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consumer behavior
 

consumer behavior

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    consumer behavior consumer behavior Presentation Transcript

    • What is Consumer Behavior?
      • Consumer behavior is the study of how and why people acquire and use products for themselves and/or their household.
    • CHARACTERSTICS
      • Process by which individual decide whether, what, when, from whom, where & how much to buy.
      • It comprises both mental & physical activities of a consumer.
      • An individual Behavior is influenced by internal & external factors.
      • It is influenced by a No. of marketing stimuli offered by marketer.
      • They learn & thereby change their attitudes & behavior.
    • BUYING MOTIVES
      • Motive is inner urge that moves or prompts a person to some action.
      • It can be a strong desire, feeling, a drive, stimulus or emotion which plays a role in the consumer’s decision to purchase a product or service.
    • TYPES
      • Personal Motives
      • Role Playing
      • Diversion
      • Learning about new trends
      • Social Motives
      • Social Experience
      • Status & Authority
      • Pleasure of Bargaining
    • Consumer Decision Making Process The Buying process by a consumer is triggered by his specific needs.
    • Consumer Distinctive Behavior Pattern Towards Services
      • Consumer rely more on information from personal services
      • Engage in greater post purchase evaluation and information seeking.
      • Consumer Perceive greater risk.
      • Mood plays an important role.
    • Factors Influencing Consumer Behavior
      • Culture
      • Subculture
      • Social class
      • Reference groups
      • Family
    • Implication for service providers
      • Marketers should be careful in satisfying existing customers.
      • Assistance of service providers plays an important role.
      • Customer becomes a part of service delivery process.
      • Time taken to deliver the service forms the basis of competition.
      • Demand for both quality and customization poses a challenge to service providers.
    •