Consumer
Behaviour
Consumer
Who is a consumer?
What is consumer interest?
Consumer
Behaviour
• Consumer Behaviour is a
branch that deals with
the various stages a
consumer goes through
before purchasing
products or services for
his end use.
Why do
you think Social
an Need
Status
individual
buys a Gifting
Purpose
product?
Why do you think an individual does not buy a product?
Income/Budget/
No requirement Financial Taste
constraints
The study of consumer
behaviour explains as
to
Why and why not a consumer
buys a product?
When a consumer buys a
product?
How a consumer buys a
product?
The main catalyst which triggers the buying decision of
an individual is need for a particular
product/service. Consumers purchase products and
services as and when need arises.
Sources of
Information
Personal Sources
Commercial Sources
Public Sources
Personal Experience
Buying decisions depends on:
Messages, advertisements, promotional materials, a consumer goes through also called selective
exposure.
Not all promotional materials and advertisements excite a consumer. A consumer does not pay
attention to everything he sees. He is interested in only what he wants to see. Such behaviour is
called selective attention.
Consumer interpretation refers to how an individual perceives a particular message.
A consumer would certainly buy something which appeals him the most. He would remember the
most relevant and meaningful message also called as selective retention. He would obviously not
remember something which has nothing to do with his need.
Consumer Decision
Making Process
NEED
↓
INFORMATION GATHERING/SEARCH
↓
EVALUATION OF ALTERNATIVES
↓
PURCHASE OF PRODUCT/SERVICE
↓
POST PURCHASE EVALUATION
Cultural Factors
• Cultural factors comprise of set of values and ideologies of a
particular community or group of individuals.
• Subcultures
• religion,
• age,
• geographical location,
• gender (male/female),
• status etc.
Reference Groups
Immediate Family
Members
Social Relatives
Factors
Role in the Society
Status in the society
Reference Groups
Bachelorhood
Every individual
has some people
around who Friends
influence him/her
in any way.
Newly married
Reference groups
comprise of people
that individuals Family Members
compare
themselves with. Family with
Primary Groups
children
Reference groups
are generally of Relatives
two types:
Secondary Groups Empty nest
Co Workers
Personal Factors
Occupation Age Economic Lifestyle Personality
condition
Psychological Factors
Motivation Perception Learnings Beliefs and
Selective attitudes
attention
Selective
distortion
Selective
retention
Learning
•Learning is the change in an individual’s behavior arising from
experience and occurs through the interplay of:
Drive Stimul
Cues
s i
Responses Reinforcemen
t
•A belief is a descriptive thought that a person has about something
based on:
• knowledge
• opinion
• faith
•An attitude describes a person’s relatively consistent evaluations,
feelings, and tendencies toward an object or idea.
Characteristics Affecting Consumer
Behavior
What do marketers need to
understand?
• Consumer Behaviour refers to the study of buying tendencies of consumers.
• The psychology of consumers (what they feel about a particular product and
their brand on the whole).
• How consumers are influenced by their immediate surroundings, family
members, friends, co-workers and so on.
• Two different ways which enable marketers to understand their consumers
Primary Research
Secondary Research
Developing Marketing Information
Consumer Markets and Buyer
Behavior
• Claritas’ data Purchase Behaviors Include: Media Behaviors Include:
scientists
Apparel TV
incorporate
various offline and Appliances Cable
online data
Automotive Internet
sources into the
development of Communications Social
PRIZM Premier
Consumer Package Podcast
segments,
Goods
including Mobile
demographics, Financial Services &
lifestyle, purchase Wealth Audio
and media
Home Furnishings Print
behaviors to
develop an Media Usage
actionable portrait
of today’s Travel
consumers. Technology
Types of Buying Decision
Behavior
Dissonance- Variety-
Complex Habitual
reducing seeking
buying buying
buying buying
behavior behavior
behavior behavior
Types of Buying Decision Behavior
Post Purchase Behaviour
•Postpurchase behavior is the stage of the buyer decision
process in which consumers take further action after purchase,
based on their satisfaction or dissatisfaction.
•Cognitive dissonance is buyer
discomfort caused by postpurchase
conflict.
The Buyer Decision Process for New
Products
The adoption process is the mental process an individual goes
through from first learning about an innovation to final regular use.
• Stages in the adoption process include:
Awareness Interest Evaluation Trial Adoption
The Buyer Decision Process for New Products
