Gives brief introduction to factors influence consumer behaviour;

1. Consumer Behaviour
By Ranganadh Emmadi

2. Definition of consumer behaviour
• Consumer behaviour is the study of how
individual customers, groups or organizations
select, buy, use, ideas, goods, and services to
satisfy their needs and wants. It refers to the
actions of the consumers in the marketplace
and the underlying motives for those actions.

3. Means
• In simple terms, it is the study of
• What does they buy (product/services)
• Why does they buy(Needs/motives)
• Where does they buy(place,shop,malls)
• When does they buy(occasion,days)
• And how does they buy(process)

4. Need of the study
• Because we no longer consider consumer taken
granted
• Consumers are influenced by so many extrinsic
and intrinsic factors
• It must be continuous process
• Its dynamic (behaviour always changes)
• Interdisciplinary
• CB is complex in nature

5. Importance of CB
• It helps to analyze the market opportunities
• Helps to identify customer target market
• Help design & develop product offering based
on the customer needs and wants
• Help to analyze competition
• Predicts trends
• Design relevant marketing programs

6. Factors influence consumer behaviour
• Cultural factors
• Social factors
• Personal factors
• Psychological factors

7. Cultural Factors
• Cultural factor divided into three sub factors
(i) Culture (ii) Sub Culture (iii) Social Class i.
Culture:- Culture is the basic cause of persons
needs and wants... i.e, culture shapes
individual needs & wants
• Culture is defined as the set of customs,
traditions, values, beliefs and attitudes that
are carried from one generation to others
• How culture impacts behaviour –

8. • Traditions- (marriages,festivals, traditional attires)
• Customs-
• Belief-
• Attitude-
• Values
• What an individual learns from his parents is
culture,
• Marketing implication-
• Ex: McDonald (how culture impacts their product
offering)

9. • Subculture: each culture has different subcultures
like religion, races, geographic region
• Eg: Hindus consider eating beef as sin
where as Muslim & christians relish the same
Eg: Eating pork is prohibited in islam
Eg: Native Americans, African Americans,Asian
Americans, Hispanics –races in the US
• Social class: social class are relatively permanent
and ordered divisions whose members share
similar values, interest and behaviour

10. Personal factors
• It includes age , lifecycle stage, occupation,
economic situation, life style
• Age & life cycle stage: People changes good
and services they buy over the period of time,
• Occupation: occupation affects what goods
and services they bought
• Life style: is a person pattern of living

11. Psychological factors
• Includes motivation, perception, learning and
belief and attitudes
• Motivation: It’s the drive sufficiently pressing to
direct the person to seek satisfaction of the need
• Perception: is the process by which people select,
organize, interpret information to form meaning
picture of the world.
• Learning: Change in the individual behaviour
arises dues to experience.

12. Consumer buying decision process
• Problem or Need identification
• Information Search
• Evaluation of alternatives
• Purchase decsion
• Post purchase behaviour