Indian Consumer Market and
Consumer Behavior
How does the Indian market differ
from other emerging markets?
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Consumer Diversity
24-08-2017 Consumer Behavior Smita Sharma
Consumer Diversity
Indias economic diversity matches its
social diversity
Class is difficult to define in India
Incomes alone dont define the class
Purchase behavior is related to cultural
conditioning, location, source of income,
education and occupation
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War within a Brand to get a market share
Small pack vs. Big pack
Sachet vs. small bottle
Nescafe
Sunsilk
Vaseline
Colgate
Nivea
Ponds
Maggi
Clinic All Clear
Dabur Honey
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KELLOGG INDIA
Traditional breakfast- parathas, poha, idli etc
Indians prefer hot milk with cornflakes.
Crispiness benefit- Can only be delivered
when flakes are mixed with cold milk
Converting a low-involvement product to a higher-involvement
product: Kellogg advertised its products as Powered with
iron-shakti to highlight that it helps take care of iron-deficiency
in women & kids.
Kellogs- spinach.flv
Kellogs-Smart-Boy.flv
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It is important to understand
consumer psychology to design
successful marketing tactics
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Consumer Behaviour
How do individuals make decisions
related to:
Obtaining
Consuming, and
Disposing
of products and services?
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Understanding Consumer Behaviour
There are multiple influences.
Observable Behaviours
(Amount purchased, when, with whom, how)
Non-Observable Variables
(values, needs, perceptions, previous information,
evaluation tactics, feelings)
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CB = Entire Decision Process
Not just how you choose a brand
What happens in your mind before you buy:
What makes you like the brand (advertising, friends
opinions, family influence) ?
What makes you remember brand information you
see in an ad (memory issues) ?
Also: what happens after you buy
Are you satisfied/dissatisfied?
So, a large part of CB = mind of consumer!
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Understanding Consumer Behaviour
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Factors Influencing Consumer Behavior
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Model of Consumer Behavior
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Consumer Buying Process
Problem Recognition
Information Search
Evaluation
Purchase Decision
Post purchase
Behavior
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Understanding Consumer Behavior
Who buys our product or service?
Who makes the decision to buy the product?
Who influences the decision to buy the product?
How is the purchase decision made? Who assumes that role?
What does the customer buy? What needs must be satisfied?
Why do customers buy a particular brand?
Where do they go or look to buy the product or service?
When do they buy? Any seasonality factors?
How is our product perceived by customers?
What are customers attitudes toward our product?
What social factors might influence the purchase decision?
Do customers lifestyles influence their decisions?
How do personal or demographic factors influence the purchase
decision?
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Issues During Stages in the Consumption Process
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Hierarchy of Effects
24-08-2017 Consumer Behavior Smita Sharma
MM I PROJECT MARKET SURVEY
Observe Shopping Patterns in different Markets like CP, Palika
Bazaar, Sarojini Nagar/ Lajpat Nagar, Local Convenience Stores,
Sabzi Mandis, etc. and MGF Mall/Select City Mall/Great India
Place/ Any other Mall
By digging deep into your experience as a consumer, cite five
differences which could be observed among the consumers
when they buy at different markets.
What are the marketing implications which can be used by the
retailers?
What are the adjustments that the retailers make in their
handling of the customers?
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1. What are the category beliefs among the non users/low frequency
users of shampoo?
2. Analyze the advertising elements that match with the cognitive beliefs
on the three brands of shampoo?
3 .What are the affective aspects reflected by the advertisements of the
three brands of Shampoo?
4. Are there differences between the cognitive and affective beliefs
reflected by the respondents based on their exposure to the ads of the
three brands? Why are these differences being observed?
5. How strong are the conative beliefs of respondents after they are
motivated by the cognitive and affective aspects of the three brands?
6. How does each brand score on attitude towards the brand?
7.Based on the analysis and application of concepts, how can a new
brand be launched?
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