Consumer Buying Behavior towards Kellogg’s at GONDIA City.

1. INTRODUCTION:

CONSUMER BUYING BEHAVIOUR:

Consumer behavior is the study of individual, groups or organization and the process that
they use to select, secure, use or dispose products, services, experience and ideas to satisfy
needs and impacts that these processes have on consumer and society. It blends elements from
psychology, sociology and social anthropology, marketing and economics. It attempt to
understand the decision making process of buyers both individually and in group. It study
characteristics of individual such as demographics and behavior variable in an attempt to
understand people’s wants. It also tries to access influence on the consumer from groups such
as families, friends, sports, reference group etc. it is based on consumers three basic roles user,
payer and buyer, Research has shown that consumer behavior is difficult to predict, even for
the expect.

Consumer buying behavior depends on ultimate costumer and following is analyzed:

1. Buyers reaction to firm’s marketing strategy

2. The marketing concept stress on firm to create marketing mix.

3. Marketers can better predict how consumers will respond to marketing strategies.

MEANING:

It is the sum total of consumer’s attitudes, preferences, intentions, and decisions regarding the
consumer’s behavior in the market place regarding the consumer behavior.

Standard Behavior Model:

1. Problem Recognition
2. Information search
3. Evaluation
4. Purchase
5. Post purchase Evolution

1. Problem Recognition-

The first step is problem recognition. During this step the consumer realizes that he has an
unfulfilled need or want.

2. Information search-
 The next step is to gather information. Relevant to what you need to solve the problem.

3. Evaluation-

After information is gathered, it is evaluated against a number of consumer needs preference

and financial resource available for purchase.

4. Purchase-

At this stage the consumer will make a purchase decision. The ultimate decision will be based
on factors such as price & availability.

5. Post purchase evaluation-

At this stage the consumer will decide whether the purchase decision actually satisfies the
needs and wants or not.

NATURE OF CONSUMER BEHAVIOUR

1. Influenced by various factors

2. Undergoes a constant change
3. Varies from consumer to consumer
4. Varies from region to region
5. Information on consumer behavior is important to marketers.

1 Influenced by various factors:

A) Marketing factors such as product design, price, promotion, packaging, positioning, and
distribution

b) Personal factor such as age, gender, education and income level.

c) Psychological factor such as buying motives, perception of product & attitude.

d) social factors such as states, family etc.

e) Cultural factors such as religion etc.

2) Undergoes constant change:

Customer behavior is not static. It undergoes a change over a period of time. Depending upon
the nature of product.

3) Varies from consumer to consumer:

All consumers do not behave in the same manner. Different consumer behaves differently. The
difference is due to individual factor such as nature lifestyle or culture.

4) Varies from region to region:

Consumer behavior varies across states, regions and countries. for example, behavior of urban
customers is different from rural customers.

5) Information on consumer behavior is important to the marketers:

Marketers need to have a good Knowledge of the consumer behavior. They need to study the
various factors that influence consumer behavior.
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