the full
experience of being a
customer.
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Market Segmentation & Marketing Strategy
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Learning Objectives

• To understand how to segment markets along
demographics, lifestyles, product benefits and usage,
and media exposure.
• To understand how to identify, select, and reach
target markets.
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Marketing Strategy & Consumer Behaviour *

Market Analysis
Market Segmentation
Company /
Conditions / Marketing Strategy
Competitors / Identify
Consumers product related Consumer Decision Process
sets / Identify 4 P / 7 P
like minded decisions Outcomes
customers / Problem
Select identification /
attractive Information Individual /
segment to search / Firm / Society
approach Evaluation of
alternatives /
Purchase / Use
/ Evaluation
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https://entrepreneurhandbook.co.uk/why-market-segmentation-is-crucial-for-your-business/
Market Segmentation*
A market segment is a

Perhaps the most important relatively homogenous
marketing decision a firm portion of a larger
makes is the selection of one market whose
or more market segments on characteristics and
which to focus. needs differ somewhat
from the larger market.
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Market Segments

Quantitative Cognitive
Factors Factors
Consumer Intrinsic
Consumer Intrinsic
(personality traits,
(demographics)
cultural values etc.)
Consumption Based – Consumption specific

(quantity purchased (attitudes & preferences
etc., frequency of towards shopping and
purchase etc.) benefits sought)
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Market Segments

Demographics Psychographics
Determines the
need for
Explain buyers’
products (male
purchase
and females buy
decisions and
different
choices
products; income
level etc.)
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Demographics

https://www.marketingweek.com/shrinking-emerging-demographics/

Demographic segmentation
divides consumers according
to age, gender, income etc.
Demographic factors are

objective, empirical and can
be determined numerically
Demographics are the most

fundamental factors to
classify population
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Type & Size

Household
Marital
Status
Geographical
Ethnicity
Location
Gender
Demographics
Standing
Social
Age
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Psychographics

Activity,
Interest, Attitudes Values
Opinion (AIO)
Principles & Personality

Behaviour
Beliefs Characteristics
Lifestyle /
Social Class
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https://blogs.lse.ac.uk/impactofsocialsciences/2017/07/12/scientific-birds-of-a-
feather-flock-together-science-communication-on-social-media-rarely-happens-
across-or-beyond-disciplinary-boundaries/
financial means, tastes, preferences, lifestyles and
people who live close to one another have similar
Geodemographics are based on the premise that
Geodemographics
consumption habits
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Benefit Segmentation
terms/2544-benefit-segmentation.html
https://www.mbaskool.com/business-concepts/marketing-and-strategy-

Benefit segmentation is the
segmentation of the . Different consumers
consumers based on what look for different
particular benefit of the benefits and the
product appeals to them marketer needs to
understand each
Benefit segmentation in segment and
marketing considers that for accordingly develop his
a particular service or communication for each
product what is the value group.
perceived, advantages or
benefit that a customer gets
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Product Usage

Product usage segmentation Generally targeting
reflects the differences heavy users is more
between non-users, heavy / profitable than pursuing
medium / light users of a medium or light users.
specific brand / product or
service
However this segment
Studies reveal that a small needs expensive
proportion of consumers advertising as all
could contribute to the bulk competitors target
of total consumption these consumers
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Reachable
Profitable
• Revenue
• Size
Market Segments
Identifiable
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Market Segmentation

Group
Identify Select an
customers
product- Describe attractive
with
related each group segment
similar
need sets to serve
need sets
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Product Related Need Sets

Organizations approach
market segmentation with a
set of current and potential Organizations need to
identify need sets it has
capabilities (reputation,
the capability to meet
existing product, skill set
or can develop the
etc.)
capacity to meet.
Need set – reflects the fact
that most product serve to
satisfy more than one need
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Shopping Mall
Mall Essentials
-Cleanliness Entertainment Brand Name
Convenience Merchandise
-Decor & & Extras
-Close by to -Brand name
ambience -Fast food residential stores
-Friendly service -Cinema localities
-Current
-Safety -Banks / ATM Easy access to fashions
Parking -Hair Salons transport
-New products
Air-con
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https://www.channelplay.in/india/market-research
Group customers with similar need sets – clustering of
consumers with similar need sets

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Description of Each Group

Demographics
Once consumers with similar

need sets are identified, they Lifestyles
need to be described
Media Usgae
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Attractive Segments to Serve

• Segment Size
• Segment growth rate
• Competitor strength
• Customer satisfaction with
Having described each group existing products
and having got a good • Fit with company image
• Fit with company objectives
understanding of the • Fit with company resources
segment, the most attractive • Distributor availability
segment needs to be selected • Investment required
• Stability / predictability
to service • Cost to serve
• Sustainable advantage
available
• Communication channels
available
• Risk
• Profitability
• Others
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Strategy *
https://www.managementstudyguide.com/strategy-definition.htm

Strategy is an action that
managers take to attain one
A strategy is all about
or more of the organization’s
integrating
goals.
organizational activities
Strategy can also be defined and utilizing and
as “A general direction set for allocating the scarce
the company and its various resources within the
components to achieve a organizational
desired state in the future. environment so as to
Strategy results from the meet the present
detailed strategic planning objectives.
process”.
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Strategy

https://www.managementstudyguide.com/strategy-definition.htm
Strategy is a well defined
https://www.opstart.ca/organizational-strategy-important/
roadmap of an organization.
It defines the overall mission,
vision and direction of an
organization. The objective
of a strategy is to maximize
an organization’s strengths
and to minimize the strengths
of the competitors.
Strategy, in short, bridges the

gap between “where we are”
and “where we want to be”.
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Marketing Strategy & Consumer Behaviour

Market Analysis
Market Segmentation
Company /
Conditions / Marketing Strategy
Competitors / Identify
Consumers product related Consumer Decision Process
sets / Identify 4 P / 7 P
like minded decisions Outcomes
customers / Problem
Select identification /
attractive Information Individual /
segment to search / Firm / Society
approach Evaluation of
alternatives /
Purchase / Use
/ Evaluation
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https://www.feedough.com/what-is-marketing-strategy-examples-components-planning/
Marketing Strategy
https://www.investopedia.com/terms/m/marketing-strategy.asp

A marketing strategy is a
business's overall game plan
for reaching people and
turning them into customers
of the product or service that
the business provides.
The marketing strategy of a

company contains the
company’s value proposition,
key marketing messages,
information on the target
customer and other high-level
elements.
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Marketing Strategy

https://www.investopedia.com/terms/m/marketing-strategy.asp
• The marketing strategy informs the marketing plan,
which is a document that lays out the types and
timing of marketing activities.
• A company’s marketing strategy should have a
longer lifespan than any individual marketing plan
as the strategy is where the value proposition and
the key elements of a company’s brand reside.
• These things ideally do not shift very much over
time.
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Marketing Strategy
strategy/
https://www.forbes.com/sites/forrester/2019/05/14/the-new-era-of-marketing-

It is not possible to select A decisive criterion in
target markets without selecting target markets
simultaneously formulating a is the ability to provide
general marketing strategy superior value to those
for each segment. market segments.
Since customer value is
delivered by the marketing
strategy, the firm must
develop its general marketing
strategy as it evaluates
potential target markets.
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Marketing Strategy

Marketing strategy is basically The marketing mix is the
the answer to the question, product, price,
How will we provide superior communications,
customer value to our target distribution, and
market? services provided to the
target market. It is the
combination of these
The answer to this question
elements that meets
requires the formulation
customer needs and
of a consistent marketing
provides customer
mix.
value.
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http://brightbluec.com.au/index.php/blog/article/consumer_behaviour_and_the_marketing_strategy
competitive
sustainable
advantage
Achieve a
opportunities
Market Research
Increase
in sales
Marketing Strategy
Maximize use
of limited
resources
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http://brightbluec.com.au/index.php/blog/article/consumer_behaviour_and_the_marketing_strategy
Marketing Strategy

The benefits of using
consumer behaviour to create
a marketing strategy are the
knowledge marketer’s gain
http://itsanewera.com/
about the needs and values of
their target market.
Once marketers understand

this, it is most likely their
message will be delivered to
the correct target market,
resulting in an end sale.
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Marketing Strategy
strategy/
https://www.phillymarketinglabs.com/blog/how-does-consumer-behavior-affect-my-marketing-

How consumers are
Understanding of how
influenced by their
consumers feel, reason and
environment, culture,
select products for their use
media
Product importance for

Behavior of the consumer
the consumer or
while they shop
ranking
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Physical
Process
People
Promotion
Product
Place
Price
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The Product

A product is anything a
consumer acquires or might
acquire to meet a perceived
need. Consumers are
generally buying need
satisfaction, not physical
product attributes Product refers to
physical products and
primary or core
services.
To be successful, a product
must meet the needs of the
target market better than the
competition’s product does.
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https://www.marketing91.com/importance-of-marketing-communication/
include advertising, the sales
about itself and its products.

signal that the firm provides
Marketing communications
packaging, and any other

force, public relations,
Communications
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Communications

With whom, exactly, do we
want to communicate
What effect do we want
our communications to
What message will achieve have on the target
the desired effect on our audience
audience
What means and media
should we use to reach
When should we the target audience
communicate with the
target audience
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Price

Price is the amount of
money one must pay to Also possible to buy
obtain the right to use the ownership of a product
product. or, for many products,
limited usage rights
A lower price for the same (rent or lease a house).
product need not result in
more sales than higher Price sometimes serves
prices as a signal of quality. A
product priced “too low”
Owning expensive items might be perceived as
also provides information having low quality.
about the owner.
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Price

Setting a price requires a It is important to note
thorough understanding of that the price of a
the symbolic role that product is not the same
price plays for the product as the cost of the product
and target market in to the customer.
question.
Consumer cost is One of the ways firms

everything the consumer seek to provide customer
must surrender in order to value is to reduce the
receive the benefits of non-price costs of owning
owning/using the product or operating a product
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Distribution

Distribution, having the Only in rare cases will
product available where customers go to much
target customers can buy trouble to secure a
it, is essential to success particular brand
Obviously, good channel

Today’s distribution
decisions require a sound
decisions also require an
knowledge of where target
understanding of cross-
customers shop for the
channel options
product in question
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Service

Service refers to auxiliary or Service as a separate
peripheral activities that are component plays a
performed to enhance the critical role in
primary product or primary determining market
service share and relative price
in competitive markets
A firm that does not
explicitly manage its
auxiliary services is at a Auxiliary services cost
competitive disadvantage. money to provide.
Therefore, it is essential
Else it can result in high that the firm furnish
costs and high prices without only those services that
a corresponding provide value to the
increase in customer value.. target customers.
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Consumer Behaviour

Agenda – Sessions 1 & 2

Consumer Behaviour – Hawkins, Mothersbaugh & Mookerjee – MHED – 12 e

Consumer Behaviour – Schiffman, Wisenblit, Kumar – Pearson – 11th Edition

Consumer Behaviour – Hawkins, Mothersbaugh & Mookerjee – MHED – 12 e

Consumer Behaviour – Schiffman, Wisenblit, Kumar – Pearson – 11th Edition

In simpler words a The way in

Consumer Behaviour – Hawkins, Mothersbaugh & Mookerjee – MHED – 12 e

Why Consumers Buy – Main Reasons

Consumer Behaviour – Hawkins, Mothersbaugh & Mookerjee – MHED – 12 e

Consumer Behaviour – Schiffman, Wisenblit, Kumar – Pearson – 11th Edition

Why Consumers Buy – Other Reasons

Consumer Behaviour – Hawkins, Mothersbaugh & Mookerjee – MHED – 12 e

Consumer Behaviour – Schiffman, Wisenblit, Kumar – Pearson – 11th Edition

Consumer Behaviour – Hawkins, Mothersbaugh & Mookerjee – MHED – 12 e

Consumer Behaviour – Hawkins, Mothersbaugh & Mookerjee – MHED – 12 e

Wants still exist but

a role in the frame

Needs & Wants

Consumer Behaviour – Hawkins, Mothersbaugh & Mookerjee – MHED – 12 e

Consumer Behaviour – Schiffman, Wisenblit, Kumar – Pearson – 11th Edition

Want is what a person

What is Consumer Behaviour

Consumer Behaviour – Hawkins, Mothersbaugh & Mookerjee – MHED – 12 e

Consumer Behaviour – Schiffman, Wisenblit, Kumar – Pearson – 11th Edition

What is Consumer Behaviour

Consumer Behaviour – Hawkins, Mothersbaugh & Mookerjee – MHED – 12 e

Consumer Behaviour – Schiffman, Wisenblit, Kumar – Pearson – 11th Edition

Why Study Consumer Behaviour

Consumer Behaviour – Hawkins, Mothersbaugh & Mookerjee – MHED – 12 e

Consumer Behaviour – Schiffman, Wisenblit, Kumar – Pearson – 11th Edition

Why Study Consumer Behaviour

Consumer Behaviour – Hawkins, Mothersbaugh & Mookerjee – MHED – 12 e

Consumer Behaviour – Schiffman, Wisenblit, Kumar – Pearson – 11th Edition

Why Study Consumer Behaviour

Consumer Behaviour – Hawkins, Mothersbaugh & Mookerjee – MHED – 12 e

Consumer Behaviour – Schiffman, Wisenblit, Kumar – Pearson – 11th Edition

Consumer Behaviour – Hawkins, Mothersbaugh & Mookerjee – MHED – 12 e

Consumer Behaviour – Hawkins, Mothersbaugh & Mookerjee – MHED – 12 e

Consumer Behaviour – Hawkins, Mothersbaugh & Mookerjee – MHED – 12 e

Consumer Behaviour – Hawkins, Mothersbaugh & Mookerjee – MHED – 12 e

Consumer Behaviour – Hawkins, Mothersbaugh & Mookerjee – MHED – 12 e

Consumer Behaviour – Hawkins, Mothersbaugh & Mookerjee – MHED – 12 e

Consumer Behaviour – Hawkins, Mothersbaugh & Mookerjee – MHED – 12 e

Consumer Behaviour – Schiffman, Wisenblit, Kumar – Pearson – 11th Edition

• Businesses and marketers that do

What We Do With This Knowledge

Consumer Behaviour – Hawkins, Mothersbaugh & Mookerjee – MHED – 12 e

Consumer Behaviour – Schiffman, Wisenblit, Kumar – Pearson – 11th Edition

New global economy where

Consumer Behaviour – Hawkins, Mothersbaugh & Mookerjee – MHED – 12 e

Consumer Behaviour – Hawkins, Mothersbaugh & Mookerjee – MHED – 12 e

• How consumers are influenced

• Product importance for the

Consumer Behaviour – Hawkins, Mothersbaugh & Mookerjee – MHED – 12 e

important in non-profit and

Consumer Behaviour – Hawkins, Mothersbaugh & Mookerjee – MHED – 12 e

• Consumer behaviour is applied