This document discusses consumer behavior in retail. It defines consumer behavior as how individuals select, purchase, use, and dispose of goods and services to satisfy needs and wants. Understanding consumer behavior allows marketers to determine which products are needed or obsolete. The document then examines customer purchase patterns like place, product, time and method of purchase. It outlines types of consumer behavior like extended decision making, habitual purchases, and variety seeking. It also maps the consumer purchase process of need recognition, information search, alternative evaluation, purchase, and post-purchase behavior. Finally, it analyzes purchase situations like contemplated versus impulse purchases.

1. WELCOME
SUBJECT : RETAIL MANAGEMENT
TOPIC : CONSUMER behaviour IN RETAIL
HARSHAL A SHETTY

2. “TAKE CARE OF CONSUMERS
NEEDS, THE CONSUMERS, IN
RETURN, WILL TAKE CARE OF
YOUR NEEDS”

3. Consumer Behaviour
● Consumer behaviour is the study of how
individual customers, groups or organization
select, buy, use and dispose ideas, goods and
services to satisfy their needs and wants.

4. ● Marketers expect that by understanding what causes
consumers to buy particular goods and services, they
will be able to determine which products are needed
in the marketplace, which are obsolete, and how best
to present the goods to the consumers.

5. Customer Buying Behaviour Pattern
● Place of purchase
● Product purchased
● Time and Frequency of Purchase
● Methods of Purchase

6. Place of purchase

7. Product purchased
● Buying capacity of the customer
● Product durability
● Availability of the product choices
● Customer requirement of the product

8. Time and Frequency of Purchase

9. Methods of Purchase

10. TYPES OF CONSUMER BUYING BEHAVIOUR
● EXTENDED BUYING BEHAVIOUR
● LIMITED DECISION MAKING
● HABITUAL BUYING BEHAVIOUR
● VARIETY SEEKING BUYING BEHAVIOUR

11.  EXTENDED BUYING BEHAVIOUR

12. LIMITED DECISION MAKING
COMPANY A
Rs.1300
COMPANY B
Rs.1000

13. HABITUAL BUYING BEHAVIOUR

14. VARIETY SEEKING BUYING BEHAVIOUR
● Consumers often do a lot brand switching.
● Generally buy different products not because of
dissatisfaction but mainly with an urge to seek variety.

15. CONSUMER BUYING BEHAVIOUR PROCESS
1. NEED RECOGNITION
2. INFORMATION SEARCH
3. EVALUATION OF ALTERNATIVES
4. PURCHASE
5. POST PURCHASE BEHAVIOUR

16. NEED RECOGNITION
● Needs can be Utilitarian or Hedonistic.

17. INFORMATION SEARCH
● There are 3 ways from where customers can get information.
1. Marketer tells to customer through promotional advertisement.
2. Online.
3. Word of mouth.

18. EVALUATION OF ALTERNATIVES
● Customers tries to find different alternatives

19. PURCHASE
● This is where customer will make his purchase.

20. POST PURCHASE BEHAVIOUR
● After purchasing the product the customer is now going to
react in certain ways.
● Reaction towards product could be Favorable or
Unfavorable.

21. TYPES OF PURCHASE SITUATIONS
1. CONTEMPLATED PURCHASE
2. IMPULSE PURCHASE

22. CATEGORY OF IMPULSE BUYING
● PURE IMPULSE
● REMINDER IMPULSE
● SUGGESTED IMPULSE
● PLANNED IMPULSE

23. PURE IMPULSE
● Also called as escaped purchase

24. REMINDER IMPULSE
● Products which customers want but its not in their shopping list.

25. SUGGESTED IMPULSE

26. PLANNED IMPULSE
Customer need the product but they are unaware of specifications, characteristics of that
product.