Consumer Behaviour

Prepared By:

VIKASH KAUNDAL

 Represent

situations where a product can be consumed e.g. consume food & drugs  Customer is different from consumer  Customers are those who cannot directly consumed e.g. in case of garment & durable goods

 Behaviour

refers to way of acting or functioning  Interaction with the near surrounding environment, inherent in living creature and mediated by inner and external activeness  Mediated by need, culture, personality, learning, involvement and attitude.

The

study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society.

 Consumer

do not act as theory would suggest  Changing preference of consumers  Differentiated product reflect their special needs, life style and personality  Meeting of special needs of customers required market segmentation  Introduction of new products with rapid change in technology

Marketing stimuli

Product Price Place Promotion

Other stimuli

Buyer’s characteristics

Economic Technological Political Cultural

Cultural Social Personal Psychological

Buyer’s decisions

Product choice Brand choice Dealer choice Purchase timing Purchase amount

Buyer’s decision process

Problem recognition Information search Evaluation Decision Postpurchase behavior

Cultural

Factors Personal Factors Social Factors Psychological Factors

Culture Subculture Social Class

Buyer

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Reference Groups Family

Roles & Statuses

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Personal Influences Age and Family Life Cycle Stage

Occupation & Economic Circumstances

Lifestyle

Personality & Self-Concept

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Motivation Beliefs & Attitudes Perception Learning

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Problem recognition Information search Evaluation of alternatives

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Purchase decision Postpurchase behavior

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