Consumer Behavior <ul><li>It is the study of how people buy, what they buy, when they buy and why they buy or do not buy <...
Consumer Buying Process <ul><li>Problem Recognition </li></ul><ul><li>Information Search </li></ul><ul><li>Evaluation of a...
Types of Consumer Buying Behavior <ul><li>Routine Response/Programmed Behavior </li></ul><ul><li>Limited Decision Making <...
Role of Consumer Behavior <ul><li>User </li></ul><ul><li>Payer </li></ul><ul><li>Buyer </li></ul>
Consumer Behavior in Services <ul><li>People Processing (e.g. motel stay): customer is physically involved through entire ...
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Lecture 1

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Lecture 1

  1. 1. Consumer Behavior <ul><li>It is the study of how people buy, what they buy, when they buy and why they buy or do not buy </li></ul><ul><li>It attempts to understand the buyer decision making process individually and in a group </li></ul>
  2. 2. Consumer Buying Process <ul><li>Problem Recognition </li></ul><ul><li>Information Search </li></ul><ul><li>Evaluation of alternatives </li></ul><ul><li>Purchase Decision </li></ul><ul><li>Purchase </li></ul><ul><li>Post-Purchase Behavior </li></ul>
  3. 3. Types of Consumer Buying Behavior <ul><li>Routine Response/Programmed Behavior </li></ul><ul><li>Limited Decision Making </li></ul><ul><li>Extensive Decision Making </li></ul><ul><li>Impulse Buying </li></ul>
  4. 4. Role of Consumer Behavior <ul><li>User </li></ul><ul><li>Payer </li></ul><ul><li>Buyer </li></ul>
  5. 5. Consumer Behavior in Services <ul><li>People Processing (e.g. motel stay): customer is physically involved through entire process </li></ul><ul><li>Possession Processing (e.g. DVD repair) involvement may be limited to drop off of physical items/description of problem and subsequent pick up </li></ul><ul><li>Mental Stimulus Processing (e.g. weather forecast) involvement is mental not physical here customer simply receives output and reacts </li></ul><ul><li>Information Processing (e.g. health insurance) involvement is mental-specify information upfront and later receives documentation of coverage </li></ul>

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