Consumer Behavior

Presented to Mr. Shazif Iqbal

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Who is CONSUMER?

“Any individual who purchases goods &

services from the market for his/her end use is called

Consumer.”

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What is Consumer Interest & Behavior?

• Consumer Interest is nothing but the willingness of consumer to purchase

product and service as per their taste, need & of course pocket.

• Consumer Behavior is a branch which deals with the various stages a consumer goes through before

purchasing products or services for the end use.

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Products & Consumer Behavior Theories

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LAPTOP (HP)

Situation Need for a Friend

Theories Applied Hedonic Consumption Motivation Information Influence

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Handsfree (A4Tech)

Situation Replacement due to defect

Theories Applied Utilitarian Need Intrinsic Need Extensive Problem Solving

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Mobile (Sony Xperia SL)

Situation Wanted to change with the latest

technology Theories Applied

Hedonic Consumption Need for Power Intrinsic / Extrinsic Need Utilitarian Information

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Engine Oil (Shell)

Situation: Oil change required after driving 4,000

kms Theories Applied:

Primary Need Formal & Technical Learning Routine Response Behavior Standard Learning Hierarchy (CAB) Attitudes as Learned Predisposition

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CocaCola

Situation Addictive to coke, drink it every time we

go out Theories Applied

Addictive Consumption Taste Low Involvement Invisible Hand of Culture

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Ball Point Pen

Situation As a student, it’s our need to have a

smooth pen Theories Applied

Low Involvement Primary Need Instrumental Conditioning

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Shoes (Clarks)

Situation Got discount when visited the store,

bought a pair although already have one Theories Applied

Referent Power Sensory Market Instrumental Learning JND (Just Noticeable Difference) Tri Component

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Birthday Cake (Avari)

Situation Surprise party organized on 62nd

birthday of father Theories Applied

Taste Formal Learning Informational Influence Emotional View Tri Component

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Jeans (Outfitters)

Situation Wanted to buy for comfort and fashion

Theories Applied Positive Reinforcement Informal Learning Low Involvement (CBA: Cognition, Behavior, Affect)

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Halwa Puri (Capri Restaurant)

Situation Ayashi.com after CB’s class

Theories Applied Taste Classical Conditioning Tri Component

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Blood Pressure Instrument

Situation Previous one was not providing accurate

results, opted a new one Theories Applied

Extensive Problem Solving Multi Attribute Attitude Model Instrumental Conditioning

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Sugar Checking Strips

Situation Needed to check the glucose level on

daily basis to have a balance level of sugar

Theories Applied Routine Response Behavior Absolute Threshold

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Remote Control

Situation Previous remote was not working

properly so bought a new one for television

Theories Applied Stimulus Generation Primary Need Limited Problem Solving

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Fuel (Hi-Octane)

Situation Needed for car to drive and enjoy

Theories Applied JND (Just Noticeable Difference) Utilitarian Need Hedonic Consumption Need for a Uniqueness Value Expressive

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PTCL (Broadband)

Situation Paid PTCL Broadband monthly bill and

recommended to a friend to have PTCL Broadband Internet connection

Theories Applied E-Word of Mouth Need for Affiliation Informational Power

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Ice cream

Situation Had ice cream in a shopping mall with

friends, bought 2 cups and got 1 free Theories Applied

Taste Weber’s Law JND Intrinsic Need

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Laptop Protector

Situation to get protection for my laptop and save

it from scratches Theories Applied

Utilitarian Influence Multi Attribute Attitude Experiential Hierarchy

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French Fries (Khan Chips Corner)

Situation Love the taste, unique French Fries in

town Theories Applied

Taste Compulsive

Consumption

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Printing Paper

Situation Required for final projects assigned by

professors in university Theories Applied

Color Sub Liminal

Perception Informational Influence

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Assignment Sheets

Situation Required to complete the assigned

projects and assignments Theories Applied

Color Referent Power

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Mobile Screen Protector

Situation To protect mobile’s screen

Theories Applied Hedonic Consumption Multi Attribute Attitude Object Utilitarian Influence Informational Influence

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Stapler Pins

Situation Required to staple documents so that

the documents can be handled with ease Theories Applied

Primary Need Limited Problem Solving Routine Problem Solving

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Lays

Situation To overcome hunger during university

hours and Lays come into minds whenever we buy coke

Theories Applied Low Involvement Symbolic View Experiential Hierarchy

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Fresh Juice

Situation To boost the energy level and it helps to

keep us fresh Theories Applied

Taste Experiential Hierarchy Extrinsic Value Formal & Technical

Learning

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Weetabix Biscuits

Situation Biscuits are served with tea no matter

which class we may belong to Theories Applied

Taste Extrinsic Value Utilitarian Need

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Biryani (Karachi Biryani)

Situation Most famous dish in Punjab and Karachi

Biryani is one of the best in town Theories Applied

Sensory Marketing Intrinsic / Extrinsic Need

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Milk (Olper’s)

Situation Daily use of every house, considered as

a primary need Theories Applied

Primary Need Taste Formal / Informal & Technical Learning

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Hood

Situation For winter season to save myself from

cold Theories Applied

Multi Attribute Attitude Object Tri Component Informational Influence Symbolic

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Medicine

Situation Required to get rid of diseases and its

symptoms and treatment purposes based on precautions

Theories Applied Primary Need Standard Learning Hierarchy Hopson Choice Perceptional Blocking

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Bon Vivant

Situation Premium cola introduced by Gourmet so

decided to have a taste Theories Applied

Taste Utilization Influence Intrinsic Need National

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Book (Managerial Accounting)

Situation Purchased for the course work according

to the instructor Theories Applied

Primary Need Technical Learning / Formal Learning

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CNG

Situation Cheap source of energy for cars, get my

car refilled twice in a week Theories Applied

Instrumental Learning Cognitive Dissonance Theory

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Conclusion

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“If you think your teacher is tough,Wait until you get a Boss.He Doesn’t have a Tenure.”

Last Words.