Introduction to Consumer behaviour
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Consumer behavior is the study of how individuals and groups select, purchase, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants. It analyzes factors influencing purchasing decisions like culture, social groups, family, personal characteristics, and the consumer decision-making process. Marketers study consumer behavior to better understand purchase motivations and develop effective marketing strategies.
Introduction to Consumer behaviour
- 2. Who is a Consumer ? There are various situations where we can understand that the customer and consumer can be the same person, but these words altogether have a different meaning. Every human being on earth is consumers or customers in some way or the other and are commonly misunderstood. A consumer is someone who consumes or uses the goods, and The customer is someone who purchases the commodity and makes the payment.
- 3. Who is a Consumer ? Any individual who purchases goods and services from the market for his/her end-use is called a consumer. In simpler words a consumer is one who consumes goods and services available in the market. Example - Irfan might purchase a tricycle for his son or Shine might buy a shirt for himself. In the above examples, both Irfan and Shine are consumers.
- 4. The marketer try to find out ... Suppose a tooth paste manufacturer of a new variety of tooth paste, should analyse the nature of individual consumption behavior…. Why do consumer uses tooth paste….? Which brand he prefer? Why do consumer prefer .... Brand? How does she buys it? (cash or credit) When she buys it? What is the frequency of buying?/ How often she buys it? How much she buys?
- 6. What is Consumer Behaviour ? Consumer Behaviour is a branch which deals with the various stages a consumer goes through before purchasing products or services for his end use.
- 7. External Influences Culture Demographics and social stratification Ethnic, religious, and regional subcultures Families and households Groups The Nature of Consumer Behavior Internal Influences Perception Learning Memory Motives Personality Emotions Attitudes
- 8. Why study consumer behavior? • Consumer the proper Marketing behavior theory provides the manager with questions to ask • practice designed to influence consumer behavior influences the firm, the individual, and society • All marketing decisions and regulations are based on assumptions about consumer behavior
- 9. Consumer behavior is 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 Behavior and Marketing Strategy
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