MARKETING MANAGEMENT

SEMESTER - I
COURSE CODE: 19MBA15
SESSION - 6
 CONSUMER MARKET
&
CONSUMER BEHAVIOURS

Marketing Management - Course Code:19MBA15 1

AGENDA

 FACTORS INFLUENCING CONSUMER BEHAVIOUR

 KEY PSYCHOLOGICAL PROCESSES

 BUYING DECISION PROCESS: 5 STAGE MODEL

 BEHAVIOURAL DECISION THEORY & BEHAVIOURAL

ECONOMICS

Marketing Management - Course Code:19MBA15 2

CONSUMER BEHAVIOUR MODEL

MARKETER’S UNDERSTAND MARKETING

CONSUMER’S PURCHASE
TASK STIMULI DECISION
CONCIOUSNESS

Marketing Management - Course Code:19MBA15 3

FACTORS INFLUENCING
CONSUMER BEHAVIOUR
DEFINITION
CONSUMER BHEAVIOUR IS THE STUDY OF HOW INDIVIDUALS,
GROUPS & ORANISATION SELECT, BUY, USE & DISPOSE OF
GOODS, SERVICES, IDEA OR EXPERIENCES TO SATISFY THEIR
NEEDS & WANTS.

INFLUENCING FACTORS

CULTURAL FACTORS SOCIAL FACTORS PERSONAL FACTORS

Marketing Management - Course Code:19MBA15 4

CULTURAL FACTORS
NATIONALITIES, RELIGIONS, RACIAL
SUBCULTURES
GROUPS, GEOGRAPHIC REGIONS

SOCIAL CLASSES
SOCIO-ECONOMIC
CLASSIFICATION
(SEC) EDUCATION,
OCCUPATION

Marketing Management - Course Code:19MBA15 5

SOCIAL FACTORS
• MEMBERSHIP GROUPS
• PRIMARY GROUPS
REFERENCE • SECONDARY GROUPS
GROUPS • ASPIRATIONAL GROUPS
• DISSOCIATIVE GROUPS
• OPINION LEADER

FAMILY

ROLES &
STATUS

Marketing Management - Course Code:19MBA15 6

PERSONAL FACTORS

AGE PERSONALITY

LIFESTYLE &
VALUES

ECONOMICAL
SITUATION

Marketing Management - Course Code:19MBA15 7

AGENDA

 FACTORS INFLUENCING CONSUMER BEHAVIOUR

 KEY PSYCHOLOGICAL PROCESSES

 BUYING DECISION PROCESS: 5 STAGE MODEL

 BEHAVIOURAL DECISION THEORY & BEHAVIOURAL

ECONOMICS

Marketing Management - Course Code:19MBA15 8

KEY PSYCHOLOGICAL PROCESSES

Marketing Management - Course Code:19MBA15 9

MOTIVATION
FREUD’S A PERSON CANNOT UNDERSTAND HIS OR
THEORY HER MOTIVATIONS

MASLOW’S
THEORY HERZBERG’S THEORY

AVOID DISSATISFIERS

IDENTIFY SATISFIERS

Marketing Management - Course Code:19MBA15 10

PERCEPTION
• NOTICE STIMULI RELATED TO CURRENT NEED
SELECTIVE
• NOTICE STIMULI THEY ANTICIPATE
ATTENTION • NOTICE STIMULI WITH LARGE DEVIATIONS
SELECTIVE
INTERPRET INFORMATION TO FIT PRECONCEPTIONS
DISTORTION
REMEMBER GOOD POINTS ABOUT PRODUCTS
SELECTIVE WE LIKE & FORGET GOOD POINTS ABOUT
RETENTION COMPETING PRODCUTS
CUSTOMERS NOT
CONCIOUSLY AWARE OF
EMBEDDED MESSAGES & SUBLIMINAL
YET IT AFFECTS THEIR PERCEPTION
BEHAVIOUR

Marketing Management - Course Code:19MBA15 11

LEARNING

DRIVE – STRONG INTERNAL

STIMULUS IMPELLING ACTION

CUES – STIMULI THAT

DETERMINES WHEN, WHERE &
HOW A PERSON RESPONDS

DISCRIMINATION – RECOGNISE
DIFFERENCES TO STIMULI &
ADJUST RESPONSES

Marketing Management - Course Code:19MBA15 12

EMOTIONS & MEMORY

EMOTIONS

MEMORY
ENCODING
MEMORY
MEMORY
RETRIEVAL

Marketing Management - Course Code:19MBA15 13

AGENDA

 FACTORS INFLUENCING CONSUMER BEHAVIOUR

 KEY PSYCHOLOGICAL PROCESSES

 BUYING DECISIN PROCESS: 5 STAGE MODEL

 BEHAVIOURAL DECISION THEORY & BEHAVIOURAL

ECONOMICS

Marketing Management - Course Code:19MBA15 14

BUYING DECISION PROCESS: FIVE-
STAGE MODEL
1

NEED
2 TOTAL SET
WANT
AWARENESS SET
3
CONSIDERATION SET
CHOICE SET
4
DECISION

Marketing Management - Course Code:19MBA15 15

BUYING DECISION PROCESS: FIVE-
STAGE MODEL
3
EXPECTANCY-VALUE MODEL

BELIEFS 4
&
ATTITUDES

Marketing Management - Course Code:19MBA15 16

BUYING DECISION PROCESS: FIVE-
STAGE MODEL 4
1

5
2

Marketing Management - Course Code:19MBA15 17

BUYING DECISION PROCESS: FIVE-
STAGE MODEL
5 POSTPURCHASE ACTIONS

POSTPURCHASE
BEHAVIOURS

DISSATISFIED

SATISFIED

DELIGHTED
Marketing Management - Course Code:19MBA15 18
AGENDA

 FACTORS INFLUENCING CONSUMER BEHAVIOUR

 KEY PSYCHOLOGICAL PROCESSES

 BUYING DECISION PROCESS: 5 STAGE MODEL

 BEHAVIOURAL DECISION THEORY & BEHAVIOURAL

ECONOMICS

Marketing Management - Course Code:19MBA15 19

BEHAVIOURAL DECISION THEORY
& BEHAVIOURAL ECONOMICS
AVAILABLITY
DECISION HEURISTIC
HEURISTIC
REPRESENTATIVENESS
HEURISTIC

FRAMING

Marketing Management - Course Code:19MBA15 20

 THANK YOU

MARKETING MANAGEMENT
COURSE CODE: 19MBA15

RAHUL G KARGAL
rahul.kargal@dayanandasagar.edu