What is Consumer Behavior? Consumer behavior is the study of how and why people acquire and use products for themselves and/or their household.

CHARACTERSTICSProcess by which individual decide whether, what, when, from whom, where & how much to buy.It comprises both mental & physical activities of a consumer.An individual Behavior is influenced by internal & external factors.It is influenced by a No. of marketing stimuli offered by marketer.They learn & thereby change their attitudes & behavior.

BUYING MOTIVES

Motive is inner urge that moves or prompts a person to some action.

It can be a strong desire, feeling, a drive, stimulus or emotion which plays a role in the consumers decision to purchase a product or service.

TYPES

Personal Motives

Role Playing

Diversion

Learning about new trends

Social Motives

Social Experience

Status & Authority

Pleasure of Bargaining

Consumer Decision Making ProcessThe Buying process by a consumer is triggered by his specific needs.

Consumer Distinctive Behavior Pattern Towards Services

Consumer rely more on information from personal servicesEngage in greater post purchase evaluation and information seeking.Consumer Perceive greater risk.Mood plays an important role.

Factors Influencing Consumer BehaviorCulture

Subculture

Social class

Reference groups

Family

Implication for service providersMarketers should be careful in satisfying existing customers.Assistance of service providers plays an important role.Customer becomes a part of service delivery process.Time taken to deliver the service forms the basis of competition.Demand for both quality and customization poses a challenge to service providers.

Choose a recent purchase that included not only yourself but also other people in making the decision .What roles did you play in the buying centre? what roles did these other people play and how did they influence your choice?

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