CONSUMER BEHAVIOR AND SALES MANAGEMENT
CONSUMER BEHAVIOR AND DIFFERENT CONSUMER ROLES
Dr. POOJA SHUKLA MA’AM
CONSUMER (BUYER) BEHAVIOUR
STUDYING CONSUMERS & CONSUMER BEHAVIOUR
PROVIDES CLUES FOR IMPROVING OR INTRODUCING PRODUCTS OR SERVICES, SETTING
CRAFTING MESSAGES AND
DEVELOPING OTHER MARKETING ACTIVITIES.
TWO CATEGORIES OF BUYERS
1. INDIVIDUAL BUYER:
Buys things for her own personal and family consumption.
1. BUSINESS BUYER:
A commercial buyer who buys things for manufacturing other
products, or for reselling, or for use in the running of her enterprise.
THE INDIVIDUAL BUYER & THE BUSINESS BUYER
ARE DIFFERENT IN TERMS OF BUYING MOTIVATION,
ATTITUDES AND PURCHASE BEHAVIOUR.
CONSUMER BEHAVIOUR DEFINITION
It’s the study of how individuals, groups and organizations
select, buy, use, and dispose of goods, services, ideas or
experiences to satisfy their needs and wants.
ACTUALLY, THE STUDY OF CONSUMER BEHAVIOUR IS BASIC TO
While studying Consumer Behaviour, a marketing person aims
to answer the following questions:
• What motivates the buyer?
• What induces consumer to buy?
• Why does a Customer buy a specific brand?
• Why does a Customer buy from a particular shop?
• How does Customer react to a new product, or a new piece
of information addressed to Him/Her?
• What are the stages Customer travels through before He/She
makes the decision to buy?
THE IMPORTANCE OF STUDYING CONSUMER BEHAVIOUR
Observing and understanding consumer behaviour helps
marketers identify emerging trends that might offer newer, or
better marketing opportunities.
GAINING A THOROUGH IN-DEPTH CONSUMER
UNDERSTANDING HELPS TO ENSURE THAT
The right products are marketed to the right
Consumers in the right way and at the right time.
Consumers determine the products and services
they need, whether they are shopping for
themselves, friends, family members or business
clients. The media help to persuade, inform and
remind them about products and services that are
available for consumption. Once a consumer
becomes interested in a product or service,
regardless of the brand name associated with it,
he begins to gather information to determine if
making the purchase is a reasonable, wise-buying
Consumers undoubtedly look to family, friends, and
colleagues for opinions when they're making a
purchase. A referral for a business or a personal
experience with a product holds more weight with a
consumer than a well-orchestra print advertisement or
commercial. In fact, Business Wire reports that women
often look to blogs and social networks to research
products before they make a decision to buy.
Companies offer customers an opportunity to review
their services and products online, and consumers use
this information to gauge quality, service, features,
benefits, and pricing.
Children, for example, may initiate the
idea of purchasing by mentioning a
new cereal to a parent. The parent
decides whether or not to make the
purchase after researching the cereal
to determine its price, its availability,
and how healthy it is. Consumers who
assume the role of a decider have the
financial authority to decide whether a
good or service can be purchased.
Consumers purchase products and
services with their money, a
spouse's money, or by using a
company credit card. Whether they
visit a store in person, make a
purchase online or place an order
over the phone, the buyer gives a
payment and receives a good or
service in exchange.
Consumers typically use the products they buy,
unless they make the purchase for a family
member, friend, or colleague. Regardless of who
makes the purchase, the user is the person who
ultimately consumes the good or service that's
purchased by the buyer.
A gatekeeper is any initial intermediary between a
salesperson and a decision-maker within an
organization. They might field calls for executives, be
the first point of contact at a company's physical office,
or fulfill any other responsibilities to screen who gets to
connect with the decision-makers they work for.