Consumer Behaviour

In todays scenario where, consumer is the king, Brand's need to study how an individual, group or an organization will select, buy, use any product or service and the factors which influence their decisions. To survive in the market the study is most important tool with them. Apart from above reasons social factors, personal factors, cultural factors, evaluation of alternatives  that go into it. Consumer’s behavior in today’s scenario keeps on changing just because of the availability of the large no. of choices.

For a Brand like Vaseline, its very important that they understand what the consumers want, as unlike other brands, Vaseline deals with Skin Care a niche segment which is very close to the consumer. For Vaseline it becomes extremely important that they know what consumers wan and what they don't want in the product, what they usually don't like about their skin and want to improve.
There are various factors which influence consumer behavior in day to day life, which make them to decide whether to buy the particular product or not.

These factors include:

Marketing Stimuli
Products & service	Petroleum Jelly, customer service
Price	Comparatively priced to competitors
Distribution	Available across regions and markets
Communications	Adverts across mediums

 

Other Stimuli
Economic	Very economical considering the benefits
Technology	Advance R&D goes into skin care
Political	-
Cultural	Family, friends, suggestion.

 

Consumer Psychology
Motivation	Dry skin, easily available, comfortable pricing
Perception	Works good for dry skin and skin care in general
Learning	-
Memory	Last experience

Consumer Characteristics
Cultural	-
Social	Dry skin may lead to inferiority complex, saves the consumer from it
Personal	Soft skin, day goes by without discomfort

 

 

Buying Decision Process
Problem recognition	Dry skin, chapped lips, dry feet etc.
Information search	Availability around, variant search
Evaluation of alternatives	Emami and Himalaya
Purchase decision	Odor, stickiness, price
Post purchase behavior	Satisfied/dissatisfied



 

Purchase Decision
Product Choice	Based on preference and problem at hand
Brand Choice	Based on Brand image and past experience
Dealer Choice	Nearest
Purchase amount	Depends on the customer
Purchase timing	When need arises
Payment method	Cash