This document discusses consumer behavior and how understanding it can help with marketing decisions. It defines consumer behavior as the decision making process and actions involved in acquiring, using, and disposing of goods and services. Marketers can use insights into consumer behavior to inform strategies like market segmentation, positioning, new product development, and their marketing mix. The document also notes that consumer behavior is specific to products, people and situations.

1. CONSUMER BEHAVIOR
INTRODUCTION

2. Consumer Behaviour
 Consumers buy goods and services for his or her
own use, use of the household, or as a gift for a
friend.
 Consumer Behavior - can be defined as the
decision-making process and physical activity
involved in acquiring, evaluating, using and
disposing of goods and services.
2

3. Market Research-Class Activity
 You as a college going students(consumers) thinks
on various products and services and spend lot of
money on them. Below are the categories of
industry, you have think and write on their
products and services.
3

4. Categories of Industries
 Entertainment – Name any two companies and any
one of its product/Services
 Technology- Name any two companies and any
one of its product/Services
 Clothing/Apparel- Name any two companies and
any one of its product/Services
 Food Outlets- Name any two companies and any
one of its product/Services
 Hospitality (Travel and Tourism)
 Automobiles (Two wheelers) 4

5. Market Research
 As a consumer what you think of the
products/Services you mentioned and who are the
their competitors?
 How can the product/Services be improved in your
opinion?
 How the customers use the product/Services?
 What is the customer’s attitude towards the
product, Services and its advertising?
 What is the role of the customer in his family?
5

6. Understanding consumer
behaviour
6

7. Consumer behaviour is product-
person-situation specific
7

8. Customer Value
 The difference between all the benefits derived
from the total product and all the cost of acquiring
these benefits
8

9. Consumer behaviour and
marketing strategy
 Market segmentation
 Positioning strategy
 New products
 New market applications
 Marketing mix
 Consumerism
9

10. 1–10
How Consumer Influences Drive
Marketing Decisions

11. Overall Model of Consumer
Behaviour
11

12. Tutorial Questions
12
1. Why would someone shop on the internet? Buy a
motor bike? An expensive meal?
a. Why would someone else not make those
purchases?
b. How would you choose one outlet, brand or model
over the others? Would others make the same
choice in the same way?
2. Do you follow the consumer decision making
process described? How would you explain any
differences?

13. Review
13
 Market segmentation
 Positioning strategy
 New products
 New market applications
 Marketing mix
 Consumerism