Effects of Consumer Behaviour
MARKETING IMPLICATIONS BASED ON INTERNAL INFLUENCES ON PRODUCT PURCHASE 1. Need for the refrigerator
• The need for refrigerator is mostly just a physiological need and a refrigerator is a utilitarian product for all the consumers. * In cases where a high end refrigerator is bought it is also to satisfy the esteem need of the consumer. By buying a high end product at a premium price the consumer would like to impress his friends or relatives after being seen using a stylish and high technology product.
Marketing Implications:
In the case of high quality product the marketer should try to promote its products in a way such that the consumer feels that owning the product will enhance his esteem.
In case of a utilitarian product the marketer should promote its product as a product which fulfils physiological needs of the product. 2. Personality of the buyer
• Personality of the buyer influences his purchase behaviour. An extrovert person will buy a stylish product and a person who is not afraid of taking risks is more likely to buy an innovative product.
Marketing Implications:
Marketer should try to have a product which appeals to all its customers irrespective of the personality of the customer i.e. it should have such attributes which appeals to the masses. 3. Level of involvement with the purchase
• Refrigerator is a high involvement product for all the respondents and the buyer generally consults with others and compares the features of different brands before deciding to buy.
Marketing Implications:
As refrigerator is a high involvement product for which the customer searches and evaluates it the marketer should make sure that his brand is in the evoked set of the customer and try to influence the evaluation criteria of the consumer so that his brand has a top of the mind recall while buying refrigerator. 4. Motive of buying refrigerator
• Both the manifest & the latent motives play important part in the
• The need for refrigerator is mostly just a physiological need and a refrigerator is a utilitarian product for all the consumers. * In cases where a high end refrigerator is bought it is also to satisfy the esteem need of the consumer. By buying a high end product at a premium price the consumer would like to impress his friends or relatives after being seen using a stylish and high technology product.
Marketing Implications:
In the case of high quality product the marketer should try to promote its products in a way such that the consumer feels that owning the product will enhance his esteem.
In case of a utilitarian product the marketer should promote its product as a product which fulfils physiological needs of the product. 2. Personality of the buyer
• Personality of the buyer influences his purchase behaviour. An extrovert person will buy a stylish product and a person who is not afraid of taking risks is more likely to buy an innovative product.
Marketing Implications:
Marketer should try to have a product which appeals to all its customers irrespective of the personality of the customer i.e. it should have such attributes which appeals to the masses. 3. Level of involvement with the purchase
• Refrigerator is a high involvement product for all the respondents and the buyer generally consults with others and compares the features of different brands before deciding to buy.
Marketing Implications:
As refrigerator is a high involvement product for which the customer searches and evaluates it the marketer should make sure that his brand is in the evoked set of the customer and try to influence the evaluation criteria of the consumer so that his brand has a top of the mind recall while buying refrigerator. 4. Motive of buying refrigerator
• Both the manifest & the latent motives play important part in the