Scribd
Upload
50 views1 page

Untitled

1. The document discusses marketing management and consumer behavior. It explains that understanding competitors' strategies and the product life cycle is important for market segmentation. 2. Consumer behavior involves how individuals make purchase decisions. There are three types of consumer decision behavior: routine, limited, and extensive decision making, depending on purchase frequency and cost. 3. Key factors that influence buying decisions include quality, price, quantity, and the seller's image. Understanding these consumer behaviors and decision factors is essential for effective marketing.

Uploaded by

Maheswaran Mahi
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
50 views1 page

Untitled

1. The document discusses marketing management and consumer behavior. It explains that understanding competitors' strategies and the product life cycle is important for market segmentation. 2. Consumer behavior involves how individuals make purchase decisions. There are three types of consumer decision behavior: routine, limited, and extensive decision making, depending on purchase frequency and cost. 3. Key factors that influence buying decisions include quality, price, quantity, and the seller's image. Understanding these consumer behaviors and decision factors is essential for effective marketing.

Uploaded by

Maheswaran Mahi
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 1

Sub: Marketing Management Class:II BBBA

 COMPETITORS STRATEGY
If the competitors have segmented their market, it becomes essential fall in line with them. It is not possible
for a business to survive with a strategy of undifferentiated market.
 CONSIDERATION OF THE PRODUCT LIFE CYCLE
If the product is only in its introduction stages, the marketer may not think of segmenting its market. This
question of segmentation does not does not arise when the product is in its decline stage.

BUYERS BEHAVIOUR OR CONSUMER BEHAVIOUR

INTRODUCTION AND MEANING:


The essential task under the marketing concept is to find the needs of customer and satisfy those needs. Simply
stated, marketing concept means, “ find and fill it ”. The consumer market consists of all the individuals
and households - buy or acquired goods and services for personal consumption. Based on the age, income,
education, and status, taste. Etc., we found variation among the customers. So the buyers’ behaviour is the
key factor in the marketing.
The whole behaviour of a person while making purchase may be termed as consumer behaviour. It is the
attempt and prediction of human actions in the buying role. According to Walter and Paul “consumer
behaviour is the process where by individuals decide whether, what, when, where, how an from whom to
purchase good and services.”

CONSUMER DECISION BEHAVIOUR:

 ROUTINE DECISION BEHAVIOUR :


 It is usually found in the cases of frequently purchased and low cost items.
E.g. : If you intend to buy a particular brand of toilet soap and if the brand is not available in the shop majority
consumers would switch over to a second preferred brand of their choice.

 LIMITED DECISION BEHAVIOUR :


 It is in the case of purchase made by the consumer less frequently. The investments needed also will be
comparably high.
 For example:
 Buying a television set makes the consumers to examine various models and brand make casual enquiries
with the neighbour owners and discuss with family members before a final decision is made.

 EXTENSIVE DECISION MAKING :


 Extensive decision making is required when a consumer wants to purchase un familiar products which is
totally new having high unit value and bought preferably once in his life time. E.g. : decision on
construction of a building, buying car etc.

FACTORS INVOLVED IN BUYNG DECISION:

 QUALITY :
o Most of buyers are quality conscious. Such people want to buy only branded goods. They may not mind a
high price.
 PRICE
o People who are conscious want to buy from the cheapest sources. They may not give any importance for
the brand name.

 QUANTITY :
o Based on the quantity purchased, buyer may be classified into small buyers, medium buyers and large
buyers.

 SELLERS IMAGE :
o Some buyers are specific about to the seller’s image. They buy always from a particular merchant. On the
other hand people who may buy from different shops.

12

You might also like