consumer behavior

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consumer behavior

  1. 1. What is Consumer Behavior? <ul><li>Consumer behavior is the study of how and why people acquire and use products for themselves and/or their household. </li></ul>
  2. 2. CHARACTERSTICS <ul><li>Process by which individual decide whether, what, when, from whom, where & how much to buy. </li></ul><ul><li>It comprises both mental & physical activities of a consumer. </li></ul><ul><li>An individual Behavior is influenced by internal & external factors. </li></ul><ul><li>It is influenced by a No. of marketing stimuli offered by marketer. </li></ul><ul><li>They learn & thereby change their attitudes & behavior. </li></ul>
  3. 3. BUYING MOTIVES <ul><li>Motive is inner urge that moves or prompts a person to some action. </li></ul><ul><li>It can be a strong desire, feeling, a drive, stimulus or emotion which plays a role in the consumer’s decision to purchase a product or service. </li></ul>
  4. 4. TYPES <ul><li>Personal Motives </li></ul><ul><li>Role Playing </li></ul><ul><li>Diversion </li></ul><ul><li>Learning about new trends </li></ul>
  5. 5. <ul><li>Social Motives </li></ul><ul><li>Social Experience </li></ul><ul><li>Status & Authority </li></ul><ul><li>Pleasure of Bargaining </li></ul>
  6. 6. Consumer Decision Making Process The Buying process by a consumer is triggered by his specific needs.
  7. 7. Consumer Distinctive Behavior Pattern Towards Services <ul><li>Consumer rely more on information from personal services </li></ul><ul><li>Engage in greater post purchase evaluation and information seeking. </li></ul><ul><li>Consumer Perceive greater risk. </li></ul><ul><li>Mood plays an important role. </li></ul>
  8. 8. Factors Influencing Consumer Behavior <ul><li>Culture </li></ul><ul><li>Subculture </li></ul><ul><li>Social class </li></ul><ul><li>Reference groups </li></ul><ul><li>Family </li></ul>
  9. 9. Implication for service providers <ul><li>Marketers should be careful in satisfying existing customers. </li></ul><ul><li>Assistance of service providers plays an important role. </li></ul><ul><li>Customer becomes a part of service delivery process. </li></ul><ul><li>Time taken to deliver the service forms the basis of competition. </li></ul><ul><li>Demand for both quality and customization poses a challenge to service providers. </li></ul>

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