Consumer behavior is defined as the actions people take in purchasing, using, and disposing of products and services. The study of consumer behavior draws from multiple disciplines including psychology, sociology, cultural anthropology, and economics. Understanding consumer behavior helps with market analysis, selecting target markets, and marketing mix decisions. The buyer decision process involves need recognition, information search, evaluation of alternatives, purchase, and post-purchase evaluation. Factors like culture, social influences, personal characteristics, psychological factors affect buying behavior.

1. Consumer
behaviour
BY VIJYATA
ASSISTANT PROFESSOR, DEPT. OF MBA
RANCHI WOMEN’S COLLEGE, RANCHI UNIVERSITY

2. What is consumer behaviour?
 James, Roger and Paul defined consumer behaviour
as actions and processes of people who purchase
goods and services for their personal consumption.
 Leon G Schiffman and Leslie Lazar Kanuk defines
Consumer behaviour as the behaviour that
consumers display in searching for, purchasing, using,
evaluating and disposing of, of products and services
that they expect will satisfy their needs

3. Consumer Behaviour as a field of
study
The discipline of consumer behaviour has borrowed heavily from
concepts developed in other disciplines of study such as:
Psychology: the study of the individual which includes motivation,
perception, attitudes, personality and learning theories
Sociology : the study of groups
Social psychology: studies how an individual operates in a group.
Cultural anthropology: the study of human beings in society
Economics: the study of how consumers spend their funds

4. Why study Consumer Behaviour?
Analysing market opportunity
 Selecting target market
Marketing-mix decisions
Use in social and non-profits
marketing

5. Buyer Decision Process
Post
Purchase
Behaviour
Purchase
Evaluation
of
Alternative
Information
Search
Need
Recognition

6. Types of Buyer Decision Behaviour
Complex Buying
Behaviour
Variety- Seeking
Buying Behaviour
Dissonance
Reducing Buying
Behaviour
Habitual Buying
Behaviour
Significant
difference
between
brands
Few
difference
between
brands
High Involvement Low Involvement

7. Consumer Behaviour Model: The Black Box
Model of Consumer Behaviour

8. Factors Affecting Buying Behaviour
Cultural
• Culture
• Subculture
• Social Class
Social
• Reference
Group
• Family
• Roles & Status
Personal
• Age & Life
Cycle Stage
• Occupation
• Economic
Circumstances
• Lifestyle
• Personality
• Self-Concept
Psychological
• Motivation
• Perception
• Beliefs &
Attitude
• Learning

9. THANK YOU
FOR FEEDBACK / SUGGESTIONS/ QUERY , MAIL ME AT
VIJYATA.RWC@GMAIL.COM OR WRITE IN COMMENT BOX