Studying consumer behavior is important because customers can no longer be taken for granted. Consumer behavior is influenced by marketing stimuli like the 4Ps as well as buyer characteristics including cultural, social, personal, and psychological factors. These factors impact a buyer's decision-making process regarding product choice, brand choice, dealer choice, purchase timing, and purchase amount.

1. CONSUMERCONSUMER
BEHAVIORBEHAVIOR

2. Why do we need to studyWhy do we need to study
Consumer Behaviour?Consumer Behaviour?
Because no longer can we takeBecause no longer can we take
the customer/consumer forthe customer/consumer for
granted.granted.

3. Buyer BehaviourBuyer Behaviour
Consumer
4Ps
Marketing
Environment
Buyer
Characteristics
Buyer
Decision Process
Buyer
Decision

4. Marketing StimuliMarketing Stimuli
4 Ps
Product Price Place Promotion

5. Buyer characteristicsBuyer characteristics
CulturalCultural
SocialSocial
PersonalPersonal
PsychologicalPsychological

6. Buyer’s DecisionBuyer’s Decision
Product ChoiceProduct Choice
Brand ChoiceBrand Choice
Dealer ChoiceDealer Choice
Purchase TimingPurchase Timing
Purchase AmountPurchase Amount

7. Cultural factors:Cultural factors:
CultureCulture
Sub - cultureSub - culture
Social ClassSocial Class
Reference GroupsReference Groups
FamilyFamily
Roles and StatusRoles and Status
Social factors:Social factors:

8. Personal FactorsPersonal Factors
Family Life CycleFamily Life Cycle
Occupation and EconomicOccupation and Economic
circumstancescircumstances
LifestyleLifestyle
Personality and self - conceptPersonality and self - concept

9. Psychological FactorsPsychological Factors
MotivationMotivation
PerceptionPerception
LearningLearning
Beliefs and AttitudesBeliefs and Attitudes

10. Psychological FactorsPsychological Factors
MotivationMotivation
PerceptionPerception
LearningLearning
Beliefs and AttitudesBeliefs and Attitudes