AVAL:

Marketing to
the ‘Indian’
Consumer Made by-
Anam Mehmood
Sahil Khusro
Sagar Khandelwal
Rohit Seth
Chitrannjali Verma
Consumer Behavior

Definition

Study of how individuals, groups and

organizations select, buy, use and dispose off
goods, services or experiences to satisfy their
needs and wants
Factors Affecting Consumer
Behaviour
1. Culture Factors:
• Culture:
Shared, learned, symbolic system of values, beliefs
and attitudes that shapes and influences perception
and behaviour.

• Subculture:
Each culture has different subcultures. Useful for
marketing groups for segmenting the market.
Contd

• Social Class:
Determined by wealth, education, occupation etc.
Important for marketing because the buying behavior
of people in a particular social class is similar.

2. Social Factors
• Reference groups:
Reference groups have the potential for the
formation of an attitude or behavior of the
individual. Reference groups also include opinion
leader.
Contd

• Family:
Vendors are trying to find the roles and influence of
the husband, wife and children, so as to target that
member of the family.

• Roles and Status:

Each person has different roles and status in society in
terms of groups, clubs, family, organization to which it
belongs which effects their purchase decisions.
Contd

3. Personal Factors:
• Age: Development of products based on the life cycle.
• Occupation
• Economic situation: Income and savings of a customer
effects their purchase decision
• Lifestyle: Determined by the client’s interests,
opinions and shapes their whole pattern of acting and
interacting.
• Personality: Totality of the conduct of a man in
different circumstances.
Contd
4. Psychological factors

• Motivation: Need becomes a motive when it is

most urgent to lead the individual to seek
satisfaction.
• Beliefs and attitude: Shapes the brand image
and affect consumer buying behavior.
• Perception: Select, organize and interpret
information in a way to produce a meaningful
experience of the world.
Reason for studying Consumer
Behaviour

 To stay in business by attracting and

retaining customers
 To benefit from understanding consumer
problems
 To establish competitive advantage
 In order to develop the marketing mix
Marketing-Mix
 Four ingredients: (i) product, (ii) pricing (iii)
promotional activities, and (iv) place.
 Purpose- Satisfaction of needs of the
customers.
 Marketing strategies and policies are
implemented through these instruments.
 There is a balanced relation between the
elements. The channels of distribution will also
depend upon the nature, utility etc. of the
product.
Importance of Marketing-Mix

 Link between the business firm and its

customers.
 It helps in pursuing consumer-oriented

marketing.
 Helps in increasing sales and earning higher

profits.
 Facilitates meeting the requirement of

different types of customers.

Components And Interaction of
Marketing-mix
Product Decisions Price Decisions Distribution (Place) Promotion Decisions
Decisions
•Brand name •Pricing strategy (skim, •Distribution channels •Advertising
penetration, etc.)
•Functionality •Suggested retail price •Market coverage •Personal selling & sales
(inclusive, selective, or force
exclusive distribution)
•Accessories and •Volume discounts and •Inventory management •Sales promotions
services Cash and early payment
wholesale pricing
discounts
•Quality •Seasonal pricing  
•Safety •Bundling •Transportation  
•Packaging •Price discrimination •Reverse logistics  
•Repairs and Support      
•Warranty      
•Styling      
Consumer Decision-Making
Process
Need
Need Recognition
Recognition

Information
Information Search
Search

Evaluation
Evaluation
of
of Alternatives
Alternatives

Purchase
Purchase

Postpurchase
Postpurchase
Behavior
Behavior
Audio Video Appliances Limited
(AVAL)
 Rs-2000 crore company
 Pramod Bhoop - CEO
 Manufacturing and marketing of Home Appliances
and Consumer Electronics.
 Products range- Air Conditioner, Refrigerators,
Television
 Technological edge and marketing know-how so
as to expand
 Well established professional skill of the
Marketing team
 Robust distribution network
Concern for AVAL

 Lack of insight into the Indian consumers'

behavior
Pre Liberalisation
Low purchasing power and
confined to a limited number of
people
Sellers market
Less spending and more saving
More of necessity buying
Mutual buying decisions of all
members
Post Liberalisation
Higher purchasing power and
much more evenly distributed.
Buyers market
More spending and investing
Interest in luxury products
Individualistic buying behaviour
 Earlier Market

Sales and Promotion

Goods and Services

Producer Consumer
Money
 Present Market

Sales and Promotion

Goods and Services

Producer Consumer
Money

Communication and
Feedback
Reasons for Launching Laptops
 AVAL has the technological capability.
 Laptop is one of the largest selling electronic equipment
in the market today.
 The demand for laptops has increased with the increase
in educational institutes in India.
 AVAL has the experience and expertise of selling
electronic items.
 Laptop will be a very important part of their
diversification plans.
Marketing Mix for AVAL Laptops
 Product
• Indian flavor
• Product of different features and ranges according to needs
of consumer
• Innovation and adaptation

 Place
• E-commerce
• Having tie ups with electronic
• Availability and Focus more on urban area
Contd

Marketing Mix
 Promotion
• Provide Buying facilities for the middle class
• Exchange offers, combo offers, discounts
• Target the Youth in the Family
• Target Business Professionals
• Advertising
People should feel that it is a necessity
People should feel that the product is for everyone
Appoint a brand ambassador
Give detailed advertisement
Lay emphasis on unique aspects about the product
Contd

Marketing Mix
 Price
• Customer Segmentation according to income.
• Target Mass market through price penetration.