Analyzing Consumer Markets

Consumer Behavior is the study about the actions taken by the consumer pre-during-post purchase.

It is very necessary to analyse the consumer behavior in order to satisfy their needs.

The Marketing Stimuli is the Marketing Mix that is the Product, Place, Price and Promotion. Until the the product isn't available to the consumer or the awareness isn't created, there wont be any generation of stimulus towards the product from the consumer.

Nirma has made sure the product is widely available and the product awareness is made through promotions.

Consumer Psychology:

Motivation: Prior to Nirma, deetergents was not a basic need but a luxury item. Nirma with its quality and price appealed to the customers and motivated them to buy the product.

Memory: With its catchy jingle and advertisements, Nirma could be easily associated to the brand through its jingle. Hema Rekha Jaya aur Sushma could be easily related as they are among the most common names of women.

Consumer Characteristics: The cultural, social and personal factors play an imprtant role in the consumer buying behavior. 

Culture: When the socia-economic is taken into consideration, Nirma is targeted to differnt sections with different products. While Nirma Super was towards premiun, other Nirma products were for the lower economic sect.

Becauses of its brand image and affordability, it was desired by the women .

Consumer Buying Behavior has already been explained in the previous post. 

Purchase Decision:

The consumer evaluates his alternatives and considering his basic intention decides on the product. Here Nirma is a product which has quality and affordable price.