Consumer

Behaviour &
Counterfeit
MSC 504, 5th Trimester, IBCS
Consumer Behaviour
• the study of the processes by which
customers come to purchase and
consume a service
• influenced by:
• psychological factors
• personal factors
• social factors
• cultural factors
 The Consumer Purchase
Process
Marketing Factors Purchase ProcessPersonal and
Environmental
Product Factors

Price Psychological

Personal
Place
Social

Promotion Cultural
Problem Recognition
• the consumer must become
aware of the problem or
need
• may be automatic (such as in
the case of the need for
food or sleep) or due to a
lifestyle change (newlywed,
new parents, retirement)
• the product provides a
solution to the problem
(eating relieves the hunger)
Information Seeking
co n su m e rs se e k in fo rm a tio n p rio r to
fin d in g the product that meets their
needs
th e in fo rm a tio n se a rch m a y b e lo n g
a n d d e ta ile d , o r sh o rt a n d lim ite d
d e p e n d in g o n th e n a tu re o f th e n e e d
( such as buying a car versus buying
a ca n d y b a r)
a s co n su m e rs b e co m e m o re
exp e rie n ce d in sh o p p in g th e y re ly
m o re o n th e ir m e m o ry fo r re trie vin g
in fo rm a tio n ra th e r th a n a ctive ly
Evaluation of
Alternatives
• the information search
will result in enough
information for the
consumer to
comparatively
evaluate various
products
• products are compared
to identify the best
Purchase Decision
• the decision to choose a particular
product
• may be made based upon rational
(logical evaluation of product
features) or emotional (non-
objective evaluation of product
features) motivations
• logical motives include items such as
cost, quality, usefulness
• emotional motives may include fear,
sociability, aesthetics, imitation of
Post-Purchase
Evaluation
• marketers must market
after the sale as well
to insure happiness
and to reduce
purchase anxiety
• purchase anxiety
(buyer’s remorse) is
fear on the part of
purchasers that they
have purchased the
wrong product
(especially crucial for
Three forms
• Imitation,
• Faking and
• Pre-emption.
Imitation
• Imitation amounts simply to coping
an established brand. For example a
manufacturer in hongkong may
produce cheap jeans and put on the
RAYMONDS label for sale as a
genuine RAYMONDS product.
Faking
• FAKING refers to identifying the fraudulent product
with a symbol, logo or brand name that is very
similar to the famous brand. For example in
rural markets of our country, CADBURY’S are
sold as CHAUDHRY’S brand.
Pre emption
• Countries where law permits
wholesale registration of brand
names, companies take advantage
of having the same brand name of a
successful brand for their own
product completely unrelated to the
original product. For example LUX
banians
•
Myth vs Reality
• A brand is NOT what the
company says it is.
• A brand is what the consumer
BELIEVES it is
Imitation or
counterfeiting
Environment Behaviour

C o n fu si
abandon/postpone
too similar stimuli clarify buying goals
perception

too much stimuli seek additional information

on
ambigous stimuli narrow down the choice set
complex stimuli share delegate the decision
Student presentations
• Topics – Identify the brand image of the following
brands
• Airtel
• Lux
• Dove soap
• TVS scooty
• Raymonds
• Bacardi
• LG/Samsung
• Titan watches
• Woodland shoes
• Big Bazar
• Kingfisher airlines
• Lays
• Bingo