CONSUMER BEHAVIOUR

The study of consumer behavior is the study of how individual

make decisions to spend their available resources (time,
money, effort) on consumption related items. It includes study
of what they buy, why they buy it, when they buy it, where
they buy it and how often they use it.

Consumer behavior is the process and activities people engage
in when searching for, selecting, purchasing, using, evaluating
and disposing of produces and services so as to satisfy their
needs and wants.
CHARACTERISTICS
COMPRISES OF BOTH MENTAL AND PHYSICAL ACTIVITIES OF
CONSUMER.
BUYER BEHAV. IS VERY COMPLEX.
IT IS INFLUENCED BY INTERNAL AND EXTERNAL FACTORS.
INVOLVES BOTH PSYCHOLOGICAL AND SOCIAL PROCESS.
CONSUMERS ACT DIFFERENTLY AT DIFFERENT TIMES EVEN
TO SAME STIMULUS
THEY OFTEN ACT EMOTIONALLY RATHER THAN RATIONALLY.
ALL CONSUMERS ARE DIFFERENT FROM EACH OTHER IN ALL
RESPECT.

IMPORTANCE OF CONSUMER
BEHAVIOUR
PRODUCTION POLICIES
PRICE POLICIES
DECISION REGARDING THE CHANNEL OF DISTRIBUTION.
DECISION REGARDING SALES PROMOTION
EXPLOITING MARKETING OPPOURTUNITIES
RAPID INTRODUCTION TO NEW PRODUCT.
CONSUMER PREFERENCES ARE CHANGING AND BECOMING
HIGHLY DIVERSIFIED
CONSUMER BUYING ROLES
BUYING
ROLES
DECIDER
BUYER
INITIATOR
INFLUENCER
GATE KEEPER
USER
CONSUMER BUYING ROLES
BUYING ROLES

Initiator
Influencer
Gate Keeper
Decider
Buyer
User

CONSUMER BUYING PROCESS
Need recognition
Information search
Evaluation Of Alternatives
Purchase Decision
Post Purchase decision
Consumer Buying Process
Steps
Need Recognition
Information Search

Evaluation Of Alternatives
Purchase Decisions
Post-purchase Decisions


High involvement
Low involvement
P.P
satisfaction
P.P action P.P use
ORGANISATIONAL MARKETS

The place where industrial buyers come into direct contact
with industrial sellers is called as Industrial market.

Acc to philip kotler:industrial goods are those products
which are destined to sell primarily for use in producing
other goods or rendering services as contrasted with goods
destined to be sold primarily for consumption to the
ultimate consumer
Classification of INDUSTRIAL
MARKETS
BUSINESS MARKET
PRODUCERS RESELLERS ORGANISATIONS
Fishing, agriculture
and lumber industries
Manufacturers of
consumer goods and
component part
Services, including
financial, transportation,
restaurants, hotel,
health care,etc
Wholesalers &
distributers
Retailers
Govt.
Non-profit
organizations
MARKETING PLANNING

Marketing planning is a part of the process of overall
planning of a business and industrial enterprise.
Marketing planning includes sales forecasting,
determination of marketing objectives, and the
formulation of marketing programmes and policies for
the achievement of this objectives.

Marketing planning is concerned with the identification
of resources that are available and their allocation to
meet specified objectives.
OBJECTIVES OF M.P.

Allocation of scarce resources
Assisting firm to adapt envt. opportunities
Co-ordinating the marketing strategic activities
Introducing a systematic approach.

ELEMENTS OF M.P
Mission
Objectives
Strategies
Policy
Procedure
Programme
Schedule
Budget

IMPORTANCE

To offset future uncertainties
Help in management by objective
Helpful in co-ordination
Helpful in control
Performance standard
Optimum utilization of resources