By Florian, Gia & Shourabh

Consumer behaviour

Gia D’Cunha
Shourabh Chatterji
Florian Bertaud

By Florian, Gia & Shourabh

Introduction

By Florian, Gia & Shourabh

 Consumer Behaviour

I. Generalities

II. Current Marketing trends

III. Consumer behaviour comparison

By Florian, Gia & Shourabh

 A. Consumption Society
To consume has become a social phenomenon

Video

By Florian, Gia & Shourabh

 B. What do we mean by
« behaviour » ?

• A behaviour is something concrete that we can

analyse
• It refers to the actions or reactions to an object or
situation usually in reaction to the environment

• Obviously, we are talking about the « Act of 

purchase »

By Florian, Gia & Shourabh

Steps of the « Act of purchase »
1. We need something
2. We look for information
3. We value features and options
4. We choose and buy
5. We use / consume
6. General assessment (post-purchase)

By Florian, Gia & Shourabh

 C. What is a « consumer » ?

• Many faces of a consumer:
• A consumer is a person with: • The user
• The buyer
• its own personality • The decider
• its preferences • The influencer
• …
• its psychology
• …

• A consumer belongs to a social environment:
• A group
• A family
• A tribe
• A community
• A caste
• …
Analysis of Indian and French
needs

By Florian, Gia & Shourabh

 Which factors influence the French
and Indian consumer ?
Period of the year
India France
Events, festivals, even it’s Religion fest: Christmas,
not my religion Pâques (Easter)
Mother and Father fest
 Which factors influence the French
and Indian consumer ?
Knowledge of the product
India France
Depends on place: More and more informed with
urban / rural NTIC
(50 % of homes are equipped with a
computer with internet connection)
So, he is more demanding
Changing fast with the
penetration of the internet

By Florian, Gia & Shourabh

Which factors influence the French
and Indian consumer ?

Social Responsibility / Green products

India France
Not a major influencer in More concerned about :
India - Green products
- Fair Trade
Growing up
Concept of « Consom’acteur

By Florian, Gia & Shourabh

Which factors influence the French
and Indian consumer ?

Internet purchase
India France
Not very much , but is Increasing:
gaining ground Now, French teenagers spent more
time on internet than in front on the
TV

By Florian, Gia & Shourabh

 Which factors influence the French
and Indian consumer ?

Culture of bargaining
India France
Everywhere, everytime Very rare
Bargaining is very Only Flea Market where
important and popular we can deal the price (to
bargain for a low price).
Illegal

Video

By Florian, Gia & Shourabh

 Which factors influence the French
and Indian consumer ?

Gaining maximum value

India France
Indians will reuse a When the product is worn out,
product till the last bit of consumers throw out easily
value can be obtained Ex: A pen…
from it.

By Florian, Gia & Shourabh

 Changes in Consumer
Behaviour
More informed decision making
Desire for greater convenience-Cab culture
More materialistic, consumerism- new, old
generation Video

Fast paced life- everything ready- 2min noodles etc

By Florian, Gia & Shourabh

 Changes in Consumer
Behaviour
Shift from landlines to cell phones to the internet,
and shift from PCs to laptops

More concern for the environment- More focus on

“Green” products- may just be a fad!!

Credit cards for quick “cashless” purchases

Easy shopping, eliminates need to carry cash

By Florian, Gia & Shourabh

 Conclusion
• Beware of plastic money, it can send your
consumers out of control!!! Video
• Find the gap in the market created by
changes in consumer behaviour
• Check if there is a market in the gap
before trying to fill it!!

By Florian, Gia & Shourabh