Introduction to Consumer Behavior

kamalesh mishrra

Learning Objectives

Define consumer behavior Identify and discuss the four domains of consumer behavior Discuss the benefits of studying consumer behavior

Customer & Consumer.

Customer.
Regular in terms his purchase from a store or company.

Consumer
Is the who is involved in all the activity mentioned in the definition. The traditional definition of the same strictly says that it is very much related to economic goods and services where a monetary exchange is involved.

Some of the important issues that marketing executives face include

What do consumer think our product and those of the competitors? What possible improvements they think in our products? How do they actually use our products? Customers attitude towards our products and our promotional efforts? Their feelings about their role in the family and the society? Their hopes and dreams for their own self and the family?

Consumer Behavior Defined.

Consumer behavior refers to the actions and decisions process of the people who purchase goods and services for personal consumer. Consumer behavior refers to the mental and emotional processes and the physical activities of the people who purchase and use goods and services to satisfy particular needs and wants. The behavior that the consumers display in searching for , purchasing using evaluating and disposing of products and services that they expect will satisfy their need. Consumer behavior refers to the mental and emotional processes and the observable behavior of consumers during searching, purchasing, and post consumption of a product.

Consumer Behavior Involves:

Products Services Activities Ideas

Consumer Behavior Aspect.

The final purchase activity which is visible to us, and the decision process which may involve the inter play of a number of complex variables not visible to us. Purchase behavior is the end result of the long process of consumer decision making

The study involves

What consumers buy, Why they buy How they buy it, When they buy it, Where they buy it, How frequently they buy it How they dispose it of

Consumer Behavior Involves:

Acquisition Usage Disposition

Consumer Behavior Can Involve Many People

Information gatherer Influencer Decider Purchaser User

What Affects Consumer Behavior? The Four Domains

Psychological Core Decision making Process Socio-cultural Influences Consumer Behavior Outcomes

Psychological Core (Internal Processes)

Motivation Exposure, Attention, and Perception Learning Attitudes Memory and Retrieval Personality, Values and Lifestyle

The Decision Making Process

Problem Recognition
Information Search Alternative Evaluations Decision Post-Decision Evaluations

Socio-cultural Influences: (External Processes)

Reference Groups and Opinion Leaders Household Influence Social Class Culture Subcultures

Consumer Behavior Outcomes

Diffusion of ideas, products, and services through a market

Who Benefits from the Study of Consumer Behavior?

Marketing Managers Public Policy Makers/Regulators Consumers

Thank you.