Modern Marketing - Unit IV - consumer behaviour - consumer buying behaviour

E - Marketing - multi level marketing - social media marketing - neuro marketing - green marketing

1. II B.Com. BPS
Unit -IV
Modern Marketing
Dept. of B.Com. BPS -Marketing Management

2. Unit –IV
Dept. of B.Com. BPS -Marketing Management
Consumer Behaviour : Consumer Buying
Decisions –Characteristics of Buyer –Buying
Motive. New Approaches in Marketing : Web –
Based Marketing –E-Marketing –Multi Level
Marketing –Social Media Marketing –Neuro–
marketing –green marketing –referral
Marketing –planogram –search engine
optimization.

3. Consumer Behaviour
Inmarketing,understandingconsumerbehaviorhas
becomeveryimportantforbusinesses.Consumerbehavior
referstothestudywhichanalyzeshowconsumersmake
decisionsabouttheirwants,needs,buyingoractwith
respecttoaproduct,serviceororganization.Itisvery
criticaltounderstandthebehaviorofconsumersto
analyzethebehaviorofpotentialconsumerstowardsa
newproductorservice.Itisalsoveryusefulfor
companiestoidentifyopportunitieswhichhavenotyet
beenmet.
Dept. of B.Com. BPS -Marketing Management

4. Consumer Behaviour –Definitions
“Consumerbehaviorcanbedefinedastheactivitiesandthe
actionsofpeopleandorganizationthatpurchaseanduseeconomic
goodsandservices,includingtheinfluenceontheseactivitiesand
actions”-JFEngel
“Consumerbuyingbehaviorreferstothebuyingbehavioroffinal
consumers–indiviualsandhouseholdswhobuygoodsandservices
forpersonalconsumption”–KotlerandArmstrong
Dept. of B.Com. BPS -Marketing Management

5. Characteristics of Buying Behaviour
1.Buyerbehaviorisverycomplex
2.Buyerbehavioristheprocessbywhichindividualsdecidewhether,what,
when,fromwhom,whereandhowmuchtobuy.
3.Buyerbehaviorisverydynamic.
4.Consumerbehaviorcomprisesbothmentalandphysicalactivitiesofa
consumer.
5.Itisanintegralpartofhumanbehavior
6.Inmanycases,itisthesumtotalofthebehaviorofanumberofpersons.
7.Itisinfluencedbyanumberofmarketingstimuliofferedbythemarket.
8.Consumerbehaviorisbasicallysocialinnature.
9.Consumersactdifferentlyatdifferenttimes.
10.Theylearnandtherebychangetheirattitudeandbehavior.
Dept. of B.Com. BPS -Marketing Management

6. Buying Motive
1.Buyerbehaviorisverycomplex
2.Buyerbehavioristheprocessbywhichindividualsdecidewhether,what,
when,fromwhom,whereandhowmuchtobuy.
3.Buyerbehaviorisverydynamic.
4.Consumerbehaviorcomprisesbothmentalandphysicalactivitiesofa
consumer.
5.Itisanintegralpartofhumanbehavior
6.Inmanycases,itisthesumtotalofthebehaviorofanumberofpersons.
7.Itisinfluencedbyanumberofmarketingstimuliofferedbythemarket.
8.Consumerbehaviorisbasicallysocialinnature.
9.Consumersactdifferentlyatdifferenttimes.
10.Theylearnandtherebychangetheirattitudeandbehavior.
Dept. of B.Com. BPS -Marketing Management

7. Consumer Buying Decision
1.Need recognition
2.Information and Alternatives Search
3.Evaluation of Alternatives
4.Purchase Decision
5.Post Purchase Behavior
Dept. of B.Com. BPS -Marketing Management

8. Consumer Buying Decision
1.Need recognition
2.Information and Alternatives Search
3.Evaluation of Alternatives
4.Purchase Decision
5.Post Purchase Behavior
Dept. of B.Com. BPS -Marketing Management

9. Web based marketing
As a business owner, you’re always looking for new
ways to reach interested leads. Web marketing can help
you reach more leads looking for your products and
services online —and it’s a great way to help your
business expand your reach and online presence and earn
more revenue.
Web marketing is the process ofmarketing your
business online, and it’s a cost-effective way to reach
people who are most interested in your business.
Dept. of B.Com. BPS -Marketing Management

10. What are some web marketing types
Internet marketing encompasses numerous web marketing
strategies, including:
SEO (Search engine optimization):Attract website traffic,
users, and sales via search engines like Google and Bing.
PPC (pay per click) advertising :Drive immediate traffic and
sales via ads on search engines and websites.
Content marketing:Build brand awareness and website traffic
with original, quality content.
Email marketing:Acquire and nurture valuable leads with
personalized emails.
Social media marketing:Earn followers, brand awareness, and
sales with social media.
Display advertising:Generate sales and brand awareness with
targeted ads on websites.
Dept. of B.Com. BPS -Marketing Management

11. E-Marketing
Web marketing, digital marketing, internet marketing or online
marketing; all of these words are synonymously used for E-
Marketing. What it means is the marketing of products or services
by using the internet. E-mails and wireless marketing also fall
into the category of e-marketing.
Dept. of B.Com. BPS -Marketing Management

12. Dept. of B.Com. BPS -Marketing Management

13. Multi-level marketing(MLM),
It also called network marketing or pyramid
selling, is a controversial marketing strategy
for the sale of products or services in which
the revenue of the MLM company is derived
from a non-salaried workforce selling the
company's products or services, while the
earnings of the participants are derived from a
pyramid-shaped or binary compensation
commission system.
Dept. of B.Com. BPS -Marketing Management

14. Social Media Marketing
Dept. of B.Com. BPS -Marketing Management

15. Social Media Marketing
1.Social media marketing is the practice of
promoting a business (and, optionally, selling
products and services) on social media
platforms.
2.Social media is the perfect place to advertise,
with more than 5 billion global users spending
dozens of hours every week plugged in.
3.Standing out on social media requires a
balance of content, analytics, and preparation
–but it’s easier than you think!
Dept. of B.Com. BPS -Marketing Management

16. NeuroMarketing
Neuromarketingis the study of how people's
brains respond to advertising and other brand-
related messages by scientifically monitoring
brainwave activity,eye trackingand skin
response.
These neuromarketingtechniques are used to
study the brain to predict consumer decision-
making behavior. It's also possible to use
neuromarketingto try to manipulate consumer
behavior.
Dept. of B.Com. BPS -Marketing Management

17. NeuroMarketing
Marketers use neural and other physiological
signals to gain insight into customers'
motivations, preferences and decision-making
processes. They also use this research to predict
how a particular product, service or marketing
campaign will perform.
Dept. of B.Com. BPS -Marketing Management

18. Dept. of B.Com. BPS -Marketing Management

19. Green marketing
1.Green marketing refers to the practice of developing
and advertising products based on their real or
perceived environmental sustainability.
2.Examples of green marketing include advertising the
reduced emissions associated with a product’s
manufacturing process, or the use of post-consumer
recycled materials for a product's packaging. Some
companies also may market themselves as being
environmentally-conscious companies bydonatinga
portion of their sales proceeds to environmental
initiatives, such as tree planting.
Dept. of B.Com. BPS -Marketing Management

20. Green marketing
1.Green marketing refers to the practice of developing
and advertising products based on their real or
perceived environmental sustainability.
2.Examples of green marketing include advertising the
reduced emissions associated with a product’s
manufacturing process, or the use of post-consumer
recycled materials for a product's packaging. Some
companies also may market themselves as being
environmentally-conscious companies bydonatinga
portion of their sales proceeds to environmental
initiatives, such as tree planting.
Dept. of B.Com. BPS -Marketing Management

21. 1.Green marketing describes a company's efforts to advertise
the environmental sustainability of its business practices.
2.The emergence of a consumer population that is becoming
increasingly concerned with environmental and social
factors has led to green marketing becoming an important
component of corporate public relations.
3.One criticism of green marketing practices is that they tend
to favorlarge corporations that can absorb the additional
costs entailed by these programs.
4.Smaller businesses may not be able to shoulder the high-
cost burden of green marketing, but this isn't to say, they
cannot.
5.Greenwashingoccurs when a company states it is involved
in environmental endeavorsbut it turns out the claims can't
be substantiated.
Dept. of B.Com. BPS -Marketing Management

22. Dept. of B.Com. BPS -Marketing Management

23. Dept. of B.Com. BPS -Marketing Management
Referral marketing is a form of advertising in which
businesses encourage customers to recommend their
services, products or experiences to other people.
Unlikeword-of-mouth marketing, which relies on
people spontaneously sharing information, referral
marketing is a deliberate strategy involving
incentives and rewards for customersin exchange
for successful referrals.
For example, a company may offer a discount or
special promotion to customers who successfully
refer their products to someone else.

24. Dept. of B.Com. BPS -Marketing Management
Plano Gram
Increase revenue and minimize wasted space with
planograms
A planogram (also known as a plan o gram) is used in
retail to show the placement of products on a shelf.
Placement is important in retail to maximize sales and
minimize wasted space.

25. Dept. of B.Com. BPS -Marketing Management

26. Dept. of B.Com. BPS -Marketing Management
Search Engine Optimization
SEO stands for “search engine optimization.”Insimple
terms, SEO means the process of improving your website to
increase its visibility in Google, Microsoft Bing, and other
search engines whenever people search for:
1.Products you sell.
2.Services you provide.
3.Information on topics in which you have deep expertise
and/or experience.

27. Dept. of B.Com. BPS -Marketing Management
Search Engine Optimization

28. Dept. of B.Com. BPS -Marketing Management
Case Study Analysis
Modern Marketing
02.09.2024