SUBJECTS: CONSUMER BEHAVIOR
PRESENTED BY:
SNEHA PRIYA (MBA/15001/22)
TANVI TANYA(MBA/15004/22)
SHRUTI KUMARI(MBA/15005/22)
RIMJHIM BANKA(MBA/15012/22)
Here is where our presentation begins.
ACTIVITY 1: There are 3 product types given below with their substitute .
Kindly mention which brand you will prefer and what are the
communication characteristics which have influenced your attitude towards
these product .
Q1)Discuss in detail all the
communication characteristics that
influence attitude formation and change.
Share with us any two examples of your
own where communication has shaped
your attitude for an offering from the
marketer.
Communication characteristics which influence attitude formation of a
consumer
• Source Credibility :For example, a statement like, "Recommended by Dr. Smith, a leading
expert in the field," adds credibility to the product.
• Message Content: For Example- Our all-natural cleaner is non-toxic, reducing harm to the
environment and your family's health.
• Emotional Appeal: For Example :In advertisement for a charity organization showcases
heartwarming stories of children receiving educational support
• Two-Way Communication: Many Brands ask for customer feedbacks for further upgradation in
the quality of products .
• Social Proof and Social Influence: For Example Apps like Amazon , Flipkart ,Go IBIBO ask their
customers to rate their product on the basis of their satisfaction .
• Transparency and Honesty: For example: pharmaceutical company openly communicates the
potential side effects of a medication in their advertisements
• Audience Characteristic: For Example: Adventure Enthusiasts- For adventure seekers and
backpackers, the company could highlight the tents' lightweight, easy-to-carry design, and durability.
• Channel and Medium:Different consumers may prefer different channels, such as social
media, TV, print, or in-person communication.
Own Example where communication has shaped my attitude for an offering
from the marketer.
Communication factors that shaped my
attitude for this product are:
1) Media
2) Family Factor( Influence by sister )she has already
used the product and became a loyal customer for
that particular offering .
3) Product Benefit and description
4) Value for money
5) Social values
6) Easy of delivery and safety of online payment
mode .
Communication factors that
shaped my attitude for this
product are:
1) Family Factor
2) Word of mouth
3) Test Drives and Personal Experience
4) Media Coverage
5) Social Media and Influencers
6) Price and Value Proposition
7) Environmental and Safety Information
8) Competitive Comparison
9) Cultural and Social Factors
10) Personal Values and Need
11) Sales person has provided the detailed
knowledge about the product .
● Q2.In context of consumer buying behavior
explain the household life cycle in India and
the corresponding marketing strategies based
on the different household life cycle stages.
Support your answer with suitable examples.
Also explain the cross cultural consumer
behavior with the help of 2 examples.
Bachelorhood: Single adults in India often have a lot of money to spend on experiences and
activities that represent their personal preferences. They are also more willing to try new items and
brands.
Examples: Young adults living on their own or with roommates. dating apps, fitness memberships,
online courses, and trendy fashion brands .
Marketing Strategies: Target this group with products and services related to socializing, dating,
education, and career development.
Newly married couples with no child : Newly married couples in India frequently prioritize the
establishment of their home and family. They are more inclined to invest in furniture, appliances,
and other household goods. They might also begin to save for the future, such as a down payment
on a house.
Examples: IKEA
Marketing Strategies: Focus on products and services related to setting up a new home, travel, and lifestyle.
Promote items like furniture, home appliances, travel packages, and relationship counseling services.
Full nest 1: Families with young children have a reasonably high disposable income, but they also
have a variety of expenses related to the requirements of their children. They are more inclined to
spend money on their children's food, clothing, and education. They may also make an investment
in childcare services.
Examples: Couples with infants and toddlers.
Marketing Strategies: Target this stage with baby and childcare products, educational toys,
parenting classes, and family-friendly products like strollers and car seats.
Full nest 2: Families with adolescent children have less disposable income than those with
younger children. They are more inclined to spend money on their children's food, clothing, and
transportation. They may also begin saving for their children's college education.
Examples: Families with elementary and middle school-aged children.
Marketing Strategies: Promote products and services that cater to the needs of school-aged
children, such as school supplies, extracurricular activities, family vacations, and educational
software .
Full nest 3: family life cycle in which dependent children still live at home, but they are older and more
independent. This stage usually starts when the youngest child enters high school or college and ends when the
final child leaves the house.
Example: Examples: Parents whose children have left for college or started independent lives.
Marketing Strategies: Focus on products and services for empty nesters, such as travel opportunities, downsizing
real estate, financial planning, and leisure activities.
Empty nest - Couples with an empty nest often have a higher disposable income and less costs. They
are more likely to invest in travel, recreation, and home repair projects.
Examples: Families with adult children who may return home occasionally.
Marketing Strategies: Promote products and services for the parents' well-being, such as retirement
planning, health and fitness, home renovations, and travel for couples.
Solitary survivor: In India, retired couples often have less disposable income than couples at earlier
phases of the family life cycle. They are more likely to spend their money on healthcare and other
necessities. They may also travel and engage in hobbies.
Examples: Retirees .
Marketing Strategies: Target this stage with products and services related to healthcare, leisure travel,
senior living communities, financial planning, and products that enhance comfort and convenience.
CROSS CULTURAL CONSUMER
BEHAVIOUR-
The study of how customers from various
cultures or demographics interact with
each other and impact each other's
purchase decisions is known as cross-
consumer behavior. Factors such as
language, values, beliefs, customs, social
norms, and cultural symbols all play a
role in shaping consumer behavior. By
recognizing and adapting to these
cultural differences, businesses can better
meet the needs and expectations of their
target audience.
EXAMPLES OF CROSS CULTURAL :
McDonald's: McDonald's has adapted its menu and marketing messages to different cultures
around the world.
India: In India, McDonald's offers a variety of vegetarian and halal options, such as
the Mc Aloo Tikki Burger and the Chicken Maharaja Mac. The company also offers
a breakfast menu that features items such as the pan cake and the Egg Mc Muffin.
Japan: In Japan, McDonald's offers a variety of unique items, such as the Ebi Filet-
O-Fish (a shrimp burger) and the Teriyaki Mc Burger. The company also offers a
breakfast menu that features items such as the Egg Mc Muffin and the Sausage Mc
Muffin Egg.
China: In China, McDonald's offers a variety of items that are tailored to the local
palate, such as the Pork Double Mc Spicy and the Mc Spicy Chicken Burger beef
burger. The company also offers a breakfast menu that features items such as the
Congee and the Fried Dough Stick.
Coca-Cola: Coca-Cola has created localized marketing campaigns that reflect the unique
cultures of the countries where it operates.
IN INDIA, Coca-Cola has created a campaign called "Open Happiness." The campaign
focuses on the idea that Coca-Cola can bring people together and create moments of
happiness. The campaign features a variety of Indian celebrities and is set in a variety of
iconic Indian locations.
China: In China, Coca-Cola has partnered with the Chinese New Year festival. The
company has created a special Coca-Cola bottle for the holiday and has launched a
marketing campaign that celebrates the festival's themes of family, togetherness, and good
luck.
Brazil: In Brazil, Coca-Cola has created a campaign called "Taste the Feeling." The
campaign focuses on the idea that Coca-Cola is a delicious and refreshing beverage that
can be enjoyed by people of all ages.
Q3 what significance does
individual personality traits
have in Marketing. Also
explain the concept of product
personality . Validate your
answer with suitable examples
of Product Personification.
SIGNIFICANCE OF OPENNESS IN RESPECT OF
MARKETING
Open to feelings
Open to new & different ideas.
Open to various values & beliefs.
Imagination
Openness to Emotions
Example: Apple is known for targeting individuals
high in openness to experience. Their marketing
campaigns emphasize creativity, innovation, and
the idea that using their products makes you part
of a community of creative thinkers.
SIGNIFICANCE OF CONSCIENTIOUS IN RESPECT OF
MARKETING
Competent
Orderly
Achievement oriented
Self disciplined
Example: Toyota's marketing often
focuses on the reliability and
durability of their vehicles,
appealing to conscientious
consumers who prioritize safety and
long-term value.
SIGNIFICANCE OF AGREEABLENESS IN RESPECT OF
MARKETING
Trusting
Straight Forward
Compliant
Modest
Tender minded
Scenario: A consumer with a high level of agreeableness is
shopping for a new car.
Consumer Behavior: In this case, the consumer may prioritize
the opinions and recommendations of friends and family when
making their purchase decision. They may be more influenced
by the feedback and experiences of others rather than solely
relying on expert reviews or technical specifications. The
consumer might visit multiple dealerships and engage in
conversations with sales representatives, giving them the
opportunity to build a rapport and establish a positive,
agreeable relationship.
SIGNIFICANCE OF NEUROTICISM IN
RESPECT OF MARKETING
Anxious
Angry
Depressed
Impulsive
Example: Johnson & Johnson's marketing for their
baby products often emphasizes safety, comfort, and
care, targeting parents who may have concerns about
their baby's well-being, aligning with the need for
emotional stability.
SIGNIFICANCE OF EXTRAVERSION IN RESPECT
OF MARKETING
Assertive
Active
Excitement Seeking
Sociable
Example: Red Bull's marketing revolves
around extreme sports and high-energy
events, appealing to those with high
extraversion who seek excitement and
adventure.
CONCEPT OF
PRODUCT
PERSONALITY
Product personality refers to the set of human traits and characteristics associated with a product or brand. It's about giving
products unique qualities, emotions and personalities to create a more relevant and engaging experience for consumers.
This concept is often used in marketing and design to establish a unique identity for a product, making it more memorable and
appealing to potential customers.
An example of product personality is the Apple iPhone. Apple has successfully crafted a product personality for the iPhone that
includes traits like innovation, simplicity, and elegance. This is evident in the sleek and minimalist design of the iPhone, its user-friendly
interface, and the marketing messages emphasizing cutting-edge technology.
Apple's product personality positions the iPhone as a premium, aspirational product that appeals to consumers who value
sophistication and innovation. This personality has helped the iPhone maintain a strong and loyal customer base, with people often
feeling a personal connection to the brand due to its carefully curated personality traits.
PRODUCT PERSONIFICATION
M&M's, the colorful candy brand, uses product personification through its characters
like the "Red" and "Yellow" M&M's. Each character has its own unique personality
traits – Red is often depicted as confident and sarcastic, while Yellow is portrayed as a
more naive and friendly character. These personified characters have been featured in
M&M's advertising for years, creating a memorable and relatable image for the brand.
Consumers often associate the candies with the distinct personalities of these
characters, making M&M's a fun and enjoyable treat. This personification helps
strengthen the brand's identity and fosters a connection with consumers, influencing
their purchasing decisions.
Product personification can help consumers relate to and trust a brand, as they often
connect with products that exhibit personalities aligning with their own values, needs,
and preferences.
