This document provides an overview of customer behavior and buyer behaviour from both consumer and business perspectives. It discusses the different customer roles of user, buyer, and payer and how they may be divided among individuals. It also covers the consumer decision making process and factors that influence customer needs and wants. For business markets, it outlines key differences compared to consumer markets, such as demand being derived from consumer demand and business buyers being more professional. Organizational buying processes and characteristics are also examined.
Introduction to study of consumer behaviourSindhu .
Meaning, definition and nature of Consumer Behavior, consumer movement in India also its need, rights and responsibilities of consumers in India, benefits of consumerism, role of research in understanding consumer behavior, consumer research paradigms, models and levels of Consumer Behavior, consumer decision making process, research objectives and its characteristics.
Introduction to study of consumer behaviourSindhu .
Meaning, definition and nature of Consumer Behavior, consumer movement in India also its need, rights and responsibilities of consumers in India, benefits of consumerism, role of research in understanding consumer behavior, consumer research paradigms, models and levels of Consumer Behavior, consumer decision making process, research objectives and its characteristics.
Consumer behaviour is said to be the study of when, why, how and where people do or do not buy a product. It’s basically something that depends on the psychology of the consumer. In this, we attempt to understand the buyer’s decision-making process. It also includes the study of individual consumers such as demographics & behavioural aspects for understanding the people’s wants and needs.
organization buying process, consumer buying process, changing trends in indian market, changing profile of indian consumer, changing indian consumer, mcom consumer behaviour, pu consumer behaviour,
Factors affecting on consumer buying behaviorArouba Naseem
The factors helps marketers to effect on the consumer's buying behavior. The marketers target their consumer with diff factors, sometimes all factors in one time and mostly most valuable factors at a time. Some factors are here tried to explained with the help of advertisement.
Buying Decision Making Process
Buying roles, Stages of the decision process – High and low effort decisions, Post purchase decisions, Models of consumer behaviour
Meaning of Consumer Behaviour, Features and Importance
• Types of Consumer (Institutional & Retail), Diversity of consumers and their behaviour- Types Of Consumer Behaviour
• Profiling the consumer and understanding their needs
• Consumer Involvement
• Application of Consumer Behaviour knowledge in Marketing
• Consumer Decision Making Process and Determinants of Buyer
• Behaviour, factors affecting each stage, and Need recognition.
Consumer behaviour is said to be the study of when, why, how and where people do or do not buy a product. It’s basically something that depends on the psychology of the consumer. In this, we attempt to understand the buyer’s decision-making process. It also includes the study of individual consumers such as demographics & behavioural aspects for understanding the people’s wants and needs.
organization buying process, consumer buying process, changing trends in indian market, changing profile of indian consumer, changing indian consumer, mcom consumer behaviour, pu consumer behaviour,
Factors affecting on consumer buying behaviorArouba Naseem
The factors helps marketers to effect on the consumer's buying behavior. The marketers target their consumer with diff factors, sometimes all factors in one time and mostly most valuable factors at a time. Some factors are here tried to explained with the help of advertisement.
Buying Decision Making Process
Buying roles, Stages of the decision process – High and low effort decisions, Post purchase decisions, Models of consumer behaviour
Meaning of Consumer Behaviour, Features and Importance
• Types of Consumer (Institutional & Retail), Diversity of consumers and their behaviour- Types Of Consumer Behaviour
• Profiling the consumer and understanding their needs
• Consumer Involvement
• Application of Consumer Behaviour knowledge in Marketing
• Consumer Decision Making Process and Determinants of Buyer
• Behaviour, factors affecting each stage, and Need recognition.
Consumer behavior is “the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services.
Consumer behaviour consists of how the consumer's emotions, attitudes, and preferences affect buying behaviour”.
Consumer behaviour is the study of how individual customers, groups or organizations select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
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June 3, 2024 Anti-Semitism Letter Sent to MIT President Kornbluth and MIT Cor...Levi Shapiro
Letter from the Congress of the United States regarding Anti-Semitism sent June 3rd to MIT President Sally Kornbluth, MIT Corp Chair, Mark Gorenberg
Dear Dr. Kornbluth and Mr. Gorenberg,
The US House of Representatives is deeply concerned by ongoing and pervasive acts of antisemitic
harassment and intimidation at the Massachusetts Institute of Technology (MIT). Failing to act decisively to ensure a safe learning environment for all students would be a grave dereliction of your responsibilities as President of MIT and Chair of the MIT Corporation.
This Congress will not stand idly by and allow an environment hostile to Jewish students to persist. The House believes that your institution is in violation of Title VI of the Civil Rights Act, and the inability or
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The House of Representatives will not countenance the use of federal funds to indoctrinate students into hateful, antisemitic, anti-American supporters of terrorism. Investigations into campus antisemitism by the Committee on Education and the Workforce and the Committee on Ways and Means have been expanded into a Congress-wide probe across all relevant jurisdictions to address this national crisis. The undersigned Committees will conduct oversight into the use of federal funds at MIT and its learning environment under authorities granted to each Committee.
• The Committee on Education and the Workforce has been investigating your institution since December 7, 2023. The Committee has broad jurisdiction over postsecondary education, including its compliance with Title VI of the Civil Rights Act, campus safety concerns over disruptions to the learning environment, and the awarding of federal student aid under the Higher Education Act.
• The Committee on Oversight and Accountability is investigating the sources of funding and other support flowing to groups espousing pro-Hamas propaganda and engaged in antisemitic harassment and intimidation of students. The Committee on Oversight and Accountability is the principal oversight committee of the US House of Representatives and has broad authority to investigate “any matter” at “any time” under House Rule X.
• The Committee on Ways and Means has been investigating several universities since November 15, 2023, when the Committee held a hearing entitled From Ivory Towers to Dark Corners: Investigating the Nexus Between Antisemitism, Tax-Exempt Universities, and Terror Financing. The Committee followed the hearing with letters to those institutions on January 10, 202
A Strategic Approach: GenAI in EducationPeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
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In Odoo, the multi-company feature allows you to manage multiple companies within a single Odoo database instance. Each company can have its own configurations while still sharing common resources such as products, customers, and suppliers.
2. What is
Customer Behavior ?
Mental and Physical activities undertaken by household
and business customers that result in decisions and
actions to pay for, purchase and use products and
services.
3. Types of Customers
Customer Types
Mental Activities
Physical Activities
Behaviours
USER BUYER
PAYER
Roles
CUSTOMERS: Types , Roles and Behaviours
4. A Customer
A customer is a person in
either a household or an
organisational unit who plays
a role in the completion of a
transaction with a marketer or
an entity
E.g. a household customer
purchasing a burger at a
restaurant versus the
restaurant purchasing the
burger meat, bun and
condiments to prepare the
5. Customer Roles
User – the person who actually consumes or uses the
product and receives the benefits.
e.g. the person who actually eats the burger
Payer- the person who finances the purchase
E.g. the person who provides the money to pay for the
burger
Buyer- the person who participates in acquiring the
product
E.g. the person who orders and/or actually hands over
the money for the burger.
6. Importance of the Roles
The user role is important in the
actual design of the product or
service.
The buyer role is critical: without
buyer satisfaction, the user and
purchaser cannot buy the product.
The buyer’s task is to identify the
product or service and find a way to
acquire it.
7. The Behaviour of Customers
Mental Activities
E.g. assessing suitability of
products, making inferences
from advertising information
and evaluating actual
product experiences
Physical Activities
E.g. visiting retail outlets,
talking to salespeople and
purchasing products.
9. Household V/S Business products and services
Products are physical goods
E.g. a television for
household use or a
photocopier for business
use.
Services are intangible and
perishable
E.g. a haircut or dentist
visit for a household
member, or accounting
and photocopier repair
services purchased by a
10. Reasons for understanding customer
behaviour.
To achieve the purpose of
business- customer
Satisfaction
To carry out the marketing
concept
To achieve a customer
focus- business democracy
Business
Success
11. Customers as competitors
Dissatisfied customers may decide to produce the
product or service themselves.
Customers will make, rather than buy, products if
they have the expertise, if it is convenient, cheaper
or yields a better product.
12. The rules of the customer
and the…PayerBuyer User
13. Role specialisation
Dividing up the customer roles- User, payer and
buyer – among individuals or groups.
The three roles may or may not be played by the
same individual.
For Example:
o The user is neither payer nor buyer
– E.g. Pet Food
o The user is payer but not buyer
– E.g. stockbrokers
o The user is buyer but not payer
– E.g. children buying chocolates
o The user is both buyer and payer
– E.g. clothing for personal use.
14. Reasons for Role Specialisation
Product/service is:
Unaffordable
Subsidised
Free
User lacks:
• Expertise
• Time
• Buying
power
• Access
15. Reasons for Role specialisation
The user lacks expertise or adequate knowledge to
make informed choices
E.g. asking for advice from an expert such as a
stockbroker.
The user lacks time so delegates to employees or
family
E.g. teens doing family grocery shopping.
The user lacks the required buying power
E.g. centralised purchasing departments
The user lacks access due to laws, physical barriers,
16. Customer Needs V/S Wants
A need is an
unsatisfactory
condition of the
customer that leads
him or her to an
action to make the
condition better.
E.g. the need for food
due to hunger
A want is a desire to
obtain more
satisfaction than is
absolutely necessary
to improve an
unsatisfactory
condition.
E.g. the desire for that
food to be chocolate.
NEED WANT
17. What determines customer needs and
wants?
Personal
characteristics
•Genetic make-up
•Biogenic
•Psychogenic
Physical
Characteristics of
Environment
•Climate
•Topography
•Ecology
Individual
Context
•Personal growth
•Institutional
context
•Cultural context
Environmental
Context
•Economy
•Technology
•Public policyDeterminants of
Determinants of
wants
18. What determines customer needs?
1. Personal Characteristics of the
Individual:
• Genetics – the branch of science
dealing with heredity and
chemical/biological characteristics
– E.g. food allergies
• Biogenics – characteristics that
individuals possess at birth.
– E.g. Gender
• Psychogenics – individual states
and traits induced by a person’s
brain functioning.
– E.g. moods and emotions.
19. 2. Physical characteristics of
environment:
• Climate, including
temperature, attitude and
rainfall
– E.g. winter versus summer
clothing
• Topography - refers to the
physical condition of the
location.
– E.g. mountain bikes in certain
terrain
• Ecology, including quality of
Determinants of needs (continued)
20. What determines customer want?
1. The individual context:
• Personal worth or the financial
resources available to the
individual.
– E.g. luxury versus budget
cars.
• Institutional context- the
groups and organisations which
a person belongs.
– E.g. teen clothing styles.
• Cultural context –the influence
of a customers' culture and
cultural values
21. Managerial implications: Pull v/s Push strategies
In a pull strategy,
marketers appeal
directly to end users,
encouraging them to
ask the buyer to
purchase the
product.
E.g. ‘Mom, can we
get the cereal I saw
on TV?’
In a push strategy,
marketers appeal
directly to buyer ,
encouraging them to
promote it to end
users.
E.g. a Rs. 10 coupon
for a particular cereal
brand.
PULL PUSH
22. Customer roles and push-pull strategies
Purchase
r chooses
the
supplier
Push
marketing
(e.g. office
supplies)
Push and Pull
marketing
(e.g. cereals, office
furniture)
Third-party
decision
drivers
Pull marketing
(e.g. personal
care products,
cigarettes)
User chooses the
supplier
NO
NO
YES
YES
23. Choice of strategy
The decision to use a push
or pull strategy depends on
who is the decision maker.
If the buyer is the decision
maker, then a push strategy
is most appropriate.
If the user is the ultimate
decision maker, then a pull
strategy would be more
appropriate.
24. THE CONSUMER DECISION MAKING
PROCESS
Cultural,
Social,
Individual
and
Psychologica
l Factors
affect all
steps
NEED RECOGNITION
INFORMATION SEARCH
EVALUATION OF
ALTERNATIVES
PURCHASE
POST PURCHASE
BEHAVIOUR
26. Post-purchase behaviour
COGNITIVE
DISSONANCE
DID I MAKE A GOOD
DECISION?
DID I BUY THE RIGHT
PRODUCT?
DID I GET A GOOD VALUE?
MARKETING
Can minimize through:
EFFECTIVE
COMMUNICATION
FOLLOW-UP
GURANTEES
WARRANTIES
27. TYPES OF CONSUMER BUYING
DECISIONS
ROUTINE
RESPONSE
BEHAVIOUR
LIMITED
DECISION
MAKING
EXTENSIVE
DECISION
MAKING
LESS
INVOLVEMENT
MORE
INVOLVEMENT
28. TYPES OF BUYING BEHAVIOUR
High
Involveme
nt
Low
Involvement
Significan
t
difference
s between
brands
Few
difference
s between
brands
Complex
Buying
Behaviour
Variety -
Seeking
Behaviour
Dissonance –
Reducing
Buying
Behaviour
Habitual buying
Behaviour
29. FACTORS THAT AFFECT THE CONSUMER
DECISION- MAKING PROCESS
Cultural
Factors
Individual
Factors
Social Factors
Psychological
Factors
Consumer
decision
making
process
BUY /
DON’T
BUY
LESS
INVOLVEMENT
MORE
INVOLVEMENT
30. How Customers Use or Dispose of Products
PRODUC
T
Get Rid of it
temporarily
Get rid of it
permanently
Keep it
Rent It
Loan It
Use for
original
purposes
Convert
to new
purpose
Store It
Give it away
Trade it
Sell it
Throw it
away
To be (re)
sold
To be
used
Direct to
consumer
Through
middleme
n
To
intermediar
y
32. ORGANISATIONAL BUYING
Institutional buying: Buying products on behalf of
an organisation to be consumed in the course of
the organisations’s business
Buying for resale: buying of products to be resold
unchanged as part of the organisation’s business
Industrial buying: buying of raw materials and
other inputs to be substantially changed in the
course of the organisation’s business
Government buying
34. Types of Business Products
Major categories of
business
products
MAJOR EQUIPMENT
ACCESSORY
EQUIPMENT
COMPONENT PARTS
RAW MATERIALS
BUSINESS SERVICES
SUPPLIES
PROCESSED
MATERIALS
35. Characteristics of Business Markets
characteristi
cs of
business
markets
MARKET
STRUCTURE AND
DEMAND
TYPES OF DECISIONS
AND DECISION
PROCESS
NATURE
OF
BUYING
UNIT
OTHER
CHARACTERISTI
CS
36. ORGANISATIONAL BUYING
CHARACTERISTICS
Sellers serve fewer customers
Purchasers deal directly with
suppliers
Focus on relationships rather
than transactions
Purchasers are expert buyers
Organisational demand is
derived demand
Relatively price inelastic
Demand fluctuates
37. Business v/s Consumer Market
CHARACTERISTIC BUSINESS MARKET CONSUMER MARKET
DEMAND ORGANISATIONAL INDIVIDUAL
VOLUME LARGER SMALLER
NO. OF CUSTOMERS FEWER MANY
LOCATION CONCENTRATED DISPERSED
DISTRIBUTION MORE DIRECT MORE INDIRECT
NATURE OF BUYER MORE PROFESSIONAL MORE PERSONAL
BUYERS INFLUENCE MULTIPLE SINGLE
NEGOTIATIONS MORE COMPLEX SIMPLER
RECIPROCITY YES NO
LEASING GREATER LESSER
PROMOTION PERSONAL SELLING ADVERTISING
38. Demand in Business Markets
DEMAND
IS…
DESCRIPTION
DERIVED Demand for business products
results from demand for
consumer products.
INELASTIC A change in price will not
significantly affect the demand
for product
JOINT Multiple items are used
together in final product.
Demand for one item affects
all.
FLUCTUATIN
G
Demand for business products
is more volatile than for
44. Buying Situation
NEW BUY A situation requiring the
purchase of a product for the
first time
MODIFIED REBUY A situation where the
purchaser wants some change
in the original good or service
STRAIGHT REBUY A situation in which the
purchaser reorders the same
goods or services without
looking for new information or
investigating other suppliers.
46. Purchasing- Procurement
Process
PROBLEM RECOGNITION
GENERAL NEED DESCRIPTION
PRODUCT SPECIFICATION
SUPPLIER SEARCH
PROPOSAL SOLICITATION
SUPPLIER SELECTION
ORDER ROUTINE SPECIFICATION
PERFORMANCE REVIEW
POST PURCHASE
PURCHASE
INFO SEARCH
& EVALUATION
NEED
RECOGNITION
47. Comparison of Business & Consumer Buying Situations
Buying Step Industrial Consumer
Need to problem
recognition
Anticipates Reacts
General need
description
Extensive Limited
Product specification Precise/ technical Benefits
Information/supplier
search
Extensive Limited
Proposal solicitation Formal Verbal
Supplier selection Extensive Limited analysis
Order-routine
specification
Calculated re-order Not routinised
Post-purchase Extensive Little comparison
48. ENVIRONMENTAL
•Level of demand
•Economic outlook
•Interest rate
•Rate of
technological
change
•Political and
regulatory
developments
•Competitive
developments
•Social responsibility
concerns
ORGANISATIONA
L
•Objectives
•Policies
•Procedures
•Organisational
structure
•Systems
INTERPERSON
AL
•Interests
•Authority
•Status
•Empathy
•Persuasiveness
Major Influence on Industrial Buying Behaviour
INDIVIDUAL
•Age
•Income
•Education
•Job position
•Personality
•Risk
•Attitudes
•Culture
Busine
ss
Buyer