Consumer BehaviorBy – Shivam Katiyar

Who is a

Any individual who purchases products or services for his personal use and not for manufacturing or resale

Consumer BehaviourConsumer Behaviour is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society.

Why Consumer Behaviour..?

• Understanding consumer behavior is essential to the development of marketing strategies, especially in pricing, product design, segmentation, targeting, positioning and promotion.

• To design the optimal product or service for customers.• To determine which method of Promotion would be

most effective for getting the customers to buy a product.

Scope of Consumer Behavior• Consumer behavior examines the decisions consumers

make and how they make them, looking at the what, when, where, why, and how of product consumption

• This information can be important for the development of products and ad campaigns that meet the needs of consumers effectively

• Research on consumers shows that small items like candy bars that may not have been on a consumer's list of planned items might be added to a shopping basket if presented at the end of the shopping process.

Factor Affecting Consumer Behaviour

Buying Decision Process

Effect ofAdvertising

• Increased Awareness• Analysis of Features• Evaluation of Benefits• Reminders • Promotion of Loyalty

Types of

•Highly Involved, Significant Brand Differences•Example - Computer

Complex

Consumer Behaviour

•Highly Involved, Little Brand Differences•Example - Carpeting

Dissonance - Reducing

•Low Involved, Little Brand Differences•Example – SaltHabitual

•Low Involvement, Significant perceived brand•Example - Cookies

Variety – Seeking