Consumer behavior is the study of how consumers make purchase decisions and how firms can influence those decisions. It involves understanding how consumers think, feel, reason, and select between different brands and products. Consumer behavior is influenced by culture, family, and media. Studying consumer behavior helps firms develop effective marketing strategies by gaining insights into why consumers purchase products, when they purchase, and how they prefer to shop. An understanding of consumer behavior allows companies to segment markets, target specific groups, and make appropriate marketing mix decisions regarding product, price, place, and promotion.

2. WHAT IS CONSUMER BEHAVIOUR
Who is a Consumer ?
• Any individual who purchases goods
and services from the market for
his/her end-use is called a consumer.
• In simpler words a consumer is one
who consumes goods and services
available in the market
What is Consumer Behaviour ?
• Consumer Behaviour is a branch
which deals with the various stages a
consumer goes through before
purchasing products or services for
his end use.

3. INTRODUCTION OF CONSUMER BEHAVIOUR
• The study of consumers helps firms and organizations improve their marketing
strategies by understanding issues such as how
• The psychology of how consumers think, feel, reason, and select between different
alternatives (e.g., brands, products);
• The psychology of how the consumer is influenced by his or her environment (e.g.,
culture, family, signs, media);
• The behavior of consumers while shopping or making other marketing decisions;

4. WHAT DOES STUDY OF CONSUMER
BEHAVIOUR EXPLAIN
The study of consumer behaviour explains as to:
• Why and why not a consumer buys a product ?
• When a consumer buys a product ?
• How a consumer buys a product ?

5. CONSUMER BEHAVIOUR-MARKETING STRATEGIES
• Analyzing Market Opportunity
• Selecting Target Market
• Marketing-Mix Decisions
• Product
• Price
• Place
• Promotion

6. APPLICATIONS OF CONSUMER BEHAVIOUR
• Marketing strategy
• Public policy
• Social marketing
• Financial benefit

7. APPROACHES TO STUDY CONSUMER
BEHAVIOUR
A Managerial Approach :- consumer behavior tends to be more micro and
cognitive in nature.
• It is micro in emphasizing the individual consumer: his or her attitudes, perceptions,
and lifestyle and demographic characteristics.
A Holistic Approach:- A holistic approach is more macro in its orientation.
• It tends to focus more on the nature of consumption experience than on the
purchasing process because it stresses the broader, culturally derived context of
consumption.

8. WHAT IS MARKETING
• Marketing is the activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have value for customers,
clients, partners, and society at large.

9. WHAT IS MARKETING STRETEGY
• A marketing strategy is a business's overall game plan for reaching people and
turning them into customers of the product or service that the business provides.
• The marketing strategy of a company contains the company’s value proposition,
key marketing messages, information on the target customer and other high-level
elements.
• The marketing strategy informs the marketing plan, which is a document that lays
out the types and timing of marketing activities.
• A company’s marketing strategy should have a longer lifespan than any individual
marketing plan.

10. PREPARING A MARKETING STRATEGY
MARKETING
ANAKTSIS
MARKEET
SEGMENTATI
ON
MARKETING
SRETEGY
OUTCOMES
CONSUMER
DECISION
PROCESS

11. ELEMENTS OF A SUCCESSFUL MARKETING
STRATEGY
• Segmentation
• Targeting and positioning
• Promotional tactics
• Monitoring and evaluation
• Marketing plan

12. HOW DOES CONSUMER BEHAVIOR AFFECT IN
MARKETING STRATEGY?
• Over the last decade, online spending has skyrocketed. Consumers can buy
everything they need online, from food to essentials for the home or office. But
what makes online consumerism so appealing, and more importantly, what makes
us click the checkout button?
• The study of consumers in the digital age can help your business improve your
marketing strategies by taking a look at some of the reasons why buyers head
online to purchase as opposed to going to the store.

13. HERE ARE A FEW KEY FACTORS TO LOOK FOR
WHEN CREATING A MARKETING PLAN THAT
INFLUENCES A CONSUMER:
• Understanding of how consumers feel, reason and select products for their use
• How consumers are influenced by their environment, culture, media
• Behavior of the consumer while they shop
• Product importance for the consumer or ranking

14. IMPORTANCE OF CONSUMER BEHAVIOR IN A
MARKETING STRATEGY
• It is important for marketers to study consumer behaviour. It is important for them
to know consumers as individual or groups opt for, purchase, consumer or dispose
products and services and how they share their experience to satisfy their wants or
needs (Solomon, 2009).
• This helps marketers to investigate and understand the way in which consumers
behave so that they can position their products to specific group of people or
targeted individuals.

15. IMPACT OF MARKETING STRATEGIES ON
CONSUMER BEHAVIOR
• Introduction: Here, the organization informs consumers about the new product. In
this stage, the sales of a product increase.
• Growth: here, the product has gained a level of stability in the market. The well-
established hold pushes its sales further.
• Maturity: On reaching maturity, the product reaches its optimum level of sales i.e.
sales remain the same.
• Decline: Finally, the product sales start to decrease in this stage as a result of
competition, substitute products, etc.

16. CONSUMER BEHAVIOUR