1. Presented to Mr. Shazif Iqbal

2. “Any individual who purchases
goods & services from the market
for his/her end use is called
Consumer.”
2

3. •
Consumer Interest is nothing but the willingness
of consumer to purchase product and service as
per their taste, need & of course pocket.
•
Consumer Behavior is a branch which deals with
the various stages a consumer goes through
before purchasing products or services for the end
use.
3

4. 4

5. 
Situation
 Need for a Friend

Theories Applied
 Hedonic Consumption
 Motivation
 Information Influence
5

6. 
Situation
 Replacement due to defect

Theories Applied
 Utilitarian Need
 Intrinsic Need
 Extensive Problem Solving
6

7. 
Situation
 Wanted to change with the latest technology

Theories Applied
 Hedonic Consumption
 Need for Power
 Intrinsic / Extrinsic Need
 Utilitarian Information
7

8. 
Situation:
 Oil change required after driving 4,000 kms

Theories Applied:
 Primary Need
 Formal & Technical Learning
 Routine Response Behavior
 Standard Learning Hierarchy (CAB)
 Attitudes as Learned Predisposition
8

9. 
Situation
 Addictive to coke, drink it every time we go out

Theories Applied
 Addictive Consumption
 Taste
 Low Involvement
 Invisible Hand of Culture
9

10. 
Situation
 As a student, it’s our need to have a smooth pen

Theories Applied
 Low Involvement
 Primary Need
 Instrumental Conditioning
10

11. 
Situation
 Got discount when visited the store, bought a pair
although already have one

Theories Applied
 Referent Power
 Sensory Market
 Instrumental Learning
 JND (Just Noticeable Difference)
 Tri Component
11

12. 
Situation
 Surprise party organized on 62nd birthday of
father

Theories Applied
 Taste
 Formal Learning
 Informational Influence
 Emotional View
 Tri Component
12

13. 
Situation
 Wanted to buy for comfort and fashion

Theories Applied
 Positive Reinforcement
 Informal Learning
 Low Involvement (CBA: Cognition,
Behavior, Affect)
13

14. 
Situation
 Ayashi.com after CB’s class

Theories Applied
 Taste
 Classical Conditioning
 Tri Component
14

15. 
Situation
 Previous one was not providing accurate
results, opted a new one

Theories Applied
 Extensive Problem Solving
 Multi Attribute Attitude Model
 Instrumental Conditioning
15

16. 
Situation
 Needed to check the glucose level on daily basis
to have a balance level of sugar

Theories Applied
 Routine Response Behavior
 Absolute Threshold
16

17. 
Situation
 Previous remote was not working properly so
bought a new one for television

Theories Applied
 Stimulus Generation
 Primary Need
 Limited Problem Solving
17

18. 
Situation
 Needed for car to drive and enjoy

Theories Applied
 JND (Just Noticeable Difference)
 Utilitarian Need
 Hedonic Consumption
 Need for a Uniqueness
 Value Expressive
18

19. 
Situation
 Paid PTCL Broadband monthly bill and
recommended to a friend to have PTCL
Broadband Internet connection

Theories Applied
 E-Word of Mouth
 Need for Affiliation
 Informational Power
19

20. 
Situation
 Had ice cream in a shopping mall with
friends, bought 2 cups and got 1 free

Theories Applied
 Taste
 Weber’s Law
 JND
 Intrinsic Need
20

21. 
Situation
 to get protection for my laptop and save it from
scratches

Theories Applied
 Utilitarian Influence
 Multi Attribute Attitude
 Experiential Hierarchy
21

22. 
Situation
 Love the taste, unique French Fries in town

Theories Applied
 Taste
 Compulsive
Consumption
22

23. 
Situation
 Required for final projects assigned by professors
in university

Theories Applied
 Color
 Sub Liminal
Perception
 Informational Influence
23

24. 
Situation
 Required to complete the assigned projects and
assignments

Theories Applied
 Color
 Referent Power
24

25. 
Situation
 To protect mobile’s screen

Theories Applied
 Hedonic Consumption
 Multi Attribute Attitude Object
 Utilitarian Influence
 Informational Influence
25

26. 
Situation
 Required to staple documents so that the
documents can be handled with ease

Theories Applied
 Primary Need
 Limited Problem Solving
 Routine Problem Solving
26

27. 
Situation
 To overcome hunger during university hours and
Lays come into minds whenever we buy coke

Theories Applied
 Low Involvement
 Symbolic View
 Experiential Hierarchy
27

28. 
Situation
 To boost the energy level and it helps to keep us
fresh

Theories Applied
 Taste
 Experiential Hierarchy
 Extrinsic Value
 Formal & Technical
Learning
28

29. 
Situation
 Biscuits are served with tea no matter which class
we may belong to

Theories Applied
 Taste
 Extrinsic Value
 Utilitarian Need
29

30. 
Situation
 Most famous dish in Punjab and Karachi Biryani is
one of the best in town

Theories Applied
 Sensory Marketing
 Intrinsic / Extrinsic Need
30

31. 
Situation
 Daily use of every house, considered as a primary
need

Theories Applied
 Primary Need
 Taste
 Formal / Informal & Technical Learning
31

32. 
Situation
 For winter season to save myself from cold

Theories Applied
 Multi Attribute Attitude Object
 Tri Component
 Informational Influence
 Symbolic
32

33. 
Situation
 Required to get rid of diseases and its symptoms
and treatment purposes based on precautions

Theories Applied
 Primary Need
 Standard Learning Hierarchy
 Hopson Choice
 Perceptional Blocking
33

34. 
Situation
 Premium cola introduced by Gourmet so decided
to have a taste

Theories Applied
 Taste
 Utilization Influence
 Intrinsic Need
 National
34

35. 
Situation
 Purchased for the course work according to the
instructor

Theories Applied
 Primary Need
 Technical Learning / Formal Learning
35

36. 
Situation
 Cheap source of energy for cars, get my car
refilled twice in a week

Theories Applied
 Instrumental Learning
 Cognitive Dissonance Theory
36

37. 37

38. 38