Consumer behaviour analysis

1. Consumer
Behaviour
Analysis – Part 1

2. Human behaviour varies from person to person
from time to time. Consumer or buyer behaviour is
relatively a new field of study in marketing. Consumer or
buyer behaviour are those activities which involves
planning, purchasing & using economic goods and services
for fulfilling their wants and desires.
Meaning & Definition

3. • “Consumer behaviour is the process whereby
individuals decide what when, how and from
whom to purchase goods and services”
- Walters & Paul
• “ The act of individuals in obtaining, using and
disposing of economic goods & services,
including the decision processes that precede and
determine these acts”.
- Kurtz

4.  Buyer behaviour is very complex.
 It’s the process by which individuals decide whether,
what, when, from whom, where & how much to buy.
 Buyer behaviour is very dynamic.
 It comprises both mental & physical activities of a
consumer.
 It is an integral part of human behaviour.
Characteristics or features

5.  In many cases, it is the sum total of the
behaviour of number of persons.
 Consumers act differently at different times.
 Consumer behaviour is influenced by
number of marketing stimuli.

6. A number of reasons make the study of consumer behaviour
relevant for effective marketing. These are as follows:
 Consumer do not always act or react as the theory would suggest.
 Consumer preferences are changing and becoming highly diversified.
 Meeting of special needs of customers requires market segmentation
 Rapid introduction of technological advancement has made the study
more vital.
 Implementing the marketing concept calls for studying the consumer
behaviour.
Importance of consumer behaviour
analysis

7. 
 “ A motive may be defined as a drive or an urge for
which an individual seeks satisfaction. It becomes a
buying motive when the individual seeks satisfaction
through the purchase of something”.
- W. J. Stanton
Buying motives of a buyer is an influence or
consideration which provides an impulse to buy. In
short, it induces a buyer to buy a product.
Buying Motives

8. 
Classification or types of
Buying Motives

9. 
It refers to those influences and reasons
which induce a buyer to choose a particular
product in preference to other products.
a) Emotional product buying Motive:
When a buyer decides to purchase a product
without thinking over the matter logically and
carefully.
Product Buying Motive

10. Emotional product buying includes the
following:
 Pride or prestige
 Emulation or imitation
 Affection
 Comfort or desire for
comfort & pleasure
 Sex appeal
 Ambition
 Desire for distinctiveness
or individuality
 Hunger & thirst
 Habit

11. b) Rational product buying motive:
When a buyer decides to buy certain thing after
thinking over the matter consciously and logically

12. Rational product buying motives
include the following:
• Safety or security
• Economy
• Relatively low price
• Suitability
• Utility or versatility
• Durability of the product
• Convenience of the product