Transcript consumer behaviour

Consumer Behavior entails in totality the consumer’s
decisions involved in acquiring, consuming and
disposing of goods and services as well as making use
of experience and ideas.
 Those activities directly involved in obtaining ,
consuming and disposing of products and services,
including the decision processes that precede and
follow these actions
Consumer Behavior is the Process
Involved When Individuals or Groups
Select, Use, or Dispose of Products,
Services, Ideas or Experiences
(Exchange) to Satisfy Needs and
Desires.
The behavior that consumers display in searching for,
purchasing, using, evaluating, and disposing of products
and services that they expect will satisfy their needs.
 Shorter Product Life Cycle
 Evolving Consumer preference
 Environmental concerns
 Changing life style
 Faster technology adoption
 Surf Excel – Daag Acche Hai
 Branded Jewellery by Tanishq
 Kellogg’s
 Crystal Pepsi
 Bajaj auto ltd.
Consumer Buying Behavior
 Marketplace has become very competitive
 Globalization of hospitality and travel industry
 Aggressive competition
 Invest in research, learn consumer trends,
preferences, how they but, what they buy
 The central question for marketers is:
“How do consumers respond to various
marketing efforts the company might use?”
Marketing and
Other Stimuli
Marketing
Product
Price
Place
Promotion
Other
Economic
Technological
Political
Cultural
Buyer’s Black Box
Buyer Characteristics
Buyer Decision Process
Buyer Responses
Product Choice
Brand Choice
Dealer choice
Purchase Timing
Purchase Amount
 Marketing stimuli (product, price, place,
promotion)
 Other stimuli (economic, technological, political,
cultural)
 Buyer’s black box (buyer characteristics and
buyer decision process)
 Buyer’s responses (product choice, brand
choice, dealer choice, purchase timing,
purchase amount)
Cultural
Social
Culture
Sub-culture
Social class
Reference
groups
Family
Roles
and
status
Personal
Age and
life-cycle
Occupation
Economic
situation
Lifestyle
Personality
and
self-concept
Psychological
Motivation
Perception
Learning
Beliefs and
attitudes
Buyer
Motivation
Beliefs and
Attitudes
Psychological
Factors
Affecting
Buyers
Choices
Learning
Perception