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Scope of Consumer Behaviour

Consumer behavior is relevant to marketing management in several ways: (1) understanding consumers' needs and wants to identify market opportunities, (2) selecting target markets, and (3) determining the appropriate marketing mix of product, price, place, and promotion. It is also useful for nonprofit and social marketing campaigns designed to promote social good, as well as for demarketing and cause marketing efforts. While consumer behavior research often views people as rational decision-makers, their desires can sometimes lead to negative consequences like addictive or compulsive consumption.

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24 Gautam Sehgal
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437 views12 pages

Scope of Consumer Behaviour

Consumer behavior is relevant to marketing management in several ways: (1) understanding consumers' needs and wants to identify market opportunities, (2) selecting target markets, and (3) determining the appropriate marketing mix of product, price, place, and promotion. It is also useful for nonprofit and social marketing campaigns designed to promote social good, as well as for demarketing and cause marketing efforts. While consumer behavior research often views people as rational decision-makers, their desires can sometimes lead to negative consequences like addictive or compulsive consumption.

Uploaded by

24 Gautam Sehgal
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Scope of consumer behaviour

Practical applications of CB
Consumer behaviour and marketing management:

• Consumers’ needs and wants


• Market opportunity analysis
• Target market selection
• Marketing mix determination
product
price
place
promotion
product
• What size and features should the product have?
• How should it be packaged?
• What aspects of service are most important to
consumers?
• What types of warranties and service programs
should be provided?
• What type of accessories and associated
products should be offered?
Price
• How price-aware are consumers in the relevant
product category?
• How sensitive are consumers to price differences
among brands?
• How large a price reduction is needed to
encourage purchases during new product
introductions and sales promotions?
• What size discount should be given to those who
pay with cash?
Place
• What type of retail outlet should sell the firm’s offering?
• Where should they be located, how many should be
there?
• What arrangements are needed to distribute products
to retailers?
• To what extent is it necessary for the company to own or
maintain tight control over activities of firms in the
channel of distribution?
• What image and clientele should the retailer seek to
cultivate?
Promotion
• What methods of promotion are best for each
specific situation?
• What are the most effective means for gaining
consumers’ attention?
• What methods best convey the intended
message?
• How often should a given advertisement be
repeated?
Consumer behaviour and nonprofit and
Social Marketing
• Social marketing is applied to promote
wellbeing of the society
• The primary aim of social marketing is “social
good”
• Sponsored by NGO or a government
organization
Examples
• Family planning campaigns
• Quit smoking campaigns
• AIDS awareness campaigns
• Pulse polio campaigns
• Outcome?
Consumer behaviour and demarketing

• Refers to all such efforts to encourage


consumers to reduce their consumption of a
particular product or service
• Example: soch badal daalo
Consumer behaviour and cause marketing

• Supports a cause
• Links the firm’s contribution to a designated
cause
• Jaago re campaigns
• Jaago re1
• Jaago re2
• Tide
• Lifebuoy
The dark side of CB
• We often think of individuals as rational
decision makers, calmly doing their best to
obtain products and services that will
maximize the health and well being of
themselves
• In reality however consumers desires, choices
and actions may result in negative
consequences
• Addictive consumption is physiological or
psychological dependency on products or services.
Potato chips, chocolates, coke. Even technology can
be addictive
• Compulsive consumption is when people shop
because they are compelled to do so rather than
because shopping is a pleasurable or functional
task. It might be an antidote to anxiety, stress

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