CONSUMER BEHAVIOR  It includes all d thoughts, feelings, decisions & actions of the consumer in the   buying process. It a...
NATURE / CHARACTERISTIC•   Dynamic•   Involves Interaction•   Involves Exchanges•   Influenced by some factors•   4 types ...
•   PERSONAL FACTORS :                             Age FactorFACTORS                      Occupation                    ...
CONSUMER                          • “Series of logical stages a perspective purchaseBUYING DECISION                     go...
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Chapter 3 . consumer behavior

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Chapter 3 . consumer behavior

  1. 1. CONSUMER BEHAVIOR It includes all d thoughts, feelings, decisions & actions of the consumer in the buying process. It also include all environmental factors which influence the consumers.“consumer behavior is the actions & decision processes of people who purchase goods and services for personal consumption.” It has 4 types : a) Routine Response of programmed behavior , b) limited decision making, c) Extensive decision making, d) inpulse buying
  2. 2. NATURE / CHARACTERISTIC• Dynamic• Involves Interaction• Involves Exchanges• Influenced by some factors• 4 types : routine response, limited Dm, extensive DM, impulse buying• Changes as per regions and countries• Has many uses• Has a spread effect• Show status• Broad term
  3. 3. • PERSONAL FACTORS :  Age FactorFACTORS  Occupation  Life styleINFLUENCING CB  Personality PSYCHOLOGICAL FACTORS :  Learning  AttitudeCULTURAL FACTORS :  Motives  PerceptionCulture  BeliefsSubcultureSocial caste and class SITUATIONAL FACTORS :  Physical surrounding  Social surroundingSOCIAL FACTORS :  Time factor  Mood of the consumerReference GroupsFamily MARKETING FACTORS :Roles & Status Product Price Promotion Place
  4. 4. CONSUMER • “Series of logical stages a perspective purchaseBUYING DECISION goes through when faced with a buying problem.”PROCESS • Problem need identification. • Information search : a) Internal b) group c) PROBLEM / NEED IDENTIFICATION marketing d) public e) experimental. • Evaluation of alternatives. INFORMATION SEARCH • Purchase decision. • Post purchase Behavior : a) post purchase EVALUATION OF ALTERNATIVES satisfaction (b) post – purchase Actions (c) post – purchase use and disposal. PURCHASE DECISION POST – PURCHASE BEHAVIOR

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