This document discusses consumer behavior and its importance for marketers. It defines consumer behavior as the process people go through to search for, select, purchase, use, and dispose of products and services. Consumer behavior is influenced by various systematic factors and differs between individuals and products. It is vital for marketers to understand consumer behavior in order to better target consumers and improve products and services. Studying consumer behavior allows marketers to gain insights into attitudes, culture, lifestyles, experiences, and decision making that influence product use.

1. JAIN COLLEGE OF ENGINEERING
NAME – ARUN K BALIGAR
SECTION- B
SUBJECT- MARKETING MANAGEMENT
SUB CODE -14MBA15

2. Meaning of Consumer
• Consumer behaviour is the process and
activities people engage in where searching
for, selecting, purchasing using, evaluating
,and disposing of products and service so as to
satisfy their needs and demands.

3. Characteristics of Consumer Behaviour
• Systematic Process
• Influenced by Various Factors
• Different to different consumer
• Different to different product
• Vital for marketers
• Improve Standard of living
• Brand loyalty

4. Systematic Process
Consumer behaviour is a systematic process
relating to buying decision of the consumer.
 Need identification to buy the product,
Information search relating to the product,
Listing and evaluating the alternative
Purchase decision
Post purchase evaluation by the marketer.

5. Influenced by Various Factors
Consumer behaviour is influenced by a number
of factors.The factors that influenced
consumer includes marketing ,personal,
situational, social etc.

6. Different to different consumer
All consumer do not behave in the same
manner. Different consumers behave
differently.The difference in consumer in
consumer behaviour is due to individual
factors such as nature of the consumer’s life
style, culture,etc

7. Different to different product
Consumer behaviour is the different for different
products. There are some consumers who
may buy more quantity of certain items and
evry low/no quantity of some other items

8. Vital for marketers
Marketers need to have a good knowledge of
consumer behavior. They need to study the
various factors that influence consumer
behaviour of their target consumer.

9. Improve Standard of living
Consumer buying behaviour may leads to higher
standard of living. The more a person buys the
goods and service, the higher is the standard
of living.

10. Brand loyalty
Brand loyalty is the tendency of a consumer to
buy products or service from a certain
company that one likes or equates with having
high quality goods and service.

11. Importance of Studying Consumer
Behaviour
 Attitude
 Culture
 Lifestyle
 Experience
 Decision Making
 Product Use

12. Attitude
Consumer attitude very often determine consumer beliefs
about certain product.Discovering consumer attitude allows
marketers to fine tune their campaigns to resonate with a
particular consumer niche and markenting reach.

13. Culture
Changing population demographic around the
world affect the way marketing campaigns are
designed. Understanding culture nuances and
subtleties may allow marketers to help further
define their particular target market.

14. Lifestyle
Consumer lifestyle also determine what product
appeal to certain consumer markets.
Understanding consumer lifestyles is also a
key component of consumer behaviour that
lets marketers make the appropriate appeal in
promoting lifestyle products and further
consumption of lifestyle product.

15. Experience
Like consumer attitude, experience also colours
consumer response to certain product. By
studying consumer behaviour, marketing
professional ca tap into consumer experience
with similar products to promote
consumption and gain competitive advantage
over competitors.