CONSUMER

BEHAVIOUR

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2 CONSUMER BEHAVIOUR

 The study of individuals, groups, or organizations

and the processes they use to select, secure, use,
and dispose of products, services, experiences, or
ideas to satisfy needs and the impacts that these
processes have on the consumer and society.
 Or is defined as the study of the buying units and
the exchange processes involved in acquiring,
consuming, and disposing of goods, services,
experiences, and ideas.

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 WHY MARKETERS NEED
3 STUDY ON CONSUMER
BEHAVIOUR
 Provide value & customer satisfaction.
 Effectively target customer.
 Enhance the value of the company.
 Improve products & services.
 Create a competitive advantage.
 Understand how customers view their products versus their
competitor’s products.
 Expand the knowledge base in the field of marketing.
 Apply marketing strategies toward a positive affect on society.
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INTRODUCTION
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TO CONSUMER
BEHAVIOUR

I. ENVIRONMENTAL INFLUENCES
 Culture
 Sub-culture
 Social Class & Social Group
 Family, and Inter-Personal Influences
 Other Influences

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II. INDIVIDUAL
5 DETERMINANTS OF BEHAVIOUR

 Personality – Inner psychological characteristics that both determine and

reflect on a person responds to his or her environment.
 Self-concept- the totality of the individual's thoughts and feelings having
reference to himself as an object. Consumers form their self concepts through
psychological development and social interaction.
 Motivation & Involvement
 Perception & Information Processing- An individual selects, organizes &
interprets stimuli into meaningful & coherent picture of the world.
 Learning & Memory- Changes in an individual’s behavior arising form
experience.

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Attitudes- Relatively consistent evaluations, feelings, and

tendencies toward an object or idea

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III. CONSUMER BUYING DECISION PROCESS

Problem Information Evaluation of

Recognition Search Alternatives

Purchase Post-Purchase
Decision Evaluation

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BLACK BOX MODEL

ENVIRONMENTAL BUYER'S BLACK BOX BUYER'S

FACTORS RESPONSE

Marketing Environmental Buyer Decision Process

Stimuli Stimuli Characteristic
s

Product Economic Attitudes Problem recognition Product choice

Price Technological Motivation Information search Brand choice
Place Political Perceptions Alternative evaluation Dealer choice
Promotion Cultural Personality Purchase decision Purchase timing
Demographic Lifestyle Post-purchase behaviour Purchase
Natural Knowledge amount

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