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CONSUMER
BEHAVIOUR

Prof Prashant Kumar Gupta
Jain College Of MBA and MCA
CONSUMER MARKET
The consumer market consists of all those

individuals

and households
who acquire goods and services for...
CONSUMER BEHAVIOUR

Is the process, a consumer goes
through to make decisions
regarding the purchase, use and
disposal of ...
WHY STUDY CONSUMER BEHAVIOUR?

“How do consumers respond
to marketing efforts the
company might use?”
The most important...
WHY DOES A CONSUMER BUY GOODS?

To satisfy needs through wants
• Needs and Wants change
>>>Time
>>>Person
>>>Age
>>>Income...
WHAT DO CONSUMERS ACTUAL BUY?
Example 1: Shoes

For Comfort
For Protection

For Show-Off
Example 2: Cars

For Commuting
For Social Status
For Safety
(compared to 2-Wheelers)
WHAT IS A CONSUMER ACTUAL BUYING?

A consumer does not buy a
product, he/she buys

benefits

Point to be noted:
1. Benefit...
BUYING MOTIVES

Those influences or considerations
which provide the impulse to
buy, induce action or determine
choice in ...
DIFFERENT BUYING MOTIVES

Primary

Secondary

Related to basic needs of human
being which motivate the buyer to
take a p...
DIFFERENT BUYING MOTIVES

Primary
Influenced by society where he
is born and lives.

Secondary • Emotional

• Rational
•...
SECONDARY BUYING MOTIVE:
EMOTIONAL

EMOTIONAL
MOTIVES

Change/Variety

Comfort/Convenience
Health

Feelings, Emotions, I
m...
Based on feelings.
Not based on judgment
1. Love and Affection
2. Curiosity
3.Fashion
4.Pride and Prestige
5.Romance
6.F...
SECONDARY BUYING MOTIVE:
RATIONAL

RATIONAL
MOTIVES

Dependability

Economy Efficiency
Increased
Health production
Knowled...
Based on sound judgment.
Based on proper testing, observing & comparing.
1. Economy
2. Utility
3.Comfort & Convenience
4...
SECONDARY BUYING MOTIVE:
PATRONAGE

PATRONAGE
MOTIVES

Particular Place

Special
Discount

Present
Price

Decoration
Behav...
Based choice of particular person
Certain motive to patronise or support
Can be on rational or emotional basis
1.
2.
3....
COMBINATION OF MOTIVES
 Emotional and Rational
 Rational and Patronage
 Patronage and Emotional
Rational
Motives
• Ease...
THANK YOU…!

That’s it For Today 
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Consumer Buying Motives

  1. 1. CONSUMER BEHAVIOUR Prof Prashant Kumar Gupta Jain College Of MBA and MCA
  2. 2. CONSUMER MARKET The consumer market consists of all those individuals and households who acquire goods and services for personal use .
  3. 3. CONSUMER BEHAVIOUR Is the process, a consumer goes through to make decisions regarding the purchase, use and disposal of goods and services.
  4. 4. WHY STUDY CONSUMER BEHAVIOUR? “How do consumers respond to marketing efforts the company might use?” The most important thing is to forecast where customers are moving, and be in front of them.
  5. 5. WHY DOES A CONSUMER BUY GOODS? To satisfy needs through wants • Needs and Wants change >>>Time >>>Person >>>Age >>>Income >>>Education >>>Culture >>>Marital Status and so on…
  6. 6. WHAT DO CONSUMERS ACTUAL BUY? Example 1: Shoes For Comfort For Protection For Show-Off
  7. 7. Example 2: Cars For Commuting For Social Status For Safety (compared to 2-Wheelers)
  8. 8. WHAT IS A CONSUMER ACTUAL BUYING? A consumer does not buy a product, he/she buys benefits Point to be noted: 1. Benefits and features are two different concepts. 2. Features are important only in terms of how they benefit the customer. 3. The feature is meaningless if it doesn’t benefit the customer
  9. 9. BUYING MOTIVES Those influences or considerations which provide the impulse to buy, induce action or determine choice in purchase of goods or services. In simple words it is the reason why a consumer purchases a good
  10. 10. DIFFERENT BUYING MOTIVES Primary Secondary Related to basic needs of human being which motivate the buyer to take a purchase decision. • • • • • Hunger Thirst Sleep Shelter Entertainment
  11. 11. DIFFERENT BUYING MOTIVES Primary Influenced by society where he is born and lives. Secondary • Emotional • Rational • Patronage
  12. 12. SECONDARY BUYING MOTIVE: EMOTIONAL EMOTIONAL MOTIVES Change/Variety Comfort/Convenience Health Feelings, Emotions, I mpulses Fear Adventure Affection Leisure time Pleasure Recreation Recognition Social or group Security approval
  13. 13. Based on feelings. Not based on judgment 1. Love and Affection 2. Curiosity 3.Fashion 4.Pride and Prestige 5.Romance 6.Fear and many more
  14. 14. SECONDARY BUYING MOTIVE: RATIONAL RATIONAL MOTIVES Dependability Economy Efficiency Increased Health production Knowledge Low cost/maintenance Profit Durability Accuracy Reason, Judgment, L ogic Service Safety Simplicity Versatility
  15. 15. Based on sound judgment. Based on proper testing, observing & comparing. 1. Economy 2. Utility 3.Comfort & Convenience 4.Durability 5.Security 6.Maintenance and many more
  16. 16. SECONDARY BUYING MOTIVE: PATRONAGE PATRONAGE MOTIVES Particular Place Special Discount Present Price Decoration Behaviour Choices
  17. 17. Based choice of particular person Certain motive to patronise or support Can be on rational or emotional basis 1. 2. 3. 4. 5. 6. Service Special Discount Location Store loyalty Friendliness Habit and many more
  18. 18. COMBINATION OF MOTIVES  Emotional and Rational  Rational and Patronage  Patronage and Emotional Rational Motives • Ease of operation • Economy • Time savings Emotional Motive • Increased leisure time
  19. 19. THANK YOU…! That’s it For Today 

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