This document defines consumer behavior and identifies different types of consumers and factors that influence purchasing decisions. It discusses household, industrial, and reseller consumers and habit-determined, cognitive, emotional, new, and impulsive consumer groups. The significance of studying consumer behavior includes determining production, pricing, distribution, sales promotion, and competition strategies. Economic factors like income, assets, credit, and conditions affect behavior. Sociological determinants include family, reference groups, opinion leaders, social class, and culture. Psychological factors comprise motivation, perception, image, learning, attitudes, beliefs, personality, lifestyle, age, education, occupation, income, roles, and family lifecycle stage. Motivational research seeks unconscious motivations for choices.

1. CONSUMER BEHAVIOUR

2. Definition
“consumer behaviour is the decision process
and physical activity, which individuals engage
in when evaluating, acquiring, using or
disposing of goods and services”
-Louden and Bitta

3. Types of consumers
1.Household
consumers
2.Industrial users
3.Reseller

4. Type of consumers according to
buying behavior
1.Habit determined group
2.Cognitive group
3.Emotional sector group
4.New group
5.Impulsive group

6. Significance of studying the
consumer behavior
1. determining the production policies
2. Determining the price policies
3. Market differences
4. Determining the channels of distribution
5. Determining the sales promotion activities
6. Meeting the competition
7. Rapid technological advancement

7. economic determinants
The important economic determinants that influence the consumer
behavior are as under given:
 1.personal income
 2.disposable income
 3.discretionary income
 4.family income
 5.income expectation

8. 6.consumer’s liquid assets
7.consumer credit
8.standard of living
9.government policy
10.economic conditions

9. Sociological determinants
 1.FAMILY
i. Initiator
ii. Influencer
iii. Decider
iv. Buyer
v. User
 2.REFERENCE GROUPS
 3.OPINION LEADER
 4.SOCIAL CLASS
 5.CULTURE

10. Psychological determinants
 1.MOTIVATION
1. Physiological needs
2. Safety needs
3. Social needs
4. Esteem needs
5. Self-actualization needs
 2.PERCEPTION
1. Product perception
2. Price perception
3. Brand perception
4. Store perception
5. Risk perception

11. Motivational Research
• It seeks to learn what motivates people in making
choices. The techniques are such as to delve into
the conscious, subconscious and the
unconscious.
• ‘women don’t buy cosmetics, they buy hope.’
• ‘women bake cakes out of the unconscious desire
to give birth’

12.  3.IMAGE
1. Self-image
2. Product-image
3. Brand-image
 4.LEARNING
1. Drive
2. Cue
3. Response
 5.ATTITUDE
 6.BELIEFS
 7.PERSONALITY
 8.LIFESTYLE

13. Personal determinants
 1.AGE
 2.EDUCATION
 3.OCCUPATION
 4.INCOME
 5.ROLES AND STATUS
 6.FAMILY LIFE CYCLE STAGE

15. Example : a person buy a
product hope to be good lifestyle

16. presentation
by
SOMESH SINGH shekhawat
R0LL. 1631810010
B.COM(CAV) -1
SSS