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. 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. • PERSONAL FACTORS :
Age Factor
FACTORS Occupation
Life style
INFLUENCING CB Personality
PSYCHOLOGICAL FACTORS :
Learning
Attitude
CULTURAL FACTORS : Motives
Perception
Culture Beliefs
Subculture
Social caste and class SITUATIONAL FACTORS :
Physical surrounding
Social surrounding
SOCIAL FACTORS :
Time factor
Mood of the consumer
Reference Groups
Family MARKETING FACTORS :
Roles & Status Product
Price
Promotion
Place
4. CONSUMER • “Series of logical stages a perspective purchase
BUYING 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
