Consumer Behavior

Consumer Behaviour is defined as the act of

individuals directly involved in obtaining and using consumer goods and services, including the decision process that precedes and determine these acts

Er.Sartaj Singh Bajwa

Factors Affecting Consumer Behavior

Culture

( subcultures within culture ) Direct reference groups (family, occupation, religion ) Indirect reference group ( individual`s life cycle stages ) Viral influencers ( opinion leaders )

Er.Sartaj Singh Bajwa

Model

Er.Sartaj Singh Bajwa

Awareness ( Need Recognition ) Mass Media Search

Search engines , site visits

Consumer Purchase Behavior

Catalogs , Sales People , Mass Media , Store Visits ,

Evaluation of Alternatives Reference Groups , Mass Media , Product Reviews Purchase

Promotions , online promotions , discounts

Post Purchase Behavior online updates , customer emails

Er.Sartaj Singh Bajwa

Nicosia Model Of Consumer Buying Behavior

Nicosia`s Model is divided into four attributes as

follows : - Message Exposure - Search & Evaluation - Act Of Purchase - Feedback

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Er.Sartaj Singh Bajwa

Seven Type Of Online Sessions

Quickies ( i.e finding sports , reading emails ) Just the facts ( finding and evaluating information

from related sites ) Single Mission (going to unfamiliar sites in same category ) Do it again ( going to favorites sites eg banking , chat rooms , facebook ) Loitering ( leisurely visiting favorite sites , news , gaming ) Information Please ( researching all aspects of a topic from many sites ) Surfing ( exploring attention grabbing sites such as news and shopping ) Er.Sartaj Singh Bajwa

Disintermediation
The removal of organizations or business

process layers responsible for certain intermediary steps in a given supply chain
Reinter mediation

The process whereby intermediaries (either new ones or those that had been disinter mediated) take on new intermediary roles

eg . eBay.com Online auction services offer a form of reintermediation through their Web sites to get buyers and sellers connected. Er.Sartaj Singh Bajwa

Er.Sartaj Singh Bajwa

Benefits of Intermediation
1. Since intermediary company represent a

large number of members in that specific market segment, i.e., both the buyers and the sellers, it reduces the need for buyers and sellers to contact a large number of potential partners on their own.
2. The information available from the

intermediary's database allows a buyer to screen out obvious unsuitable sellers and to compare the offerings of many different potential sellers quickly, conveniently, and
Er.Sartaj Singh Bajwa