This document discusses consumer behavior theory and the buyer decision process. It explains that consumer behavior is the study of how individuals make decisions to spend their available resources on consumption goods. The buyer decision process involves need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Consumer behavior is influenced by internal psychological factors, personal factors, and external social and cultural factors. Studying consumer behavior also examines consumer preferences, choices, and budget constraints. An example is provided of a boy who had Rs. 120 to purchase a gift for his friend and decided to buy a chocolate box instead of a doll that cost Rs. 100.

1. CONSUMER BEHAVIOUR
THEORY
Presented By:-
Amit Ravindra Kale

2. “The buying behavior of final consumers,
individuals & households who buy goods &
services for personal consumption.”
CONSUMER BEHAVIOUR
Need
Recognition
Information
Search
Evaluation
of
Alternatives
Purchase
Decision
Post
Purchase
Behavior
BUYER DECISION PROCESS

3. INTERNAL
PSYCHOLOGICAL
• Motivation
• Perception
• Learning
• Beliefs
PERSONAL
• Age and Life Cycle
• Occupation
• Economic Situation
EXTERNAL
SOCIAL
• House hold Type
• Reference groups
• Roles and Status
• Roles Buying process
CULTURAL
• Culture
• Sub Culture
• Social Class

4. STEPS FOR STUDING CONSUMER BEHAVIOUR
Consumer Preferences
Consumer Choice
Budget Constraint

5. EXAMPLE
He Purchased Chocolate box , So He saved Rs.20 and think that Friend
will like it.
Rs.120
A Boy who have only Rs. 120
and he want to Purchase a Gift for his
Friend.
He think for buying a Doll.
Rs. 120/-
&
Rs. 100/-
Shop

6. Thank
You..