ppt

1. INTRODUCTION TO CONSUMER BEHAVIOUR
School of Allied Sciences,
DMIHER (DU)
How many times throughout the day do people make product decisions?
If you stop thinking about it, many product decisions are made every day,
some without much thought.
What should I wear?
What should I eat? What am I going to do today?
Many product decisions are answered routinely every day and they help
move the economy of cities, countries and ultimately the world.

2. INTRODUCTION TO CONSUMER BEHAVIOUR
School of Allied Sciences,
DMIHER (DU)
Provide value and customer satisfaction.
Effectively target customers.
Enhance the value of the company.
Improve products and services.
Create a competitive advantage
Understand how customers view their products versus their competitors’ products.
Expand the knowledge base in the field of marketing,
Apply marketing strategies toward a positive effect on society (encourage people to
support charities, promote healthy habits, reduce drug use etc.)

3. INTRODUCTION TO CONSUMER BEHAVIOUR
School of Allied Sciences,
DMIHER (DU)
Product decisions also shape life of the consumer. How can simple decisions be so
important? Why do marketers spend millions of dollars to uncover the reasons behind
these decisions?
To define consumer behavior: it is the study of consumers and the processes they use to
choose use, and dispose of products and services. A more in-depth definition will also
include how that process impacts the world. Consumer behavior incorporates ideas from
several sciences including psychology, biology, chemistry and economics. Consumer
behavior marketing is so much more than creating a catchy phrase or a jingle people will
sing for days. Understanding consumer behavior is a vital aspect of marketing.

4. INTRODUCTION TO CONSUMER BEHAVIOUR
School of Allied Sciences,
DMIHER (DU)
Consumer behavior is the study of how people make decisions
about what they buy, want, need, or as regards a product,
service, or company. It is critical to understand consumer
behavior to know how potential customers will respond to a
new product or service. It also helps companies identify
opportunities that are not currently met.

5. DEFINITION OF CB
School of Allied Sciences,
DMIHER (DU)
Some selected definitions of consumer behaviour are as follows:
1. According to Engel, Blackwell, and Mansard, ‘consumer behaviour is
the actions and decision processes of people who purchase goods and
services for personal consumption’.
2. According to Louden and Bitta,‘consumer behaviour is the decision
process and physical activity, which individuals engage in when
evaluating, acquiring, using or disposing of goods and services’

6. SUMMARY
School of Allied Sciences,
DMIHER (DU)
Consumer behavior involves the decisions people make throughout the
day, from what to wear to what to eat, influencing the economy on various
levels. It's crucial for businesses to understand consumer behavior to
provide value, target customers effectively, and enhance their offerings.
Factors like personality, motivation, and past experiences shape internal
influences on consumer behavior, while external influences include family,
friends, culture, and advertising. These factors collectively impact
consumers' attitudes and purchasing decisions.