Professional Documents
Culture Documents
Module I
1. Consumer demographics. 2. Consumer life styles. 3. Retailing implications of consumer demographics and lifestyle. 4. Consumer profiles. 5. Lifestyle marketing. 6. Environmental factors and individual factors affecting consumers.
Consumer Behavior
Activities people undertake when obtaining (Searching and Purchasing), consuming (Using and Evaluating), and disposing of products and services
Obtaining
How Consumer decide you want to buy Other products are considered for buying Where the Consumer buy How Consumer pay for product How Consumer transport product home
Consuming
How Consumer use the product How Consumer store the product in your home
Disposing
How Consumer get rid of remaining product How much Consumer throw away after use
Consumer Influences
Organizational Influences
Obtaining
Consuming
Disposing
Consumer Behavior
Consumer Influences Culture Ethnicity Personality Family Life-stage Values Income Available Resources Attitudes Opinions Feelings Motivations Past Experiences Peer Groups Knowledge
Organizational Influences Brand Product Features Advertising Word of Mouth Promotions Retail Displays Price Quality Service Store Ambiance Convenience Loyalty Programs Packaging Product Availability
Consumers of the service economy want variety for change, options to suit convenience , contemporary offerings to suit their lifestyle changes and finally a provider who can be trusted not through tall claims but through first hand experience.
Successful Relationships
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Customer Value
Customer Retention
Customer Satisfaction
Customer Value is the ratio between the customers perceived benefits (economic, functional and psychological) and the resources (monetary, time, effort, physiological). McDonalds Value propositions are quality, service, cleanliness and value. Customer Satisfaction is the individual consumers perception of the performance of the product or service in relation to his or her expectations. Loyalist ( Completely satisfied customers) Apostle ( Experiences exceed their expectations and provide positive WOM) Defectors ( Feel neutral or merely satisfied and stops business) Terrorists ( Negative experiences and spread negative WOM) Hostages ( Unhappy customers who stay with company because of monopolistic situation or low price ) Mercenaries ( Satisfied customers but do not exhibit loyalty )
Customer Trust is the foundation for maintaining a long-standing relationship with customers and it help to increase the chances that consumers will remain loyal. Customer delight
The Consumer Is Sovereign Consumers have more power than even before.
Purchase
Consumption
Post-consumption Evaluation
Divestment
External Influences
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I N P U T
AND
Socio cultural Environment Family Reference Group Noncommercial sources Social Class Culture and Sub culture
Need recognition
Evaluation of Alternatives
Experience