Consumer Behaviour, Scope of consumer behaviour, categories of consumer behaviour, factors of consumer behaviour

1. Presented By:-
Neetu Marwah

2.  Though similar, consumers are unique in
themselves; they have needs and wants
which are varied and diverse from one
another; and they have different
consumption patterns and consumption
behavior.
 The marketer helps satisfy these needs and
wants through product and service offerings.
For a firm to survive, compete and grow, it is
essential that the marketer identifies these
needs and wants, and provides product
offerings more effectively and efficiently
than other competitors.

3. Customer: Someone who regularly
purchases from a particular store or
company.
Consumer: Anyone engaging in any of the
activities namely evaluating, acquiring,
using or disposing of a product

4.  In a layman’s language consumer behavior
deals with the buying behavior of individuals.
 Consumer Behavior is a branch which deals
with the various stages a consumer goes
through before purchasing products or
services for his end use.
 it continues through pre-purchase activity to
the post purchase experience;
 it includes the stages of evaluating,
acquiring, using and disposing of goods and
services”.

5.  The subject can be studied at micro or macro
levels depending upon whether it is analyzed at the
individual level or at the group level.
 The subject is interdisciplinary.
 Consumer behavior is dynamic and interacting in
nature.
 As a field of study it is descriptive and
also analytical/ interpretive.
 It is a science as well as an art.

6.  What 'the consumers buy: goods and
services
 ‘Why’ they buy it: need and want
 ‘When’ do they buy it: time: day, week,
month, year, occasions etc
 ‘Where’ they buy it: place
 ‘How often they buy’ it: time interval
 ‘How often they use’ it: frequency of use

7.  Household consumer (personal consumer)
 Organizational consumer (industrial or
business consumer)

8.  The individual who buys goods and services
for his or her own use, for household use, for
the use of a family member, or for a friend.

9.  A business, government agency, or other
institution (profit or nonprofit) that buys the
goods, services, and/or equipment necessary
for the organization to function.

10.  Cultural factors
Social factors
Personal factors
Psychological factors

11.  Cultural factor divided into three sub factors (i)
Culture (ii) Sub Culture (iii) Social Class
i. Culture:- Culture is the most basic cause of a
person’s wants and behavior.
ii. Sub culture:- Each culture contains smaller sub
cultures a group of people with shared value
system based on common life experiences and
situations. Sub culture includes nationalities,
religions, racial group and geographic regions.
iii. Social class:- social classes are society’s
relatively permanent and ordered divisions
whose members share similar values, interests
and behaviour.

12.  A consumer’s behaviour also is influenced by social
factors such as the (i) Groups (ii) Family (iii) Roles and
status
i. Groups:- Two or more people who interact to
accomplish individual or mutual goals. A person’s
behaviors is influenced by many small groups
ii. Family:- Family members can strongly influence buyer
behaviour
iii. Roles and status:- A person belongs to many groups,
family, clubs, organizations. The person’s position in
each group can be defined in terms of both role and
status.

13.  It includes) Age and life cycle stage (ii) Occupation
(iii) Economic situation (iv) Life Style (v)
Personality and self concept.
i. Age and Life cycle Stage:- People changes the
goods and services they buy over their lifetimes
ii. Occupation:- A person’s occupation affects the
goods and services bought
iii. Economic situation:- A person’s economic
situation will affect product choice
iv. Life style:- Life Style is a person’s Pattern of
living
v. Personality and self concept:- Each person’s
distinct personality influence his or her buying
behaviour

14.  It includes these Factors(i) Motivation (ii) Perception (iii)
Learning (iv) Beliefs and attitudes
i. Motivation:- Motive (drive) a need that is sufficiently
pressing to direct the person to seek satisfaction of
the need
ii. Perception:- The process by which people select,
Organize, and interpret information to form a
meaningful picture of the world
iii. Learning:- Changes in an individuals behaviour arising
from experience
iv. Beliefs and attitudes:- Belief is a descriptive thought
that a person holds about something and Attitude, a
Person’s consistently favorable or unfavorable
evaluations, feelings, and tendencies towards an
object or idea

15.  Product Motives: Those impulses, desires and
consideration which make the buyer purchase a product.
1) Emotional Product motives
2) Rational Product Motives
 Patronage Motives: Those impulses which persuade
the buyer to patronage specific shops.
1) Emotional Patronage Motives
2) Rational Patronage Motives

16.  A consumer goes through several stages
before purchasing a product or service.
NEED
↓
INFORMATION GATHERING/SEARCH
↓
EVALUATION OF ALTERNATIVES
↓
PURCHASE OF PRODUCT/SERVICE
↓
POST PURCHASE EVALUATION

17. Compaq
Gateway
Toshiba
Apple
Dell
HP
IBM
LG
Sony
Asus
HCL
.
.
.
Dell
Apple
HP
Toshiba
IBM
Compaq
HCL
Dell
HP
IBM
Dell
HP
?
TotalSet
Awareness
Set
Consideration
Set
Choice
Set Decision