1. CONSUMER BEHAVIOR:
THE PSYCHOLOGY OF MARKETING
Ravneet Bhangu

2. Definition
AMA says………………
“Consumer Behavior is the dynamic interaction of affect
and cognition, behavior, and the environment by
which human being conducts the exchange aspects of
their lives”
Made by: Ravneet Bhangu

3. Simply put …………
Consumer
behaviour is the
study of when, why,
how, and where
people do or do not
buy product.
Made by: Ravneet Bhangu

4. Why to study this?
• The psychology of how consumers think, feel, reason, and select between
different alternatives (e.g., brands, products, and retailers);
• The psychology of how the consumer is influenced by his or her
environment (e.g., culture, family, signs, media);
• The behavior of consumers while shopping or making other marketing
decisions;
• Limitations in consumer knowledge or information processing abilities
influence decisions and marketing outcome;
• How consumer motivation and decision strategies differ between products
that differ in their level of importance or interest that they entail for the
consumer; and
• How marketers can adapt and improve their marketing campaigns and
marketing strategies to more effectively reach the consumer.
Made by: Ravneet Bhangu

5. Consumer Vs Customer
Consumer Customer
One that consumes, One that buys goods or
especially one that services.
acquires goods or
services for direct use
or ownership rather
than for resale or use in
production and
manufacturing.
Made by: Ravneet Bhangu

6. Few Consumer Behavior Roles
Initiator
User Gatekeeper
Consumer
Buyer Influencer
Decider
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7. Disciplines Involved in CB
Psychology
Sociology
Social Psychology
Cultural Anthropology
Economics
…………………………many more!
Made by: Ravneet Bhangu

8. Applications:
• Marketing Strategy
• Public Policy
• Social Marketing
• Customer Service
Made by: Ravneet Bhangu

9. Made by: Ravneet Bhangu

10. THANK YOU!!
Made by: Ravneet Bhangu