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Presentation On: Consumer Behaviour and Marketing Strategy
Presentation On: Consumer Behaviour and Marketing Strategy
CONSUMER BEHAVIOUR
AND MARKETING
STRATEGY
SUBMITTED BY-
KARISHMA KUMARI PASI
MBA 3rd Sem
GM12
CONTENTS
INTRODUCTION
FEATURES
PROCESS
STRATEGY
EXAMPLES
CONCLUSION
INTRODUCTION
CONSUMER BEHAVIOUR-
The American Marketing Association defines
consumer behaviour as the dynamic
interaction of affect and cognition,behaviour
and the environment by which human beings
conduct the exchange aspects of their lives.
It refers to the action and decision processes
of people who purchase goods and services
for personal consumption.
FEATURES
• CONSUMER BEHAVIOUR IS DYNAMIC
o In Marketer’s perspective-
i. How are consumer attitudes formed towards products/services.
ii. How consumer attitudes can be changed?
iii. What methods consumers use to know which products or services are
better and best?
Purchase Issues
o Consumer perspective-
i. Is acquiring a product a stressful or a pleasant experience and how
much?
ii. How much is the level of stressfulness or pleasantness?
iii. What does the purchase say about the consumer?
o Market perspective-
i. How do situational factors such as time pressure, store display have
affected the consumer’s purchase decision?
Post –Purchase Issues
o Consumer perspective
i. Does the product has provided pleasure or has performed his desired
functions effectively or not?
ii. How is the product being disposed off?
iii. What were the environment consequences of the act of disposal?
o Market perspective-
i. What determine whether a consumer will be satisfied with a product?
ii. Whether he/she will buy it again?
iii. Whether that consumer tell others about his/her experience with the
product and influence their purchase decision.
MARKETING STRATEGY
A marketing strategy is the design,
implementation and control of a plan to
influence exchanges to achieve
organizational objectives.In consumer
markets,marketing strategies are typically
designed to increase the chances that
consumers will have favorable thoughts and
feelings about particular products,services
and brands.
EXAMPLES