Consumer Behaviour...by Shahid Elims..

CONSUMER BEHAVIOUR

Rapidly growing discipline Involves more than products More than just how person buy Multi dimensional & dynamic process  Involves many people  Involves Consumer decisionacquisition, consumption and disposal of activities    

Consumer Behavior reflects Totality of decisions by decision making units

Whether What Why How When Where How much How often How long

Acquisition Usage Disposition

about the consumption over time

Product Service Time Ideas

of an offering

Information gather Influencer Decider Purchaser User

Marketing Strategies & tactics

Hours Days Weeks Months Years

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? Psychological Core 1.Motivation , ability & opportunity 2.Exposure Attention & perception 3. Categorization and Comprehension 4. Attitude Formation and Change 5. Memory and retrieval

Decision making process Problem recognition , information search Judgment and decision making Post decision making process

Consumer Behavior Outcomes Symbolic consumer behavior resistance to adoption and diffusion of innovations

Consumer culture Regional ethnic and religious influence Social class influence Age gender and household differences Reference group and social influence Psychographic values personality and life style

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