Prof Prashant Kumar GuptaJain College Of MBA and MCA

CONSUMER

BEHAVIOUR

The consumer market consists of all

those individuals and households who acquire goods

and services for personal use.

CONSUMER MARKET

Is the process, a consumer goes through to make decisions

regarding the purchase, use and disposal of goods and services.

CONSUMER BEHAVIOUR

“How do consumers respond to marketing efforts the company

might use?”

The most important thing is to forecast where customers are

moving, and be in front of them.

WHY STUDY CONSUMER BEHAVIOUR?

WHY DOES A CONSUMER BUY GOODS?

To satisfy needs through wants• Needs and Wants change

>>>Time >>>Person >>>Age >>>Income >>>Education >>>Culture >>>Marital Status and so on…

WHAT DO CONSUMERS ACTUAL BUY?

For Comfort

For Protection

For Show-Off

Example 1: Shoes

Example 2: Cars

For Commuting

For Social Status

For Safety (compared to 2-Wheelers)

A consumer does not buy a product, he/she buys

benefits

WHAT IS A CONSUMER ACTUAL BUYING?

Point to be noted:1.Benefits and features are two different

concepts.

2.Features are important only in terms of how they benefit the customer.

3.The feature is meaningless if it doesn’t benefit the customer

Those influences or considerations which provide

the impulse to buy, induce action or determine choice in purchase of goods or services.

In simple words it is the reason why a consumer purchases a

good

BUYING MOTIVES

Primary

Secondary

DIFFERENT BUYING MOTIVES

Related to basic needs of humanbeing which motivate the buyer to

take a purchase decision.

• Hunger• Thirst• Sleep• Shelter• Entertainment

Primary

Secondary

DIFFERENT BUYING MOTIVES

Influenced by society where heis born and lives.

• Emotional• Rational• Patronage

EMOTIONAL MOTIVES

Feelings, Emotions, Impulses

Affection

Change/Variety

Comfort/ConvenienceFear

Health

Leisure time

Pleasure

RecognitionRecreation

SecuritySocial or group

approval

Adventure

SECONDARY BUYING MOTIVE:

EMOTIONAL

Based on feelings.Not based on judgment

1. Love and Affection2. Curiosity3.Fashion4.Pride and Prestige5.Romance6.Fear and many more

RATIONAL MOTIVES

Reason, Judgment, Logic

Accuracy

Dependability

Durability

EconomyEfficiencyIncreased production

Knowledge

Profit

Safety Service

Simplicity Versatility

Health

Low cost/maintenanc

e

SECONDARY BUYING MOTIVE:

RATIONAL

Based on sound judgment.Based on proper testing, observing &

comparing.1. Economy2. Utility3.Comfort & Convenience4.Durability5.Security6.Maintenance and many more

PATRONAGE MOTIVES

Choices

Particular Place

Present Price

Special Discount

Behaviour

Decoration

SECONDARY BUYING MOTIVE:

PATRONAGE

Based choice of particular personCertain motive to patronise or support Can be on rational or emotional basis

1. Service2. Special Discount3. Location4. Store loyalty5. Friendliness6. Habit and many more

Emotional and RationalRational and PatronagePatronage and Emotional

COMBINATION OF MOTIVES

Rational Motives

Emotional Motive

• Ease of operation

• Economy• Time savings

• Increased leisure time

That’s it For Today

THANK YOU…!