Kotler on Marketing

The most important thing is to forecast where customers are moving, and be in front of them.

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Dr. HG

BUYER BEHAVIOUR
What motivates the buyer ? What induces him to buy ? Why does he buy a specific brand from a particular shop?

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Dr. HG

Why does he shift his preferences from one shop to another or from one brand to another ?

How does he react to a new product introduced in the market or a piece of information addressed to him ?

What are the stages he travels through before he makes the decision to buy ?

8/25/2013

Dr. HG

Factors influencing buyer behaviour

Cultural Factors --- It is a fundamental determinant

of a persons wants and behaviour A growing child

acquires a set of values, perceptions, preferences and behaviour through his or her family and other key

institutions.
Social Class --- Social classes reflect not only

income, but other indicators such as occupation,

education and area of residence.
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Social Factors (Reference Group) --- All groups have direct or indirect influence on the persons attitudes or

behaviour.
eg : family, friends, neighbours and co- workers. Family --- Important and influential primary reference. Roles & Statuses -- Role is activity a person is

expected to perform. A role carries status.

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 Personal Factors
Age and Stage in the Life Cycle --- People buy different goods and services over their lifetime eg : clothes, furniture, recreation etc. Occupation and Economic Circumstances --- It influences consumption patterns. Companies plan products for certain occupational groups.
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Personality Psychological characteristics that lead to relatively consistent and enduring responses to environment.

Eg : Self confidence, dominance, autonomy,

sociability, etc., Self Concept (Self Image)

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Dr. HG

 Life Style and Values ---Is a persons pattern of

living in the world as expressed in activities,

interests and opinions. Marketers search for relationship between products and life style groups.

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Dr. HG

PSYCHOLOGICAL FACTORS
Motivation --- A motive is a need that is sufficiently pressing to drive the person to act. Perception --- Is a process by which an individual selects,

organizes and interprets information inputs to create a

meaningful picture of the world. Learning --- Involves changes in an individuals behaviour arising from experience.
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BELIEFS & ATTITUDES

Belief Is a descriptive thought that a person holds about something. They may be based on knowledge, faith or opinion. Attitudes A persons enduring favourable or unfavourable evaluations, emotional feelings and action tendencies toward some object or idea.
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The Buyer Decision Process

Five - Stage Model

1) Problem Recognition 2) Information Search 3) Evaluation of Alternatives 4) Purchase Decisions 5) Post purchase Behaviour
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PROJECT GUIDELINES
Marketing Management Select a product category /company / brand. Study the industry.

Give a brief profile of company, its various divisions.

Discuss segmentation, positioning of the brand. Study the brand in detail with respect to 4 Ps. Study the nearest competitors. Analyze the brand you are studying vis-a-vis competition draw inferences and make recommendations.

Apply the relevant models for analysis

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