Consumer BehaviourDefine consumer behavior and explain its

nature/features.Explain the factors influencing consumer

behaviour.Explain the steps in consumer buying

decision process.

Introduction

Consumer psychology needs a special attention in the present highly competitive and consumer-oriented marketing system.Consumer is the cause & purpose of all

production and marketing activities.

Meaning of Consumer/Buyer BehaviorConsumer is the most important person in

business. His attitude, behavior, needs and reactions play an important role in regard to marketing plans and policies of companies.

Companies study the behaviours of consumers constantly for their benefits.

Consumer behavior is comparatively new area within the scope of business management.

The purpose of study of consumer behavior is to understand human actions and reactions (consumer behaviour) in the best possible manner.

Definition of Consumer/Buyer behaviourConsumer behavior is the process whereby

individuals decide what, when, where, how and from whom to purchase goods and services.

Walters and Paul

Buyer behaviour is all psychological, social and physical behaviour of potential customers as they become aware of, evaluate, purchase, consume and tell others about the products and services.

Webster

Types of Buyers1. Friendly/co-operative

buyer.2. Timid/reserved/shy

buyer.3. Silent buyer.4. Undecided buyer.5. Price or quality

conscious buyer.6. Argumentative buyer.7. Suspicious buyer.

8. Impatient buyer.9. Bargain buyer.10. Impulsive buyer.11.Over-cautious

buyer.12.Slow-thinking

buyer13.Rude/ill-mannered

buyer.14.Clever/intelligent

buyer.

Factors influencing buyer behaviourSocial factors.-Family, roles and status, ref.

groupsEconomic factors.-size of family, disposable

Pincomepropensity to consume, consumer credit, dis. income

Cultural factors.-sub culture, soc. Class (wealth, income)

Personal factors.-age, occ., life style, personalityPhysiological factors.-basic needsPsychological factors.-motivation, perception,

learning, beliefs, attitude

Decisions taken by the buyer while purchasing

Need recognition Information search

Evaluation of alternatives

Purchase decision

Post-purchase Behaviour

Buying Motives of Consumer/Customers1. Fear.2. Profit/Gain.3. Vanity.4. Pride.5. Fashion.6. Love and Affection.

7. Curiosity.8. Admiration.9. Jealousy. 10.Patronage.11.Comfort and

Convenience.12.Health.

Types of Buyer behaviour

Complex buying behaviour.Dissonance-reducing buying behaviour.Habitual buying behaviour.Variety-seeking buying behaviour.

Importance of consumer/buyer behaviour in marketing management

Study of consumer behaviour has special importance in the present competitve

marketing management system.Understanding buyer/consumer behaviour is

very important for successful marketing.

Meaning & Importance of Buyer/Consumer PsychologyKnowledgeAttitudes & EmotionsImagesIntentions Buying Motives

Steps in Selling/Buying ProcessProspecting.Pre-approach.Attention.Interest.Desire.Action.