INTRODUCTION: Consumer behavior is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. DEFINITION:1. According to Engel, Blackwell, and Mansard:- ‘Consumer behavior is the actions and decision processes of people who purchase goods and services for personal consumption’. 2.According to Louden and Bitta:- ‘Consumer behavior is the decision process and physical activity, which individuals engage in when evaluating, acquiring, using or disposing of goods and services’. NATURE OF CONSUMER BEHAVIOR : 1.PROCESS:-Consumer behavior is a systematic process relating to buying decisions of the customers. The buying process consists of the following steps: a.Need identification to buy the product. b.Information search relating to the product.   c.Listing of alternative brands. d.Evaluating the alternative (cost-benefit analysis) e.Purchase decision. f. Post-purchase evaluation by the marketer.

1. DEFINITION , NATURE ,
SCOPE , APPLICATIONS
OF CONSUMER
BEHAVIOUR
PRESENTED
BY
- Saurabh Mahajan

2. INTRODUCTION
Consumer behaviour is the study of individuals,
groups, or organizations and the processes they use to
select, secure, use, and dispose of products, services,
experiences, or ideas to satisfy needs and the impacts
that these processes have on the consumer and
society.

3. DEFINITION
 According to Engel, Blackwell, and Mansard
 ‘Consumer behavior is the actions and decision processes of
people who purchase goods and services for personal
consumption’.
 According to Louden and Bitta
 ‘Consumer behaviour is the decision process and physical
activity, which individuals engage in when evaluating,
acquiring, using or disposing of goods and services’.

4. NATURE OF CONSUMER
BEHAVIOUR
 PROCESS
Consumer behaviour is a systematic process relating to buying
decisions of the customers. The buying process consists of the
following steps:
 Need identification to buy the product.
 Information search relating to the product.
 Listing of alternative brands.
 Evaluating the alternative (cost-benefit analysis)
 Purchase decision.
 Post-purchase evaluation by the marketer.

5. NATURE OF CONSUMER
BEHAVIOUR
 INFLUENCED BY VARIOUS FACTORS
 Consumer behavior is influenced by a number of
factors.
 The factors that influence consumers are :
marketing, personal, psychological, situational,
social, cultural etc.

6. NATURE OF CONSUMER
BEHAVIOUR
 DIFFERENT FOR ALL CUSTOMER
 All consumers do not behave in the same manner.
Different consumers behave differently.
 The difference in consumer behaviour is due to
individual factors such as nature of the consumer’s
life style, culture, etc.
 DIFFERENT FOR DIFFERENT PRODUCTS
 Consumer behaviour is different for different
products.
 There are some consumers who may buy more
quantity of certain items and very low/no quantity of
some other items.

7. NATURE OF CONSUMER
BEHAVIOUR
 REGION BOUNDED
 The consumer behaviour varies across states, regions and
countries. For instance, the behaviour of urban consumers
is different from that of rural consumers.
 Normally, rural consumers are conservative (traditional) in
their buying behaviour.
 KEEPS ON CHANGING
 The consumer’s behaviour undergoes a change over a
period of time depending upon changes in age, education
and income level. Etc,
 For instance,, kids may prefer colorful dresses, but as they
grow up as teenagers and young adults, they may prefer
trendy clothes.

8. SCOPE
 The scope of a subject refers to everything
that is studied as part of that subject. When we
set out to explain the scope of consumer
behaviour we need to refer to all that which
forms part of consumer behaviour.
 Consumer behaviour includes not only the
actual buyer and his act of buying but also the
various roles played by different individuals
and the influence they exert on the final
purchase decision.

9. APPLICATIONS OF
CONSUMER BEHAVIOUR
 ANALYSING MARKET OPPORTUNITY
 Consumer behaviour study helps in identifying the
unfulfilled needs and wants of consumers.
 This requires examining the trends and conditions
operating in the marketplace, consumers' lifestyles,
income levels and emerging influences.
 The trend towards increasing number of dual income
households and greater emphasis on convenience
and leisure have led to emerging needs for household
gadgets such as washing machine, mixer grinder,
vacuum cleaner , etc.

10. APPLICATIONS OF
CONSUMER BEHAVIOUR
 USE IN SOCIAL AND NON-PROFITS
MARKETING
 Consumer behaviour studies are useful to design
marketing strategies by social, governmental an
not-for-profit organizations to make their
programmers such as family planning, crime
against women, safe
driving, environmental concerns and other more
effective.
 UNICEF (greeting cards), Red Cross and CRY etc.
make use of consumer behaviour understanding to
sell their services and products and also try to
motivate people to support these institutions.