Consumer Behaviour

By Florian, Gia & Shourabh

Consumer behaviour

Gia D’Cunha Shourabh Chatterji Florian Bertaud

By Florian, Gia & Shourabh

Introduction

By Florian, Gia & Shourabh

Consumer Behaviour I.

Generalities

II.

Current Marketing trends

III. Consumer behaviour comparison

By Florian, Gia & Shourabh

A. Consumption Society To consume has become a social phenomenon

Video

By Florian, Gia & Shourabh

B. What do we mean by « behaviour » ? • A behaviour is something concrete that we can analyse • It refers to the actions or reactions to an object or situation usually in reaction to the environment • Obviously, we are talking about the « Act of  purchase »

By Florian, Gia & Shourabh

Steps of the « Act of purchase » 1. 2. 3. 4. 5. 6.

We need something We look for information We value features and options We choose and buy We use / consume General assessment (post-purchase)

By Florian, Gia & Shourabh

C. What is a « consumer » ? • A consumer is a person with: • • • •

its own personality its preferences its psychology …

•

Many faces of a consumer: • • • • •

The user The buyer The decider The influencer …

• A consumer belongs to a social environment: • • • • • •

A group A family A tribe A community A caste …

Analysis of Indian and French needs

By Florian, Gia & Shourabh

Which factors influence the French and Indian consumer ? Period of the year India France Events, festivals, even it’s Religion fest: Christmas, not my religion Pâques (Easter) Mother and Father fest

Which factors influence the French and Indian consumer ? Knowledge of the product India France Depends on place: urban / rural

More and more informed with NTIC (50 % of homes are equipped with a computer with internet connection)

So, he is more demanding

Changing fast with the penetration of the internet

By Florian, Gia & Shourabh

Which factors influence the French and Indian consumer ? Social Responsibility / Green products India France Not a major influencer in More concerned about : - Green products India - Fair Trade Growing up Concept of « Consom’acteur

By Florian, Gia & Shourabh

Which factors influence the French and Indian consumer ? Internet purchase India Not very much , but is gaining ground

France Increasing: Now, French teenagers spent more time on internet than in front on the TV

By Florian, Gia & Shourabh

Which factors influence the French and Indian consumer ? Culture of bargaining India France Everywhere, everytime Very rare Bargaining is very Only Flea Market where important and popular we can deal the price (to bargain for a low price). Illegal Video By Florian, Gia & Shourabh

Which factors influence the French and Indian consumer ? Gaining maximum value India France When the product is worn out, Indians will reuse a product till the last bit of consumers throw out easily Ex: A pen… value can be obtained from it.

By Florian, Gia & Shourabh

Changes in Consumer Behaviour More informed decision making Desire for greater convenience-Cab culture More materialistic, consumerism- new, old generation Video Fast paced life- everything ready- 2min noodles etc

By Florian, Gia & Shourabh

Changes in Consumer Behaviour Shift from landlines to cell phones to the internet, and shift from PCs to laptops More concern for the environment- More focus on “Green” products- may just be a fad!! Credit cards for quick “cashless” purchases Easy shopping, eliminates need to carry cash

By Florian, Gia & Shourabh

Conclusion • Beware of plastic money, it can send your consumers out of control!!! Video • Find the gap in the market created by changes in consumer behaviour • Check if there is a market in the gap before trying to fill it!!

By Florian, Gia & Shourabh