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RIMA NAYAK

ROHAN GIRI

ROHIT RICHARD

SANDEEP AGARWAL

CONSUMER BUYING BEHAVIOUR

SARFARAZ KHANSHARBANI SHARMASHIPRA PODDARSHREY MANTRY

BY : GROUP 5

CONSUMER BUYING BEHAVIOUR

Why Consumers Buy? Need

What Influences Purchasing? Need Satisfier

Internal Influences ? Perceptual Filter, Knowledge, Awareness, Attitude, Personality, Lifestyle, Motivation

External Influences ? Culture, Group Membership, Purchase Situation

PURCHASE DECISION STEPS

1. Need/Want/Desire is Recognized

2. Search for Information

3. Evaluate Options

4. Purchase

5. After-Purchase Evaluation

MBIL’S PRODUCT

BELIEFS

TRADITIONAL MINDSET

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DIFFERENCE THAT HAD TO BE COVERED THROUGH PLANNING

1970s Indian Kitchen Vs a 1970s Western Kitchen

THE ILLOGICAL COMPARABLES..

CORE REASONS FOR FAILURE

AFFORDABILITY

MULTIPLE USE OF AVAILABLE PRODUCT CONTAINERS

POORER STANDARD OF LIVING

AVAILABILITY OF ALTERNATIVES (CLAY/ BRASS/ CERAMIC/STEEL PRODUCTS)

POOR PROMOTION IN AREAS WHERE IT COULD HAVE DONE WELL, FOR INSTANCE DELHI & MUMBAI…

www.themegallery.com

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Reasons contd…(East & South)

Standard of Living

Huge Political Turmoil period in Eastern as well as Southern India

In Eastern India, a major famine had broken out, the Govt. was more interested in land reforms…

West and North India

Tata Strategic Management Group’s survey claims that Delhi and Bombay had the best living standards in India, it accounted to nearly twice compared to the national average..even in the 70s and 80s.

WHAT COULD HAVE BEEN DONE

MBIL COULD HAVE STRESSED ON DUAL USAGE CONTAINERS STRONG MARKET STP

(SEGMEMTATION,TARGETING,AND POSTIONING)

EXPLORATIVE RESEARCH FOLLOWED BY DESCRIPTIVE RESEARCH

The company can conduct a preliminary investigation through explorative study, to define the problem better.

Thereafter that the company can go in for descriptive study to find a probable solution

PRE-DEFINED RESEARCH PROBLEMS

Marketing research does not make decisions and it does not guarantee success

Research method is versatile, response may not be accurate

They do not allow the respondent the opportunity to give a different response to those suggested

Some attributes of a person may not be readily observable (Attitudes, awareness, knowledge, intentions and motivation

PRE-DEFINED RESEARCH PROBLEMS

They 'suggest' answers that respondents may not have considered before

Observation might take longer as observer has to wait for appropriate events to occur

Chances for Biasness

Respondent’s perception of the interviewer may affect the responses

PRE-DEFINED RESEARCH OBJECTIVES

Determine Characteristics of relevant groups

Determine estimating percentage of heavy user

Determine perception of product characteristics

Determine the degree to which marketing variables are associated

To make specific predictions, future demands

MEASURES

PILOT STUDY

EXPERIENCE SURVEYS

CLOSE ENDED QUESTIONNAIRES

COST AND BENEFIT

COSTSEXPENSIVETIME CONSUMINGNO GURANTEED RESULTS

BENEFITS IN-DEPTH RESEARCHVIABLE SOLUTIONHIGHLY BENEFICIAL

EXPECTED OUTCOME

CUSTOMER NEED COULD BE FOCUSSED CUSTOMERS AFFORDABILITY LEVEL

COULD BE FOUND OUT PROPER STP COULD BE DONE PROPER PROMOTION STRATEGY COULD

BE UNDERTAKEN COMPANY COULD BENEFIT THROUGH

HIGHER PROFITS

The Practical Use of Market Research

With the help of a thorough market research:US beverage giant PepsiCo had targeted 6

countries in Asia and was determined to be the top-selling brand in 2002

Asian markets targeted were China, South Korea, Thailand, India, the Philippines, and Vietnam

Practical Example contd…

The President, PBI, with the help of Exploratory & then Descriptive Market Research, had figures in the back of his hands..

He highlighted three strategic opportunities -

Moderate economic growth in Asia would lift consumer spending

Cola consumption in the region had room to grow

Practical Example contd…

The price of soft drinks was cheap compared with other beverages such as juice

Diversification is also a strategy - Pepsi-Co aimed to become a 'total beverage' operation, introducing not only new soft drinks but also other products. One example is the launch of Tropicana brand fruit juice, which again became a hit in its segment..

CONCLUSION

To Sum Up :A Marketing Research is not what we like to

suggest as MBIL was already a market leader in other industrial products..meaning..they had the marketing know-how and knowledge..

A good Market Research is needed in Samantha’s case, as the company seems to lack in basics of the Indian Market in the kitchen department..!!

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