1.

INTRODUCTION
 MARKET

 MARKETER

 4Ps

 CUSTOMER VS CONSUMER

MASLOW’S HIERARCHY OF NEEDS

 2. CONSUMER BEHAVIOUR
IS THE STUDY OF HOW INDIVIDUALS,GROUPS,AND
ORGANISATIONS SELECT,BUY,USE,AND DISPOSE OF
GOODS,SERVICES,IDEAS OR EXPERIENCES TO
SATISFY THEIR NEEDS AND WANTS.

• IT ATTEMPTS TO UNDERSTAND THE BUYER

DECISION MAKING PROCESS, BOTH INDIVIDUALLY
AND IN GROUPS.

• IT STUDIES THE CHARACTERESTICS OF INDIVIDUAL

CONSUMERS SUCH AS DEMOGRAPHICS,AND
BEHAVIOURAL VARIABLES IN AN ATTEMPT TO
UNDERSTAND PEOPLE’S WANTS.
• IT ALSO TRIES TO ASSESS THE INFLUENCES ON THE CONSUMER
FROM GROUPS SUCH AS FAMILY,FRIENDS,REFERENCE GROUPS
AND SOCIETY IN GENERAL.
 CONSUMER BEHAVIOUR

‘CONSUMER BEHAVIOUR IS THE PROCESS

AND ACTIVITIES PEOPLE ENGAGE IN WHEN
SEARCHING
FOR,SELECTING,PURCHASING,USING,EVALUA
TING, AND DISPOSING OF PRODUCTS AND
SERVICES SO AS TO SATISFY THEIR NEEDS
AND DESIRES’ - BELCH & BELCH.
3. WHY STUDY THE CONSUMER BEHAVIOUR ?
IT PROVIDES CLUES FOR

• IMPROVING OR INTRODUCING PRODUCTS AND

SERVICES,

• SETTING PRICES

• DEVISING CHANNELS

•CRAFTING MESSAGES

DEVELOPING OTHER MARKETING ACTIVITIES /

STRATEGIES.

• IT HELPS THE MARKETERS TO LOOK FOR EMERGING

TRENDS THAT SUGGEST NEW MARKETING
OPPURTUNITIES.
AN EARLY MODEL OF CONSUMER BEHAVIOUR

r e So
ltu cia
C u l
Motives
Attitudes

Needs Consumer
Purchase
Business

Decision Learning

Family
Perception

Personality

Economic
 MODEL OF CONSUMER BEHAVIOUR

• THE ECONOMIC THEORY OF LAW OF DEMAND

UNDER INDIFFERENT CURVE ANALYSIS ‘ STATES
THAT IF PRICE DECLINES, THEN THE QUANTITY
DEMANDED ON THE PRODUCT WILL INCREASE.

• THE INVERSE RELATIONSHIP BETWEEN THE

PRICE AND THE QUANTITY LEADS TO
DOWNWARD SLOPING DEMAND CURVE.
 Model of Consumer Behavior

EXTERNAL INFLUENCES Experiences and Acquisitions SITUATIONS

Culture
Problem
Subculture
Recognition
Demographics
Social Status
Information
Reference Groups
Search
Family
Marketing Activities
SELF-CONCEPT Alternative Evaluation
Desires
and and Selection
LIFESTYLE Needs
INTERNAL INFLUENCES Outlet Selection
Perception and Purchases
Learning
Memory Post-purchase
Motives Processes
Personality
SITUATIONS
Emotions Experiences and Acquisitions
Attitudes
BASIC MODEL OF CONSUMER DECISION MAKING

• PROBLEM RECOGNITION – CONSUMER PERCEIVES A NEED AND

BECOMES MOTIVATED TO SOLVE THE PROBLEM

• INFORMATION SEARCH – CONSUMER SEARCHES FOR

INFORMATION TO MAKE A PURCHASE DECISION.PERCEPTION

• ALTERNATIVE EVALUATION – CONSUMER COMPARES THE

PRODUCTS AND BRANDS THAT ARE UNDER THEIR
CONSIDERATION.ATTITUDE FORMATION

• MAKING PURCHASE DECISIONS – ONCE THE ALTERNATIVES

ARE EVALUATED THE CONSUMER IS READY TO TAKE A
PURCHASE DECISION.

.POST PURCAHSE EVALUATION – CONSUMER COMAPRES THE

PRODUCT’S PERFORMANCE WITH THEIR EXPECTATIONS.IF THE
PRODUCT DOES NOT PERFORM AS EXPECTED THE CONSUMER
EXPERIENCES POST PURCHASE DISATISFACTION.LEARNING