This ppt highlights the nature, Scope ,importance and application of consumer behavior as a field of study.

1. NATURE
SCOPE
APPLICATION
&
IMPORTANCE
OF
CONSUMER
BEHAVIOUR
BY - VIJYATA
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2. Nature of Consumer Behaviour
Systematic
process
Consumer behaviour is a systematic process relating to
buying decisions of the customers.
Influenced
by various
factors
Consumer behaviour is influenced by a number of factors the
factors that influence consumers include marketing, personal,
psychological, situational, social and cultural etc
Different
for
different
customers
Different consumers behave differently. The different in
consumer behaviour is due to individual factors such as
nature of the consumer's lifestyle, culture etc.

3. Nature of Consumer Behaviour
Different for
different
products
Consumer behaviour is different for different products there
are some consumers who may buy more quantity of certain
items and very low quantity of some other items.
Vital for
marketers
The knowledge of consumer behaviour enables marketers to
take appropriate marketing decisions.
Undergoes a
change
The consumer behaviour undergoes a change over a period
of time depending upon changes in age , education and
income level etc

4. Scope of Consumer Behaviour
Consumer behaviour and marketing management
Consumer behaviour and non profit and social marketing
Consumer behaviour and Government decision making
Consumer behaviour and demarketing
Consumer behaviour and consumer education

5. Application of Consumer
Behaviour
Analysing market opportunity
Selecting target market
Marketing-mix decisions
Use in social and non profits marketing

6. Importance /significance of
Consumer Behaviour
Production policies Price policies
Decision regarding
channels of
distribution
Decision regarding
sales promotion
Exploiting marketing
opportunities
Consumer do not
always act or react
predictably
Highly diversified
consumer preferences
Rapid introduction of
new products
Implementing the
"Marketing concept

7. Thank you!!!
Write to me at Vijyata.rwc@gmail.com or comment in the comment box