A CUSTOMER IS THE MOST IMPORTANT VISITOR ON OUR PREMISES, HE IS NOT DEPENDENT ON US, WE ARE DEPENDENT ON HIM. HE IS NOT AN INTERRUPTION ON OUR WORK, HE IS THE PURPOSE OF IT. HE IS NOT AN OUTSIDER ON OUR BUSINESS HE IS A PART OF IT. WE ARE NOT DOING HIM A FAVOUR BY SERVING HIM, HE IS DOING US A FAVOUR BY GIVING US THE OPPORTUNITY TO DO SO. MAHATMA GANDHI
1. A CUSTOMER IS THE MOST IMPORTANT VISITOR ON OUR PREMISES, HE
IS NOT DEPENDENT ON US, WE ARE DEPENDENT ON HIM. HE IS NOT AN
INTERRUPTION ON OUR WORK, HE IS THE PURPOSE OF IT. HE IS NOT AN
OUTSIDER ON OUR BUSINESS HE IS A PART OF IT. WE ARE NOT DOING HIM A
FAVOUR BY SERVING HIM, HE IS DOING US A FAVOUR BY GIVING US THE
OPPORTUNITY TO DO SO. MAHATMA GANDHI
2. Consumer Behaviour The term Consumer Behavior, individual
buyer behavior, end user and consumer buying behavior all stands
for the same. It includes the study of what they buy, why they buy
it, when they buy it, where they buy it, how often they buy it, and
how often they use it.
3. Consumer behaviour refers to the actions of consumers in the
market place& underlying motives for those actions. Marketers
need to understand why customer buy a particular goods &
services they will be able to determine- Which products are needed
in the market place, How best to present the goods to the
consumers. product It attempts to understand the buyer decision
making process, both individually and in groups. It also tries to
assess influences on the consumer from groups such as family,
friends, reference groups, and society in general.
4. Consumer Behaviour
5. Consumer Behaviour
6. Consumer Behaviour
7. Concept of Consumer Behavior Consumer Behaviour is the study
of the following elements: Why and why not a consumer buys product?
When a consumer buys a product? How a consumer buys a product? The
people do or do not buy a product.
8. Difference between Consumer and customer Generally, a
consumer refers to individuals who buy for themselves or their
family (hence the term 'consumerism' in economics and politics),
whereas a customer can also mean the retailer or person who buys
from the manufacturer, etc. for ultimate sale to others. The one
who buys the product is called a customer and the who uses the
product is called a consumer. A consumer is anyone who typically
engages in any one or all of the activities mentioned in the
definition. Traditionally, consumers have been defined very
strictly in terms of economic goods and services wherein a monetary
exchange is involved. This concept, over a period of time, has been
broadened. Some scholars also include goods and services where a
monetary transaction is not involved and thus the users of the
services of voluntary organisations are also thought of as
consumers. This means that organisations such as UNICEF, CRY, or
political groups can view their public as "consumers".
9. Definition Consumer Behavior is the process and activities
people engage in when searching for, selecting, purchasing, using,
evaluating, and disposing of products and services so as to satisfy
their needs and desires. Belch and Belch
10. Characteristics of Consumer Behavior. Information search
Brand Loyalty Price Elasticity of Demand.
11. Scope of Consumer Behavior What the consumers buy: goods
and services Why they buy it: need and want When do they buy it:
time: day, week, month, year, occasions etc. Where they buy it:
place How often they buy it: time interval - How often they use it:
frequency of use .
12. Significance of Consumer Behavior. The Study of Consumers
Behavior is vital in framing production policies, price policies,
decisions regarding channels of distribution and decisions
regarding sales promotion. Production Policies Price Policies
Decision regarding channels of distribution Decision regarding
sales promotion Exploiting Marketing Opportunities of competitors
Consumer do not always act or react Predictably Consumer preference
are changing and becoming highly diversified. Rapid Introduction of
New Products Implementing the Marketing Concepts
13. Dimensions of Consumer Behavior who buy when they buy how
they buywhere they buy why they buy
15. 1. Psychological Factor a) Motivation motivation is a
willing to achieve a certain goal, motivation could be effected
because of consumer financial circumstances. b) Perception - what
perception consumer have about a certain product c)Knowledge &
Education Level - Every consumer takes decision according to their
knowledge and education level so consumer behavior can change if
they feel new information about a product. So knowledge and
education is an important factor for consumer to buy a product or
hiring services d) Attitude - consumer attitude suggest how they
are motivated towards a product e)Life Style how consumer give
value of their life and what way life they spending. f) Culture
culture is an external influence, how we live and what we consume.
g)Group Membership another external influence factors , often
consumer belong to many other groups which may affect consumer
decision making
16. 2. Sociological factor - A lot of sociological factor could
affect consumer behaviour like Family life, age, education level,
good and bad sociological influences. 3. Economic Factor - Economic
factor is a significant factor in consumer behavior , a lot of
consumer can suffer because of poor economic conditions.
17. The Internal Influences of CB 1)Psychological factors
a=> Motivation b =>Perception c=>Learning d =>Beliefs
and Attitude 2)Personal factors a=>Age and Life Cycle Stage
b=>Occupation and Economic c=>Circumstances d
=>Personality e =>Life style f =>Self image
18. State the External Influences of CB 1. Socio-cultural
Influences culture Sub culture cross culture 2 Social class Upper
class Middle class Working class Lower class. 3 Family 4. Reference
Group 5. Roles and Status
19. Applications of knowledge of consumer behavior in marketing
decisions Analyzing market opportunity Selecting the target market
Determining the marketing mix Product ( ex : Maggi) Package Price
Promotion Use in Non-profit and Social Marketing