Consumer behavior involves the processes individuals use in evaluating, acquiring, and using services and products, influenced by cultural, social, and personal factors. Key determinants include family roles, social class, lifestyle, motivation, and perception, which shape how consumers make purchasing decisions. The evaluation of services is notably distinct from goods, with consumers often perceiving greater risk and engaging more in post-purchase evaluations.

1. Gaurav Bhut
Anuj Kargathra
Dharmesh jithara
Ronak vakariya

2.  Consumer may be anyone who is
engaged in evaluating, acquiring
and using of services.
Gaurav Bhut 2

3.  Consumer behaviour can be define as the
process whereby individuals decides whether,
what, when, where, how and from whom to
purchase goods or services.
 Broader View of Consumer behaviour
 It encompasses all of the behaviour that
consumer displays in searching for,
purchasing, using, evaluating and disposing of
product and services.
Gaurav Bhut 3

4.  To emerge as a winner in highly competitive
environment.
 To implement properly the modern marketing
concept in action.
 To be able to predict consumer response in case
of new services.
 To develop data bank related to consumer
behaviour and make it our completive edge.
Gaurav Bhut 4

5. Consumer purchases are highly influence by two factors.

7. Culture
The set of basic values,
perceptions, wants and
behavior by a member
of society from family
and other important
institution

8. Sub-Culture
A group of people with
shared value system
based on common life
experiences and
situation.

9. Social Class
Relatively permanent
and ordered divisions
in a society whose
members share similar
values, interests and
behavior.

11. Reference groups
A person’s reference
groups consists of
all the groups that
have a direct (face-
to-face) or indirect
influence on his/her
attitudes or
behavior.

12. Family
Family members can
strongly influence
buyer behaviour.
Marketers are
interested in the roles,
and influence of the
husband, wife and
children on the
purchase of different
products and
services.

13. Roles and Status
A role consists of the
activities people are
expected to perform
according to persons
around them

14. Roles in buying
process
Initiator
Influencer
Decider
Buyer
User

16. Age and life cycle
Needs and
consumption pattern
of people vary with
advancement in age

17. Occupation
influence the
behavior of
individuals.

18. Economic Situation
A person’s economic
situation will affect
product and service
choice.

19. Life Style
Lifestyle is an
individual’s way or
pattern of living
which is reflected in
his activities, interest
and opinions.

21. Motivation
Motive or (drive) A need
that is sufficiently
pressing to direct the
person to seek
satisfaction of the need.

22. Perception
The process by which
people select, organize
and interpret
information to from a
meaningful picture of
world.

23. Learning
Changes in an
individual’s behavior
arising from experience.

24. Beliefs
A descriptive thought or
conviction that a person
holds about something.

25. Attitude
A person’s relatively
consistent evaluation,
feelings and tendencies
towards an object or an
idea.

26.  Consumer seek and rely more on information.
 Consumer engage in greater post-purchase
evolution and information seeking with services
than with goods.
 Consumers engage in more post-purchase
evolution than pre-purchase.
 Consumers perceive greater risks when buying
services then when buying goods.
 The consumers evoked set of alternative is
smaller with services then with goods.
Gaurav Bhut 26

27.  Let us take service process as the drama ,where
the service personnel are “actors” and
customers are “audience”.
 Service encounters as role performance.
 Expectation of customers, if not fulfilled may
lead to dissatisfaction.
 When the customer is co producer, if not
satisfied with the services may not complain.
-due to attachment of human element.
 Customer compatibly and inability(online
booking).
Gaurav Bhut 27

28. Gaurav Bhut 28