CONSUMER BEHAVIOUR

 Rapidly growing discipline

 Involves more than products
 More than just how person buy
 Multi dimensional & dynamic
process
 Involves many people
 Involves Consumer decision-
acquisition, consumption and
disposal of activities
 Consumer Behavior reflects
Totality of decisions about the consumption of an offering
by decision making units over time

Whether
What
Why
How Information
When Acquisition Product gather Hours
Where Usage Service Influencer Days
How Disposition Time Decider Weeks
much Ideas Purchaser Months
How User Years
often
How long

Marketing Strategies & tactics

Definition
 Consumer behaviour refers to the actions
and decision processes of people who
purchase goods and services for
personal consumption .
 The mental and emotional processes and
physical activities of people who
purchase and use goods and services to
satisfy particular needs and wants
 The behaviour consumer display in
searching for , purchasing , using
,evaluating and disposing of, if products
and service s they expect will satisfy
Consumer Vs Customer

 Consumer – Personal , Organizational

 Anyone who regularly makes

purchases from a store or a
company is termed as Customer
Consumer behaviour roles
 Initiator
 Gate keeper
 Influencer
 Decider
 Buyer
 User
What affects consumer
Behaviour?
Decision making Consumer culture
Psychological process
Core Regional ethnic
1.Motivation , Problem and religious
ability & recognition , influence
opportunity information Social class
2.Exposure search influence
Attention & Judgment and Age gender
perception decision making and household
3. Post decision differences
Categorization making process Reference
and group and
Comprehension social influence
4. Attitude Consumer Behavior
Psychographic
Formation and Outcomes values
Change personality and
5. Memory and Symbolic consumer behavior
life style
retrieval resistance to adoption and
diffusion of innovations
Factors Influencing Consumer
behaviour
 Economic Factors
 Social factors
 Psychology
 Anthropology &Geography
 Technology
 Others
Advantages
 Analyzing market opportunity
 selecting target market
 Marketing Mix decisions
 Use in social and non profits
marketing
Disadvantages
 Consumers are exploited by fancy
and false claims
 Consumers are attracted by gifts
,lotteries ,exchange schemes and
other sales promotion techniques