1. CONSUMER BEHAVIOR
Supta Sarkar
CHSCAU-75
B.Sc 2nd Yr. (2ndSem.)

2. CONTENTS
 Introduction
 Definition
 Applications of consumer behavior
-marketing strategy
-public policy
-social marketing
-better consumer

3. o
Sales promotion techniques influencing consumer
behavior
o
Factors influencing consumer behavior
-Demographic factors
-economic factors
-Social factors
-Cultural factors
-psychological factors
o
Consumer purchase decision process

4.  Models of consumer decision process:
-need/
problem recognition
-information search
-evaluation of information
-purchase decision
-post purchase behavior
 Consumer’s response towards malpractices in the
market
 Importance of studying consumer behavior
 Some case studies
 Conclusion

5. INTRODUCTION
 Consumers-
The ultimate users of goods &
services.
 Consumer
behavior- Buying behavior of
ultimate users.

6. Definition
“The study of individuals, groups, or orgs. &
the process they use to select, secure, use &
dispose of products, services, experiences or
ideas to satisfy needs & impacts that these
processes have on the consumer & society”.

7. Application of consumer
behavior
1. Marketing strategy
sales promotion, advertisements,etc
For eg; afternoon snacks advertisement.
2. Social marketing
To get consumers’ attention on productfor e.g. by graphic pictures

8. 3. Public policy
Involves getting ideas across to consumers
rather than selling something.
4. Better consumers
Studying consumer behavior sensitize
consumers to be vigilant consumer.

9. 1.
2.
SALES PROMOTION TECHNIQUES
INFLUENCING CONSUMER
BEHAVIOR
Free samples
3.Sales
Point of purchase
display
4.Coupons

10. 5.Loyal reward offer
7.Money back offer
6.Scratch & win offer
8.Contest & sweepstakes

11. 9.Price pack deals:
i. Bonus pack,
10.Promotional periods
ii. Band pack

12. FACTORS INFLUENCING
CONSUMER BEHAVIOR

Demographic factors
Population size
(resource depletion,increase demand)

Birth & death rates

Working class
1.

13. 2.Economic factors
o
Income
o
Family life cycle:
i.
Contd.

14. o
o
o
Liquid assets
Credit facilities
Expenditure pattern & savings

15. 3. Social factors

Reference groups
-Diffusion process
Contd .

16. 

Family- Roles of members
Social status
4. Cultural factors
Main culture
 Sub-culture


17. 5. Psychological factors
 Motivation

18. 
Perception

Learning

Belief & Attitude
Fig- Attitude

Cognitive dissonance

19. 6. Personal factors





Age
Occupation
Lifestyle
Personality
Economic situation
---

20. In broad term factors can be classified in 2
categories:
-Internal factors:
-External factors:

21. General factors influencing:
FOOD ITEMS













Price
Taste / choice
Availability
Sales promotion
Peer group
Food habit
Time taken for preparation
Attractiveness of packages
Advertisements
Buying habits
Health status
Label
Brand name

22. Clothing items








Comfort
Choice
Colour
Style
Fashion
Price
Availability
Texture
Contd.

23.  Clothing
budget
 Climate
 Occassion
 Ease
of care
 Quality
 Reputation
of the brand
 Advertisement
 Profession
 Habit

24. Consumer durable goods











Colour
Price
Comfort
Quality
Need
Budget
Fashion
Sales promotion
Advertisement
Peer group
Social recognition

25. Cosmetic products







Price
Suitability
Availability
Colour
Advertisement
Packaging
Brand






Peer group
Fashion
Place of manufacture
Ingrdients of the
product
Social recognition
Sales promotion

26. CASE STUDY:
EXTERNAL & INTERNAL INFLUENCES
ON CONSUMER BUYING DECISIONS
 A case study done by MANASHI
MOHANTY, Dept. Of FRM, college of home
sc., Orissa University of Agri. & Tech.,
Bhubeneshwar, India.
 Study conducted in Bhubeneshwar
 Sample: 150 women consumer(randomly
selected)
 Direct personal interview was followed using
interview schedule as a tool.

27. OPINION OF RESPONDENTS REGARDING INTERNAL
INFLUENCES ON CONSUMER BEHAVIOUR
:
FACTORS
RESPONDENTS
RANK
Consumer resources
125 (83.3%)
I
Life style
90 (60%)
II
Personal value
85 (56.6%)
III
Motivation
72 (48%)
IV
Knowledge
65 (43.3%)
V

28. FACTORS
NO. OF RESPONDENTS
RANK
Social status
135 (90%)
I
Culture
120 (80%)
II
Environment
105(70%)
III
Family
77 (51.3%)
IV
Situation
65 (43.3%)
V
Influencer
48 (32%)
VI
---

29. Consumer purchase
decision process
1.
2.
3.
4.
5.
Need recognition/ problem recognition/
recognition of an unsatisfied need
Information searching
Evaluation of alternatives
Purchase decision
Post- purchase behavior

30. 5 stage Model of buying process

31. 1.Need recognition
Need
Recognition
Memory
EXTERNALTAL
INFLUENCES
•Culture
•Social class
•Personal influences
•Family
•situation
INTERNAL
INFLUENCES
•Consumer resources
•Motivation & involvement
•Knowledge
•Attitudes
•Personality, values
& lifestyles

32. Model of Searching
information
Need
Need
recognition
recognition
Internal
Internal
search
search
search
search
Memory
Memory
External
External
search
search
EXTERNAL
ENVIRONMENTAL
INFLUENCES
INFLUENCES
••Culture
Culture
••Socialclass personal
Social class
•personal influences
influences
••Family
Family
••situation
situation
INTERNAL
INDIVIDUAL
INFLUENCES
DIFFERENCES
•Consumer resources
•Motivation & involvement
•Knowledge
•Attitudes
•Personality, values,&
lifestyle

33. 3. Evaluation of information
Need
recognition
I1
I
I2
I3
I4
I5
EXTERNAL
INFLUENCES
•Culture
•Social class personal
influences
•Family
•situation
search
Memory
Alternative
evaluation
INTERNAL
INFLUENCES
•Consumer resources
•Motivation & involveme
•Knowledge
•Attitudes
•Personality, values,&
lifestyle

34. 4. Purchase decision
5. Post purchase behavior
Purchase
Alternative
evaluation
Outcome
Dissatisfaction
satisfaction

35. Consumer response towards
malpractices in the market
Some common response towards
malpractice in the market are:
 Purchasing without showing any reaction
 Giving less price
 Doesnot buy the product
 Warning the shopkeeper
contd

36.  Returning product to the shopkeeper
 Asking money back
 Reporting at consumer forum/appropriate
authority

37. IMPORTANCE OF STUDYING
CONSUMER BEHAVIOR
Consumer behavior is important for the three
persons:
1. consumer
2. scientists
3. producer
Consumer behavior is important to consumer
because of the following reasons:
1.Ever increasing intensifying competition.
2.Pace of innovation is rapid.

38. The Study of consumer
behavior helps producers:
•To determine method of promotion.
• To design optimal services.
• To determine availability for the customers.
• To determine price
• To achieve the organizational objectives.

39. Case studies
PURCHASE DECISION OF BRANDED &
NON BRANDED APPAREL
 Conducted
by SHILPI SHARMA,Dept. Of
Textile & Apparel Designing, College of home
sc., Madhya pradesh, University of Agri &
Tech, Udaipur(Rajasthan), india.
 Sample size: 60 college boys(randomly
selected)
 Pretested questionnaire.

40. 
PREPARATION OF BUDGET FOR PURCHASING OF
CLOTHES
CATEGORY
Branded garments
Non branded garments
6.67
Both

PERCENTAGE
%
85
8.33
WHEN RESPONDENTS USUALLY PURCHASE:
WHEN THEY
PERCENTAGE
PURCHASE
According to need
%
100
On ceremony/ festival
100
On new arrival
75

41. QUALITIES PREFFERED AT THE TIME OF
PURCHASE
SL.
NO.
ASPECTS
BRANDE
D
NON
BOTH
BRANDED
1
Texture
-
-
100
2
Design
-
-
100
3
Comfort
-
-
100
4
Variety
-
-
100
5
Colour
-
-
100
6
Fitting on physique
-
-
100
7
Labels on product
100
-
-
8
Fashion
5
11.7
83.3
9
Care & maintenance
15
6.7
78.3
10
suitability
10
20
70
Contd.

42. SL.
NO.
ASPECTS
BRANDED NON
BOTH
BRANDED
11
Durability
25
16.7
58.3
12
Quality of fabric
11.7
40
48.3
13
Shopping environment
36.7
15
48.3
14
Price
16.7
63.3
20
15
Display garment
75
8.3
16.7
---

43. COMPARATIVE STUDY OF BUYING
HABIT OF RURAL & URBAN WOMEN
CONSUMERS OF MEGHALAYA
Case study conducted by M. BARUAH, Dept.
Of FRM, college of Home Sc.,Tura,
Meghalaya., CAU(Imphal).
 Conducted on 2 districts: west garo hills &
east Garo hills.
 Total sample size:200 (100 rural households,
100 urban households).
 Interview method.


44. GENERAL BUYING HABITS OF RURAL &
URBAN CONSUMERS OF MEGHALAYA
STATEMENTS
ALWAYS
%
SOMETIMES
%
NEVER
%
RURAL URBAN RURAL
URBAN
RURAL URBAN
Checking
manufacturing/expiry date in
medicines
37
96
45
04
18
-
Buying foot wear from
reputed dealers
02
38
39
56
59
06
Taking delivery of sealed gas
cylinder
07
94
10
06
02
-
Contd.

45. STATEMENT
ALWAYS
SOMETIMES
NEVER
RURAL
URBAN
RURAL URBAN
RURAL
URBAN
02
11
28
56
70
33
Buying commodity which 10
is accompanied by free gift
though it was not
required at that time
15
38
62
52
23
Buying immediatly when
offered on reduction sale
---

46. CONCLUSION