Consumer behaviour2 ppt @ bec doms 2009 bagalkot mba
Consumer BehaviourDefine consumer behavior and explain its nature/features.Explain the factors influencing consumerbehaviour.Explain the steps in consumer buying decisionprocess.
Introduction Consumer psychology needs a special attentionin the present highly competitive and consumer- oriented marketing system. Consumer is the cause & purpose of all production and marketing activities.
Meaning of Consumer/Buyer BehaviorConsumer is the most important person in business. Hisattitude, behavior, needs and reactions play an importantrole in regard to marketing plans and policies ofcompanies. Companies study the behaviours of consumers constantlyfor their benefits.Consumer behavior is comparatively new area within thescope of business management.The purpose of study of consumer behavior is tounderstand human actions and reactions (consumerbehaviour) in the best possible manner.
Definition of Consumer/Buyer behaviourConsumer behavior is the process whereby individualsdecide what, when, where, how and from whom topurchase goods and services.Walters and PaulBuyer behaviour is all psychological, social andphysical behaviour of potential customers as theybecome aware of, evaluate, purchase, consume and tellothers about the products and services.Webster
Importance of consumer/buyer behaviour in marketing management Study of consumer behaviour has specialimportance in the present competitve marketing management system. Understanding buyer/consumer behaviour is very important for successful marketing.
Meaning & Importance of Buyer/Consumer PsychologyKnowledgeAttitudes & EmotionsImagesIntentionsBuying Motives
Steps in Selling/Buying ProcessProspecting.Pre-approach.Attention.Interest.Desire.Action.