![Open Elective-VII
CONSUMER BEHAVIOR
BTCOE605(C)
Open Elective-VII
CONSUMER BEHAVIOR
BTCOE605(C)
Weekly Teaching hrs (L): 2
Evaluation Scheme:
[MSE -20] [CA -20][ESE-60]
Credit :2
Weekly Teaching hrs (L): 2
Evaluation Scheme:
[MSE -20] [CA -20][ESE-60]
Credit :2
Weekly Teaching hrs (L): 2
Evaluation Scheme:
[MSE -20] [CA -20][ESE-60]
Credit :2
Weekly Teaching hrs (L): 2
Evaluation Scheme:
[MSE -20] [CA -20][ESE-60]
Credit :2
Prepared by : Dr. Dnyaneshwar K Kirange
Associate Professor
Department of Computer Engineering ,
J. T. Mahajan College of Engineering ,Faizpur
DBATU Lonere
Prepared by : Dr. Dnyaneshwar K Kirange
Associate Professor
Department of Computer Engineering ,
J. T. Mahajan College of Engineering ,Faizpur
DBATU Lonere](https://image.slidesharecdn.com/introductiontothestudyofconsumerbehavior-200128104524/85/Introduction-to-the-study-of-consumer-behavior-1-320.jpg)
Introduction to the study of consumer behavior
- 1. Open Elective-VII CONSUMER BEHAVIOR BTCOE605(C) Open Elective-VII CONSUMER BEHAVIOR BTCOE605(C) Weekly Teaching hrs (L): 2 Evaluation Scheme: [MSE -20] [CA -20][ESE-60] Credit :2 Weekly Teaching hrs (L): 2 Evaluation Scheme: [MSE -20] [CA -20][ESE-60] Credit :2 Weekly Teaching hrs (L): 2 Evaluation Scheme: [MSE -20] [CA -20][ESE-60] Credit :2 Weekly Teaching hrs (L): 2 Evaluation Scheme: [MSE -20] [CA -20][ESE-60] Credit :2 Prepared by : Dr. Dnyaneshwar K Kirange Associate Professor Department of Computer Engineering , J. T. Mahajan College of Engineering ,Faizpur DBATU Lonere Prepared by : Dr. Dnyaneshwar K Kirange Associate Professor Department of Computer Engineering , J. T. Mahajan College of Engineering ,Faizpur DBATU Lonere
- 2. Introduction to the study of consumer behavior • Defining consumer behavior: Consumer Behavior may be defined as “the interplay of forces that takes place during a consumption process, within a consumers’ self and his environment. - this interaction takes place between three elements viz. knowledge, affect and behavior; - it continues through pre-purchase activity to the post purchase experience; - it includes the stages of evaluating, acquiring, using and disposing of goods and services”. The “consumer” includes both personal consumers and business/industrial/organizational consumers. • Defining consumer behavior: Consumer Behavior may be defined as “the interplay of forces that takes place during a consumption process, within a consumers’ self and his environment. - this interaction takes place between three elements viz. knowledge, affect and behavior; - it continues through pre-purchase activity to the post purchase experience; - it includes the stages of evaluating, acquiring, using and disposing of goods and services”. The “consumer” includes both personal consumers and business/industrial/organizational consumers. • Defining consumer behavior: Consumer Behavior may be defined as “the interplay of forces that takes place during a consumption process, within a consumers’ self and his environment. - this interaction takes place between three elements viz. knowledge, affect and behavior; - it continues through pre-purchase activity to the post purchase experience; - it includes the stages of evaluating, acquiring, using and disposing of goods and services”. The “consumer” includes both personal consumers and business/industrial/organizational consumers. • Defining consumer behavior: Consumer Behavior may be defined as “the interplay of forces that takes place during a consumption process, within a consumers’ self and his environment. - this interaction takes place between three elements viz. knowledge, affect and behavior; - it continues through pre-purchase activity to the post purchase experience; - it includes the stages of evaluating, acquiring, using and disposing of goods and services”. The “consumer” includes both personal consumers and business/industrial/organizational consumers.
- 3. • Consumer behavior explains the reasons and logic that underlie purchasing decisions and consumption patterns; • it explains the processes through which buyers make decisions. The study includes the interplay between cognition ,affect and behavior that goes on within a consumer during the consumption process: selecting, using and disposing off goods and services. • Consumer behavior explains the reasons and logic that underlie purchasing decisions and consumption patterns; • it explains the processes through which buyers make decisions. The study includes the interplay between cognition ,affect and behavior that goes on within a consumer during the consumption process: selecting, using and disposing off goods and services. Introduction to the study of consumer behavior • Consumer behavior explains the reasons and logic that underlie purchasing decisions and consumption patterns; • it explains the processes through which buyers make decisions. The study includes the interplay between cognition ,affect and behavior that goes on within a consumer during the consumption process: selecting, using and disposing off goods and services. • Consumer behavior explains the reasons and logic that underlie purchasing decisions and consumption patterns; • it explains the processes through which buyers make decisions. The study includes the interplay between cognition ,affect and behavior that goes on within a consumer during the consumption process: selecting, using and disposing off goods and services.
- 4. • Cognition(process of acquiring Knowledge ): This includes within its ambit(scope) the “knowledge, information processing and thinking” part; It includes the mental processes involved in processing of information, thinking and interpretation of people, objects, things, places and events. In our case, a things would be product or service offering; it could be a brand or even anything to do with the 4Ps.( Product, Price, Place & Promotion) • Cognition(process of acquiring Knowledge ): This includes within its ambit(scope) the “knowledge, information processing and thinking” part; It includes the mental processes involved in processing of information, thinking and interpretation of people, objects, things, places and events. In our case, a things would be product or service offering; it could be a brand or even anything to do with the 4Ps.( Product, Price, Place & Promotion) Introduction to the study of consumer behavior • Cognition(process of acquiring Knowledge ): This includes within its ambit(scope) the “knowledge, information processing and thinking” part; It includes the mental processes involved in processing of information, thinking and interpretation of people, objects, things, places and events. In our case, a things would be product or service offering; it could be a brand or even anything to do with the 4Ps.( Product, Price, Place & Promotion) • Cognition(process of acquiring Knowledge ): This includes within its ambit(scope) the “knowledge, information processing and thinking” part; It includes the mental processes involved in processing of information, thinking and interpretation of people, objects, things, places and events. In our case, a things would be product or service offering; it could be a brand or even anything to do with the 4Ps.( Product, Price, Place & Promotion)
- 5. • Affect: This is the “ feelings” part. It includes the favorable or unfavorable feelings and corresponding emotions towards a Things (eg. towards a product or service offering or a brand). These vary in direction, intensity and persistence. • Behavior: This is the “visible” part. In our case, this could be the purchase activity: to buy or not a buy (again specific to a product or service offering, a brand or even related to any of 4Ps.( Product, Price, Place & Promotion)) • Affect: This is the “ feelings” part. It includes the favorable or unfavorable feelings and corresponding emotions towards a Things (eg. towards a product or service offering or a brand). These vary in direction, intensity and persistence. • Behavior: This is the “visible” part. In our case, this could be the purchase activity: to buy or not a buy (again specific to a product or service offering, a brand or even related to any of 4Ps.( Product, Price, Place & Promotion)) Introduction to the study of consumer behavior • Affect: This is the “ feelings” part. It includes the favorable or unfavorable feelings and corresponding emotions towards a Things (eg. towards a product or service offering or a brand). These vary in direction, intensity and persistence. • Behavior: This is the “visible” part. In our case, this could be the purchase activity: to buy or not a buy (again specific to a product or service offering, a brand or even related to any of 4Ps.( Product, Price, Place & Promotion)) • Affect: This is the “ feelings” part. It includes the favorable or unfavorable feelings and corresponding emotions towards a Things (eg. towards a product or service offering or a brand). These vary in direction, intensity and persistence. • Behavior: This is the “visible” part. In our case, this could be the purchase activity: to buy or not a buy (again specific to a product or service offering, a brand or even related to any of 4Ps.( Product, Price, Place & Promotion))
- 6. Other definitions of Consumer behavior • “The behavior that consumers display in searching for, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs.” - Schiffman and Kanuk • “…..the decision process and physical activity engaged in when evaluating, acquiring, using or disposing of goods and services." - Loudon and Bitta • “The behavior that consumers display in searching for, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs.” - Schiffman and Kanuk • “…..the decision process and physical activity engaged in when evaluating, acquiring, using or disposing of goods and services." - Loudon and Bitta • “The behavior that consumers display in searching for, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs.” - Schiffman and Kanuk • “…..the decision process and physical activity engaged in when evaluating, acquiring, using or disposing of goods and services." - Loudon and Bitta • “The behavior that consumers display in searching for, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs.” - Schiffman and Kanuk • “…..the decision process and physical activity engaged in when evaluating, acquiring, using or disposing of goods and services." - Loudon and Bitta
- 7. • “ The study of consumers as they exchange something of value for a product or service that satisfies their needs” - Wells and Prensky • “Those actions directly involved in obtaining, consuming and disposing of products and services including the decision processes that precede and follow these actions”. -Engel, Blackwell, Miniard • “the dynamic interaction of effect and cognition, behavior and the environment by which human beings conduct the exchange aspects of their lives” -American Marketing Association • “ The study of consumers as they exchange something of value for a product or service that satisfies their needs” - Wells and Prensky • “Those actions directly involved in obtaining, consuming and disposing of products and services including the decision processes that precede and follow these actions”. -Engel, Blackwell, Miniard • “the dynamic interaction of effect and cognition, behavior and the environment by which human beings conduct the exchange aspects of their lives” -American Marketing Association Other definitions of Consumer behavior • “ The study of consumers as they exchange something of value for a product or service that satisfies their needs” - Wells and Prensky • “Those actions directly involved in obtaining, consuming and disposing of products and services including the decision processes that precede and follow these actions”. -Engel, Blackwell, Miniard • “the dynamic interaction of effect and cognition, behavior and the environment by which human beings conduct the exchange aspects of their lives” -American Marketing Association • “ The study of consumers as they exchange something of value for a product or service that satisfies their needs” - Wells and Prensky • “Those actions directly involved in obtaining, consuming and disposing of products and services including the decision processes that precede and follow these actions”. -Engel, Blackwell, Miniard • “the dynamic interaction of effect and cognition, behavior and the environment by which human beings conduct the exchange aspects of their lives” -American Marketing Association
- 8. Nature of Consumer Behavior: • It deals with issues related to cognition, affect and behavior in consumption behaviors, against the backdrop of individual and environmental determinants. An individual’s internal self and include psychological components like personal motivation and involvement, perception, learning and memory, attitudes, self-concept and personality, and, decision making. The environmental determinants pertain to external influences surrounding an individual and include sociological, anthropological and economic components like the family, social groups, reference groups, social class, culture, sub-culture, cross-culture, and national and regional influences. • The subject can be studied at micro or macro levels depending upon whether it is analyzed at the individual level or at the group level. • It deals with issues related to cognition, affect and behavior in consumption behaviors, against the backdrop of individual and environmental determinants. An individual’s internal self and include psychological components like personal motivation and involvement, perception, learning and memory, attitudes, self-concept and personality, and, decision making. The environmental determinants pertain to external influences surrounding an individual and include sociological, anthropological and economic components like the family, social groups, reference groups, social class, culture, sub-culture, cross-culture, and national and regional influences. • The subject can be studied at micro or macro levels depending upon whether it is analyzed at the individual level or at the group level. • It deals with issues related to cognition, affect and behavior in consumption behaviors, against the backdrop of individual and environmental determinants. An individual’s internal self and include psychological components like personal motivation and involvement, perception, learning and memory, attitudes, self-concept and personality, and, decision making. The environmental determinants pertain to external influences surrounding an individual and include sociological, anthropological and economic components like the family, social groups, reference groups, social class, culture, sub-culture, cross-culture, and national and regional influences. • The subject can be studied at micro or macro levels depending upon whether it is analyzed at the individual level or at the group level. • It deals with issues related to cognition, affect and behavior in consumption behaviors, against the backdrop of individual and environmental determinants. An individual’s internal self and include psychological components like personal motivation and involvement, perception, learning and memory, attitudes, self-concept and personality, and, decision making. The environmental determinants pertain to external influences surrounding an individual and include sociological, anthropological and economic components like the family, social groups, reference groups, social class, culture, sub-culture, cross-culture, and national and regional influences. • The subject can be studied at micro or macro levels depending upon whether it is analyzed at the individual level or at the group level.
- 9. • The subject is interdisciplinary. It has borrowed heavily from psychology (the study of the individual: individual determinants in buying behavior), sociology (the study of groups: group dynamics in buying behavior), social psychology (the study of how an individual operates in group/groups and its effects on buying behavior), anthropology (the influence of society on the individual: cultural and cross-cultural issues in buying behavior), and economics (income and purchasing power). • The subject is interdisciplinary. It has borrowed heavily from psychology (the study of the individual: individual determinants in buying behavior), sociology (the study of groups: group dynamics in buying behavior), social psychology (the study of how an individual operates in group/groups and its effects on buying behavior), anthropology (the influence of society on the individual: cultural and cross-cultural issues in buying behavior), and economics (income and purchasing power). Nature of Consumer Behavior: • The subject is interdisciplinary. It has borrowed heavily from psychology (the study of the individual: individual determinants in buying behavior), sociology (the study of groups: group dynamics in buying behavior), social psychology (the study of how an individual operates in group/groups and its effects on buying behavior), anthropology (the influence of society on the individual: cultural and cross-cultural issues in buying behavior), and economics (income and purchasing power). • The subject is interdisciplinary. It has borrowed heavily from psychology (the study of the individual: individual determinants in buying behavior), sociology (the study of groups: group dynamics in buying behavior), social psychology (the study of how an individual operates in group/groups and its effects on buying behavior), anthropology (the influence of society on the individual: cultural and cross-cultural issues in buying behavior), and economics (income and purchasing power).
- 10. • Consumer behavior is dynamic and interacting in nature. The three components of cognition, affect and behavior of individuals alone or in groups keeps on changing; so does the environment. There is a continuous interplay or interaction between the three components themselves and with the environment. This impacts consumption pattern and behavior and it keeps on evolving and it is highly dynamic. • Consumer behavior involves the process of exchange between the buyer and the seller, mutually beneficial for both. • Consumer behavior is dynamic and interacting in nature. The three components of cognition, affect and behavior of individuals alone or in groups keeps on changing; so does the environment. There is a continuous interplay or interaction between the three components themselves and with the environment. This impacts consumption pattern and behavior and it keeps on evolving and it is highly dynamic. • Consumer behavior involves the process of exchange between the buyer and the seller, mutually beneficial for both. Nature of Consumer Behavior: • Consumer behavior is dynamic and interacting in nature. The three components of cognition, affect and behavior of individuals alone or in groups keeps on changing; so does the environment. There is a continuous interplay or interaction between the three components themselves and with the environment. This impacts consumption pattern and behavior and it keeps on evolving and it is highly dynamic. • Consumer behavior involves the process of exchange between the buyer and the seller, mutually beneficial for both. • Consumer behavior is dynamic and interacting in nature. The three components of cognition, affect and behavior of individuals alone or in groups keeps on changing; so does the environment. There is a continuous interplay or interaction between the three components themselves and with the environment. This impacts consumption pattern and behavior and it keeps on evolving and it is highly dynamic. • Consumer behavior involves the process of exchange between the buyer and the seller, mutually beneficial for both.
- 11. • It is descriptive as it explains consumer decision making and behavior in the context of individual determinants and environmental influences. • It is analytical/ interpretive, as against a backdrop of theories borrowed from psychology, sociology, social psychology, anthropology and economics, the study analyzes consumption behavior of individuals alone and in groups. • It makes use of qualitative and quantitative tools and techniques for research and analysis, with the objective is to understand and predict consumption behavior. • It is a science as well as an art. It uses both, theories borrowed from social sciences to understand consumption behavior, and quantitative and qualitative tools and techniques to predict consumer behavior. • It is descriptive as it explains consumer decision making and behavior in the context of individual determinants and environmental influences. • It is analytical/ interpretive, as against a backdrop of theories borrowed from psychology, sociology, social psychology, anthropology and economics, the study analyzes consumption behavior of individuals alone and in groups. • It makes use of qualitative and quantitative tools and techniques for research and analysis, with the objective is to understand and predict consumption behavior. • It is a science as well as an art. It uses both, theories borrowed from social sciences to understand consumption behavior, and quantitative and qualitative tools and techniques to predict consumer behavior. Nature of Consumer Behavior: • It is descriptive as it explains consumer decision making and behavior in the context of individual determinants and environmental influences. • It is analytical/ interpretive, as against a backdrop of theories borrowed from psychology, sociology, social psychology, anthropology and economics, the study analyzes consumption behavior of individuals alone and in groups. • It makes use of qualitative and quantitative tools and techniques for research and analysis, with the objective is to understand and predict consumption behavior. • It is a science as well as an art. It uses both, theories borrowed from social sciences to understand consumption behavior, and quantitative and qualitative tools and techniques to predict consumer behavior. • It is descriptive as it explains consumer decision making and behavior in the context of individual determinants and environmental influences. • It is analytical/ interpretive, as against a backdrop of theories borrowed from psychology, sociology, social psychology, anthropology and economics, the study analyzes consumption behavior of individuals alone and in groups. • It makes use of qualitative and quantitative tools and techniques for research and analysis, with the objective is to understand and predict consumption behavior. • It is a science as well as an art. It uses both, theories borrowed from social sciences to understand consumption behavior, and quantitative and qualitative tools and techniques to predict consumer behavior.
- 12. Scope of Consumer Behavior: The study of consumer behavior deals with understanding consumption patterns and behavior. Scope includes the answers to the following: ‘What’ the consumers buy: goods and services ‘Why’ they buy it: need and want ‘When’ do they buy it: time: day, week, month, year, occasions etc. ‘Where’ they buy it: place ‘How often they buy’ it: time interval ‘How often they use’ it: frequency of use The scope of consumer behavior includes not only the actual buyer but also the various roles played by him/ different individuals. The study of consumer behavior deals with understanding consumption patterns and behavior. Scope includes the answers to the following: ‘What’ the consumers buy: goods and services ‘Why’ they buy it: need and want ‘When’ do they buy it: time: day, week, month, year, occasions etc. ‘Where’ they buy it: place ‘How often they buy’ it: time interval ‘How often they use’ it: frequency of use The scope of consumer behavior includes not only the actual buyer but also the various roles played by him/ different individuals. The study of consumer behavior deals with understanding consumption patterns and behavior. Scope includes the answers to the following: ‘What’ the consumers buy: goods and services ‘Why’ they buy it: need and want ‘When’ do they buy it: time: day, week, month, year, occasions etc. ‘Where’ they buy it: place ‘How often they buy’ it: time interval ‘How often they use’ it: frequency of use The scope of consumer behavior includes not only the actual buyer but also the various roles played by him/ different individuals. The study of consumer behavior deals with understanding consumption patterns and behavior. Scope includes the answers to the following: ‘What’ the consumers buy: goods and services ‘Why’ they buy it: need and want ‘When’ do they buy it: time: day, week, month, year, occasions etc. ‘Where’ they buy it: place ‘How often they buy’ it: time interval ‘How often they use’ it: frequency of use The scope of consumer behavior includes not only the actual buyer but also the various roles played by him/ different individuals.
- 13. Basic Components: • Decision making (Cognitive and Affect): -this includes the stages of decision making: Need recognition, Information search, Evaluation of alternatives, Purchase activity, Post purchase behavior. • Actual purchase (Behavior): -this includes the visible physical activity of buying of goods and/or service. It is the result of the interplay of many individual and environmental determinants which are invisible. • Decision making (Cognitive and Affect): -this includes the stages of decision making: Need recognition, Information search, Evaluation of alternatives, Purchase activity, Post purchase behavior. • Actual purchase (Behavior): -this includes the visible physical activity of buying of goods and/or service. It is the result of the interplay of many individual and environmental determinants which are invisible. • Decision making (Cognitive and Affect): -this includes the stages of decision making: Need recognition, Information search, Evaluation of alternatives, Purchase activity, Post purchase behavior. • Actual purchase (Behavior): -this includes the visible physical activity of buying of goods and/or service. It is the result of the interplay of many individual and environmental determinants which are invisible. • Decision making (Cognitive and Affect): -this includes the stages of decision making: Need recognition, Information search, Evaluation of alternatives, Purchase activity, Post purchase behavior. • Actual purchase (Behavior): -this includes the visible physical activity of buying of goods and/or service. It is the result of the interplay of many individual and environmental determinants which are invisible.
- 14. Basic Components: Individual determinants and environmental influences: The environmental factors affect the decision process indirectly, through way of affecting individual determinants. Buying roles: There are five buying roles, i.e. Initiator, Influencer, Decider, User, Buyer. The initiator is the person who identifies that there exists a need or want; The influencer is the one who influences the purchase decision, the actual purchase activity and/or the use of the product or service; Individual determinants and environmental influences: The environmental factors affect the decision process indirectly, through way of affecting individual determinants. Buying roles: There are five buying roles, i.e. Initiator, Influencer, Decider, User, Buyer. The initiator is the person who identifies that there exists a need or want; The influencer is the one who influences the purchase decision, the actual purchase activity and/or the use of the product or service; Individual determinants and environmental influences: The environmental factors affect the decision process indirectly, through way of affecting individual determinants. Buying roles: There are five buying roles, i.e. Initiator, Influencer, Decider, User, Buyer. The initiator is the person who identifies that there exists a need or want; The influencer is the one who influences the purchase decision, the actual purchase activity and/or the use of the product or service; Individual determinants and environmental influences: The environmental factors affect the decision process indirectly, through way of affecting individual determinants. Buying roles: There are five buying roles, i.e. Initiator, Influencer, Decider, User, Buyer. The initiator is the person who identifies that there exists a need or want; The influencer is the one who influences the purchase decision, the actual purchase activity and/or the use of the product or service;
- 15. Basic Components: The decider is the one who decides whether to buy, what to buy, when to buy, from where to buy, and how to buy; The buyer is the one who makes the actual purchase; and, The user is the person (s) who use the product or service. These five roles may be played by one person or by different persons. A person may assume one or more of these roles. This would depend on the product or service in question. The decider is the one who decides whether to buy, what to buy, when to buy, from where to buy, and how to buy; The buyer is the one who makes the actual purchase; and, The user is the person (s) who use the product or service. These five roles may be played by one person or by different persons. A person may assume one or more of these roles. This would depend on the product or service in question. The decider is the one who decides whether to buy, what to buy, when to buy, from where to buy, and how to buy; The buyer is the one who makes the actual purchase; and, The user is the person (s) who use the product or service. These five roles may be played by one person or by different persons. A person may assume one or more of these roles. This would depend on the product or service in question. The decider is the one who decides whether to buy, what to buy, when to buy, from where to buy, and how to buy; The buyer is the one who makes the actual purchase; and, The user is the person (s) who use the product or service. These five roles may be played by one person or by different persons. A person may assume one or more of these roles. This would depend on the product or service in question.
- 16. Examples: Let us take two examples. Example 1: A child goes to a kindergarten school. She comes back home and asks her parents to buy her a set of color pencils and crayons. Now the roles played are: 1. Initiator: the child in nursery school 2. Influencer: a fellow classmate 3. Decider: the father or the mother 4. Buyer: the father or the mother 5. User: the child Example 1: A child goes to a kindergarten school. She comes back home and asks her parents to buy her a set of color pencils and crayons. Now the roles played are: 1. Initiator: the child in nursery school 2. Influencer: a fellow classmate 3. Decider: the father or the mother 4. Buyer: the father or the mother 5. User: the child Example 1: A child goes to a kindergarten school. She comes back home and asks her parents to buy her a set of color pencils and crayons. Now the roles played are: 1. Initiator: the child in nursery school 2. Influencer: a fellow classmate 3. Decider: the father or the mother 4. Buyer: the father or the mother 5. User: the child Example 1: A child goes to a kindergarten school. She comes back home and asks her parents to buy her a set of color pencils and crayons. Now the roles played are: 1. Initiator: the child in nursery school 2. Influencer: a fellow classmate 3. Decider: the father or the mother 4. Buyer: the father or the mother 5. User: the child
- 17. Example 2: The lady of a house who is a housewife and spends her day at home doing household chores watches TV in her free time. That is her only source of entertainment. The TV at home is giving problem. She desires a new TV set, and says that she wants an LCD plasma TV. Now the roles played are: 1. Initiator: the housewife (mother) 2. Influencer: a friend / neighbor 3. Decider: the husband or the son 4. Buyer: the husband or the son 5. User: the family Example 2: The lady of a house who is a housewife and spends her day at home doing household chores watches TV in her free time. That is her only source of entertainment. The TV at home is giving problem. She desires a new TV set, and says that she wants an LCD plasma TV. Now the roles played are: 1. Initiator: the housewife (mother) 2. Influencer: a friend / neighbor 3. Decider: the husband or the son 4. Buyer: the husband or the son 5. User: the family Examples: continue ……… Example 2: The lady of a house who is a housewife and spends her day at home doing household chores watches TV in her free time. That is her only source of entertainment. The TV at home is giving problem. She desires a new TV set, and says that she wants an LCD plasma TV. Now the roles played are: 1. Initiator: the housewife (mother) 2. Influencer: a friend / neighbor 3. Decider: the husband or the son 4. Buyer: the husband or the son 5. User: the family Example 2: The lady of a house who is a housewife and spends her day at home doing household chores watches TV in her free time. That is her only source of entertainment. The TV at home is giving problem. She desires a new TV set, and says that she wants an LCD plasma TV. Now the roles played are: 1. Initiator: the housewife (mother) 2. Influencer: a friend / neighbor 3. Decider: the husband or the son 4. Buyer: the husband or the son 5. User: the family
- 18. Consumer behavior focuses specifically on the Buyer and often User. But also analyzes impact of other roles. Buyers and Sellers: are the key elements in consumer behavior. They have needs and wants and go through a complex buying process, so as to be able to satisfy the need through purchase of the good or service offering. They enter into an exchange process with the seller, which leaves both the parties (buyer and seller) better off than before. In fact the exchange process is value enhancing in nature, leading to satisfaction of both the parties. Consumer behavior focuses specifically on the Buyer and often User. But also analyzes impact of other roles. Buyers and Sellers: are the key elements in consumer behavior. They have needs and wants and go through a complex buying process, so as to be able to satisfy the need through purchase of the good or service offering. They enter into an exchange process with the seller, which leaves both the parties (buyer and seller) better off than before. In fact the exchange process is value enhancing in nature, leading to satisfaction of both the parties. Consumer behavior focuses specifically on the Buyer and often User. But also analyzes impact of other roles. Buyers and Sellers: are the key elements in consumer behavior. They have needs and wants and go through a complex buying process, so as to be able to satisfy the need through purchase of the good or service offering. They enter into an exchange process with the seller, which leaves both the parties (buyer and seller) better off than before. In fact the exchange process is value enhancing in nature, leading to satisfaction of both the parties. Consumer behavior focuses specifically on the Buyer and often User. But also analyzes impact of other roles. Buyers and Sellers: are the key elements in consumer behavior. They have needs and wants and go through a complex buying process, so as to be able to satisfy the need through purchase of the good or service offering. They enter into an exchange process with the seller, which leaves both the parties (buyer and seller) better off than before. In fact the exchange process is value enhancing in nature, leading to satisfaction of both the parties.
- 19. Application of consumer behavior • An understanding of consumer behavior is necessary for long term success and survival of a firm. • An understanding of the study of consumer behavior helps formulate appropriate marketing strategies for a firm keeping in view the consumer and his environment • Analyze the environment : The knowledge of consumer behavior can be applied to help identify opportunities and fight threats. • An understanding of consumer behavior is necessary for long term success and survival of a firm. • An understanding of the study of consumer behavior helps formulate appropriate marketing strategies for a firm keeping in view the consumer and his environment • Analyze the environment : The knowledge of consumer behavior can be applied to help identify opportunities and fight threats. • An understanding of consumer behavior is necessary for long term success and survival of a firm. • An understanding of the study of consumer behavior helps formulate appropriate marketing strategies for a firm keeping in view the consumer and his environment • Analyze the environment : The knowledge of consumer behavior can be applied to help identify opportunities and fight threats. • An understanding of consumer behavior is necessary for long term success and survival of a firm. • An understanding of the study of consumer behavior helps formulate appropriate marketing strategies for a firm keeping in view the consumer and his environment • Analyze the environment : The knowledge of consumer behavior can be applied to help identify opportunities and fight threats.
- 20. Application of consumer behavior Segmentation, targeting and positioning: The study of consumer behavior may be applied to segment the market, select the target market and position the product or service offering. Identifying the target segment, understanding their needs, providing the right product and service offering and communicating about the offering – all of these help a marketer succeed in the long term and ensure his survival and success in a changing environment. Segmentation, targeting and positioning: The study of consumer behavior may be applied to segment the market, select the target market and position the product or service offering. Identifying the target segment, understanding their needs, providing the right product and service offering and communicating about the offering – all of these help a marketer succeed in the long term and ensure his survival and success in a changing environment. Segmentation, targeting and positioning: The study of consumer behavior may be applied to segment the market, select the target market and position the product or service offering. Identifying the target segment, understanding their needs, providing the right product and service offering and communicating about the offering – all of these help a marketer succeed in the long term and ensure his survival and success in a changing environment. Segmentation, targeting and positioning: The study of consumer behavior may be applied to segment the market, select the target market and position the product or service offering. Identifying the target segment, understanding their needs, providing the right product and service offering and communicating about the offering – all of these help a marketer succeed in the long term and ensure his survival and success in a changing environment.
- 21. a) Segment the market: The marketer needs to identify distinct customer groups with needs and wants, classify them on basis of descriptive characteristics and behavioral dimensions. The descriptive characteristics may take forms of age, gender, income, occupation, education, family size, family life cycle, gender, lifestyle, personality, religion, generation, geography, nationality, and social class. The behavioral dimensions take forms of benefits, uses, use occasion, usage rates, and loyalty status. b) Select target market: The marketer then selects one or more markets to enter. The segment(s) that should be targeted should be viable; there should be a fit between the market attractiveness and the company’s objectives and resources. The marketer would be able to assess the viability of a segment on the basis of the following criteria, viz., measurability, substantial ability, accessibility, differentiability, and action ability. c) Position the product offering in the mind of the customers: The marketers should be able to communicate the distinct and/or unique product characteristics. a) Segment the market: The marketer needs to identify distinct customer groups with needs and wants, classify them on basis of descriptive characteristics and behavioral dimensions. The descriptive characteristics may take forms of age, gender, income, occupation, education, family size, family life cycle, gender, lifestyle, personality, religion, generation, geography, nationality, and social class. The behavioral dimensions take forms of benefits, uses, use occasion, usage rates, and loyalty status. b) Select target market: The marketer then selects one or more markets to enter. The segment(s) that should be targeted should be viable; there should be a fit between the market attractiveness and the company’s objectives and resources. The marketer would be able to assess the viability of a segment on the basis of the following criteria, viz., measurability, substantial ability, accessibility, differentiability, and action ability. c) Position the product offering in the mind of the customers: The marketers should be able to communicate the distinct and/or unique product characteristics. a) Segment the market: The marketer needs to identify distinct customer groups with needs and wants, classify them on basis of descriptive characteristics and behavioral dimensions. The descriptive characteristics may take forms of age, gender, income, occupation, education, family size, family life cycle, gender, lifestyle, personality, religion, generation, geography, nationality, and social class. The behavioral dimensions take forms of benefits, uses, use occasion, usage rates, and loyalty status. b) Select target market: The marketer then selects one or more markets to enter. The segment(s) that should be targeted should be viable; there should be a fit between the market attractiveness and the company’s objectives and resources. The marketer would be able to assess the viability of a segment on the basis of the following criteria, viz., measurability, substantial ability, accessibility, differentiability, and action ability. c) Position the product offering in the mind of the customers: The marketers should be able to communicate the distinct and/or unique product characteristics. a) Segment the market: The marketer needs to identify distinct customer groups with needs and wants, classify them on basis of descriptive characteristics and behavioral dimensions. The descriptive characteristics may take forms of age, gender, income, occupation, education, family size, family life cycle, gender, lifestyle, personality, religion, generation, geography, nationality, and social class. The behavioral dimensions take forms of benefits, uses, use occasion, usage rates, and loyalty status. b) Select target market: The marketer then selects one or more markets to enter. The segment(s) that should be targeted should be viable; there should be a fit between the market attractiveness and the company’s objectives and resources. The marketer would be able to assess the viability of a segment on the basis of the following criteria, viz., measurability, substantial ability, accessibility, differentiability, and action ability. c) Position the product offering in the mind of the customers: The marketers should be able to communicate the distinct and/or unique product characteristics.
- 22. • Designing the Marketing Strategy: There exists interrelatedness between the consumer, the Environment and the Marketing strategy. a) Consumer: The consumer has his needs and wants as well as product preferences; Thus, there exists an interplay of Cognition (knowledge about products and alternatives), Affect (feelings of favorableness and unfavorableness ) and Behavior (action: buy or not to buy). b) Environment: This refers to forces in the environment, which make the environment complex and dynamic. c) Marketing strategies: This implies setting up of goals and then achieving them through the design of an appropriate marketing mix. • Designing the Marketing Strategy: There exists interrelatedness between the consumer, the Environment and the Marketing strategy. a) Consumer: The consumer has his needs and wants as well as product preferences; Thus, there exists an interplay of Cognition (knowledge about products and alternatives), Affect (feelings of favorableness and unfavorableness ) and Behavior (action: buy or not to buy). b) Environment: This refers to forces in the environment, which make the environment complex and dynamic. c) Marketing strategies: This implies setting up of goals and then achieving them through the design of an appropriate marketing mix. • Designing the Marketing Strategy: There exists interrelatedness between the consumer, the Environment and the Marketing strategy. a) Consumer: The consumer has his needs and wants as well as product preferences; Thus, there exists an interplay of Cognition (knowledge about products and alternatives), Affect (feelings of favorableness and unfavorableness ) and Behavior (action: buy or not to buy). b) Environment: This refers to forces in the environment, which make the environment complex and dynamic. c) Marketing strategies: This implies setting up of goals and then achieving them through the design of an appropriate marketing mix. • Designing the Marketing Strategy: There exists interrelatedness between the consumer, the Environment and the Marketing strategy. a) Consumer: The consumer has his needs and wants as well as product preferences; Thus, there exists an interplay of Cognition (knowledge about products and alternatives), Affect (feelings of favorableness and unfavorableness ) and Behavior (action: buy or not to buy). b) Environment: This refers to forces in the environment, which make the environment complex and dynamic. c) Marketing strategies: This implies setting up of goals and then achieving them through the design of an appropriate marketing mix.
- 23. • Designing the Marketing Mix: 4 Ps The study of consumer behavior may be applied to design the 4 Ps. a) Product: The term product includes both tangible products and intangible services. The issues to address consist of name (brand), size, shape, features, labeling, packaging, accessories and supplementary products, terms of sale and services, after sales etc. b) Price: This includes the pricing of the product offering. The major components include, form of payment, terms and conditions of payment, discounts, price sensitivity, differential prices and customer reaction, imagery (price increase and customer reaction, price decrease and customer reaction). c) Place and Distribution: This includes the marketing channel, and comprises decisions regarding choice of channel (direct or indirect), location, accessibility and availability of product offering, wholesaling, retailing, logistics etc. d) Promotion: This includes marketing communication, and the major issues comprise decisions on communication/promotion mix, the message and media strategy (the content, appeal and context). • Designing the Marketing Mix: 4 Ps The study of consumer behavior may be applied to design the 4 Ps. a) Product: The term product includes both tangible products and intangible services. The issues to address consist of name (brand), size, shape, features, labeling, packaging, accessories and supplementary products, terms of sale and services, after sales etc. b) Price: This includes the pricing of the product offering. The major components include, form of payment, terms and conditions of payment, discounts, price sensitivity, differential prices and customer reaction, imagery (price increase and customer reaction, price decrease and customer reaction). c) Place and Distribution: This includes the marketing channel, and comprises decisions regarding choice of channel (direct or indirect), location, accessibility and availability of product offering, wholesaling, retailing, logistics etc. d) Promotion: This includes marketing communication, and the major issues comprise decisions on communication/promotion mix, the message and media strategy (the content, appeal and context). • Designing the Marketing Mix: 4 Ps The study of consumer behavior may be applied to design the 4 Ps. a) Product: The term product includes both tangible products and intangible services. The issues to address consist of name (brand), size, shape, features, labeling, packaging, accessories and supplementary products, terms of sale and services, after sales etc. b) Price: This includes the pricing of the product offering. The major components include, form of payment, terms and conditions of payment, discounts, price sensitivity, differential prices and customer reaction, imagery (price increase and customer reaction, price decrease and customer reaction). c) Place and Distribution: This includes the marketing channel, and comprises decisions regarding choice of channel (direct or indirect), location, accessibility and availability of product offering, wholesaling, retailing, logistics etc. d) Promotion: This includes marketing communication, and the major issues comprise decisions on communication/promotion mix, the message and media strategy (the content, appeal and context). • Designing the Marketing Mix: 4 Ps The study of consumer behavior may be applied to design the 4 Ps. a) Product: The term product includes both tangible products and intangible services. The issues to address consist of name (brand), size, shape, features, labeling, packaging, accessories and supplementary products, terms of sale and services, after sales etc. b) Price: This includes the pricing of the product offering. The major components include, form of payment, terms and conditions of payment, discounts, price sensitivity, differential prices and customer reaction, imagery (price increase and customer reaction, price decrease and customer reaction). c) Place and Distribution: This includes the marketing channel, and comprises decisions regarding choice of channel (direct or indirect), location, accessibility and availability of product offering, wholesaling, retailing, logistics etc. d) Promotion: This includes marketing communication, and the major issues comprise decisions on communication/promotion mix, the message and media strategy (the content, appeal and context).
- 24. • Application in Governmental and Non-profit Organizations and Social Marketing: The knowledge of consumer behavior finds relevance even in Governmental and Non-profit Organizations and Social Marketing. Governmental and Non-profit Organizations have the society as its customers and need to understand them so as to be able to serve them better. Social marketing involves propagation of ideas; attempts at such circulation and spread of ideas for moral and social upliftment can be more successful if there is a proper understanding of the these consumers (i.e., the public and society) • Application in Governmental and Non-profit Organizations and Social Marketing: The knowledge of consumer behavior finds relevance even in Governmental and Non-profit Organizations and Social Marketing. Governmental and Non-profit Organizations have the society as its customers and need to understand them so as to be able to serve them better. Social marketing involves propagation of ideas; attempts at such circulation and spread of ideas for moral and social upliftment can be more successful if there is a proper understanding of the these consumers (i.e., the public and society) • Application in Governmental and Non-profit Organizations and Social Marketing: The knowledge of consumer behavior finds relevance even in Governmental and Non-profit Organizations and Social Marketing. Governmental and Non-profit Organizations have the society as its customers and need to understand them so as to be able to serve them better. Social marketing involves propagation of ideas; attempts at such circulation and spread of ideas for moral and social upliftment can be more successful if there is a proper understanding of the these consumers (i.e., the public and society) • Application in Governmental and Non-profit Organizations and Social Marketing: The knowledge of consumer behavior finds relevance even in Governmental and Non-profit Organizations and Social Marketing. Governmental and Non-profit Organizations have the society as its customers and need to understand them so as to be able to serve them better. Social marketing involves propagation of ideas; attempts at such circulation and spread of ideas for moral and social upliftment can be more successful if there is a proper understanding of the these consumers (i.e., the public and society)
- 25. Why study consumer behavior? • The knowledge of Consumer Behavior helps the marketer understand and predict the consumption patterns and consumption behaviors of people. • It helps them gain insights as to why a consumer behaves differently to another consumer; as well as, why a consumer behaves differently in different times and buying situations. • The study helps them understand the internal (individual determinants) and external (environmental factors) forces that impel people to act out different consumption patterns and behaviors • The knowledge of Consumer Behavior helps the marketer understand and predict the consumption patterns and consumption behaviors of people. • It helps them gain insights as to why a consumer behaves differently to another consumer; as well as, why a consumer behaves differently in different times and buying situations. • The study helps them understand the internal (individual determinants) and external (environmental factors) forces that impel people to act out different consumption patterns and behaviors • The knowledge of Consumer Behavior helps the marketer understand and predict the consumption patterns and consumption behaviors of people. • It helps them gain insights as to why a consumer behaves differently to another consumer; as well as, why a consumer behaves differently in different times and buying situations. • The study helps them understand the internal (individual determinants) and external (environmental factors) forces that impel people to act out different consumption patterns and behaviors • The knowledge of Consumer Behavior helps the marketer understand and predict the consumption patterns and consumption behaviors of people. • It helps them gain insights as to why a consumer behaves differently to another consumer; as well as, why a consumer behaves differently in different times and buying situations. • The study helps them understand the internal (individual determinants) and external (environmental factors) forces that impel people to act out different consumption patterns and behaviors
- 26. The study helps the marketer in: a) Analyzing the environment: identifying opportunities and fighting threats b) Segmenting, targeting and positioning c) Designing the marketing-mix d) Designing the marketing strategy e) Governmental and Non-profit Organization and Social Marketing The study helps the marketer in: a) Analyzing the environment: identifying opportunities and fighting threats b) Segmenting, targeting and positioning c) Designing the marketing-mix d) Designing the marketing strategy e) Governmental and Non-profit Organization and Social Marketing Why study consumer behavior? The study helps the marketer in: a) Analyzing the environment: identifying opportunities and fighting threats b) Segmenting, targeting and positioning c) Designing the marketing-mix d) Designing the marketing strategy e) Governmental and Non-profit Organization and Social Marketing The study helps the marketer in: a) Analyzing the environment: identifying opportunities and fighting threats b) Segmenting, targeting and positioning c) Designing the marketing-mix d) Designing the marketing strategy e) Governmental and Non-profit Organization and Social Marketing
- 27. Evolution of consumer behavior as a field of study & its relationship with marketing • The discipline finds its roots in the “marketing concept” and has been essentially interdisciplinary in nature. As a subject it emerged as a separate field of study in the 1960s. • Initially the focus lay in the marketers’ attempts to study the causes of consumer behavior; the assumption was that if they could identify the reasons behind consumption behavior, they would be able to predict it; and if they could predict consumer behavior, they could influence it. So the emphasis was to predict consumer behavior; the approach came to be known as ‘positivism’. • Gradually, the focus of the study changed; the marketers wanted to understand the customer better, and this approach came to be known as ‘interpretivism’ . interpretivism = studies usually focus on meaning and may employ multiple methods in order to reflect different aspects of the issue • The discipline finds its roots in the “marketing concept” and has been essentially interdisciplinary in nature. As a subject it emerged as a separate field of study in the 1960s. • Initially the focus lay in the marketers’ attempts to study the causes of consumer behavior; the assumption was that if they could identify the reasons behind consumption behavior, they would be able to predict it; and if they could predict consumer behavior, they could influence it. So the emphasis was to predict consumer behavior; the approach came to be known as ‘positivism’. • Gradually, the focus of the study changed; the marketers wanted to understand the customer better, and this approach came to be known as ‘interpretivism’ . interpretivism = studies usually focus on meaning and may employ multiple methods in order to reflect different aspects of the issue • The discipline finds its roots in the “marketing concept” and has been essentially interdisciplinary in nature. As a subject it emerged as a separate field of study in the 1960s. • Initially the focus lay in the marketers’ attempts to study the causes of consumer behavior; the assumption was that if they could identify the reasons behind consumption behavior, they would be able to predict it; and if they could predict consumer behavior, they could influence it. So the emphasis was to predict consumer behavior; the approach came to be known as ‘positivism’. • Gradually, the focus of the study changed; the marketers wanted to understand the customer better, and this approach came to be known as ‘interpretivism’ . interpretivism = studies usually focus on meaning and may employ multiple methods in order to reflect different aspects of the issue • The discipline finds its roots in the “marketing concept” and has been essentially interdisciplinary in nature. As a subject it emerged as a separate field of study in the 1960s. • Initially the focus lay in the marketers’ attempts to study the causes of consumer behavior; the assumption was that if they could identify the reasons behind consumption behavior, they would be able to predict it; and if they could predict consumer behavior, they could influence it. So the emphasis was to predict consumer behavior; the approach came to be known as ‘positivism’. • Gradually, the focus of the study changed; the marketers wanted to understand the customer better, and this approach came to be known as ‘interpretivism’ . interpretivism = studies usually focus on meaning and may employ multiple methods in order to reflect different aspects of the issue
- 28. The interdisciplinary nature of consumer behavior An interdisciplinary area of study, heavily borrows from psychology, sociology; social psychology; anthropology and, economics. • Psychology: This includes the study of the individual as well as the individual determinants in buying behavior, viz., consumer perception, learning and memory, attitude, self- concept and personality, motivation and involvement, attitudes and attitudinal change and, decision making. • Sociology: This includes the study of groups as well as the group dynamics in buying behavior, viz., family influences, lifestyles and values, and social group influences. An interdisciplinary area of study, heavily borrows from psychology, sociology; social psychology; anthropology and, economics. • Psychology: This includes the study of the individual as well as the individual determinants in buying behavior, viz., consumer perception, learning and memory, attitude, self- concept and personality, motivation and involvement, attitudes and attitudinal change and, decision making. • Sociology: This includes the study of groups as well as the group dynamics in buying behavior, viz., family influences, lifestyles and values, and social group influences. An interdisciplinary area of study, heavily borrows from psychology, sociology; social psychology; anthropology and, economics. • Psychology: This includes the study of the individual as well as the individual determinants in buying behavior, viz., consumer perception, learning and memory, attitude, self- concept and personality, motivation and involvement, attitudes and attitudinal change and, decision making. • Sociology: This includes the study of groups as well as the group dynamics in buying behavior, viz., family influences, lifestyles and values, and social group influences. An interdisciplinary area of study, heavily borrows from psychology, sociology; social psychology; anthropology and, economics. • Psychology: This includes the study of the individual as well as the individual determinants in buying behavior, viz., consumer perception, learning and memory, attitude, self- concept and personality, motivation and involvement, attitudes and attitudinal change and, decision making. • Sociology: This includes the study of groups as well as the group dynamics in buying behavior, viz., family influences, lifestyles and values, and social group influences.
- 29. • social psychology: This includes the study of how an individual operates in group/groups and its effects on buying behavior viz, reference groups and social class influences. • anthropology: This is the influence of society on the individual viz., cultural and cross-cultural issues in buying behavior, national and regional cultures etc. • Economics: This is the study of income and purchasing power, and its impact on consumer behavior. The underlying premise is that consumers make rational choices while making purchase decisions. While resources are limited and needs and wants many, consumers collect information, and evaluate the various alternatives to finally make a rational decision. • social psychology: This includes the study of how an individual operates in group/groups and its effects on buying behavior viz, reference groups and social class influences. • anthropology: This is the influence of society on the individual viz., cultural and cross-cultural issues in buying behavior, national and regional cultures etc. • Economics: This is the study of income and purchasing power, and its impact on consumer behavior. The underlying premise is that consumers make rational choices while making purchase decisions. While resources are limited and needs and wants many, consumers collect information, and evaluate the various alternatives to finally make a rational decision. • social psychology: This includes the study of how an individual operates in group/groups and its effects on buying behavior viz, reference groups and social class influences. • anthropology: This is the influence of society on the individual viz., cultural and cross-cultural issues in buying behavior, national and regional cultures etc. • Economics: This is the study of income and purchasing power, and its impact on consumer behavior. The underlying premise is that consumers make rational choices while making purchase decisions. While resources are limited and needs and wants many, consumers collect information, and evaluate the various alternatives to finally make a rational decision. • social psychology: This includes the study of how an individual operates in group/groups and its effects on buying behavior viz, reference groups and social class influences. • anthropology: This is the influence of society on the individual viz., cultural and cross-cultural issues in buying behavior, national and regional cultures etc. • Economics: This is the study of income and purchasing power, and its impact on consumer behavior. The underlying premise is that consumers make rational choices while making purchase decisions. While resources are limited and needs and wants many, consumers collect information, and evaluate the various alternatives to finally make a rational decision.
- 30. Reference • NPTEL course Introduction to Consumer Behavior Prof. Shrabanti Mukharjee, IIT Kharagpur • Consumer Behavior, Schiffman, L.G. and Kanuk L.L., Prentice Hall, India. • Consumer Behavior, Concepts and Applications, Loudon, D.L. and Bitta, A.J.D, Tata McGraw Hill. • Consumer Behavior and Marketing Startegy, Peter, J.P. and Olson, J.C., Schiffman, L.G. and Kanuk L.L., Prentice Hall, India. • NPTEL course Introduction to Consumer Behavior Prof. Shrabanti Mukharjee, IIT Kharagpur • Consumer Behavior, Schiffman, L.G. and Kanuk L.L., Prentice Hall, India. • Consumer Behavior, Concepts and Applications, Loudon, D.L. and Bitta, A.J.D, Tata McGraw Hill. • Consumer Behavior and Marketing Startegy, Peter, J.P. and Olson, J.C., Schiffman, L.G. and Kanuk L.L., Prentice Hall, India. • NPTEL course Introduction to Consumer Behavior Prof. Shrabanti Mukharjee, IIT Kharagpur • Consumer Behavior, Schiffman, L.G. and Kanuk L.L., Prentice Hall, India. • Consumer Behavior, Concepts and Applications, Loudon, D.L. and Bitta, A.J.D, Tata McGraw Hill. • Consumer Behavior and Marketing Startegy, Peter, J.P. and Olson, J.C., Schiffman, L.G. and Kanuk L.L., Prentice Hall, India. • NPTEL course Introduction to Consumer Behavior Prof. Shrabanti Mukharjee, IIT Kharagpur • Consumer Behavior, Schiffman, L.G. and Kanuk L.L., Prentice Hall, India. • Consumer Behavior, Concepts and Applications, Loudon, D.L. and Bitta, A.J.D, Tata McGraw Hill. • Consumer Behavior and Marketing Startegy, Peter, J.P. and Olson, J.C., Schiffman, L.G. and Kanuk L.L., Prentice Hall, India.