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Context / Overview
• Consumer Behavior
• Customer vs. Consumers
• The Ultimate Consumer
• Why Study Consumer Behaviors?
• Applications of Decision Making:
• Micro Perspective:
• Societal Perspective:
• Characteristics of Consumer behavior
• Consumer Buying Role
Consumer Behaviour
• Consumer Behavior:
Consumer behavior refers to the actions and the
decision process of the people who purchase
goods and service for personal consumption
and satisfy particular needs and wants.
Internal External
Psychological Cultural
Personal Social
Motivation Motivation
Beliefs
Attitudes
Motivation Perception
Beliefs
Attitudes
Motivation Learning
Changes in an
Perception individual’s behavior
arising from experience.
Psychological
Learning
Factors
Beliefs
Attitudes
Motivation Beliefs
A descriptive thought or
Perception conviction that a person
holds about something.
Psychological
Learning
Factors
Beliefs
Attitudes
Motivation Attitude
A person’s relatively
Perception consistent evaluation,
feelings and tendencies
towards an object or an
Psychological idea.
Learning
Factors
Beliefs
Attitudes
Consumer Buying Role
Initiator
User Influencer
Buying
Decision
Buyer Decider
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Initiator
The person who first suggests or thinks of the
idea of buying a particular product or service.
INFLUENCER
A person whose views or advice carry some
weight in making the final buying decision.
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Decider
The person who ultimately makes a buying
decision or any part of it- whether to buy, what
to buy, how to buy or where to buy .
Buyer
The person who makes an actual purchase.
User
The person who consumes or uses a
product or service.
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Buyer Decision Process
Purchase
Intention
Evaluation Purchase
of Alternatives Decision
Information
Search
Need
Recognition
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