The document discusses consumer behavior and the differences between consumer and organizational buying. It defines a consumer as an individual who purchases goods and services for personal use rather than resale. The document contrasts consumers and customers, noting that consumers cannot resell products and their purchase is not essential. It also distinguishes between personal and organizational consumers. Finally, it provides a definition of consumer behavior as the study of how individuals purchase, use, and dispose of goods and services and how emotions and attitudes influence buying decisions.
2. Meaning and nature of buyer behavior.
Difference between Consumer buying and
organizational buying in terms of
characteristics and process.
Strategic use of consumer behavior
knowledge in marketing and public policy
decisions.
Modern Consumerism and the global
consumer movement.
3.
4. A person who purchases goods and services
for personal use.
A consumer cannot resell the good, product
or service but can consume it to earn his/her
livelihood and self-employment.
The consumer is the one who is the end-user
of any goods or services.
5. Definition
Customer is the one who is purchasing the goods.
Consumer is the one who is the end user of any goods or
services.
Ability to resell
Customer can purchase the good and is able to resell.
Consumers are unable to resell any product or service.
Need for purchase
Customers need to purchase a product or service in order
to use it.
For a consumer purchasing a product or service is not
essential.
6. Motive of buying
The motive of buying is either for resale or for
consumption.
The motive of buying is only for consumption
Is payment necessary?
Must be paid by customer.
May or may not be paid by the consumer.
Target group
Individual or Company.
Individual, family or group
7. Personal Consumer
◦ The individual who buys goods and services for his
or her own use, for household use, for the use of a
family member, or for a friend.
Organizational Consumer
◦ A business, government agency, or other institution
(profit or nonprofit) that buys the goods, services,
and/or equipment necessary for the organization to
function.
8. Is study of individuals, groups, or
organizations and all the activities associated
with the purchase, use and disposal of goods
and services.
Consumer behavior consists of how the
consumer's emotions, attitudes, and
preferences affect buying behavior.
