Consumer behavior is the study of how individuals and organizations select, purchase, use and dispose of goods and services to satisfy their needs and wants. It involves understanding the actions consumers take in the marketplace and the underlying motivations for those actions. Consumer behavior is influenced by factors such as social, cultural, personal and psychological characteristics as well as by marketing segmentation, targeting and positioning strategies used by companies.

1. 1
UNIT - II

2. WHAT IS CONSUMER (BUYER)
BEHAVIOUR?
 CONSUMER BEHAVIOUR IS THE STUDY OF
HOW INDIVIDUAL CUSTOMERS, GROUPS OR
ORGANIZATIONS SELECT, BUY, USE, AND
DISPOSE IDEAS, GOODS, AND SERVICES TO
SATISFY THEIR NEEDS AND WANTS. IT
REFERS TO THE. ACTIONS OF THE
CONSUMERS IN THE MARKETPLACE AND
THE UNDERLYING MOTIVES FOR THOSE
ACTIONS.

3. MODEL OF CONSUMER BEHAVIOUR

4. FACTORS INFLUENCING BUYER BEHAVIOUR

7. STP

9. IMPORTANCE OF MARKETING
SEGMENTATION

10. LEVELS OF SEGMENTATION

12. TARGETING
Target market is the end consumer to which the
company wants to sell its end products too. Target
marketing involves breaking down the entire market
into various segments and planning marketing strategies
accordingly for each segment to increase the market
share.

17. POSITIONING STRATEGIES

18. POSITIONING MAP

19. PORTER’ MODELS DIAMOND