The document discusses consumer behavior, defining it as the actions and decisions individuals make when selecting, purchasing, using, and disposing of goods and services. It explains that consumer behavior is influenced by personal, social, cultural, situational, psychological, and marketing factors. The document also outlines different types of consumer behavior including complex, dissonance-reducing, habitual, and variety-seeking behaviors. Understanding consumer behavior is critical for businesses to develop effective marketing strategies and meet customer needs.

1. Consumer Behavior

2. Understanding Consumer Behavior
• Though similar, consumer are unique
themselves, they have need and wants which
are varied and diverse from one another, and
they have different consumption pattern and
consumption behavior.
• The marketer helps satisfy these needs and
wants through offering product and services.

3. Understanding Consumer Behavior
Defined Consumer Behavior;
• Consumer behavior refers to the actions and the
decision process of the people who purchase
goods and services for personal consumption.
• Consumer behavior refers to the mental and
emotional process and the physical activities of
the people who purchase and use goods and
services to satisfy their particular needs and
wants.

4. Understanding Consumer Behavior
• Consumer behavior is the study of the actions and
decisions that individuals, groups, or organizations take
when they select, purchase, use, or dispose of goods,
services, ideas, or experiences to satisfy their needs
and desires.
• Consumer behavior is an interdisciplinary field that
draws on theories and concepts from psychology,
sociology, economics, anthropology, and marketing. It
encompasses a wide range of activities, including the
evaluation of alternatives, decision-making processes,
and post-purchase evaluation.

5. Understanding Consumer Behavior
• The behavior of consumers is influenced by a
variety of factors, including individual factors such
as personality, motivation, and perception, social
and cultural factors such as family, friends, and
culture, and situational factors such as time and
place.
• Consumer behavior has important implications for
businesses and marketers. By understanding the
factors that influence consumer behavior,
businesses can develop targeted marketing
strategies that appeal to the needs and desires of
their target customers

6. Understanding Consumer Behavior
Overall, understanding consumer behavior
is critical for businesses to remain competitive in
today's rapidly changing market. By staying
attuned to the needs and desires of consumers,
businesses can create products and services that
meet their needs and build long-term
relationships with their customers.

7. Customer and Consumer
• Customer is someone who regularly purchase
from a particular store or company.
• Consumer is any one engaging in any of the
activity namely evaluating , acquiring, using or
disposing of the product.

8. Example to Understand C.B
• An example of consumer behavior
related to routine purchases could be a
person buying groceries. This type of
purchase is habitual and routine for most
people, and consumers tend to purchase
the same types of products from the
same store or brand repeatedly.

9. • For instance, a person may prefer to shop
at a specific grocery store chain because
of its location, product selection, or
pricing. They may have a routine of
visiting the store at a particular time of
day or day of the week, and they may
have a specific list of items that they
purchase regularly.

10. • In this case, the factors that influence
consumer behavior include personal factors
such as the individual's income and lifestyle,
as well as situational factors such as the time
and location of the purchase. Psychological
factors such as motivation, perception, and
learning can also influence the consumer's
purchasing decisions, as they may have certain
preferences and attitudes towards specific
brands or products.

11. • Marketing factors, such as advertising, branding,
and pricing, can also influence the consumer's
purchasing decisions in this scenario. For
example, if the store offers promotions or
discounts on certain products, the consumer may
be more likely to purchase those items or switch
to a different brand that is on sale.
• Overall, routine purchases are an important
aspect of consumer behavior and can provide
businesses with a consistent and loyal customer
base if they can meet the needs and preferences
of their target customers.

12. Factors Influencing Consumer Behavior
Consumer behavior is influenced by a wide range of
factors, including individual, social, and cultural
factors, as well as situational factors. Here are some
of the key factors that can influence consumer
behavior:
1. Personal factors: These include factors such as age,
gender, income, education level, lifestyle, personality,
and values. For example, an individual's age can
influence their product preferences, with younger
consumers more likely to be attracted to trendy and
innovative products, while older consumers may
prefer products that are more familiar and
comfortable.

13. Factors Influencing Consumer Behavior
2. Social factors: These include factors such as
family, friends, social class, and reference groups.
For example, an individual's family and friends
may influence their purchasing decisions through
recommendations and social norms.
3. Cultural factors: These include factors such as
religion, language, beliefs, values, and customs.
For example, different cultures may have
different preferences for product design,
packaging, and messaging.

14. Factors Influencing Consumer Behavior
4. Situational factors: These include factors such as time,
location, and context. For example, a consumer may
make different purchasing decisions based on the time of
day or the location of the store.
5. Psychological factors: These include factors such as
motivation, perception, learning, and attitudes.
For example, a consumer's motivation to purchase a
product may be influenced by their needs and desires,
while their perception of a product may be influenced by
their previous experiences with similar products.

15. Factors Influencing Consumer Behavior
6. Marketing factors: These include factors such as
advertising, branding, pricing, and product
availability. For example, a consumer may be
influenced by a product's branding and advertising,
or by its price and availability.
Overall, understanding the factors that influence
consumer behavior can help businesses create
effective marketing strategies and build stronger
relationships with their target customers.

16. Types Of Consumer Behavior
There are different types of consumer behavior that are
commonly observed, and these can be classified into four
categories:
• Complex buying behavior: This type of behavior occurs
when a consumer is highly involved in the purchase
decision and has a significant level of investment at
stake. Consumers who exhibit complex buying behavior
tend to research the product or service thoroughly and
consider many different factors before making a
purchase decision. They may also seek advice from
others, such as friends or experts, and may take a long
time to make a decision.

17. Types Of Consumer Behavior
• Dissonance-reducing buying behavior: This
type of behavior occurs when a consumer is
unsure about the purchase decision and
experiences post-purchase dissonance or
regret. Consumers who exhibit dissonance-
reducing buying behavior tend to seek
reassurance that they made the right decision
and may actively seek out positive information
about the product or service after the
purchase.

18. Types Of Consumer Behavior
• Habitual buying behavior: This type of
behavior occurs when a consumer makes a
purchase decision out of habit or routine.
Consumers who exhibit habitual buying
behavior tend to purchase the same product
or service repeatedly, without giving much
thought to alternatives or other options.

19. Types Of Consumer Behavior
• Variety-seeking buying behavior: This type of
behavior occurs when a consumer seeks
variety and novelty in their purchase
decisions. Consumers who exhibit variety-
seeking buying behavior tend to be open to
trying new products or services and may
switch between different brands or options
frequently.

20. Types Of Consumer Behavior
It's important for businesses to understand these
types of consumer behavior as they can inform
marketing and advertising strategies. For example,
understanding the factors that influence complex
buying behavior can help businesses create
targeted messages and provide detailed
information about their products or services, while
understanding habitual buying behavior can help
businesses build brand loyalty and encourage
repeat purchases.