Consumer behavior in Marketing by Kamran Khan

1. Consumer Behavior
Kamran Khan
Pharmacist, Medical Information Executive, Reviewer at Elsevier, Marketeer
kamrankhan8880567@gmail.com

2. Consumer behavior
• Consumer behavior is the study of individuals, groups, or organizations
and all the activities associated with the purchase, use and disposal of goods
and services. Consumer behaviour consists of how the consumer's emotions,
attitudes and preferences affect buying behaviour.

3. • understand people's wants and consumption patterns

4. decision-making style
• A decision-making style is defined as a "mental orientation characterising a
consumer's approach to making choices

5. Quality conscious/Perfectionist
• Quality conscious/Perfectionist: Quality-consciousness is characterised by
a consumer's search for the very best quality in products; quality conscious
consumers tend to shop systematically making more comparisons and
shopping around to compare quality and value

6. Brand-conscious
• Brand-conscious: Brand-consciousness is characterised by a tendency to
buy expensive, well-known brands or designer labels. Those who score high
on brand-consciousness tend to believe that the higher prices are an indicator
of quality and exhibit a preference for department stores or top-tier retail
outlets. The concept of Brand Conscious can be defined as the awareness of
the brand and its product offerings that are quite distinctive from the other
brands in the market having a competitive advantage. The consumers are
very concerned about what the brand company thinks about its name and
products

7. Recreation-conscious/ Hedonistic:
• Recreation-conscious/ Hedonistic: Recreational shopping is characterised
by the consumer's engagement in the purchase process. Those who score
high on recreation-consciousness regard shopping itself as a form of
enjoyment.

8. Price-conscious:
• Price-conscious: A consumer who exhibits price-and-value consciousness.
Price-conscious shoppers carefully shop around seeking lower prices, sales or
discounts and are motivated by obtaining the best value for money

9. Novelty/fashion-conscious
• Novelty/fashion-conscious: characterised by a consumer's tendency to
seek out new products or new experiences for the sake of excitement; who
gain excitement from seeking new things; they like to keep up-to-date with
fashions and trends, variety-seeking is associated with this dimension.

10. Impulsive
• Impulsive: Impulsive consumers are somewhat careless in making purchase
decisions, buy on the spur of the moment and are not overly concerned with
expenditure levels or obtaining value. Those who score high on impulsive
dimensions tend not to be engaged with the object at either a cognitive or
emotional level.

11. Confused (by over-choice):
• Confused (by over-choice): characterised by a consumer's confusion caused by too
many product choices, too many stores or an overload of product information; tend
to experience information overload.

12. Habitual / brand loyal:
• Habitual / brand loyal: characterised by a consumer's tendency to follow a
routine purchase pattern on each purchase occasion; consumers have
favourite brands or stores and have formed habits in choosing, the purchase
decision does not involve much evaluation or shopping around