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INTRODUCTION TO STUDY OF CONSUMER
BEHAVIOUR
MEANING AND DEFINITION OF CONSUMER
BEHAVIOUR
• Consumer behaviour is the study of how individuals, groups
and organizations select buy, use and dispose of goods and
services, ideas or experiences to satisfy their needs and
wants.
• According to Belch and Belch “ consumer behaviour is a
process and activities people engage in when searching for,
selecting, purchasing, using, evaluating, and disposing of
products and services so as to satisfy their needs and
desires”.
BASIS FOR
COMPARISON
CUSTOMER CONSUMER
Meaning The purchaser of goods or
services is known as the
Customer.
The end user of
goods or services
is known as a
Consumer.
Resell A customer can be a
business entity, who can
purchase it for the purpose of
resale.
No
Purchase of goods yes Not necessary
Purpose Resale of consumption Consumption
Price of product or
service
Paid by the customer May not be paid
by the consumer
Person Individual or organization Individual, Family
or Group of
people
NATURE OF CONSUMER BEHAVIOUR
• Systematic process
• Influenced by various factors
• Different for different customers
• Different for different products
• Varies across regions
• Vital for marketers
• Reflects status
• Result in spread –effect
• Improves standard of living
• Undergoes a change
• Information search
• Brand loyalty
NATURE OF CONSUMER BEHAVIOUR
• Systematic process : it is a systematic process to buying decisions of the
customer's. The buying process consists of the steps that include need
identification to buy the product, information search relating to the product, listing
and evaluating the alternative purchase decision and post purchase evaluation by
the marketer.
• Influenced by various factors : the factors that influenced consumer includes,
marketing, personal, situational, social, cultural etc.
• Varies across regions : very across states, regions and countries. The
behaviour of urban consumers it is different that of rural consumer , rural
consumers are conservative in their buying behaviour.
• Vital for marketers : marketers need to have good knowledge of consumer
behaviour. They need to study the various factors that influence consumer
behaviour ,knowledge enables marketers to take appropriate decisions.
• Brand loyalty : is a tendency of a consumer to buy products or services from a
certain company that one likes or equates with having high quality goods and
services.
• Information search : consumer cannot purchase goods if they are unaware of it.
When a consumer decides to buy a certain item, his decision must be based on
the information he has gathered about product available to fulfil his needs.
Consumer Movement in India
Consumer movement arose out of the following
1. Dissatisfaction of consumers as many unfair trade practices were being indulged in
by the sellers
2. There was no legal system available for protecting them from exploitation in the
market place
NATIONAL CONSUMER RIGHT DAY : It is observed across India on 24th December
2013, the day is observed since the consumer protection Act, 1986 was enacted on this
day in 1986
Need for Consumer Movement
•Providing consumer education
•Providing consumer protection
•Building pressure on government
•Arranging consumer protection programs
•Organizing public opinion
•Providing guidance to consumer
•Fight against marketing system
•Consumer awareness
Rights and Responsibilities of consumers in India
RIGHTS
•Right to be heard
•Right to information
•Right to choose
•Right to safety
•Right to seek redressal
•Right to consumer education
RESPONSIBILITIES
•Responsibility of self help
•Proof of transactions
•Proper claim
•Proper use of product or service
Benefits of consumerism
It is the social phenomenon that empowers the buyer and consumers. its effects are
visible in the laws, regulations and also the marketing practices. It keeps a check on the
consumers get quality products which are safe for them at correct price
•Economic growth
•Boosts innovation and creativity
•Self satisfaction
•Economic classes
•Opportunity to be motivated
•To stop unfair trade practices
•Brand loyalty
•Market share
ROLE OF RESEARCH IN
UNDERSTANDING
CONSUMER BEHAVIOR
Consumer behaviour paradigm
Research signifies the practice of gathering new or existing information to enhance
knowledge. Consumer research is a form of applied sociology that is concerned with the
understanding the behaviours of consumers in a market based economy.
Consumer research paradigms
Two types of research methodology
 Quantitative research
 Qualitative research
Quantitative research
Quantitative research is the application of quantitative research
techniques while carrying out the research process. this method is used
to predict the consumer behaviour and its descriptive in nature. It
consists of experiments, survey techniques, and observation.
Quantitative research includes
following techniques;
 Observation research
 Experimentation research
 Survey research
Qualitative research
Qualitative research involves an in-depth understanding of consumer
behaviour and the reasons that govern that behaviour. Qualitative research
largely relives on the reasons behind various aspects of behaviour.
Qualitative research methods
following techniques;
Depth interview
Focus group
Metaphor analysis
Projective techniques
MODELS OF CONSUMER BEHAVIOR
• Input process and output model
• Howard sheath model of buying behavior
• Nicosia model
• Engle, Blackwell and miniard model
ENGEL-KOLLAT-BLACKWELL MODEL
LEVELSOF CONSUMER BEHAVIOR
THANK YOU

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Introduction to study of consumer behaviour

  • 1. INTRODUCTION TO STUDY OF CONSUMER BEHAVIOUR
  • 2. MEANING AND DEFINITION OF CONSUMER BEHAVIOUR • Consumer behaviour is the study of how individuals, groups and organizations select buy, use and dispose of goods and services, ideas or experiences to satisfy their needs and wants. • According to Belch and Belch “ consumer behaviour is a process and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services so as to satisfy their needs and desires”.
  • 3. BASIS FOR COMPARISON CUSTOMER CONSUMER Meaning The purchaser of goods or services is known as the Customer. The end user of goods or services is known as a Consumer. Resell A customer can be a business entity, who can purchase it for the purpose of resale. No Purchase of goods yes Not necessary Purpose Resale of consumption Consumption Price of product or service Paid by the customer May not be paid by the consumer Person Individual or organization Individual, Family or Group of people
  • 4. NATURE OF CONSUMER BEHAVIOUR • Systematic process • Influenced by various factors • Different for different customers • Different for different products • Varies across regions • Vital for marketers • Reflects status • Result in spread –effect • Improves standard of living • Undergoes a change • Information search • Brand loyalty
  • 5. NATURE OF CONSUMER BEHAVIOUR • Systematic process : it is a systematic process to buying decisions of the customer's. The buying process consists of the steps that include need identification to buy the product, information search relating to the product, listing and evaluating the alternative purchase decision and post purchase evaluation by the marketer. • Influenced by various factors : the factors that influenced consumer includes, marketing, personal, situational, social, cultural etc. • Varies across regions : very across states, regions and countries. The behaviour of urban consumers it is different that of rural consumer , rural consumers are conservative in their buying behaviour.
  • 6. • Vital for marketers : marketers need to have good knowledge of consumer behaviour. They need to study the various factors that influence consumer behaviour ,knowledge enables marketers to take appropriate decisions. • Brand loyalty : is a tendency of a consumer to buy products or services from a certain company that one likes or equates with having high quality goods and services. • Information search : consumer cannot purchase goods if they are unaware of it. When a consumer decides to buy a certain item, his decision must be based on the information he has gathered about product available to fulfil his needs.
  • 7. Consumer Movement in India Consumer movement arose out of the following 1. Dissatisfaction of consumers as many unfair trade practices were being indulged in by the sellers 2. There was no legal system available for protecting them from exploitation in the market place NATIONAL CONSUMER RIGHT DAY : It is observed across India on 24th December 2013, the day is observed since the consumer protection Act, 1986 was enacted on this day in 1986
  • 8. Need for Consumer Movement •Providing consumer education •Providing consumer protection •Building pressure on government •Arranging consumer protection programs •Organizing public opinion •Providing guidance to consumer •Fight against marketing system •Consumer awareness
  • 9. Rights and Responsibilities of consumers in India RIGHTS •Right to be heard •Right to information •Right to choose •Right to safety •Right to seek redressal •Right to consumer education RESPONSIBILITIES •Responsibility of self help •Proof of transactions •Proper claim •Proper use of product or service
  • 10. Benefits of consumerism It is the social phenomenon that empowers the buyer and consumers. its effects are visible in the laws, regulations and also the marketing practices. It keeps a check on the consumers get quality products which are safe for them at correct price •Economic growth •Boosts innovation and creativity •Self satisfaction •Economic classes •Opportunity to be motivated •To stop unfair trade practices •Brand loyalty •Market share
  • 11. ROLE OF RESEARCH IN UNDERSTANDING CONSUMER BEHAVIOR
  • 12. Consumer behaviour paradigm Research signifies the practice of gathering new or existing information to enhance knowledge. Consumer research is a form of applied sociology that is concerned with the understanding the behaviours of consumers in a market based economy.
  • 13. Consumer research paradigms Two types of research methodology  Quantitative research  Qualitative research
  • 14. Quantitative research Quantitative research is the application of quantitative research techniques while carrying out the research process. this method is used to predict the consumer behaviour and its descriptive in nature. It consists of experiments, survey techniques, and observation.
  • 15. Quantitative research includes following techniques;  Observation research  Experimentation research  Survey research
  • 16. Qualitative research Qualitative research involves an in-depth understanding of consumer behaviour and the reasons that govern that behaviour. Qualitative research largely relives on the reasons behind various aspects of behaviour.
  • 17. Qualitative research methods following techniques; Depth interview Focus group Metaphor analysis Projective techniques
  • 18. MODELS OF CONSUMER BEHAVIOR • Input process and output model • Howard sheath model of buying behavior • Nicosia model • Engle, Blackwell and miniard model
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