Consumer Behavior,

Ninth Edition

Chapter 1
Schiffman & Kanuk
INTRODUCTION TO THE
STUDY OF CONSUMER
BEHAVIOR
Copyright 2007 by Prentice Hall

Consumer Behavior..what is it?

2

All such activities done by a consumer, while

obtaining , consuming and disposing of
products and services. This includes the decision
making processes that precede and follow such
actions.

Why study Consumer Behavior?

3

Consumers

evolve with time, learning,

exposure and experience. They cannot be taken
for granted.
e.g. People booked their railway tickets from the station
counters, now they prefer online purchase thru website.

As a consequence, a sound understanding of

consumer behavior is a pre-requisite

sustained success of any marketing program

for