Amity University

1. CONSUMER
BEHAVIOUR

2. ◾The consumer market consists of all
those
individuals and households
who acquire goods and services for
personal use.
CONSUMER MARKET

3. Is the process, a consumer goes
through to make decisions
regarding the purchase, use and
disposal of goods and services.
CONSUMER BEHAVIOUR

4. “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.
WHY STUDY CONSUMER BEHAVIOUR?

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. WHAT DO CONSUMERS ACTUAL BUY?
For Comfort
For Protection
For Show-Off
Example 1: Shoes

7. Example 2: Cars
For Commuting
For Social Status
For Safety
(compared to 2-Wheelers)

8. 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
WHAT IS A CONSUMER ACTUAL BUYING?

9. 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
BUYING MOTIVES

10. ◾Primary
◾Secondary
DIFFERENT BUYING MOTIVES
Related to basic needs of human
being which motivate the buyer to
take a purchase decision.
• Hunger
• Thirst
• Sleep
• Shelter
• Entertainment

11. ◾Secondary
DIFFERENT BUYING MOTIVES
◾Primary
Influenced by society where he
is born and lives.
• Emotional
• Rational
• Patronage

12. EMOTIONAL
MOTIVES
Feelings, Emotions,
Impulses
Change/Variety
Comfort/Convenience
Fear
Health
Pleasure
Recognition
Leisuretime
Recreation
Security
Social or group
approval
Adventure Affection
SECONDARY BUYING MOTIVE:EMOTIONAL

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. RATIONAL
MOTIVES
Reason, Judgment,
Logic
Dependability
Economy Efficiency
Increased
production
Safety
Simplicity
Service
Versatility
Health
Knowledge
Low
cost/maintenance
Profit
Durability Accuracy
SECONDARY BUYING MOTIVE:RATIONAL

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. PATRONAGE
MOTIVES
Choices
Particular Place
Present
Price
Behaviour
Special
Discount
Decoration
SECONDARY BUYING MOTIVE:PATRONAGE

17. ◾Based choice of particular person
◾Certain motive to patronise or
support
◾Can be on rational or emotional basis
1. Service
2.Special Discount
3. Location
4. Store loyalty
5. Friendliness
6. Habit and many more

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