Chapter - 1

CONSUMER BEHAVIOUR AND MARKETING

STRATEGIES
 CONSUMER BEHAVIOUR AND
MARKETING STRATEGIES
•Understanding the consumer behavior is the basic for
marketing strategy formulation. Consumers reaction to this
strategy determines the organization success or failure
•Providing superior customer value requires the organization to
do a better job of anticipating and reacting to the customer
needs than the competitor.
•Marketing strategy is basically the answer to the question:
•How will company provide superior customer value to its
target market?
•The answer to this question requires formulation of marketing
- mix – product, price, place and promotion - strategies.
 CONSUMER BEHAVIOUR AND MARKET
SEGMENTATION
• The most important marketing decision a firm
makes is the selection of one or more segments
to focus their marketing effort. Marketers do not
create segments but they find it in the market
place. Market segmentation is the study of
market place in order to discover viable group of
consumers which are homogeneous.
• For example, right segment for “Femina”
magazine is educated urban women. The success
of this magazine depends on their understanding
of the urban woman.
 CONSUMER BEHAVIOUR AND PRODUCT
POSITIONING
• Product positioning is placing the product,
service, company, or shop in the mind of
consumer or target group.
• The right positioning means understanding
the consumer perception process in general
and perception of company‘s product in
particular. For example, Samsung brand is
perceived as premium brand by few
customers and value-driven brand by others in
the market.
 CONSUMER BEHAVIOUR AND MARKETING
RESEARCH
• Studying consumer behavior enables marketing
researchers to predict how consumers will react
to promotional messages and to understand why
they make the purchase decision they do.
• The importance of consumer behavior made
marketers to think of a separate branch in
marketing research - Consumer research.
• The current focus of consumer research is on
study of underlying needs and motives in taking
purchase decisions, consumer learning process
and attitude formation process.
 CONSUMER BEHAVIOUR AND NON-PROFIT
AND SOCIETAL MARKETING
• A sound knowledge of consumer behavior can
help the organizations that sell ideas and
concepts of social relevance. Institutions that
promote family planning, AIDS free society,
governmental agencies, religion orders and
universities also appeal to the public for their
support in order to satisfy some want or need
in society.
 CONSUMER BEHAVIOUR AND
GOVERNMENTAL DECISION MAKING
To major areas where consumer
behavior study helps government is in
policy making on various services, and in
designing consumer protection
legislation. The knowledge of people‘s
attitudes, beliefs, perceptions and habits
provides adequate understanding of
consumers.
CULTURAL & ENVIRONMENTAL
INFLUENCES ON CONSUMER
BEHAVIOUR
 CULTURE
• Consumer behavior, culture can be defined as the
sum total of learned beliefs, values and customs
that serve to guide and direct the consumer
behavior of all members of that society
• Culture consists of traditional ideas and in
particular the values, which are attached to these
ideas. It includes knowledge, belief, art, morale,
law, customs and all other habits acquired by man
as a member of society.
• An accepted concept about culture is that includes
a set of learned beliefs, values, attitudes, habits
and forms of behavior that are shared by a society
and are transmitted from generation to generation
within that society.
Culture is learned by the following 3 ways
• 1. Formal learning: parents and elders teach
children the proper way to behave. For instance,
you have been taught that you need to study to
be successful and happy in life. This learning may
influence your response both as a student and
individual towards education.
• 2. Informal learning: we learn by imitating the
behavior of our parents, friends, or by watching
TV and film actors in action
• 3. Technical learning: instructions are given
about the specific method by which certain
things are to be done such as painting, dancing,
singing etc.
 Characteristics of Culture

• Culture is learned.
• Culture regulates society –Norms, standards
of behavior, rewards and punishments.
• Culture makes life more efficient
• All members follow same norms.
• Culture is adaptive.
• Culture is environmental.
• Multiple cultures are nested hierarchically.
• Culture also determines what is
acceptable with product advertising.
Culture determines what people wear,
eat, reside and travel.
• Cultural values in India are good health,
education, respect for age and seniority.
But in our culture today, time scarcity is a
growing problem, which implies a change
in meals. Some changes are changing our
culture
 Change in Culture Because Of
• Convenience: as more and more women are
joining the work force there is an increasing
demand for products that help lighten and
relieve the daily household chores.
• Education: People in our society today wish to
acquire relevant education and skills that
would help improve their career prospects.
This is evident from the fact that so many
professional, career oriented educational
centers are coming up, and still they cannot
seem to meet the demand.
 Contd
• Physical appearance: Today, physical fitness, good
health and smart appearance are on premium.
Slimming centers and beauty parlors are
mushrooming in all major cities of the country.
Cosmetics for both women and men are being sold
in increasing numbers
• Materialism: There is a very definite shift in the
people‘s cultural value from spiritualism towards
materialism. We are spending more money than
ever before on acquiring products such as air-
conditioners, cars CD players etc, which adds to our
physical comfort as well as status.
 Types of Culture

• National culture: The culture prevalent in a

nation, common to everyone
• Popular culture: The culture of the masses
with norms of mass appeal
• Subculture: The culture of a group within the
larger society.
• Group identification based on nationality of
origin, race, region, age, religion, gender, etc.
• Corporate culture: The company‘s values,
rituals, customs, myths and heroes
Individualism (E.g., United States, Collectivism (E.g., Hong Kong, Japan,
Australia, Canada Etc) India)

Self construal Defined by internal Defined by important

attributes, personal others, family and
traits friends
Role of others Values Self-evaluation e.g., Self-definition e.g.,
standards of social relationships with
comparison, sources others define self and
of appraisal regarding affect personal
self. Emphasis on preferences.
separateness, Emphasis on
individuality connectedness,
relationships
Motivational drives Focus differentiation, Focus on similarity,
Behavior relatively greater need relatively greater need
to unique Reflective to blend in Influenced
of personal by preferences, needs
preferences and of close others
needs
 CROSS CULTURAL CONSUMER
BEHAVIOUR
Characteristic features of a firm going
global:
• High market share in the domestic market
• Advantageous economies of scale
• Access to marketing/manufacturing bases
across global borders
• Availability of resources and capability to
absorb huge losses
• Product/technology clout
• Cost and differentiation advantages
 Cross-Cultural Consumer Analysis

To determine whether and how to enter

a foreign market, we need to conduct
some form of cross-cultural consumer
analysis.
THANK YOU