2. Consumer Behaviour
•It is the study of how individuals, groups and
organizational buyers behave before any
purchase, during the purchase and after the
purchase.
•It shows the factors which affects any
purchase.
•It helps to understand that how consumers
make decisions to purchase, use and dispose
any product.
3. What Marketer needs to know in C.B. ?
1.Buying motives
2.Buying habits
3.Consumer characteristics
4.Psychological process underlying buying
decisions
5.Buying process
6.Participants and their roles in buying decision
5. •Consumer Behaviour undergoes a
continuous change.
•It varies from place to place.
•It varies from product to product.
Nature of Consumer Behaviour
6. Some other factors -
Social factors
Cultural factors
Psychographic factors
7. Consumer Behaviour depends on
the roles of some individuals who
are associated with the consumer
•Initiator
•Gatekeeper
•Influencer
•Decider
•Buyer
•User
10. Individual Buying Behaviour
•Individuals buy various kinds of products but in
general they buy in small quantity.
•There’s not any formal process to make any
buying decision as in organizational context but
in case of Individuals they generally consult with
their family and friends.
11. •Sometimes Individual Buying behaviour can
be altered by advertisements but in
organizational context personal selling can
alter the buying behaviour.
•Number of Individual buyers are much more
than the numbers of organizational buyers.
