consumer behaviour 2 ppt @ bec doms 2009 bagalkot mba

8/2/2019 Consumer Behaviour 2 Ppt @ Bec Doms 2009 Bagalkot Mba

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Introduction

Consumer psychology needs a special attention

in the present highly competitive and consumer-oriented marketing system.

Consumer is the cause & purpose of all

production and marketing activities.


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Meaning of Consumer/Buyer

BehaviorConsumer is the most important person in business. Hisattitude, behavior, needs and reactions play an importantrole in regard to marketing plans and policies ofcompanies.

Companies study the behaviours of consumers constantlyfor their benefits.

Consumer behavior is comparatively new area within the

scope of business management.The purpose of study of consumer behavior is tounderstand human actions and reactions (consumerbehaviour) in the best possible manner.


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Definition of Consumer/Buyer

behaviourConsumer behavior is the process whereby individuals

decide what, when, where, how and from whom to

purchase goods and services.Walters and Paul

Buyer behaviour is all psychological, social and

physical behaviour of potential customers as they

become aware of, evaluate, purchase, consume and tellothers about the products and services.Webster


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Types of Buyers

1. Friendly/co-operative buyer.

2. Timid/reserved/shy buyer.

3. Silent buyer.

4. Undecided buyer.5. Price or quality conscious

buyer.

6. Argumentative buyer.

7. Suspicious buyer.

8. Impatient buyer.

9. Bargain buyer.

10. Impulsive buyer.

11. Over-cautious buyer.

12. Slow-thinking buyer

13. Rude/ill-manneredbuyer.

14. Clever/intelligentbuyer.


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Factors influencing buyer behaviour

Social factors.-Family, roles and status, ref. groupsEconomic factors.-size of family, disposable Pincome

propensity to consume, consumer credit, dis. income

Cultural factors.-sub culture, soc. Class (wealth, income)Personal factors.-age, occ., life style, personality

Physiological factors.-basic needs

Psychological factors.-motivation, perception, learning,

beliefs, attitude


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Decisions taken by the buyer while

purchasing

Need recognition Information search

Evaluation of

alternativesPurchase decision

Post-purchase

Behaviour


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Buying Motives of Consumer/Customers1. Fear.

2. Profit/Gain.

3. Vanity.4. Pride.

5. Fashion.

6. Love and Affection.

7. Curiosity.

8. Admiration.

9. Jealousy.10. Patronage.

11. Comfort and

Convenience.

12. Health.


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Types of Buyer behaviour

Complex buying behaviour.

Dissonance-reducing buying behaviour.

Habitual buying behaviour.

Variety-seeking buying behaviour.


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Importance of consumer/buyer behaviour in

marketing managementStudy of consumer behaviour has special

importance in the present competitve marketing

management system.Understanding buyer/consumer behaviour is very

important for successful marketing.


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Meaning & Importance of Buyer/Consumer

PsychologyKnowledge

Attitudes & Emotions

Images

Intentions

Buying Motives


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Steps in Selling/Buying ProcessProspecting.

Pre-approach.

Attention.

Interest.

Desire.Action.

consumer behaviour 2 ppt @ bec doms 2009 bagalkot mba

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