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Different Consumer behaviourroles

Consumer plays different roles:

1. Initiator: Initiator is the individual who determines that some needor want is not being fulfilled and authorizes a purchase to rectify thesituation.

2. Gatekeeper: influences the family processing of information the

gatekeeper has the greatest expertise in acquiring and evaluatingthe information.

3. Influencer: is a person who by some intentional or unintentionalword or action, influences the buying decision, actual purchase orthe use of product or service.

4. Decider: the person or persons who actually determines whichproduct or service will be chosen.

5. Buyer: buyer is an individual who actually makes the purchasetransaction.

6. User (s): user is a person most directly involved in the use orconsumption of the purchased product.

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Consumer behaviour is Inter-disciplinaryor Multi-disciplinary in nature

CB is the best blend of contribution made by the different types of socialsciences such as:

1. Psychology: the aspects like motivation, perception, personality,attitudes, values, and learning are important subject matter of bothpsychological as well as of consumer behaviour. All these aspects

help in understanding the consumer behaviour2. Sociology: it is study of people behaviour in group. There is direct

effect of group family, and friends circles on consumer behaviour.

3. Social psychology: it is a combination of sociology andpsychology. It indicates how consumer behaves as individual in a

group. It discusses the effect of opinions of peers, reference groupfamily and opinion leaders.

4. Cultural anthropology: Anthropology is the study of ones culturebeliefs, values, attitudes, perception, and customs. These all areadopted by an individual from their culture.

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Economics is study of:1. How consumers spend their funds2. Evaluation of alternatives3. How to have maximum satisfactionFor their purchase

Cultural Anthropology1. Development of core beliefs,values and customs2. Sub cultures3. National and international culture

Psychology is study of:1. Motivation2. Perception3. Attitudes4. Personality5. Learning

Discipline contributing towards studyOf consumer behaviour

Social psychology is study of:1. Contribution of psychology &Sociology2. Peers & reference groups3. Family environment4. Opinion leaders

Sociology is study of: Group formation Group responses & actions Contribution of family & friendsCircles and colleagues

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Firms Marketing efforts:1. Product2. Promotion3. Price

4. Channels of distribution

External Influence

Socio-cultural Environment:1. Family2. Informal sources3. Social class

4. Culture and sub-culture

INPUT

Consumer Decision Making

Need Recognition

Pre purchase search

Evaluation of alternatives

Psychological Field1. Motivation 5. Attitudes

2. Perception3. Learning4. Personality

PROCESS

Experience

Post purchase behaviour

Purchase1. Trial 2. Repeat Purchase

Post Purchase Experience

OUTPUT

Experience

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The process of consumer decision making

can be viewed as three distinct but

interlocking stages:

1. The Input Stage

2. The Process Stage

3. The Output Stage