The document defines consumer behavior as the process through which individuals make decisions regarding the purchase, use, and disposal of products and services to meet their needs. It highlights the factors influencing consumer behavior, such as cultural, social, personal, and psychological factors, and emphasizes the importance of understanding these factors for effective marketing strategies. The conclusion stresses that organizations must understand consumer needs to foster satisfaction and achieve 'consumer delight.'

1. CONSUMER
BEHAVIOR
JACKIELYN MARUAL
MONICA JAVIER
MADEL SUCGANG
MARIA RIEZEL JOY REBASE

2. "Consumer behavior may be defined as the behavior that consumers
display in searching for, purchasing suing, evaluating and disposing of
produces, services and ideas which they expect will satisfy their needs."
INTRODUCTION

3. Definition of
Consumer
Behavior

4. -Walters and Paul
"Consumer behavior is
the process whereby
individuals decide what,
when, where, how and
from whom to purchase
goods and services.“

5. "Consumer Behavior is
the study of the
process involved
when or groups
select, purchase,
dispose of products
or individuals services
satisfy needs and to
desires“

6. Definition of Consumer Behavior
●It’s a combination of five
disciplines
1. Psychology
2. Sociology
3. Anthropology
4. Economics
5. Marketing Management

7. • The Consumer is King.
• Only the Customer Can Fire Us All
• People are different
• Consumer behavior educates and
protects consumers
• To make better strategies for increasing
profits
• To take into consideration customer's
health, hygiene & fitness
Importance/Need of study of consumer
behavior

8. • To know the buying decisions and how consumer
make consumption
• Consistent change in Consumer's tastes or
preferences
• Consumer behavior study is necessary to make
pricing policies
• To avoid future market failures
Importance/Need of study of consumer
behavior

9. • It is process where consumer decide what
to buy, when to buy, how to buy, where to
buy and how much to buy.
• It comprises of both mental and physical
activities of consumer.
• Consumer behavior is very complex and
dynamic which keeps on changing
constantly.
Characteristics of consumer
behavior

10. • Individual buying behavior is affected by
various internal factors like his needs,
wants, attitudes and motives and also by
external factors like social groups, culture,
status, environmental factors etc.
• Consumer behavior status before buying
and even after buying.
Characteristics of consumer
behavior

11. TYPES OF
CONSUME
R
BEHAVIOR

13. • Customer: means who purchases the product
from the marketer or from the retailer or from
the wholesaler. Here wee don’t bother about who
uses the product.
• Consumer: means who uses the product of
course purchased by the customer. Here we
consider finally who is going to use the product
we call them consumer.
• Buyer: The person who purchase goods either
for resale or for use in production or for use of
TYPES OF CONSUMER BEHAVIOR

14. • The Ultimate Consumer: Those
individuals who purchase for the purpose
of individual or household consumption.
• Institutional buyer: These are either
government institutions or private
organizations.
TYPES OF CONSUMER BEHAVIOR

15. FACTORS AFFECTING CONSUMER
BEHAVIOR

16. • Culture – It is mix of customs,
beliefs and values of
consumers of a particular
country.
• Social Class – These are
permanent groups in the
society whose members have
common likings.
CULTURAL FACTORS

17. Sub Culture- Subcultures are part
of culture consisting of geographic
regions, religions, nationalities and
racial groups. The values of these
groups are different from each
other.
• Religion
• Geographic location
• Gender (male/female)
SUB CULTURE

18. • Relatively permanent and
ordered divisions in a
society whose members
share similar values,
interests and behavior.
SOCIAL CLASS

19. • Reference Groups – “Reference
groups are groups that people
refer to when evaluating their
own qualities, attitudes, values
and behaviors.”
• Family Members
• Relatives
• Role in the Society
• Status in the Society
SOCIAL FACTORS

20. • Occupation
• Age
• Economic
Condition
• Lifestyle
• Personality
PERSONAL FACTORS

21. • Perception
• Learning
• Beliefs and
Attitude
• Motivation
PSYCHOLOGICAL FACTORS

22. Who
influence a
consumer?

24. • The activity that leading up to and including
purchase or receipt of a product.
How they get information?
How they decide what to buy?
Where you buy?
How you pay for it?
How you take it to their home?
Obtaining

25. “People don’t buy products for what they do
but for what they mean”
Different types of relationship:
Self concept – user’s self image.
Interdependence – part of users daily
routine.
Love – emotional bonds with the user.
MEANING OF CONSUMPTION

26. • How they get rid of remaining product?
• How much they throw away after use?
• How they recycle the products?
DISPOSING

27. Application of consumer behavior
with marketing prospect
From the marketing point of view, understanding
consumer behavior is crucial to successful delivery of
firms’ offering in the market place.
Market-Opportunity Analysis: this involves examining
trends and conditions in the marketing place to identify
consumers’ needs and wants that are not being fully
satisfied.

28. Target Market Selection: this has to do with identifying distinct
groupings of consumers who have unique wants and needs and
the selection of segment that matches the firm’s strength and offer
better opportunities.
Marketing-Mix Determination: this involves developing and
implementing a strategy for delivering an effective combination of
want-satisfying features to consumers within target market.
Marketing strategy: understanding of consumer behavior is
needed inn strategic marketing activities. This is because
marketing strategies and tactics are based on explicit or implicit
beliefs about consumer behavior.

29. • Addictive consumption – Gambling, Alcohol,
Drugs.
• Consumed consumption – Consumers who are
exploited. (Ex. Adopting a baby, organ donors,
blood donnors)
• Illegal activities – Theft.
• Anti-consumption - People who create aversion
towards a product. (Ex. Burned lungs image, V-
care shampoo ads)
DARK SIDE OF CONSUMER
BEHAVIOR

30. CONCLUSION
As customer is the king, it is very important for every organization
to understand the needs and wants of their consumer and try to
satisfy them. For this the study of consumer behavior is very
essential.
• Consumer Delight:
When the actual product performance exceeds the buyer’s
expectations, consumer will be highly satisfied . So excess of
actual product performance over the expectation is called
“consumer delight”.
Today consumer delight has therefore become a buzz word.

31. THANK
YOU!