2. CONSUMER BEHAVIOR??
Consumer behaviour is the study of when,
why, how, and where people do or do not buy
a product.
It blends elements from psychology, sociology,
social anthropology and economics.
It attempts to understand the buyer decision
making process, both individually and in groups.
It studies characteristics of individual consumers
such as demographics and behavioural
variables in an attempt to understand people's
wants.
3. Consumer behaviour in management is a
very young discipline and form an
important part in both formulation and
implementation of all marketing strategies .
It was during the 1950s, that marketing
concept developed, and thus the need to
study the behaviour of consumers was
recognised.
Marketing starts with the needs of the
customer and ends with their satisfaction.
When every thing revolves round the
customer, then the study of consumer
behaviour becomes a necessity.
4. MODEL OF CONSUMER BEHAVIOR
MARKETING
AND OTHER BUYER’S BLACK BUYER
STIMULI BOX RESPONSES
Product
Price Buyer characteristics Product choice
Place and Buyer decision Brand choice
Promotion process Dealer choice
Economic Purchase timing
Technological Purchase amont
Political
cultural
5. CHARACTERISTIC AFFECTING
CONSUMER BEHAVIOR
CULTURAL SOCIAL PERSONAL
Reference groups Age and life cycle
Cultural
stage
Family Occupation
subculture
Economic situation
Roles and status Life style
Social class
Personality
Self concept
PSYCHOLOGICAL
Motivation
Perception
Learning
BUYE
Beliefs and attitudes
R
6.
7. TYPES OF BUYING BEHAVIOR
High involvement Low involvement
Significant Complex buying Variety seeking
differences behavior buying behavior
between brands
Dissonance Habitual buying
Few differences reducing buying behavior
between brands behavior
8. BUYERS DECISION PROCESS
Need Information Evaluation of
recognition search alternatives
Post
Purchase
purchase
decision
behavior
9. NEED RECOGNITION
Internal
External stimuli
stimuli
Interest
Need of consumer
10. INFORMATION SEARCH
• FAMILY • ADVERTISING
• FRIEND • WEBSITS
• NIGHBORS • SALESPERSON
• DEALERS
Personal COMMERCI
AL
EXPERIMENT
PUBLIC AL
• MASS MEDIA • HANDLING
• EXAMINING
• USING THE
PRODUCT
11. EVALUATION OF ALTERNATIVES
No single process is used by all consumers,
or by one consumer in all buying situations.
The most current model see the consumer
forming judgments largely on a conscious
and rational basis.
This evaluation depends on the individual
consumer and specific buying situations
13. PURCHASE DECISION
DEALER BRAND
In executing a purchase intention the consumer
make up to five subdivisions
14. INTERVENING FACTORS IN
PURCHASE DECISION
PURCHASE
DECISION
UNANTICIPATED
ATTITUDE OF OTHERS
SITUATIONAL
FACTOR
PURCHASE
INTENTION
EVALUATION OF
ALTERNATIVES
15. POST PURCHASE BEHAVIOUR
POST • DISAPPOINTED
PURCHASE • SATISFIED
SATISFACTION • DELIGHTED
POST • EXIT POTION
PURCHASE • VOICE
ACTION OPTION
POST
PURCHASE
USE AND
DISPOSAL
