SlideShare a Scribd company logo

Unit 1 INTRODUCTION TO CONSUMER BEHAVIOUR

This chapter provides an insight to consumer buying decision making process.It provides a guidance to theories of consumer buying patterns

1 of 70
UNIT 1
INTRODUCTION TO
CONSUMER
BEHAVIOUR
PROF. MAHUA MUKHERJEE
CONCEPT
• Consumers are those individuals who purchase commodities
for deriving utilities and using them to satisfy their needs.
• Behaviour is defined as “the series of innumerable responses
potrayed by individuals.”
CONSUMER BEHAVIOUR IS DEFINED AS THAT PROCESS BY
WHICH INDIVIDUALS OR GROUPS SELECT, PURCHASE,
OBTAIN,USE,ADOPT OR DISPOSE OFF THE PRODUCTS TO
SATISFY THEIR NEEDS AND DESIRES.
It is a sumtotal of all the actions directly involved in obtaining,
consuming and disposing off products both goods & services
including the decision making process which proceeds and
follow these actions.
• The consumers or buyers are the highly complex entity in the
field of marketing management.
• Their needs and desires are innumerable and may vary from –
security needs to aesthetic needs
Some needs are latent
Some needs are manifested
Some needs are dominant
• Some needs of an individual can be met with money
• Many needs remained beyond realisation.
DEFINITIONS
• According to KOTLER & ARMSTRONG
“The buying behaviour of final consumers, individuals and
households who buys goods and services for personal
consumption.”
• According to ENGEL,BLACKWELL & MANSARD
“Consumer Behaviour is the actions and decision processes of
people who purchase goods and services for personal
consumption”.
NEEDS /ATTITUDE INFLUENCING
CONSUMPTION DECISION
CONSUMER
LIFESTYLE
SATISFACTION/BEHAVIOUR
EXPERIENCES AFFECTING
LIFESTYLE
CONSUMER PURCHASE
DECISION PROCESS
• Every buyer everyday is exposed to a world full of information -
NEW PRODUCTS
NEW SERVICES
NEW USES FOR AN EXISTING PRODUCT
NEW IDEAS
NEW STYLES
• SELECTIVE PERCEPTION is the mechanism which helps the consumers
retain relevant information constantly.
• Human behaviour is changing constantly affecting an individual’s
purchase decision.
• The buyer/consumers may not follow any rigid rules while taking the
purchase decisions.
• Consumers are the most dynamic element and most difficult to
manage.
APPLICATION OF CONSUMER
BEHAVIOUR KNOWLEDGE
• The field of consumer behaviour has gained prominence from
mid 1960’s onward.
• As a new discipline, ( having a body of research of its own) the
study of consumer behaviour borrowed from other disciplines
such as physochology, sociology, anthropology and
economics.
• Conssumer behaviour application can be analysed through –
1. POSITIVISM
2. INTERPRETIVISM
Ad

Recommended

Introduction to consumer behavior
Introduction to consumer behaviorIntroduction to consumer behavior
Introduction to consumer behaviorPuspanjali Bhandari
 
Consumer behaviour
Consumer behaviourConsumer behaviour
Consumer behaviourkawther Ali
 
Culture and consumer behaviour
Culture and consumer behaviourCulture and consumer behaviour
Culture and consumer behaviourRaghu Kunthe
 
Individual determinants of consumer behaviour
Individual determinants of consumer behaviourIndividual determinants of consumer behaviour
Individual determinants of consumer behaviourMelissa Baker
 
Consumer behaviour
Consumer behaviourConsumer behaviour
Consumer behaviourSwati Sood
 

More Related Content

What's hot

CONSUMER BEHAVIOUR INDUSTRIAL BUYING BEHAVIOUR
CONSUMER BEHAVIOUR INDUSTRIAL BUYING BEHAVIOURCONSUMER BEHAVIOUR INDUSTRIAL BUYING BEHAVIOUR
CONSUMER BEHAVIOUR INDUSTRIAL BUYING BEHAVIOURAshish Hande
 
Motives in consumer behaviour
Motives in consumer behaviourMotives in consumer behaviour
Motives in consumer behaviourDipankar Dutta
 
Introduction to Consumer Behavior
Introduction to Consumer BehaviorIntroduction to Consumer Behavior
Introduction to Consumer BehaviorMaxwell Ranasinghe
 
NATURE AND SCOPE OF MARKETING
NATURE AND SCOPE OF MARKETINGNATURE AND SCOPE OF MARKETING
NATURE AND SCOPE OF MARKETINGSaumya Kumar
 
Models of consumer behaviour
Models of consumer behaviourModels of consumer behaviour
Models of consumer behaviourVikram g b
 
Consumer research process
Consumer research processConsumer research process
Consumer research processanjana1994
 
Levels of Consumer Decision making & A model of Consumer Decision making in C...
Levels of Consumer Decision making & A model of Consumer Decision making in C...Levels of Consumer Decision making & A model of Consumer Decision making in C...
Levels of Consumer Decision making & A model of Consumer Decision making in C...AJIT GAUTAM
 
Consumer Behaviour Chapter 4 Consumer Motivation
Consumer Behaviour Chapter 4 Consumer MotivationConsumer Behaviour Chapter 4 Consumer Motivation
Consumer Behaviour Chapter 4 Consumer MotivationFarman Zakhilwal
 
Consumer buying behaviour
Consumer buying behaviourConsumer buying behaviour
Consumer buying behaviourShashi Shekhar
 
Consumer behavior and factors influencing consumer behavior
Consumer behavior and factors influencing consumer behaviorConsumer behavior and factors influencing consumer behavior
Consumer behavior and factors influencing consumer behaviorWish Mrt'xa
 
Personality in consumer behavior
Personality in consumer behaviorPersonality in consumer behavior
Personality in consumer behaviorVijayalaxmi Jena
 
Factors influencing consumer behavior
Factors influencing consumer behaviorFactors influencing consumer behavior
Factors influencing consumer behaviorRam Doss
 
Consumer Decision Making Process
Consumer Decision Making ProcessConsumer Decision Making Process
Consumer Decision Making Processunnati shah
 
Personal influence on consumer behavior
Personal influence on consumer behaviorPersonal influence on consumer behavior
Personal influence on consumer behaviorsobiairshadd
 
Consumer behavior models
Consumer behavior modelsConsumer behavior models
Consumer behavior modelsHarsh Arora
 
Consumer behaviour presentation by :- gaurav bhut
Consumer behaviour presentation by :- gaurav bhutConsumer behaviour presentation by :- gaurav bhut
Consumer behaviour presentation by :- gaurav bhutGaurav Bhut
 
Post Purchase Consumer Behaviour
Post Purchase Consumer BehaviourPost Purchase Consumer Behaviour
Post Purchase Consumer BehaviourKing Julian
 

What's hot (20)

Consumer Behaviour
Consumer BehaviourConsumer Behaviour
Consumer Behaviour
 
CONSUMER BEHAVIOUR INDUSTRIAL BUYING BEHAVIOUR
CONSUMER BEHAVIOUR INDUSTRIAL BUYING BEHAVIOURCONSUMER BEHAVIOUR INDUSTRIAL BUYING BEHAVIOUR
CONSUMER BEHAVIOUR INDUSTRIAL BUYING BEHAVIOUR
 
Motives in consumer behaviour
Motives in consumer behaviourMotives in consumer behaviour
Motives in consumer behaviour
 
Introduction to Consumer Behavior
Introduction to Consumer BehaviorIntroduction to Consumer Behavior
Introduction to Consumer Behavior
 
NATURE AND SCOPE OF MARKETING
NATURE AND SCOPE OF MARKETINGNATURE AND SCOPE OF MARKETING
NATURE AND SCOPE OF MARKETING
 
Models of consumer behaviour
Models of consumer behaviourModels of consumer behaviour
Models of consumer behaviour
 
Consumer research process
Consumer research processConsumer research process
Consumer research process
 
Levels of Consumer Decision making & A model of Consumer Decision making in C...
Levels of Consumer Decision making & A model of Consumer Decision making in C...Levels of Consumer Decision making & A model of Consumer Decision making in C...
Levels of Consumer Decision making & A model of Consumer Decision making in C...
 
Consumer Behaviour Chapter 4 Consumer Motivation
Consumer Behaviour Chapter 4 Consumer MotivationConsumer Behaviour Chapter 4 Consumer Motivation
Consumer Behaviour Chapter 4 Consumer Motivation
 
Consumer buying behaviour
Consumer buying behaviourConsumer buying behaviour
Consumer buying behaviour
 
Consumer behavior and factors influencing consumer behavior
Consumer behavior and factors influencing consumer behaviorConsumer behavior and factors influencing consumer behavior
Consumer behavior and factors influencing consumer behavior
 
Personality in consumer behavior
Personality in consumer behaviorPersonality in consumer behavior
Personality in consumer behavior
 
Factors influencing consumer behavior
Factors influencing consumer behaviorFactors influencing consumer behavior
Factors influencing consumer behavior
 
Consumer buying decision process
Consumer buying decision processConsumer buying decision process
Consumer buying decision process
 
Consumer Decision Making Process
Consumer Decision Making ProcessConsumer Decision Making Process
Consumer Decision Making Process
 
Consumer Motivation
Consumer MotivationConsumer Motivation
Consumer Motivation
 
Personal influence on consumer behavior
Personal influence on consumer behaviorPersonal influence on consumer behavior
Personal influence on consumer behavior
 
Consumer behavior models
Consumer behavior modelsConsumer behavior models
Consumer behavior models
 
Consumer behaviour presentation by :- gaurav bhut
Consumer behaviour presentation by :- gaurav bhutConsumer behaviour presentation by :- gaurav bhut
Consumer behaviour presentation by :- gaurav bhut
 
Post Purchase Consumer Behaviour
Post Purchase Consumer BehaviourPost Purchase Consumer Behaviour
Post Purchase Consumer Behaviour
 

Similar to Unit 1 INTRODUCTION TO CONSUMER BEHAVIOUR

CONSUMER BEHAVIOUR MODELS
CONSUMER BEHAVIOUR MODELSCONSUMER BEHAVIOUR MODELS
CONSUMER BEHAVIOUR MODELSAshish Hande
 
Module 1 - Consumer Behaviour
Module 1 - Consumer BehaviourModule 1 - Consumer Behaviour
Module 1 - Consumer Behaviourshubhadaraop
 
Unit 2 marketing management
Unit  2 marketing managementUnit  2 marketing management
Unit 2 marketing managementVIRUPAKSHA GOUD
 
Introduction to study of consumer behaviour
Introduction to study of consumer behaviourIntroduction to study of consumer behaviour
Introduction to study of consumer behaviourSindhu .
 
Marketing management
Marketing managementMarketing management
Marketing managementKomal Gupta
 
Consumer behaviour-Introduction,Types,Significance of consumer behaviour..etc
Consumer behaviour-Introduction,Types,Significance of consumer behaviour..etcConsumer behaviour-Introduction,Types,Significance of consumer behaviour..etc
Consumer behaviour-Introduction,Types,Significance of consumer behaviour..etcVenkat. P
 
cONSUMER bEHAVIOUR.pptx
cONSUMER bEHAVIOUR.pptxcONSUMER bEHAVIOUR.pptx
cONSUMER bEHAVIOUR.pptxagreshgupta
 
Karishma Sharma ,BBA ,Dezyne E'cole College
Karishma Sharma ,BBA ,Dezyne E'cole CollegeKarishma Sharma ,BBA ,Dezyne E'cole College
Karishma Sharma ,BBA ,Dezyne E'cole Collegedezyneecole
 
Unit 2 Consumer Behaviour.pptx
Unit 2 Consumer Behaviour.pptxUnit 2 Consumer Behaviour.pptx
Unit 2 Consumer Behaviour.pptxRitishnaSarma
 
Consumer Behaviour
Consumer BehaviourConsumer Behaviour
Consumer BehaviourUmar Sheikh
 
CB&CL UNIT 1.pptx
CB&CL UNIT 1.pptxCB&CL UNIT 1.pptx
CB&CL UNIT 1.pptxsharma1785
 
Document (1).docx
Document (1).docxDocument (1).docx
Document (1).docxUnknownMe25
 
Consumer Behaviour _E-Notes-1 (Introduction,Significance,Ethical Marketing,Co...
Consumer Behaviour _E-Notes-1 (Introduction,Significance,Ethical Marketing,Co...Consumer Behaviour _E-Notes-1 (Introduction,Significance,Ethical Marketing,Co...
Consumer Behaviour _E-Notes-1 (Introduction,Significance,Ethical Marketing,Co...Venkat. P
 
Marketing Strategy and Consumer Behaviour.pdf
Marketing Strategy and Consumer Behaviour.pdfMarketing Strategy and Consumer Behaviour.pdf
Marketing Strategy and Consumer Behaviour.pdfAbo Bakr El Omda
 
presentation_consumer_behaviour 35th batch.ppt
presentation_consumer_behaviour 35th batch.pptpresentation_consumer_behaviour 35th batch.ppt
presentation_consumer_behaviour 35th batch.pptRajitaVoona
 

Similar to Unit 1 INTRODUCTION TO CONSUMER BEHAVIOUR (20)

CONSUMER BEHAVIOUR MODELS
CONSUMER BEHAVIOUR MODELSCONSUMER BEHAVIOUR MODELS
CONSUMER BEHAVIOUR MODELS
 
Module 1 - Consumer Behaviour
Module 1 - Consumer BehaviourModule 1 - Consumer Behaviour
Module 1 - Consumer Behaviour
 
Cb(models)
Cb(models)Cb(models)
Cb(models)
 
Chapter 4
Chapter 4Chapter 4
Chapter 4
 
Unit 2 marketing management
Unit  2 marketing managementUnit  2 marketing management
Unit 2 marketing management
 
Introduction to study of consumer behaviour
Introduction to study of consumer behaviourIntroduction to study of consumer behaviour
Introduction to study of consumer behaviour
 
Marketing management
Marketing managementMarketing management
Marketing management
 
Add pens
Add pensAdd pens
Add pens
 
Consumer behaviour-Introduction,Types,Significance of consumer behaviour..etc
Consumer behaviour-Introduction,Types,Significance of consumer behaviour..etcConsumer behaviour-Introduction,Types,Significance of consumer behaviour..etc
Consumer behaviour-Introduction,Types,Significance of consumer behaviour..etc
 
cONSUMER bEHAVIOUR.pptx
cONSUMER bEHAVIOUR.pptxcONSUMER bEHAVIOUR.pptx
cONSUMER bEHAVIOUR.pptx
 
Karishma Sharma ,BBA ,Dezyne E'cole College
Karishma Sharma ,BBA ,Dezyne E'cole CollegeKarishma Sharma ,BBA ,Dezyne E'cole College
Karishma Sharma ,BBA ,Dezyne E'cole College
 
Consumer behaviour
Consumer behaviourConsumer behaviour
Consumer behaviour
 
CB 1.pptx
CB 1.pptxCB 1.pptx
CB 1.pptx
 
Unit 2 Consumer Behaviour.pptx
Unit 2 Consumer Behaviour.pptxUnit 2 Consumer Behaviour.pptx
Unit 2 Consumer Behaviour.pptx
 
Consumer Behaviour
Consumer BehaviourConsumer Behaviour
Consumer Behaviour
 
CB&CL UNIT 1.pptx
CB&CL UNIT 1.pptxCB&CL UNIT 1.pptx
CB&CL UNIT 1.pptx
 
Document (1).docx
Document (1).docxDocument (1).docx
Document (1).docx
 
Consumer Behaviour _E-Notes-1 (Introduction,Significance,Ethical Marketing,Co...
Consumer Behaviour _E-Notes-1 (Introduction,Significance,Ethical Marketing,Co...Consumer Behaviour _E-Notes-1 (Introduction,Significance,Ethical Marketing,Co...
Consumer Behaviour _E-Notes-1 (Introduction,Significance,Ethical Marketing,Co...
 
Marketing Strategy and Consumer Behaviour.pdf
Marketing Strategy and Consumer Behaviour.pdfMarketing Strategy and Consumer Behaviour.pdf
Marketing Strategy and Consumer Behaviour.pdf
 
presentation_consumer_behaviour 35th batch.ppt
presentation_consumer_behaviour 35th batch.pptpresentation_consumer_behaviour 35th batch.ppt
presentation_consumer_behaviour 35th batch.ppt
 

More from MAHUA MUKHERJEE

Unit – I_ Financial System.pptx
Unit – I_ Financial System.pptxUnit – I_ Financial System.pptx
Unit – I_ Financial System.pptxMAHUA MUKHERJEE
 
Sem 4 business ethics unit 3 ethics in management
Sem 4 business ethics unit 3 ethics in managementSem 4 business ethics unit 3 ethics in management
Sem 4 business ethics unit 3 ethics in managementMAHUA MUKHERJEE
 
Introduction to Business Ethics
Introduction to Business EthicsIntroduction to Business Ethics
Introduction to Business EthicsMAHUA MUKHERJEE
 
Introduction To Auditing
Introduction To AuditingIntroduction To Auditing
Introduction To AuditingMAHUA MUKHERJEE
 
B.com 2 nd sem unit 1 INTRODUCTION TO MARKETING; calcutta university
B.com 2 nd sem unit 1 INTRODUCTION TO MARKETING; calcutta universityB.com 2 nd sem unit 1 INTRODUCTION TO MARKETING; calcutta university
B.com 2 nd sem unit 1 INTRODUCTION TO MARKETING; calcutta universityMAHUA MUKHERJEE
 
Semester 1 PRINCIPLES OF MANAGEMENT Chapter 2 PLANNING
Semester 1 PRINCIPLES OF MANAGEMENT  Chapter 2 PLANNINGSemester 1 PRINCIPLES OF MANAGEMENT  Chapter 2 PLANNING
Semester 1 PRINCIPLES OF MANAGEMENT Chapter 2 PLANNINGMAHUA MUKHERJEE
 
Consumer protection act 1986
Consumer protection act 1986Consumer protection act 1986
Consumer protection act 1986MAHUA MUKHERJEE
 
Indian company law- AN INTRODUCTION ; CALCUTTA UNIVERSITY CBCS SEMESTER 4
Indian company law- AN INTRODUCTION ; CALCUTTA UNIVERSITY CBCS SEMESTER 4 Indian company law- AN INTRODUCTION ; CALCUTTA UNIVERSITY CBCS SEMESTER 4
Indian company law- AN INTRODUCTION ; CALCUTTA UNIVERSITY CBCS SEMESTER 4 MAHUA MUKHERJEE
 
Consumer Motivation In Consumer Behaviour
Consumer Motivation In Consumer BehaviourConsumer Motivation In Consumer Behaviour
Consumer Motivation In Consumer BehaviourMAHUA MUKHERJEE
 
Unit 4 training and development (CHAPTER 4 HUMAN RESOURCE MANAGEMENT
Unit 4 training and development (CHAPTER 4 HUMAN RESOURCE MANAGEMENTUnit 4 training and development (CHAPTER 4 HUMAN RESOURCE MANAGEMENT
Unit 4 training and development (CHAPTER 4 HUMAN RESOURCE MANAGEMENTMAHUA MUKHERJEE
 
New product development [ CALCUTTA UNIVERSITY PAPER 2 PRODUCT AND PRICING MAN...
New product development [ CALCUTTA UNIVERSITY PAPER 2 PRODUCT AND PRICING MAN...New product development [ CALCUTTA UNIVERSITY PAPER 2 PRODUCT AND PRICING MAN...
New product development [ CALCUTTA UNIVERSITY PAPER 2 PRODUCT AND PRICING MAN...MAHUA MUKHERJEE
 
Introduction to International marketing ( under Calcutta University Marketing...
Introduction to International marketing ( under Calcutta University Marketing...Introduction to International marketing ( under Calcutta University Marketing...
Introduction to International marketing ( under Calcutta University Marketing...MAHUA MUKHERJEE
 
INTRODUCTION TO BUSINESS COMMUNICATION CALCUTTA UNIVERSITY CBCS SYLLABUS
INTRODUCTION TO BUSINESS COMMUNICATION CALCUTTA UNIVERSITY CBCS SYLLABUSINTRODUCTION TO BUSINESS COMMUNICATION CALCUTTA UNIVERSITY CBCS SYLLABUS
INTRODUCTION TO BUSINESS COMMUNICATION CALCUTTA UNIVERSITY CBCS SYLLABUSMAHUA MUKHERJEE
 
ETHICS IN MANAGEMENT CALCUTTA UNIVERSITY SEMESTER 4 CBCS
ETHICS IN MANAGEMENT CALCUTTA UNIVERSITY SEMESTER 4 CBCSETHICS IN MANAGEMENT CALCUTTA UNIVERSITY SEMESTER 4 CBCS
ETHICS IN MANAGEMENT CALCUTTA UNIVERSITY SEMESTER 4 CBCSMAHUA MUKHERJEE
 
INTRODUCTION TO ENTREPRENEURSHIP DEVELOPMENT WITH ITS BASIC CONCEPTS
INTRODUCTION TO ENTREPRENEURSHIP DEVELOPMENT WITH ITS BASIC CONCEPTSINTRODUCTION TO ENTREPRENEURSHIP DEVELOPMENT WITH ITS BASIC CONCEPTS
INTRODUCTION TO ENTREPRENEURSHIP DEVELOPMENT WITH ITS BASIC CONCEPTSMAHUA MUKHERJEE
 
PRODUCT MANAGEMENT & PRODUCT LIFE CYCLE
PRODUCT MANAGEMENT & PRODUCT LIFE CYCLEPRODUCT MANAGEMENT & PRODUCT LIFE CYCLE
PRODUCT MANAGEMENT & PRODUCT LIFE CYCLEMAHUA MUKHERJEE
 
Calcutta University B.Com (H) Semester 1-Principles of Management Chapter 1 I...
Calcutta University B.Com (H) Semester 1-Principles of Management Chapter 1 I...Calcutta University B.Com (H) Semester 1-Principles of Management Chapter 1 I...
Calcutta University B.Com (H) Semester 1-Principles of Management Chapter 1 I...MAHUA MUKHERJEE
 
Human resource management (Calcutta university B.com CBCS Syllabus )
Human resource management (Calcutta university B.com CBCS Syllabus )Human resource management (Calcutta university B.com CBCS Syllabus )
Human resource management (Calcutta university B.com CBCS Syllabus )MAHUA MUKHERJEE
 

More from MAHUA MUKHERJEE (19)

Unit – I_ Financial System.pptx
Unit – I_ Financial System.pptxUnit – I_ Financial System.pptx
Unit – I_ Financial System.pptx
 
Sem 4 business ethics unit 3 ethics in management
Sem 4 business ethics unit 3 ethics in managementSem 4 business ethics unit 3 ethics in management
Sem 4 business ethics unit 3 ethics in management
 
Introduction to Business Ethics
Introduction to Business EthicsIntroduction to Business Ethics
Introduction to Business Ethics
 
B.com Project Work
B.com Project WorkB.com Project Work
B.com Project Work
 
Introduction To Auditing
Introduction To AuditingIntroduction To Auditing
Introduction To Auditing
 
B.com 2 nd sem unit 1 INTRODUCTION TO MARKETING; calcutta university
B.com 2 nd sem unit 1 INTRODUCTION TO MARKETING; calcutta universityB.com 2 nd sem unit 1 INTRODUCTION TO MARKETING; calcutta university
B.com 2 nd sem unit 1 INTRODUCTION TO MARKETING; calcutta university
 
Semester 1 PRINCIPLES OF MANAGEMENT Chapter 2 PLANNING
Semester 1 PRINCIPLES OF MANAGEMENT  Chapter 2 PLANNINGSemester 1 PRINCIPLES OF MANAGEMENT  Chapter 2 PLANNING
Semester 1 PRINCIPLES OF MANAGEMENT Chapter 2 PLANNING
 
Consumer protection act 1986
Consumer protection act 1986Consumer protection act 1986
Consumer protection act 1986
 
Indian company law- AN INTRODUCTION ; CALCUTTA UNIVERSITY CBCS SEMESTER 4
Indian company law- AN INTRODUCTION ; CALCUTTA UNIVERSITY CBCS SEMESTER 4 Indian company law- AN INTRODUCTION ; CALCUTTA UNIVERSITY CBCS SEMESTER 4
Indian company law- AN INTRODUCTION ; CALCUTTA UNIVERSITY CBCS SEMESTER 4
 
Consumer Motivation In Consumer Behaviour
Consumer Motivation In Consumer BehaviourConsumer Motivation In Consumer Behaviour
Consumer Motivation In Consumer Behaviour
 
Unit 4 training and development (CHAPTER 4 HUMAN RESOURCE MANAGEMENT
Unit 4 training and development (CHAPTER 4 HUMAN RESOURCE MANAGEMENTUnit 4 training and development (CHAPTER 4 HUMAN RESOURCE MANAGEMENT
Unit 4 training and development (CHAPTER 4 HUMAN RESOURCE MANAGEMENT
 
New product development [ CALCUTTA UNIVERSITY PAPER 2 PRODUCT AND PRICING MAN...
New product development [ CALCUTTA UNIVERSITY PAPER 2 PRODUCT AND PRICING MAN...New product development [ CALCUTTA UNIVERSITY PAPER 2 PRODUCT AND PRICING MAN...
New product development [ CALCUTTA UNIVERSITY PAPER 2 PRODUCT AND PRICING MAN...
 
Introduction to International marketing ( under Calcutta University Marketing...
Introduction to International marketing ( under Calcutta University Marketing...Introduction to International marketing ( under Calcutta University Marketing...
Introduction to International marketing ( under Calcutta University Marketing...
 
INTRODUCTION TO BUSINESS COMMUNICATION CALCUTTA UNIVERSITY CBCS SYLLABUS
INTRODUCTION TO BUSINESS COMMUNICATION CALCUTTA UNIVERSITY CBCS SYLLABUSINTRODUCTION TO BUSINESS COMMUNICATION CALCUTTA UNIVERSITY CBCS SYLLABUS
INTRODUCTION TO BUSINESS COMMUNICATION CALCUTTA UNIVERSITY CBCS SYLLABUS
 
ETHICS IN MANAGEMENT CALCUTTA UNIVERSITY SEMESTER 4 CBCS
ETHICS IN MANAGEMENT CALCUTTA UNIVERSITY SEMESTER 4 CBCSETHICS IN MANAGEMENT CALCUTTA UNIVERSITY SEMESTER 4 CBCS
ETHICS IN MANAGEMENT CALCUTTA UNIVERSITY SEMESTER 4 CBCS
 
INTRODUCTION TO ENTREPRENEURSHIP DEVELOPMENT WITH ITS BASIC CONCEPTS
INTRODUCTION TO ENTREPRENEURSHIP DEVELOPMENT WITH ITS BASIC CONCEPTSINTRODUCTION TO ENTREPRENEURSHIP DEVELOPMENT WITH ITS BASIC CONCEPTS
INTRODUCTION TO ENTREPRENEURSHIP DEVELOPMENT WITH ITS BASIC CONCEPTS
 
PRODUCT MANAGEMENT & PRODUCT LIFE CYCLE
PRODUCT MANAGEMENT & PRODUCT LIFE CYCLEPRODUCT MANAGEMENT & PRODUCT LIFE CYCLE
PRODUCT MANAGEMENT & PRODUCT LIFE CYCLE
 
Calcutta University B.Com (H) Semester 1-Principles of Management Chapter 1 I...
Calcutta University B.Com (H) Semester 1-Principles of Management Chapter 1 I...Calcutta University B.Com (H) Semester 1-Principles of Management Chapter 1 I...
Calcutta University B.Com (H) Semester 1-Principles of Management Chapter 1 I...
 
Human resource management (Calcutta university B.com CBCS Syllabus )
Human resource management (Calcutta university B.com CBCS Syllabus )Human resource management (Calcutta university B.com CBCS Syllabus )
Human resource management (Calcutta university B.com CBCS Syllabus )
 

Recently uploaded

Marketing and trading on the Internet to obtain significant profits
Marketing and trading on the Internet to obtain significant profitsMarketing and trading on the Internet to obtain significant profits
Marketing and trading on the Internet to obtain significant profitsمعا الى الافضل
 
20240214 Security-JAWS activity results for 2023 and activity goals for 2024
20240214 Security-JAWS activity results for 2023 and activity goals for 202420240214 Security-JAWS activity results for 2023 and activity goals for 2024
20240214 Security-JAWS activity results for 2023 and activity goals for 2024Typhon 666
 
Viral Vibes in 2024: How to Elevate Your Business' Social Media Marketing
Viral Vibes in 2024: How to Elevate Your Business' Social Media MarketingViral Vibes in 2024: How to Elevate Your Business' Social Media Marketing
Viral Vibes in 2024: How to Elevate Your Business' Social Media MarketingJomer Gregorio
 
New Generative AI technology strategy enables small businesses to level the p...
New Generative AI technology strategy enables small businesses to level the p...New Generative AI technology strategy enables small businesses to level the p...
New Generative AI technology strategy enables small businesses to level the p...Other13
 
Research - Women's Jeans in Colombia (Feb-24).pdf
Research - Women's Jeans in Colombia (Feb-24).pdfResearch - Women's Jeans in Colombia (Feb-24).pdf
Research - Women's Jeans in Colombia (Feb-24).pdfJuan Renteria
 
KSA Latest digital marketing insights of 2024
KSA Latest digital marketing insights of 2024KSA Latest digital marketing insights of 2024
KSA Latest digital marketing insights of 2024medraradigitals
 
DOES SOCIAL ISSUE ALWAYS REQUIRE CREATIVE SOLUTION?
DOES SOCIAL ISSUE ALWAYS REQUIRE CREATIVE SOLUTION?DOES SOCIAL ISSUE ALWAYS REQUIRE CREATIVE SOLUTION?
DOES SOCIAL ISSUE ALWAYS REQUIRE CREATIVE SOLUTION?Andreas Kennardi Julianto
 
How to Use Short-Form Videos to Grow Your Followers
How to Use Short-Form Videos to Grow Your FollowersHow to Use Short-Form Videos to Grow Your Followers
How to Use Short-Form Videos to Grow Your FollowersVbout.com
 
Weekly Media Update_19_02_2024. This document comprises news clips from vario...
Weekly Media Update_19_02_2024. This document comprises news clips from vario...Weekly Media Update_19_02_2024. This document comprises news clips from vario...
Weekly Media Update_19_02_2024. This document comprises news clips from vario...BalmerLawrie
 
The Most Admired Women Leaders In Mortgage Industry, 2024..pdf
The Most Admired Women Leaders In Mortgage Industry, 2024..pdfThe Most Admired Women Leaders In Mortgage Industry, 2024..pdf
The Most Admired Women Leaders In Mortgage Industry, 2024..pdfwomenworldmagazine
 
Mastering Social Media, Mobile Marketing and Digital Strategy
Mastering Social Media, Mobile Marketing and Digital StrategyMastering Social Media, Mobile Marketing and Digital Strategy
Mastering Social Media, Mobile Marketing and Digital StrategyAdriannaBednarz
 
Pay Per Click - PPC Foundation
Pay Per Click - PPC FoundationPay Per Click - PPC Foundation
Pay Per Click - PPC FoundationAdriannaBednarz
 
The Most Visionary Women Leaders in HR 2024.pdf
The Most Visionary Women Leaders in HR 2024.pdfThe Most Visionary Women Leaders in HR 2024.pdf
The Most Visionary Women Leaders in HR 2024.pdfwomenworldmagazine
 
I'm not Sarah Connor but Focussing on Human Nature Content that Converts.pdf
I'm not Sarah Connor but Focussing on Human Nature Content that Converts.pdfI'm not Sarah Connor but Focussing on Human Nature Content that Converts.pdf
I'm not Sarah Connor but Focussing on Human Nature Content that Converts.pdfPeter Mesarec
 
Website development Innovative web solutions for a connected world.pptx
Website development Innovative web solutions for a connected world.pptxWebsite development Innovative web solutions for a connected world.pptx
Website development Innovative web solutions for a connected world.pptxtecheorsolutions22
 
5 Benefits of Digital Marketing-Theseo-expertz
5 Benefits of Digital Marketing-Theseo-expertz5 Benefits of Digital Marketing-Theseo-expertz
5 Benefits of Digital Marketing-Theseo-expertzTheseo Expertz
 
The Resurgence of Direct Mail as a Growth Marketing Strategy
The Resurgence of Direct Mail as a Growth Marketing StrategyThe Resurgence of Direct Mail as a Growth Marketing Strategy
The Resurgence of Direct Mail as a Growth Marketing StrategyAggregage
 
Assignment 5 - Task 1.pptx
Assignment 5 - Task 1.pptxAssignment 5 - Task 1.pptx
Assignment 5 - Task 1.pptxDeanClark42
 
Hootsuite Platform Certification Course
Hootsuite Platform Certification CourseHootsuite Platform Certification Course
Hootsuite Platform Certification CourseAdriannaBednarz
 
Branding doesn’t mean logo - Easy guide to create a powerful branding for you...
Branding doesn’t mean logo - Easy guide to create a powerful branding for you...Branding doesn’t mean logo - Easy guide to create a powerful branding for you...
Branding doesn’t mean logo - Easy guide to create a powerful branding for you...Ahmad El-Saeed
 

Recently uploaded (20)

Marketing and trading on the Internet to obtain significant profits
Marketing and trading on the Internet to obtain significant profitsMarketing and trading on the Internet to obtain significant profits
Marketing and trading on the Internet to obtain significant profits
 
20240214 Security-JAWS activity results for 2023 and activity goals for 2024
20240214 Security-JAWS activity results for 2023 and activity goals for 202420240214 Security-JAWS activity results for 2023 and activity goals for 2024
20240214 Security-JAWS activity results for 2023 and activity goals for 2024
 
Viral Vibes in 2024: How to Elevate Your Business' Social Media Marketing
Viral Vibes in 2024: How to Elevate Your Business' Social Media MarketingViral Vibes in 2024: How to Elevate Your Business' Social Media Marketing
Viral Vibes in 2024: How to Elevate Your Business' Social Media Marketing
 
New Generative AI technology strategy enables small businesses to level the p...
New Generative AI technology strategy enables small businesses to level the p...New Generative AI technology strategy enables small businesses to level the p...
New Generative AI technology strategy enables small businesses to level the p...
 
Research - Women's Jeans in Colombia (Feb-24).pdf
Research - Women's Jeans in Colombia (Feb-24).pdfResearch - Women's Jeans in Colombia (Feb-24).pdf
Research - Women's Jeans in Colombia (Feb-24).pdf
 
KSA Latest digital marketing insights of 2024
KSA Latest digital marketing insights of 2024KSA Latest digital marketing insights of 2024
KSA Latest digital marketing insights of 2024
 
DOES SOCIAL ISSUE ALWAYS REQUIRE CREATIVE SOLUTION?
DOES SOCIAL ISSUE ALWAYS REQUIRE CREATIVE SOLUTION?DOES SOCIAL ISSUE ALWAYS REQUIRE CREATIVE SOLUTION?
DOES SOCIAL ISSUE ALWAYS REQUIRE CREATIVE SOLUTION?
 
How to Use Short-Form Videos to Grow Your Followers
How to Use Short-Form Videos to Grow Your FollowersHow to Use Short-Form Videos to Grow Your Followers
How to Use Short-Form Videos to Grow Your Followers
 
Weekly Media Update_19_02_2024. This document comprises news clips from vario...
Weekly Media Update_19_02_2024. This document comprises news clips from vario...Weekly Media Update_19_02_2024. This document comprises news clips from vario...
Weekly Media Update_19_02_2024. This document comprises news clips from vario...
 
The Most Admired Women Leaders In Mortgage Industry, 2024..pdf
The Most Admired Women Leaders In Mortgage Industry, 2024..pdfThe Most Admired Women Leaders In Mortgage Industry, 2024..pdf
The Most Admired Women Leaders In Mortgage Industry, 2024..pdf
 
Mastering Social Media, Mobile Marketing and Digital Strategy
Mastering Social Media, Mobile Marketing and Digital StrategyMastering Social Media, Mobile Marketing and Digital Strategy
Mastering Social Media, Mobile Marketing and Digital Strategy
 
Pay Per Click - PPC Foundation
Pay Per Click - PPC FoundationPay Per Click - PPC Foundation
Pay Per Click - PPC Foundation
 
The Most Visionary Women Leaders in HR 2024.pdf
The Most Visionary Women Leaders in HR 2024.pdfThe Most Visionary Women Leaders in HR 2024.pdf
The Most Visionary Women Leaders in HR 2024.pdf
 
I'm not Sarah Connor but Focussing on Human Nature Content that Converts.pdf
I'm not Sarah Connor but Focussing on Human Nature Content that Converts.pdfI'm not Sarah Connor but Focussing on Human Nature Content that Converts.pdf
I'm not Sarah Connor but Focussing on Human Nature Content that Converts.pdf
 
Website development Innovative web solutions for a connected world.pptx
Website development Innovative web solutions for a connected world.pptxWebsite development Innovative web solutions for a connected world.pptx
Website development Innovative web solutions for a connected world.pptx
 
5 Benefits of Digital Marketing-Theseo-expertz
5 Benefits of Digital Marketing-Theseo-expertz5 Benefits of Digital Marketing-Theseo-expertz
5 Benefits of Digital Marketing-Theseo-expertz
 
The Resurgence of Direct Mail as a Growth Marketing Strategy
The Resurgence of Direct Mail as a Growth Marketing StrategyThe Resurgence of Direct Mail as a Growth Marketing Strategy
The Resurgence of Direct Mail as a Growth Marketing Strategy
 
Assignment 5 - Task 1.pptx
Assignment 5 - Task 1.pptxAssignment 5 - Task 1.pptx
Assignment 5 - Task 1.pptx
 
Hootsuite Platform Certification Course
Hootsuite Platform Certification CourseHootsuite Platform Certification Course
Hootsuite Platform Certification Course
 
Branding doesn’t mean logo - Easy guide to create a powerful branding for you...
Branding doesn’t mean logo - Easy guide to create a powerful branding for you...Branding doesn’t mean logo - Easy guide to create a powerful branding for you...
Branding doesn’t mean logo - Easy guide to create a powerful branding for you...
 

Unit 1 INTRODUCTION TO CONSUMER BEHAVIOUR

  • 2. CONCEPT • Consumers are those individuals who purchase commodities for deriving utilities and using them to satisfy their needs. • Behaviour is defined as “the series of innumerable responses potrayed by individuals.” CONSUMER BEHAVIOUR IS DEFINED AS THAT PROCESS BY WHICH INDIVIDUALS OR GROUPS SELECT, PURCHASE, OBTAIN,USE,ADOPT OR DISPOSE OFF THE PRODUCTS TO SATISFY THEIR NEEDS AND DESIRES. It is a sumtotal of all the actions directly involved in obtaining, consuming and disposing off products both goods & services including the decision making process which proceeds and follow these actions.
  • 3. • The consumers or buyers are the highly complex entity in the field of marketing management. • Their needs and desires are innumerable and may vary from – security needs to aesthetic needs Some needs are latent Some needs are manifested Some needs are dominant • Some needs of an individual can be met with money • Many needs remained beyond realisation.
  • 4. DEFINITIONS • According to KOTLER & ARMSTRONG “The buying behaviour of final consumers, individuals and households who buys goods and services for personal consumption.” • According to ENGEL,BLACKWELL & MANSARD “Consumer Behaviour is the actions and decision processes of people who purchase goods and services for personal consumption”. NEEDS /ATTITUDE INFLUENCING CONSUMPTION DECISION CONSUMER LIFESTYLE SATISFACTION/BEHAVIOUR EXPERIENCES AFFECTING LIFESTYLE CONSUMER PURCHASE DECISION PROCESS
  • 5. • Every buyer everyday is exposed to a world full of information - NEW PRODUCTS NEW SERVICES NEW USES FOR AN EXISTING PRODUCT NEW IDEAS NEW STYLES • SELECTIVE PERCEPTION is the mechanism which helps the consumers retain relevant information constantly. • Human behaviour is changing constantly affecting an individual’s purchase decision. • The buyer/consumers may not follow any rigid rules while taking the purchase decisions. • Consumers are the most dynamic element and most difficult to manage.
  • 6. APPLICATION OF CONSUMER BEHAVIOUR KNOWLEDGE • The field of consumer behaviour has gained prominence from mid 1960’s onward. • As a new discipline, ( having a body of research of its own) the study of consumer behaviour borrowed from other disciplines such as physochology, sociology, anthropology and economics. • Conssumer behaviour application can be analysed through – 1. POSITIVISM 2. INTERPRETIVISM
  • 7. 1.POSITIVISM • In the initial stages, the main thrust of consumer behaviour was from the viewpoint of a marketing manager’s perspective. • They were interested to know the specific cause of Consumer Behaviour and use this information to work out suitable marketing strategy to influence consumption. • Since marketers were concerned with predicting consumer behaviour this approach came to be known as POSITIVISM.
  • 8. 2.INTERPRTIVISM • Academicians from different disciplines were interested in the study of consumer behaviour simply to understand the consumers better. • The study of consumer behaviour from the point of view of understanding consumption behaviour and the meanings behind such behaviours came to be known as INTERPRETIVISM. BOTH APPROACHES ARE DIFFERENT BUT ARE NEEDED FOR PREDICTING AND UNDERSTANDING CONSUMER BEHAVIOUR. • The differences between the two are
  • 9. POSITIVISM INTERPRETIVISM 1 Consumer research carried out from a managerial point of view to take strategic marketing decisions is called POSITIVISM 1 Consumer research carried out from the purpose of probing deep into the consumer’s mind to understand the motivation , feelings, reactions etc. affecting consumer behaviour is called interpretivism. 2 Positivist research is quantitative and emperical in nature. 2 Interpretivism involves qualitative research which cannot be projected to larger population. 3 Positivist research tries to identify cause and effect relationships in buying situations. 3 Interpretivist research is primarily concerned with understanding the act of consuming and can be used to provide insights for working out various positioning strategies. 4 Positivists typically use probability studies which can be generalised to larger populations 4 Interpretivists usually view consumption and can be used to provide insights for working out various positioning strategies.
  • 11. The dynamic interaction of cognition,behaviour and environmental events by which human beings conduct the exchange aspects of their lives (American Marketing Association) A discipline dealing with how and why consumers purchase (or don’t purchase) products and services Those behaviours performed by decisionmaking units in the purchase, usage and disposal of goods and services.(Kotler & Levy)
  • 12. Applications of Consumer Behavior &Marketing Strategy Marketing strategies and tactics are based on explicit or implicit beliefs about consumer behavior. Decisions based on explicit assumptions and sound theory and research are more likely to be successful than are decisions based solely on implicit intuition. Knowledge of consumer behavior can be an important competitive advantage and can greatly reduce the odds of bad decisions and market failures!
  • 19. NEEDS WANTS DRIVES DEMAND PRODUCTS FEELINGS OF DEPRIVEMENTS OF LIFE FOOD, CLOTHING AND SHELTER SPECIFIC NEEDS INITIATIVES DESIRES BACKED BY ADEQUATE PURCHASING POWER AN ASSEMBLAGE OF NEED SATISFYING ENTITY
  • 20. NEEDS People start companies to satisfy consumer needs. Marketing helps companies make consumers aware of these products and services, Marketing is made up of all the processes involved in getting products into the consumer's hands. Companies must ensure that the consumer's needs and their marketing strategies are well-suited.
  • 21. MOTIVATION A psychologist has described the study of motivation as covering al those things which are biological, social and psychological and that they defeat our lazyness and move us either eagerly or reluctantly to action. According to Kreitner (1995), motivation has been defined as: “The psychological process that gives behavior purpose and direction.” Dalton E. McFarland (1974) stated that: “Motivation refers to the way in which urges, drives, desires, aspirations, and strivings or needs direct, control or explain the behaviour of human beings.”
  • 22. MODEL OF MOTIVATION UNFULFILLED NEEDS WANTS & DESIRES TENSION DRIVE BEHAVIOUR GOAL/NEED FULFILLMENT PERSONALITY PERCEPTION LEARNING ATTITUDES TENSION REDUCTION
  • 23. THEORIES OF MOTIVATION • MASLOW’S NEED HIERARCHY THEORY • MC CLELLAND’D THEORY OF NEED ACHIEVEMENT • ALDERFER’S ERG HIERARCHY OF NEEDS THEORY • VROOM’S EXPECTANCY NEED THEORY
  • 24. POSITIVE AND NEGATIVE MOTIVATION • Human beings are naturally motivated towards pleasure and away from pain. • We are reward-seeking organisms and everything that we do contains an inherent reward in it, conscious or unconscious, perceived or real.
  • 25. EMOTIONAL AND RATIONAL MOTIVES • Emotional Motives Emotional motives are motives based on personal or subjective criteria. They are feelings experienced by a customer through associtation. • Where as emotional motives ‘imply the selection of goods fitting to personal or subjective criteria such as’: • Pride • Fear • Desire for individuality • Affection • Status • Vanity
  • 26. • Rational motives are based mainly on objective criteria such as: • Size • Weight • Price • Profit • Health • Security
  • 43. "Everythingwe do startswithknowing a client'sbusinessinsideout. That's the keyto anticipatingtheir needs, to solvingtheirproblems, to bringing themopportunitiestheymightnotfind ontheir own." C J. P. Morgan
  • 44. CONSUMER VALUES AND LIFESTYLES • Consumer value is used to describe a consumer's strong relative preference for certain subjectively evaluated product or service attribute. • These values include efficiency, excellence, status, esteem, play, aesthetics, ethics and spirituality. • Customer value, which is linked closely to customer satisfaction and loyalty, is a critical aspect of today’s effective marketing strategies.
  • 45. • Businesses need to research and consider what customers care about in order to deliver products and services on which they want to spend their money. • To get ahead of the cut-throat competition they face in the market, businesses need to take into account what their well-informed customers are thinking and feeling. • Only by doing so can businesses enhance customer value. • Consumer value can refer to what the product is worth to the customer and also what the customer is worth to the business over his lifetime of engagement.
  • 47. What Is Customer Value? • The term customer value can be seen from two opposing angles: the customer and the business CUSTOMER • For the customer, the value of a product or service is what she is willing to pay for what she gets in return. • As a result, this value is really what the customer perceives to be the value. • It doesn’t matter if the product costs Rs5 or Rs500; the customer will only want to pay what she believes to be the value of the product. • The customer assigns value toward a product based on a number of factors, including her demographics, esteem, product utility, product quality, social motives and price.
  • 48. BUSINESS • On the other hand, customer value from the business’s perspective refers to the actual value of the customer herself, or what the customer is worth to the business. • This involves the process that the business uses to deliver value to the customer and what the customer purchases from the business over her lifetime. The two concepts of customer value are related. The customer will only buy from the business if the business offers the customer something that she values, and the customer will only be worth something to the business if she makes a purchase.
  • 49. CONSUMER LIFESTYLES (INDIA) • In what types of stores do consumers shop for food and drink? • Do commuters drive cars to work or take public transport? • How do ethnic groups influence consumer preferences and expenditure trends? • How many households own microwave ovens? Personal computers? Refrigerators? • On the whole, are the India’s consumers spenders or savers? • Where do consumers go on holiday and how much do they spend? • How well are consumers served by the India’s healthcare system?
  • 50. • Consumer Lifestyles™ matches your needs and interests to relevant products and services; helping you save money and support the things you care about the most.
  • 51. CONSUMER INNOVATIVENESS • Consumer innovativeness is a construct that deals with how receptive consumers are to new products[1]. • Consumer innovativeness has been defined as a predisposition or propensity to buy or adopt new products or a preference for new and different experience.