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    Consumer Behavior

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    arpan_nift
    The document discusses consumer behavior and provides models to understand it. It defines consumer behavior as how individuals select, purchase, use, and dispose of products and services. Key aspects covered include the decision making process, factors that influence consumers, and models like the Engel, Blackwell, Kollat model which outlines 5 steps in consumer decision making. The research methodology section then summarizes a survey conducted on toothpaste purchasing behavior of 30 individuals based on this model. The survey findings show most consumers are loyal to specific brands like Colgate due to advertising influence and recommendations from family. While some may switch based on price or extra benefits, most will remain loyal to their preferred brand.

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    Consumer Behavior

    Uploaded by

    arpan_nift
    117 views8 pages
    The document discusses consumer behavior and provides models to understand it. It defines consumer behavior as how individuals select, purchase, use, and dispose of products and services. Key aspects covered include the decision making process, factors that influence consumers, and models like the Engel, Blackwell, Kollat model which outlines 5 steps in consumer decision making. The research methodology section then summarizes a survey conducted on toothpaste purchasing behavior of 30 individuals based on this model. The survey findings show most consumers are loyal to specific brands like Colgate due to advertising influence and recommendations from family. While some may switch based on price or extra benefits, most will remain loyal to their preferred brand.

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    comprehensive study of consumer buying behaviour of a product.

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    Consumer behavior.docx

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    The document discusses consumer behavior and provides models to understand it. It defines consumer behavior as how individuals select, purchase, use, and dispose of products and services. Key aspects covered include the decision making process, factors that influence consumers, and models like the Engel, Blackwell, Kollat model which outlines 5 steps in consumer decision making. The research methodology section then summarizes a survey conducted on toothpaste purchasing behavior of 30 individuals based on this model. The survey findings show most consumers are loyal to specific brands like Colgate due to advertising influence and recommendations from family. While some may switch based on price or extra benefits, most will remain loyal to their preferred brand.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    117 views8 pages

    Consumer Behavior

    Uploaded by

    arpan_nift
    The document discusses consumer behavior and provides models to understand it. It defines consumer behavior as how individuals select, purchase, use, and dispose of products and services. Key aspects covered include the decision making process, factors that influence consumers, and models like the Engel, Blackwell, Kollat model which outlines 5 steps in consumer decision making. The research methodology section then summarizes a survey conducted on toothpaste purchasing behavior of 30 individuals based on this model. The survey findings show most consumers are loyal to specific brands like Colgate due to advertising influence and recommendations from family. While some may switch based on price or extra benefits, most will remain loyal to their preferred brand.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 8

    Consumer behavior is the study of individuals, groups, or organizations and the processes they use to select, secure, and

    dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the decision-making processes of buyers, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioral variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. Customer behavior study is based on consumer buying behavior, with the customer playing the three distinct roles of user, payer and buyer. Research has shown that consumer behavior is difficult to predict, even for experts in the field. Relationship marketing is an influential asset for customer behavior analysis as it has a keen interest in the re-discovery of the true meaning of marketing through the reaffirmation of the importance of the customer or buyer. A greater importance is also placed on consumer retention, customer relationship management, personalisation, customisation and one-to-one marketing. Social functions can be categorized into social choice and welfare functions.

    Engel, Blackwell, Kollat Model This model talks of consumer behaviour as a decision making process in the form of 5 steps or activities. The five steps are as: 1. Problem recognition: the consumer will recognize a difference between his or her actual state and what the ideal state should be. This may occur on account of external stimuli. 2. Information search: Initially the information available with the consumer may be consistent to other beliefs and attitudes held by him or her. While being involved in an information seeking or search stage, the consumer will try to gather more information from various sources. The individual gets exposure of the stimuli which may catch his or her attention, be received and stored or retained in memory. This method of information is selective in nature and the consumer will accept the information, which is conclusive to what is perceived by them. 3. Alternative evaluation: Now the individual will evaluate the alternate brands. The methods used for evaluating the various products will depend on the consumers underlying goals, motives and person ality. The consumer also has certain predetermined beliefs about the various brands in terms of the characteristics associated with the different brands. 4. Choice: the consumers choice will depend on his or her intention and attitude. The choice will d epend on normative compliance and anticipated circumstances. Normative compliance relates to the extent to which the consumer is influenced by other people like friends, family members etc. 5. Outcome: The outcome may either be positive or negative. Apart from these 5 steps the model also includes a number of other related variables grouped into five categories. 1. 2. 3. 4. 5. Information input Information processing Product-brand evaluation General motivating influences Internalized environmental influences

    Research Methodology In this project an analysis on the consumer behavior for purchasing toothpaste has been studied through a survey of 30 samples. It has been studied to find out the perception of people about the toothpaste of a particular brand, and to what extent they use the toothpaste of a particular brand. It is also important to know the reasons of discontinuity of a particular brand and switching to other brand. The personality and lifestyle of a person that also have an impact on the switching of a brand is being considered. Various factors also contribute to the purchasing behavior of the buyer. In this analysis a questionnaire has been made considering all these above factors based on the Engel, Blackwell, Kollat model .A survey of 30 samples has been done to know about the perception and consumer behavior.

    Analysis As per the survey conducted in the locality of Jorhat ,a sample of 30 respondents were selected for the analysis. When the respondents were asked to recollect the name of toothpaste that comes to their mind on hearing the word toothpaste, it was seen that 77% of the respondents answered Colgate. Though it cannot be concluded from this the loyalty of the respondents towards Colgate as it may be a result of a good advertising strategy for which they recollect it easily.

    recollect
    colgate pepsodent 3% 7% 13% closeup others

    77%

    Next when they were asked about the brand that they use currently, it was seen that 67 % of the respondents are using colgate , 17% are using pepsodent , 13% are using close-up and remaining 6%use other toothpaste.

    For how long you are using the particular brand?


    Less than 3mths 3mths-6mths 6mths-1yr more than 1yr

    6%

    10%

    7%

    77%

    It was observed that 77% of the sample are using the same brand for more than a year, this shows some level of loyalty of the respondents to that particular brand.

    Use
    colgate pepsodent closeup others

    10% 6% 17% 67%

    It is seen that out of the 30 sized sample , 67% of the people accepts Colgate as a better toothpate than other alternatives. The awareness of the people can be pointed to advertisements as 77% of the sample size are mostly influenced by advertisements next to which is the reference groups.

    Awareness
    0% 6% 17% Advertisement Reference groups 77% Retailers others

    It is evident from the survey 83% of the respondents need to purchase toothpaste arises when it runs out , 10% of the sample buy it when dentist or some professionals recommends.

    When do you feel the need to purchase toothpaste?


    7%

    10% 10%

    when it runs out when it is on offer or price is reduced 73% when dentist or some professional recommends when you see an advertisement

    If you are asked to change the Brand will you change?


    23%

    Yes 77% No

    When a question was asked regarding shift in the brand ,it was known that 77% of the respondents will remain loyal to the brand , while rest of the 23% will shift to other brands if they find any better options such as lower price , extra benefits, more freshening of breath than the brand they are using currently.

    25 20 price 15 10 5 0 Agreed Non agreed eagerness to try a new product I will not change extra benefits freshening of breath price freshening of breath extra benefits I will not change eagerness to try a new product

    INFLUENCE IN PURCHASE DECISIONS


    10% 7% SELF 23% 60% FAMILY FRIENDS OTHERS

    It is observed that 67% of the respondents are influenced by their family while purchasing toothpaste

    AWARENESS OF UNANTICIPATED CIRCUMSTANCES

    20%

    80%

    It is seen that 76% of the people are aware about the unanticipated circumstances

    INCOME LEVEL
    14 NO. OF RESPONSES 12 10 8 6 4 2 0 Less than 20000 20000-30000 30000-40000 Above 40000 INCOME LEVEL NO.OF RESPONSES

    AGE
    14 12 10 8 6 4 2 0 Less than 20yrs 20yrs-30yrs 30yrs-40yrs More than 40yrs

    NO. OF RESPONSES

    TYPES OF PROGRAMS PREFERED BY RESPONDENTS


    3% 10% 17% 50% ENTERTAINMENT CHANNELS NEWS CHANNELS SPORTS CHANNELS KNOWLEDGE CHANNELS OTHERS

    20%

    50% of the respondents preferred programs shown in entertainment channels, 20% preferred news channels, 17% prefer sports channel

    RESPONDENTS' PREFERNCE OF SHOPPING PLACE IN%


    0% 6% 17% Retail Stores Shopping Malls 77% Online Others

    It is seen that 77% of the respondents prefer retail stores for purchasing toothpaste.

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