Some Aspects

 Human being by nature is very complex.

 It is the human brain, which directs all the
activities of a human being.
 The behavior is the response of a stimuli.
 Consumer is the focus of marketing effort.
 Consumer is like a king and all the attention is
paid to the customers.
Stimulus Marketing All Other
Mixes Stimuli

BLACK
Person making decision
BOX

Person does or does not purchase

Response

Human Brain as a Black Box

NEED
WANT

BELIEF

GOAL DESIRE
 Desire– is a want, which an individual is actually
aware of not having realized.

 Need – is a want that is a basic requirement or a

universal want.

 Want – a cluster of attributes no all of which

must be possessed by an offering.

 Belief – Mental acceptance of a claim as truth.

 Goal- the state of affairs that a plan is intended

to achieve and that (when achieved) terminates
behavior intended to achieve it.
Define Consumer Behavior
 “Consumer behavior refers to those acts of
individuals directly involved in obtaining
and using economic goods and services.
Including the decisions process that
precede and determine these acts.”
- Engel, Blackwell and Kollat

 “Consumer buying behavior refers to the

buying behavior of final consumers –
individual households who buy goods and
services for personal consumption.”
- Kotler & Armstrong
• “Consumer behavior is all psychological, social
and physical behaviors of potential consumers
as they become aware of, evaluate purchase,
consume and tell other people about products
and services.”
- Webster
 7 O’s Of Consumer
Behavior
 Who  Occupants
constitute the market?
 What does the market buy? Objects

 Why does the market buy? Objectives

 Organization
 Who participate in buying?
 How does the market buy? s
 When does the market buy?Operations

 Occasions
 Where does the market buy?
 Outlets
 Three Principal Angles to
analyze Buyer Behavior

 Step in the process of buying or stages in

the decision to buy.
 Persons concerned, directly or indirectly,
in the making of this decision i.e., the
roles of different individuals in the buying
process.
 The factors or variables, which determine
the individual behavior of a buyer.
Psychology Of Consumers

Motive

Intention Components Of Attitude

Customer Psychology

Knowledge
 Knowledge – It is one type of information and
on its basis, the psychology of customers
develop.

 Attitude– It is a state of mind or feeling. It

includes a predisposition to behave in some
way.

 Intention – It means desires to do something.

 Motive– It is the integral state which directs

the behavior of a person. It is also called as
urge.
External environmental variables
influencing Behavior

 Cultural Influence
 Sub-cultural Influence
 Social Class Influence
 Social Group Influence
 Family Influence
 Personal Influence
 CUSTOMER CONSUMER

Person + The act of Person + The act of

purchasing goods purchasing goods
& services = & services + The
CUSTOMER act of Self
Consumption =
CONSUMER
 Types Of Consumers

 The Marginalized Consumer

 The Statistical Consumer

 The Secretive Consumer

 The Sophisticated Consumer

 The Satellite Consumer

 The Multi-Headed Consumer

 Why we study Consumer
Behavior?
 Importance for Consumers

 Importance for Marketers

 Importance for Students of Human

Behavior

 Application to Decision Making

 Applying Consumer Behavior
Knowledge
 Consumer
Behavior & Marketing
Management

- Consumers’ wants and needs

- Company objectives
- Integrated strategy
- Market Opportunity Analysis
- Target-market Selection
- Marketing-mix Determination
 Consumer Behavior & Nonprofit & Social
Marketing

 Consumer Behavior and Governmental

Decision Making
- Government services
- Consumer protection

 Consumer Behavior & De-marketing

 Consumer Behavior & Consumer Education

 Consumer Behavior & Economists

 Consumer Behavior & Psychologists

- Need & Motivation
- Personality
- Attitude
- Perception