What and why does a consumer buy?

1. CONSUMER
BEHAVIOUR
Prof Prashant Kumar Gupta
Jain College Of MBA and MCA

2. CONSUMER MARKET
The consumer market consists of all those
individuals
and households
who acquire goods and services for
personal use .

3. CONSUMER BEHAVIOUR
Is the process, a consumer goes
through to make decisions
regarding the purchase, use and
disposal of goods and services.

4. WHY STUDY 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.

5. 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…

6. WHAT DO CONSUMERS ACTUAL BUY?
Example 1: Shoes
For Comfort
For Protection
For Show-Off

7. Example 2: Cars
For Commuting
For Social Status
For Safety
(compared to 2-Wheelers)

8. WHAT IS A CONSUMER ACTUAL BUYING?
A consumer does not buy a
product, he/she buys
benefits
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

9. BUYING MOTIVES
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

10. DIFFERENT BUYING MOTIVES
Primary
Secondary
Related to basic needs of human
being which motivate the buyer to
take a purchase decision.
•
•
•
•
•
Hunger
Thirst
Sleep
Shelter
Entertainment

11. DIFFERENT BUYING MOTIVES
Primary
Influenced by society where he
is born and lives.
Secondary • Emotional
• Rational
• Patronage

12. SECONDARY BUYING MOTIVE:
EMOTIONAL
EMOTIONAL
MOTIVES
Change/Variety
Comfort/Convenience
Health
Feelings, Emotions, I
mpulses
Fear
Adventure Affection
Leisure time
Pleasure
Recreation
Recognition
Social or group
Security approval

13. Based on feelings.
Not based on judgment
1. Love and Affection
2. Curiosity
3.Fashion
4.Pride and Prestige
5.Romance
6.Fear and many more

14. SECONDARY BUYING MOTIVE:
RATIONAL
RATIONAL
MOTIVES
Dependability
Economy Efficiency
Increased
Health production
Knowledge
Low
cost/maintenance
Profit
Durability Accuracy
Reason, Judgment, L
ogic
Service
Safety
Simplicity Versatility

15. Based on sound judgment.
Based on proper testing, observing & comparing.
1. Economy
2. Utility
3.Comfort & Convenience
4.Durability
5.Security
6.Maintenance and many more

16. SECONDARY BUYING MOTIVE:
PATRONAGE
PATRONAGE
MOTIVES
Particular Place
Special
Discount
Present
Price
Decoration
Behaviour
Choices

17. Based choice of particular person
Certain motive to patronise or support
Can be on rational or emotional basis
1.
2.
3.
4.
5.
6.
Service
Special Discount
Location
Store loyalty
Friendliness
Habit and many more

18. COMBINATION OF MOTIVES
 Emotional and Rational
 Rational and Patronage
 Patronage and Emotional
Rational
Motives
• Ease of operation
• Economy
• Time savings
Emotional
Motive
• Increased
leisure time

19. THANK YOU…!
That’s it For Today 