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Consumer behaviour is comparatively a new field of study which evolved just after the
Second World War. The sellers market has disappeared and buyers market has come up. This
led to paradigm shift of the manufacturers attention from product to consumer and specially
focused on the consumer behaviour. The evaluation of marketing concept from mere selling
concept to consumer- oriented marketing has resulted in buyer behaviour becoming an
independent discipline. The growth of consumerism and consumer legislation emphasizes the
importance that is given to the consumer. Consumer behaviour is a study of how individuals
make decision to spend their available resources (time, money and effort) or consumption
related aspects (What they buy? When they buy?, How they buy? etc.). The heterogeneity
among people makes understanding consumer behaviour a challenging task to marketers.
Hence marketers felt the need to obtain an in- depth knowledge of consumers buying
behaviour. Finally this knowledge acted as an imperative tool in the hands of marketers to
forecast the future buying behaviour of customers and devise four marketing strategies in
order to create long term customer relationship.
Consumer Behaviour It is broadly the study of individuals, or organisations and the processes
consumers use to search, select, use and dispose of products, services, experience, or ideas to
satisfy needs and its impact on the consumer and society. Customers versus Consumers The
term customeris specific in terms of brand, company, or shop. It refers to person who
customarily or regularly purchases particular brand, purchases particular companys product,
or purchases from particular shop. Thus a person who shops at Bata Stores or who uses
Raymonds clothing is a customer of these firms. Whereas the consumer is a person who
generally engages in the activities - search, select, use and dispose of products, services,
experience, or ideas. Consumer Motives Consumer has a motive for purchasing a particular
product. Motive is a strong feeling, urge, instinct, desire or emotion that makes the buyer to
make a decision to buy. Buying motives thus are defined as those influences or
considerations which provide the impulse to buy, induce action or determine choice in the
purchase of goods or service. These motives are generally controlled by economic, social,
psychological influences etc. Motives which Influence Purchase Decision The buying
motives may be classified into two:
i.
ii.
Product Motives
Patronage Motives
PRODUCT MOTIVES:
Product motives may be defined as those impulses, desires and considerations which make
the buyer purchase a product. These may still be classified on the basis of nature of
satisfaction:
a)
PATRONAGE MOTIVES:
Patronage motives may be defined as consideration or impulses which persuade the buyer to
patronage specific shops. Just like product motives patronage can also be grouped as
emotional and rational.
Emotional Patronage Motives those that persuade a customer to buy from specific shops,
without any logical reason behind this action. He may be subjective for shopping in his
favourite place.
Rational Patronage Motives are those which arise when selecting a place depending on the
buyer satisfaction that it offers a wide selection, it has latest models, offers good after-sales
service etc.
Demographic Factors
Sex
Age
Race
Psychological Factors
Need
Perception
Ability and Knowledge
Attitude
Personality
Lifestyles
Social Factors
Opinion Leaders
Roles and Family Influences
Reference Groups
Social Class
Culture and Sub-culture
These are all the theories regarding the consumer buying behavior. Now lets focus on the
male and female buying behavior.
need
that
should
be
solved.
2. Information Search
Once a problem is recognized, the customer search process begins. They know there is an
issue and theyre looking for a solution. If its a new makeup foundation, they look for
foundation; if its a new refrigerator with all the newest technology thrown in, they start
looking at refrigerators its fairly straight forward.
3. Evaluation of Alternatives
Just because you stand out among the competition doesnt mean a customer will absolutely
purchase your product or service. In fact, now more than ever, customers want to be sure
theyve done thorough research prior to making a purchase. Because of this, even though they
may be sure of what they want, theyll still want to compare other options to ensure their
decision is the right one.
4. Purchase
A need has been created, research has been completed and the customer has decided to make
a purchase. All the stages that lead to a conversion have been finished. However, this doesnt
mean its a sure thing. A consumer could still be lost. Marketing is just as important during
this stage as during the previous.
Marketing to this stage is straightforward: keep it simple. Test your brands purchase process
online. Is it complicated? Are there too many steps? Is the load time too slow? Can a
purchase be completed just as simply on a mobile device as on a desktop computer? Ask
these critical questions and make adjustments. If the purchase process is too difficult,
customers, and therefore revenue, can be easily lost.
5. Post-Purchase Evaluation
Just because a purchase has been made, the process has not ended. In fact, revenues and
customer loyalty can be easily lost. After a purchase is made, its inevitable that the customer
must decide whether they are satisfied with the decision that was made or not. They evaluate.
If a customer feels as though an incorrect decision was made, a return could take place. This
can be mitigated by identifying the source of dissonance, and offering an exchange that is
simple and straightforward. However, even if the customer is satisfied with his or her
decision to make the purchase, whether a future purchase is made from your brand is still in
question. Because of this, sending follow-up surveys and emails that thank the customer for
making a purchase are critical.
Take the time to understand the six stages of the consumer buying process. Doing this ensures
that your marketing strategy addresses each stage and leads to higher conversions and longterm customer loyalty.
Women have a thicker corpus callous, the bridge of nerve tissue that connects the left
and right side of the brain, leading women to use both sides of their brains to solve
problems. Men predominately use the left side of their brains for this purpose.
Men have a larger brain size by about 10%, but women have substantially more nerve
endings and connections (white matter) than men.
Men and women use different areas of the brain for solving tasks. For example,
women use their larger, more organized cerebral cortex to perform tasks, while men
rely on the larger proportion of gray matter in the left hemisphere of their brains. As a
consequence, women are generally better at identifying and controlling their emotions,
while men are more task-focused.
When compare the behavior of men and women, Men and women have different
expectations about the shopping experience.
Men are utilitarian shoppers, seeking to quickly and efficiently complete a task with a
minimum of social interaction and unnecessary effort. But women are not.
Not like women, Men usually shop alone, while women often shop in groups of three
or four to maximize the social aspects of shopping
Female Buyers:
In the Indian Society it is assumed that the females of the family play a pivotal role while any
buying decision is made.
The world is changing all the time. What has not changed is that shopping is a social activity
for women.
Women like to shop with her friends. They encourage and advise each other to purchase
different products.
Women
want
to
have
many
choices.
Today's modern women have less patience and less time to look for stores to get the best
price.
o
Women prefer to shop in stores that she has a relationship to work actively with loyalty
programs and customer activities.
Her system of problem-solving takes a long time and involves making everything personal.
We also see that the responsible for regulating emotion, is larger in women.
Understanding a woman's buying process is crucial when you are in a sales situation.
What women want, Women, especially working mothers, lead time-pressured lives and
therefore appreciate products that simplify tasks and relieve anxieties
Most of the women think the primary benefit is being alerted to coupons, promotions and
deals by connecting with brands on social media.
Women shoppers values sales associates who make them feel important
Male Buyers:
Men will need to be shown the big picture as they think in a more macro way.
Men enjoy humour in adverts and are usually more crude and aggressive.
Men find a 'chatty' style in adverts annoying. They prefer hard data and concise language.
Men do not really respond to any colours and images seem irrelevant.
Men value the sales associates effort in getting them through checkout quickly
Difficulty in finding parking close to the stores entrance is the top problem for men
Men act almost as if they are dealing with an ATM machine; In fact, they want to deal with an
ATM machine. They really dont want to deal with a person
Men are less likely to hunt for bargains or use coupons. Men are also more likely to
accept a less-than-ideal product, preferring to avoid another shopping trip.
Men arent major comparison shoppers and theyre willing to pay a little more to
speed up the process than to spend time hunting down bargains.
Men seldom compare prices. Men dont care if the item is on sale. Men really dont
care about the colour. Men sometimes compare quality, but usually only when it
involves tools.