cB

1. BY DR. RAJESH GUPTA
CONSUMER BEHAVIOR

2.  “Consumer Behaviour may be defined as the
behaviour that consumers display in
searching for , purchasing suing, evaluating
and disposing of produces, services and
ideas which they expect will satisfy their
needs.”

3. DEFINITION OF CONSUMER BEHAVIOUR
 According to Walters & paul “Consumer behaviour is
the process whereby individuals decide what, when,
where, how and from whom to purchase goods and
services.”
 In another words, consumer behaviour can be define
as the behaviour of individuals or groups in regards to
acquiring, using and disposing of products, services,
ideas and experiences.
 Consumer behavior is the study of the processes
involved when individuals or groups select,
purchase, use, or dispose of products, services,
ideas, or experiences to satisfy needs and
desires (Solomon, Russell-Bennett and Previte,
2013).

4.  Consumer Behaviour is a combination of five
disciplines:-
a) Psychology
b) Sociology
c) Anthropology
d) Economics
e) Marketing Management

5. IMPORTANCE /NEED OF STUDY OF C.B
 The consumer is king.
 Peoples are different
 Consumer behaviour educates and protects consumers
 To make better strategies for increasing profits
 To take into consideration customers’ health, hygiene &
fitness.
 To know the buying decisions and how consumer make
consumption.
 Consistent change in consumer’s tastes or preferences
 Consumers behaviour study is necessary to make pricing
policies.
 To avoid future market failures.

6. CHARACTERISITICS OF C.B.
 It is the process where consumers decide what to buy,
when to buy, how to buy, where to buy & how much to
buy.
 It comprises of both mental and physical activities of
consumers.
 Consumer behaviour is very complex and dynamic which
keeps on changing constantly.
 Individual buying behaviour is affected by various internal
factors like his needs, wants, attitudes & motives and also
by external factors like social groups, culture, status,
environmental factors etc.
 Consumer behaviour starts before buying and even after
buying.

7.  Customer: means who purchases the product from
the marketer or from the retailers or from the
wholesaler. Here we do not bother about who uses
the product.
 Consumer: means who uses the product of course
purchased by the customers. Here we consider finally
who is going to use the product we call then as
consumer.
 Buyer: the person who purchase goods either for
resale or for use in production or for use of somebody
else.
 The ultimate consumer: those individuals who
purchase for the purpose of individual or household
consumption.
 Institutional buyers:- these are either govt,
institutions or private organizations,

8. FACTOR AFFECTING CONSUMER BEHAVIOUR
cultural
• Culture
• Sub culture
• Social class
Social
• Family
• Reference
• Role and status
personal
•age
•Income
•Occupation
•Life style
•Personality
Psychologi
cal
•Motivation
•Perception
•Learning
•Beliefs and attitude
economical
•Personal income
•Family income
•Income expectation
•Liquid assets
•Government policy

9. CULTURAL FACTORS
 Culture- it is a mix of customs, beliefs and
values of consumers of a particular country.
 Social Class:- these are permanent group in
the society whose members have common
likings.
 Sub culture:- sub-cultures are part of culture
consisting of geographic regions, religions,
nationalities and racial groups. The values of
these groups are different from each other.
o Religions
o Geographical location
o Gender

10. SOCIAL CLASS
 Relatively permanent and ordered division in
a society whose members share similar
values, interest and behaviour.

11. SOCIAL FACTOR
 Reference Groups:- Reference groups are
groups that people refer to when evaluating
their own qualities, attitudes, values and
behaviours.”
 Family members
 Relatives
 Role in society
 Status in the society

12. PERSONAL FACTOR
 Occupation
 Age
 Economic condition
 Life style
 Personality

13. PSYCHOLOGICAL FACTORS
 Perception
 Learning
 Beliefs and attitude
 Motivation

14. Consumer
Behaviour
Internal
influences:
•Personality
•Life stage
•Attitudes
•Motivations
•Feelings
•Knowledge
•Past experience
WHO INFLUENCE A CONSUMER?
 EXTERNAL INFLUENCES
Economic, Technological, Political, Cultural, Demographic, Natural, word of mouth,
situational factors, Family & Friends
Organizational
influences:-
•Brand
•Advertising
•Promotion
•Product
•Price
•Service
•Convenience
•Packaging
•Quality
•Store Ambience
•Loyalty programme
•Product availability
Obtaining Consuming Disposing

15. OBTAINING
 The activity that leading up to and including
purchase or receipt of a product.
 How they get information?
 How they decide what to buy?
 Where you buy?
 How you pay for it?
 How you take it to their home?

16. CONSUMPTION
 “People donot buy product for what they do
but for what they mean”
 Different Types of relationship:-
 Self concept:- user’s self image
 Interdependence:- part of users daily routine.
 Love:- Emotional bonds with users.

17. DISPOSING
 How they get rid of remaining product?
 How much they throw away after use?
 How they recycle the product?

18. APPLICATION OF CB WITH MARKETING
PROSPECT
From the marketing point of view, understanding C.B. is crucial to
successful delivery of firms’ offering in the market place.
Market opportunity analysis:- this involves examining trends & conditions
in the marketplace to identify consumers’ needs &wants that are not
being fully satisfied.
Target Market Selection:- this has to do with identifying distinct groupings
of consumers who have unique wants and needs & the selection of
segment that matches the firm’s strength and offer better opportunities.
Marketing mix determination: this involves developing and implementing
a strategy for delivering an effective combination of want satisfying
features to consumers within target market.
Marketing Strategy:- understanding of consumer behaviour is needed in
strategic marketing activities. This is because marketing strategies and
tactics are based on explicit or implicit beliefs about consumer
behaviour.

19. DARK SIDE OF CONSUMER BEHAVIOUR
 Addictive consumption:- Gambling, Alcohal,
Drugs.
 Consumed Consumption:- Consumers who are
exploited. Ex adopting a baby, organ donors, blood
donors.
 Illegal Activities:- Theft
 Anti- Consumption:- People who create aversion
towards a product Ex. Burned lungs image, V-care
shampoo ads

20. CONCLUSION
As customer is the king, it is very important for every
organization to understand the needs and wants of
their consumer and try to satisfy them. For this the
study of consumer behaviour is very essential.
Consumer Delight
When the actual product performance exceeds the
buyers’ expectations, consumer will be highly
satisfied. So excess of actual product performance
over the expectation is called consumer Delight.