Consumer

Behaviour

Prof. Abhishek

4 July, 2017
 Agenda
• Consumer Behaviour – Introduction

• Consumer Behaviour Concepts

• Consumer Behaviour Research

1. Understanding Consumer Behaviour
 What is Consumer Behaviour?

Those activities directly involved in obtaining ,

consuming and disposing of products and
services, including the decision processes that
precede and follow these actions
 Why Study Consumer Behaviour?
• Differences among consumers
• Consumers change with time
• Limited success with new product launches
• Better understanding of how we think
• Rapid environmental changes

Marketers must become astute analysts

of consumer motivation and behaviour
 Consumer Behaviour draws from
• Economics
• Psychology
• Sociology
• Anthropology
• Marketing
 Consumer Behaviour draws from
• Economics Economic Model of Consumer Behaviour
• Psychology Learning Model, Psychological Model
• Sociology Sociological Model
• Anthropology
• Marketing
Model of Consumer Behaviour
Consumer Buying Process
Problem Recognition

Information Search

Evaluation

Purchase Decision

Postpurchase
Behavior
Purchase Decision
2. Consumer Behaviour Concepts
 Consumer Decision Making
• Total Set
• Awareness Set
• Consideration Set
• Choice Set
Consumer Decision Making
 Cues
• Intrinsic Cues:
– product attributes which when changed will result
in composition of product itself, e.g. ingredients
– One can not know them without using the
product
• Extrinsic Cues:
– product attributes that can be changed without
affecting the composition of the product itself,
e.g. price, brand name
– One can get them without using the product
 Consumption
• Utilitarian/Instrumental
– Primarily driven by functional aspect
• Hedonic
– Primarily driven by fun, pleasure, and excitement

• Concept of utilitarian (affect-poor) goods and

hedonic (affect-rich) goods
 Involvement
• The level of engagement and active processing
the consumer undertakes in response to a
marketing stimulus
• High/Low Involvement
– Individual’s attachment with a stimulus object which is
determined by the characteristics of an object
• Enduring/Situational Involvement
– individual forms a stable/temporary psychological
attachment with an stimulus object – such as a
product, brand, advertisement, task, or idea