Consumer Behaviour and

Marketing Strategy
Roffi Grandiosa
Contents

 INTRODUCTION
 FEATURES
 PROCESS
 STRATEGY
 EXAMPLES
 CONCLUSION
INTRODUCTION CONSUMER
BEHAVIOUR
 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

 CONSUMER BEHAVIOUR INVOLVES INTERACTIONS
 CONSUMER BEHAVIOUR INVOLVES EXCHANGES
PROCESS

 Pre-Purchase Issues o In Consumer perspective –

 i. How does a customer decide?
 ii. Why he/she needs a product?
 iii. What are the best sources of information for buying the product?
 iv. What different alternative services/products are available in the market?
 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

 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?
 Market perspective
 i. How do situational factors such as time pressure, store display have affected the consumer’s
purchase decision?
Post –Purchase Issues

 Consumer perspective
 Does the product has provided pleasure or has performed his desired functions effectively or not?
 How is the product being disposed off?
 What were the environment consequences of the act of disposal?
 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.
CONCLUSION

 The role of marketing in society is to help create exchanges by formulating and

implementing marketing strategies.
 Understanding consumers is a critical element in developing successful marketing
strategies.
 Marketers have to analyze and understand not only consumers of their products and brands
but also consumers of competitive offerings and the reasons they purchase competitive
products.
 Marketing strategies, particularly as developed and implemented by successful companies,
have a powerful force on consumers and society at large.
Branding and marketing of micro business:
A case in the aquaculture and fisheries industry

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