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    Consumer Behiviour: Consumer Behavior - You Are What You Buy

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    Lafangey Parindey
    Consumer behavior involves individuals acquiring, using, and disposing of products and services. It includes searching for information and making purchases. Studying consumer behavior allows businesses to understand customers, attract new customers, and gain competitive advantages. The consumer decision-making process involves need recognition, information search, evaluation of alternatives, purchase, and post-purchase behavior. Cultural, social, psychological, and individual factors all influence consumer behavior.

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    Consumer Behiviour: Consumer Behavior - You Are What You Buy

    Uploaded by

    Lafangey Parindey
    18 views14 pages
    Consumer behavior involves individuals acquiring, using, and disposing of products and services. It includes searching for information and making purchases. Studying consumer behavior allows businesses to understand customers, attract new customers, and gain competitive advantages. The consumer decision-making process involves need recognition, information search, evaluation of alternatives, purchase, and post-purchase behavior. Cultural, social, psychological, and individual factors all influence consumer behavior.

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    Consumer Behiviour

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    Consumer behavior involves individuals acquiring, using, and disposing of products and services. It includes searching for information and making purchases. Studying consumer behavior allows businesses to understand customers, attract new customers, and gain competitive advantages. The consumer decision-making process involves need recognition, information search, evaluation of alternatives, purchase, and post-purchase behavior. Cultural, social, psychological, and individual factors all influence consumer behavior.

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    Attribution Non-Commercial (BY-NC)
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    Download as pptx, pdf, or txt
    18 views14 pages

    Consumer Behiviour: Consumer Behavior - You Are What You Buy

    Uploaded by

    Lafangey Parindey
    Consumer behavior involves individuals acquiring, using, and disposing of products and services. It includes searching for information and making purchases. Studying consumer behavior allows businesses to understand customers, attract new customers, and gain competitive advantages. The consumer decision-making process involves need recognition, information search, evaluation of alternatives, purchase, and post-purchase behavior. Cultural, social, psychological, and individual factors all influence consumer behavior.

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    Download as pptx, pdf, or txt
    of 14

    CONSUMER BEHIVIOUR

    Consumer Behavior– you are


    what you buy…
    DEFINITION OF CONSUMER
    BEHAVIOUR
     Individuals or groups acquiring,
    using and disposing of products,
    services, ideas, or experiences
     Includes search for information and
    actual purchase
     Includes an understanding of
    consumer thoughts, feelings, and
    actions
    ACQUISITION,
    CONSUMPTION, DISPOSAL
    Acquisition:- Consumption:- Disposal:-
    Receiving Collecting Giving
    Finding Nurturing Throwing
    Inheriting Cleaning away
    Producing Preparing Recycling
    urchasing Displaying Depleting
    Storing
    Wearing
    Sharing
    REASONS FOR STUDING
    CONSUMER BEHAVIOUR
     To stay in business by attracting and
    retaining customers
     To benefit from understanding
    consumer problems
     To establish competitive advantage
     …because it is interesting!
    CONSUMER DECISION-
    MAKING PROCESS
    Need
    Need Recognition
    Recognition

    Information
    Information Search
    Search
    Cultural,
    Cultural, Social,
    Social,
    Individual
    Individual and
    and
    Psychological
    Psychological
    Evaluation
    Evaluation
    Factors
    Factors of
    of Alternatives
    Alternatives
    affect
    affect
    all
    all steps
    steps Purchase
    Purchase

    Post-purchase
    Post-purchase
    Behavior
    Behavior
    CHARACTERISTICS
     CAN’T BE GENERALIZED
     PREDICTABLE TO SOME EXTENT
     INSTINCTIVE
     INTEHERENT AND LEARNED
     EMOTIONAL AND RATIONAL
    DETERMINANTS
     FACTORS THAT ARE PER PART OF THE
    CONSUMER AS AN INDIVIDUAL

    1. Personal Factors- Age, Education, Economic


    Positions, Status, Self-concept
    2. Cultural Factors- Religion, Language, etc
    3. Psychological Factors- Beliefs, Attitudes,
    Motivation, Perception
    Cont…
     CONSUMER’S SOCIAL ENVIRONMENT
    (GROUP INFLUENCE)

    1. Influence Of Intimate Group- Family, Friends,


    Colleagues, etc
    2. Influence Of The Broad Social Class- Income,
    Occupation, Place of Residence, etc
    Cont…
     INFORMATION FROM VARIOUS
    SOURCES- Advertising, Samples And Trials,
    Display In Shops, Salesmen’s Suggestions, etc
    CONSUMER BEHAVIOUR
    MODELS
    THE ECONOMIC MODEL-
    According to this model, the consumer is a rational
    man and his consuming decision are totally
    governed by the concept of utility.

    THE LEARNING MODEL-


    According to this model, the consumer behaviour
    can be influenced by manipulating the drives,
    stimuli and responses of the consumer.
    Further, it rests on man’s ability at learning,
    forgetting and discriminating.
    Cont…
    THE PSYCHOANALYTICAL MODEL-
    According to this model the individual consumer has a
    complex set of deep-seated motives that drive him
    towards certain buying decisions.

    THE SOCIOLOGICAL MODEL-


    According to this model the individual consumer is
    influenced by the society-by intimate groups as well as
    social classes.
    Further, several of his buying decisions may be
    governed by societal compulsions.
    Cont…
    THE SYSTEM MODEL-
    There have also been some efforts to build some
    models on consumer behaviour using totally the
    standpoint of the marketing man.
    Further, the human being is analyzed as a system,
    with stimuli as the input to the system and behaviour
    as the output of the system.
    Two Important Models In This Category are:-
    1. THE NICOSIA MODEL
    2. THE HOWARD-SHETH MODEL
    Cont…
    THE NICOSIA MODEL-
    In 1966, FRANCESCO NICOSIA stated that this
    model tries to establish the links between a firm and
    its consumer- how the activities of the firm
    influences the consumer and result in his decisions
    to buy.
    THE HOWARD-SHETH MODEL-
    In 1969, JOHN HOWARD & JAGDISH SHETH
    stated that the input is given in form of stimuli and
    the output begins with attention to a given stimulus
    and ends with purchase.
    Thanks
    [email protected]
    [email protected]
    [email protected]
    [email protected]

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