This document defines consumer behavior and discusses its importance in marketing. It begins by defining consumer behavior as the process by which individuals decide what to purchase, when, where, how, and from whom, based on two definitions. It then lists the five disciplines that consumer behavior draws from: psychology, sociology, anthropology, economics, and marketing management. Next, it provides several reasons for studying consumer behavior, such as understanding customer preferences, developing better marketing strategies, and avoiding market failures. It concludes by outlining some key characteristics of consumer behavior and defining different types of consumers.

1. Gips Institute Of Professional Studies
Knowledge park 2 Greater Noida U.P.
Name:- Akshay Singh Nagarkoti
Course:-BBA
Semmester:- 4th
Id no. 320102
Subject:- Consumer Behavior
Submited to:- Anjum Ara ma'am

2. Definition of Consumer Behavior
'Consumer behavior is the process whereby individuals decide what, when,
where, how and from whom to purchase goods and services."
Walters and Paul
In another words, consumer behaviour can be define as the behaviour of
individuals or groups in regards to acquiring, using and disposing of products,
services, ideas or experiences.
"Consumer Behavior is the study of the process involved when or groups
select, purchase, dispose of products or individuals services to satisfy needs
and desires"
It's a combination of five disciplines
Psychology
Sociolow

3. Anthropology Economics
Marketing Management

4. Importance/ Need of study of consumer behaviour
The Consumer is King.
Only the Customer Can Fire Us All
People are different
Consumer behavior educates and protects consumers
To make better strategies for increasing profits
To take into consideration customer's health, hygiene &
fitness
To know the buying decisions and how consumer make
consumption
Consistent change in Consumer's tastes or preferences
Consumer behavior study is necessary to make pricing policies
To avoid future market failures

5. Characteristics of consumer behaviour
• It is a process where consumer decide what to buy, when
to buy, how to buy, where to buy & how much to buy.
• It comprises of both mental and physical activities of
consumer.
• Consumer behaviour is very complex and dynamic which
keeps on changing constantly.
• Individual buying behaviour is affected by various internal
factors like his needs, wants, attitudes & motives and also
by external factors like social groups, culture , status,
environmental factors etc.
• Consumer behaviour starts before buying and even after
buying.
Types Of Consumer Behaviour

6. Institutional
Buyer
Customer: means who purchases the product from the marketer
or from the retailer or from the wholesaler. Here we don't bother
about who uses the product.
Consumer: means who uses the product of course purchased by
the customer. Here we consider finally who is going to use the
product we call them as consumer.
> Buyer: The person who purchase goods either for resale or for use
in production or for use of somebody else.
The Ultimate Consumer: Those individuals who purchase for the
purpose of individual or household consumption.

7. > Institutional buyer: These are either govt. institutions or private
organizations