5. Definition
Consumer Behaviour is the study of
consumers and the processes they use to
choose products/services and the
impacts these processes have on the
consumer.
6. Reasons to study Consumer
Behaviour
To figure out why consumers buy what they do –
Are products bought for status?
To find out what motivates consumers – What
factors encourage buying; necessity?
To find out what influences buying decisions –
Advertising, point of sale displays, store layout
To figure out which target segments are buying
the products
To find out where consumers buy the products –
online, supermarket etc.
To evaluate what makes consumers satisfied
8. Impulse Purchases
Buying something without thinking. In the
spur of the moment, perhaps influenced
by a promotion
9. Routine Purchases
Buying something out of habit, for
example buying milk happens without too
much thought
10. Limited Decision-Making
Purchases
Buying something which you have some
thought about before the transaction,
clothing for a specific purpose etc.
11. Extensive Decision-Making
Purchases
Buying something which you have had a
large amount of thought before coming
to a decision, perhaps buying a car.
These tend to be infrequent.
