This document discusses consumer behavior, which is defined as how individuals select, purchase, use, and dispose of products and services to satisfy their needs. Understanding consumer behavior is important for developing effective marketing strategies around pricing, product design, segmentation, targeting, positioning, and promotion. The document outlines some key factors that influence consumer decisions, including product attributes, price, brand, store image, preferences, culture, and social class. It also describes different types of consumer behavior such as habitual, variety-seeking, and high involvement.

1. Consumer Behavior
By – Shivam Katiyar

2. Who is a
Any individual who purchases
products or services for his
personal use and not for
manufacturing or resale

3. Consumer Behaviour
Consumer Behaviour is the
study of individuals, groups, or
organizations and the processes
they use to select, secure, use,
and dispose of products,
services, experiences, or ideas
to satisfy needs and the
impacts that these processes
have on the consumer and
society.

4. Why Consumer Behaviour..?
• Understanding consumer behavior is essential to the
development of marketing strategies, especially in
pricing, product design, segmentation, targeting,
positioning and promotion.
• To design the optimal product or service for customers.
• To determine which method of Promotion would be
most effective for getting the customers to buy a
product.

5. Scope of Consumer Behavior
• Consumer behavior examines the decisions consumers
make and how they make them, looking at the what,
when, where, why, and how of product consumption
• This information can be important for the development
of products and ad campaigns that meet the needs of
consumers effectively
• Research on consumers shows that small items like
candy bars that may not have been on a consumer's list
of planned items might be added to a shopping basket if
presented at the end of the shopping process.

6. Factor Affecting Consumer
Behaviour

7. Buying Decision Process

8. Effect of
Advertising
• Increased Awareness
• Analysis of Features
• Evaluation of Benefits
• Reminders
• Promotion of Loyalty

9. Types of
• Highly Involved, Significant Brand Differences
• Example - Computer
Complex
Consumer Behaviour
• Highly Involved, Little Brand Differences
• Example - Carpeting
Dissonance -
Reducing
• Low Involved, Little Brand Differences
• Example – Salt
Habitual
• Low Involvement, Significant perceived brand
• Example - Cookies
Variety – Seeking