Presentation About Consumer Behaviour.pptx

Consumer behaviour

1. Presentation About Consumer Behaviour Created By Asfand yar Hameed 2023521060101 1

2. Unveiling Consumer Behaviour in Marketing Navigating Theories and P ractices Names 1 :Saviour Chitambi 2 : Ashik 3 : Asfand yar 2

3. Introduction Ladies and Gentlemen Today ,we explore the dynamic interplay between consumer behaviour theories and real world marketing please I ask for your attention as we venture in how our choices are influenced and marketing strategies come to life through the lens of consumer behaviour let venture into the fascinating world where theories meets practice in the realm of marketing and consumer behaviour . 3

4. A: WHAT IS CONSUMER BEHAVIOR This is simply the process of individuals or groups selecting , purchasing , using and disposing of the products , services , ideas to satisfies needs and wants. FACTORS INFLUENCING CONSUMER BEHAVOUR 1:Psychological factors 2:Social Factors 3:Cultural Factors 4:Personal Factors 4

5. Maslow’s Hierarchy T heory Maslow's Hierarchy of Needs is like a pyramid that shows what humans need. It starts with basics like food and safety at the bottom. As we fulfil these, we move up to things like love, respect, and reaching our full potential at the very top. The idea is that we focus on each level as we go higher in the pyramid. In the real world, with example Maslow's Hierarchy can be seen in consumption habits. People first buy things they need to survive (like food and shelter), then focus on safety (like insurance), followed by purchases related to relationships (like gifts for loved ones), esteem (like fashionable clothes), and sometimes even items that help them grow or feel accomplished (like books or education). It's like we buy things that match the level of need we're currently focused on. Now look at two interesting example.-Think of sampling in real life like when you get a taste of something before you decide to buy it. It's like when you try a free piece of pizza at the store before you decide if you want to buy a whole pizza. Companies sometimes give out samples so people can try their products and then decide if they want to buy them. It's a way to let people experience something before they make a choice about it.-# Sampling in simple terms means taking a small part of something to understand or represent the whole. It's like trying a tiny bit of a big cake to know how yummy the whole cake might be! 5

6. Theory of P lanned B ehaviour i. Attitudes towards behaviour ,subjective norms and perceived behaviour control influence intention i(b). Intentions in turn predict actual behaviour ii. This information or theory can be useful in understanding and predicting various behaviours including consumer choices. Applications i. Attitude towards behaviour Positive attitude or negative attitude toward a certain product might stem from its consumers by their experiences and the product way of display. ii.Subjective Norms Social influence plays a role; if friends and family use a certain product it may influence and individual specifically a consumer’s decision to do the same. iii.Perceived Behavioural Control This can help consumer feel more confident in a product just by the way it is being portrayed by the seller iv. Behaviour intentions e.g. if someone intends to buy an apple product due to positive attitude, societal influence and perceived control .They are likely to follow through with the purchase . 6

7. Social Comparison T heory (Leon Festinger)1950 Social comparison theory states that individual determine their own social and personal worth based on how they stack up against others Example If an individual compares their smart phone to a friends newer model, it might influence their own device and potentially lead to an upgrade. APPLICATIONS This is usually done in an industry, retail and even in travel a) In the case of industry companies competing by upgrading their products from the previous ones. b) In retail they compare brands against brands. c) In travel we compare transport, accommodation and food includi n g places to tour. 7

8. Curiosity and Emotion Curiosity and emotion are powerful motivators that can influence consumer behaviour. Businesses can use these emotions to their advantage by creating advertising that is intriguing and emotionally appealing. For example, a new product can be advertised with a mysterious image or tagline that leaves viewers wanting to know more. Or, an advertisement for a security product can feature a picture of a happy, safe family to convey the sense of peace and security that the product can provide. 8

9. Pavlov’s Theory In the context of consumer behaviour, Pavlov's theory, specifically classical conditioning, can be applied to understand how certain stimuli become associated with products or brands, influencing consumer responses. Here's how:** 1. Brand Associations:** Through repeated exposure, consumers may develop positive associations with a brand (stimulus) due to positive experiences or effective marketing. For example, a jingle or logo can become a conditioned stimulus linked to positive emotions.** 2. Product Recognition:** Similar to Pavlov's dogs recognizing the sound of a bell with food, consumers can associate certain cues (like packaging or colours) with specific products. This recognition can impact their purchasing decisions.** 3. Advertising Impact:** Marketers often use classical conditioning principles in advertising by pairing their products with positive stimuli, aiming to create favourable associations and evoke desired responses from consumers. Understanding these conditioning effects helps businesses strategically build and maintain brand loyalty, influence purchasing decisions, and shape consumer preferences over time. 9