Consumer Behaviour

The field of consumer behavior studies show how individuals, groups and organizations select, buy and dispose off goods, services, ideas or experiences to satisfy their needs and desires Definition Buyer behaviour is all psychological, social and physical behaviour of potential customers as they become aware of, evaluate, purchase, consume and tell other people about production and services

Consumer Behavior
FACTORS INFLUENCING CONSUMER BEHAVIOUR
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Psychological factors Social factors Cultural factors Economic factors Personal factors Other factors

Consumer Behaviour
PSYCHOLOGICAL FACTORS A persons buying choice is affected by motivation, perception, learning and belief & attitudes
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Consumer Behaviour
MOTIVE A motive can be defined as a drive or an urge for which an individual seeks satisfaction Individuals seek satisfaction through purchase of something to satisfy their needs which becomes a buying motive.

Consumer Behaviour
Types of needs

biogenic (hunger, thirst or discomfort) psychogenic (recognition, esteem or belonging)

Consumer Behaviour
PERCEPTION Definition Perception is the process by which an individual selects, organizes and interprets information inputs to create a meaningful picture of the world How a motivated person actually acts is influenced by his or her perception of the situation

Consumer Behaviour
LEARNING
It is defined as the changes in the behaviour of an individual arising from the past practice or previous experience. Buying behaviour is critically affected by their learning experience

Consumer Behaviour
PROCESS OF LEARNING OCCURS THROUGH THE INTERPLAY OF

DRIVES STIMULI CUES RESPONSES & RE- INFORCEMENT

Consumer Behaviour
BELIEFS AND ATTITUDES
PEOPLE DEVELOP THEIR BELIEFS AND ATTITUDES,THROUGH ACTING AND LEARNING WHICH, IN TURN,INFLUENCE

THEIR BUYING BEHAVIOUR.

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Consumer Behaviour

An attitude is a state of mind or feeling It may be described as a persons emotional feelings, action, and tendencies towards some idea or object

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Consumer Behaviour
IT EXPLAINS A PERSONS RELATIVELY CONSISTENT EVALUATIONS, FEELINGS AND TENDENCIES TOWARDS AN OBJECT

OR IDEA
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Consumer Behaviour

Attitude can not be changed easily, because a persons attitude settles into a consistent pattern Marketing managers, try to fit firms products into existing attitudes rather than trying to change the attitudes themselves

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Consumer behaviour
SOCIAL FACTORS The social factors, influencing consumer behaviour are; Reference Family and Social roles & status

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Consumer behaviour
Reference group

Group of people with whom individual associates and who influence a persons attitudes, values and behaviour directly or indirectly Examples of reference groups Primary, secondary , aspirational, and dissociative
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Consumer behaviour
Family

Is the most important consumer buying organization in a society, and family members constitute the most influential primary reference group.

Types of family Nuclear and joint family

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Consumer behaviour
From parents, a person acquires an orientation towards

religion, politics & economics and a sense of personal ambition, self worth & love.

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Consumer behaviour
Marketers should study the role and the relative influence of the husband, wife and children in the purchase of goods and services

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Consumer behaviour
Cultural factors and social class

Culture is the most fundamental determinant of a persons wants and behaviour It influences the pattern of consumption and pattern of decision making Consumer behaviour is determined by the social class to which they belong
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Consumer behaviour
Social class is determined by many factors e.g. income occupation education authority life styles consumption pattern
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Consumer behaviour
Economic factors Factors that influence consumer behaviour: Income Savings Liquid assets of the Consumer Consumer credit Other economic factors (business cycles, inflation etc.)
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Consumer behaviour
Personal Factors Important personal factors that influence buyer behaviour are: Age Occupation Income Life Style
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Consumer behaviour
Political factors

In a controlled economy, the consumption pattern is determined by the government. In free capitalistic economy, consumers have economic freedom and wider choice.

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Consumer behaviour
Legal factors Consumer expenditure is governed by legal factors e.g. taxes, laws, legal restrictions etc.

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Consumer behaviour
Technology

Technological advances contribute to the production and availability of modern goods. They also influence the buying behaviour of consumers.

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Consumer behaviour
Ethical considerations

Ethical considerations (i.e. sense of morality) have an important effect on the buying behaviour of the consumers. e.g. if people are religious and spiritual minded, they spend less on modern comforts and luxuries. if people are educated, civilized and advanced, they spend more on comforts and luxuries
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