3. Session 1 – INTRODUCTION TO CONSUMER
BEHAVIOR
School of Allied Sciences, DMIHER (DU)
4. Objectives
After completing this session, you will be able to:
Understand the meaning of consumer behaviour.
Understand the characteristics of CB
Roles of CB
School of Allied Sciences,
DMIHER (DU)
7. Consumer Buying Behaviour
School of Allied Sciences, DMIHER (DU)
Consumer Behaviour is the sum total of the
decision taken by the consumers concerning the
search, selection, purchase, usage, evaluation
and disposal of the product and service, which
are expected to satisfy their needs.
8. Definition
School of Allied Sciences,
DMIHER (DU)
Consumer behavior is the sum total of the decision
taken by the consumers concerning the search,
selection, purchase, usage, evaluation and disposal of
the product and service, which are expected to satisfy
their needs.
9. CONSUMER BEHAVIOR IN MARKETING
School of Allied Sciences,
DMIHER (DU)
Segmentation: consumer behavior research helps marketers segment markets. marketers can modify their
marketing messages and strategies to better appeal to each demographic by recognizing these segments.
Product design: understanding consumer behavior can also aid in product development. marketers can create
products that better meet consumer needs and preferences by analyzing customer requirements and tastes,
leading to increased sales and customer satisfaction.
Pricing strategies: marketers can use consumer behavior data to determine the price points at which
customers are willing to pay for a product, as well as the pricing strategies most likely to appeal to each market
segment.
Branding: consumer behavior research helps in the development of branding strategies. marketers can create
brand messages and strategies that resonate with consumers and build brand loyalty by understanding
consumer attitudes and perceptions of brands.
10. Why is consumer behavior so important?
School of Allied Sciences,
DMIHER (DU)
Better marketing and communications
Increase customer loyalty.
Better plan inventory
Increase sales
Research competition
12. Summary
School of Allied Sciences, DMIHER (DU)
Consumer behaviour, in its broadest sense, is concerned with
understanding both how purchase decisions are made and
how products or services are consumed or experienced.
Consumers are active decision-makers. They decide what to
purchase, often based on their disposable income or budget.
13. References
School of Allied Sciences,
DMIHER (DU)
1. Philip Kotler (1987) Marketing: An Introduction. Prentice-Hall; International
Editions.
2. Ramaswamy, V.S., 2002, Marketing Management, Macmilan India, New Delhi.
3. Kotler P, Armstrong G,2008, Principles of Marketing, 9th Edition, Prentice
Hall, New Delhi
4. Gandhi J.C, 1985, Marketing –A Managerial Introduction, Tata McGraw-Hill ,
New Delhi
5. https://www.enotesmba.com/2017/08/marketing-notes-consumer-buying-
behaviour.html
