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    1.1 Intoduction To CB

    Uploaded by

    Chandru Siva

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    1.1 Intoduction To CB

    Uploaded by

    Chandru Siva
    4 views9 pages

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    1.1 Intoduction to CB

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    © © All Rights Reserved

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    PPT, PDF, TXT or read online from Scribd

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    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    4 views9 pages

    1.1 Intoduction To CB

    Uploaded by

    Chandru Siva

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 9

    Consumer Behaviour

    An Introduction
    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
    CONCEPT OF CONSUMER BEHAVIOR
    “The study of consumer behavior is the study of how
    individuals make decisions to spend of what they buy, why
    they buy it, when they buy it, where they buy it, where they
    buy it, how often they buy it, and how often they use it.
    “the decision process and physical activity individuals engage
    in when evaluating, acquiring, using, or disposing of goods &
    services”.
    Need to study ?

    ‘You cannot take the consumer for granted


    any more’
    Therefore a sound understanding of
    consumer behaviour is essential for the
    long run success of any marketing program
    “MEET THE NEW
    CONSUMER
    and smile when you do because
    she is your boss. It may not be
    the person you thought you
    knew. Instead of choosing from
    what you have to offer, she tells
    you what she wants. You figure it
    out how to give it to her.”
    -Fortune Editor
    The advice to footwear salesmen
    should be ‘Don’t sell shoes – sell
    lovely feet’

    Marketers must contend with small


    changing segments of highly selective
    buyers intent on receiving genuine value at
    the lowest price
    Variables involved in
    understanding consumer
    behaviour
    • Stimulus – ads, products,
    • Response – physical/mental reaction to the
    stimulus
    • Intervening variables – mood, knowledge,
    attitude, values, situations, etc.
    Overall Model of Consumer Behaviour
    External Influences Decision Processes
    Culture
    Subculture
    Demographics Problem Recognition
    Social status
    Reference groups Information Search
    Family
    Marketing Activities Self-Concept
    & Alt Eval & Selection
    Internal Influences Learning
    Perception Outlet select &
    Learning Purchase
    Memory
    Motives Postpurchase
    Personalit Processes
    yEmotions
    Attitude
    s

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