In an environment of competitive market, the
success of every industry largely depends on
how precisely it can understand the target
Because, such an understanding is the sole
means to translate the needs and wants of
the prospective consumers into products or
Regarding textiles, understanding consumer
is the nucleus of its production and
marketing, as clothing is the manifestation of
the behavioral aspects of the wearer in its
To make it more clear, the decision regarding
buying and using textiles is the reflection of
the rational behavior of consumers.
4. Who is consumer?
They are the end users of articles.
What is behavior?
It is a specific type of manner in which a
person behaves or reacts.
5. Meaning of Consumer Behavior
The term consumer behavior is defined as the
behavior that consumers display in searching
for, purchasing, using, evaluating and
disposing of products and services that they
expect will satisfy their needs
Consumer behavior focuses on how an
Individual make decisions to spend their
available resources( Time, money, effort) on
Consumer related items .
6. Consumer Behavior
What they buy?
Why they buy it?
When they buy it?
Where they buy it?
How often they buy it?
How they evaluate it after the purchase?
How they dispose it?
8. CONSUMER DECISION MAKING
Manufactures as well as marketers are found
to understand and analyze the consumer
decision-making process, as it depends the
fate of a product or service in the current
'Cost' and 'utility' of the target product or
service are the 'dyadic conditions' which
effect every consumer decision-making
process.Obviously, it varies from context to
context and household to household.
9. Consumer behavior Categories
Although the consumer decision-making
process varies considerably, they can be
included in one of the three categories:
The routine response behavior
The limited decision making
Extensive decision making
10. The routine response
is associated with frequently purchased
articles and the consumers intake the
decisions spontaneously. For example we buy
casual dress without much thought .
11. The limited decision making
is applicable in the context of occasional
buying. And the consumers are interested in
gathering the needful information so as to
make the appropriate decision.
12. Extensive decision making
is done when unfamiliar and infrequently
bought products have become the target, the
consumers adopt the policy of "think twice
before you leap" and hence very keen in
information - search and processing in order
to avoid the post purchase dissonance.
Motivation is what will drive consumers to
develop a purchasing behavior. It is the
expression of a need which became
pressing enough to lead the consumer to
want to satisfy it.
Motivation is directly related to the need.
To increase sales and encourage
consumers to purchase, brands force a
need in the consumer’s mind so that he
develops a purchase motivation.
19. Beliefs and attitudes
A belief is a opinion that an individual has on
something.Through the experience he acquires,
his learning and his external influences (family,
friends, etc..), he will develop beliefs that will
influence his buying behavior.
While an attitude is settled way of thinking or
feeling about something.Attitudes allow the
individual to develop a logical behavior against a
objects or ideas.
Beliefs as well as attitudes are generally well-
anchored in the individual’s mind and are difficult
to change. For many people, their beliefs and
attitudes are part of their personality and of who
Perception is the process through which an
individual selects and organizes the
information he receives in order to do
something that makes sense.
Depending to his experiences, beliefs and
personal characteristics, an individual will
have a different perception from another.
Consumer learning is an ongoing process and
every consumer happens to learn something
in his everyday life.
Learned consumers “smart consumers"
possess distinctiveness in many aspects and
are found to be efficient at the market place,
because, he/she has been gathering
knowledge about product, brand, media
message, price and economic aspects.
25. Social Factors:
Reference groups are defined as those
that provide to the individual some points
of comparison more or less direct about
his behavior, lifestyle, desires or consumer
The individual can also be influenced by a
group to which he doesn’t belong yet but
wishes to be part of.This is called an
26. Social Factors:
The family is maybe the most influencing
factor for an individual. It forms an
environment of socialization in which an
individual will evolve, shape his
personality, acquire values.
The social role and status extremely
influences the consumer behavior and his
purchasing decisions. Especially for all the
“visible” products from other people.
28. Cultural Factors:
Throughout his existence, an individual will be
influenced by his family, his friends, his cultural
environment or society that will “teach” him
values, preferences as well as common behaviors
to their own culture.
Subcultures are the nationalities, religions, ethnic
groups, age groups, gender of the individual, etc..
People from different social classes tend to have
different desires and consumption patterns as they
have difference in their purchasing power.
Viewing from this perspective, any or textile industry
has to focus on four thrust areas of the behavioral
aspects of the consumers, which are
1. what the consumers like to buy (product),
2. From where they like to buy (source of buying)
3. How they keep themselves informed about
products (media exposure) and
4. How they adapt with their environment in the
decision- making process (socio - economic
In a nutshell, a comprehensive analysis of the
behavioral aspects of the consumers is the
fulcrum, which enables the textile or any
other industry to march ahead.
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