Scribd
Upload
20 views9 pages

Understanding Consumer Behaviour

This document discusses consumer behavior and its importance in marketing. It defines consumer behavior as how individuals select, purchase, use, and dispose of goods and services to satisfy needs and wants. Consumer behavior is influenced by various factors and varies across demographics. Understanding consumer behavior allows marketers to better target consumers and increase profits by knowing their decision-making processes, preferences, and consumption patterns. The stages of consumer decision making are need recognition, information search, alternative evaluation, purchase, and post-purchase evaluation. Marketers must understand consumer behaviors, lifestyles, and demographics to offer suitable products through primary and secondary research.

Uploaded by

Simran Jindal
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
20 views9 pages

Understanding Consumer Behaviour

This document discusses consumer behavior and its importance in marketing. It defines consumer behavior as how individuals select, purchase, use, and dispose of goods and services to satisfy needs and wants. Consumer behavior is influenced by various factors and varies across demographics. Understanding consumer behavior allows marketers to better target consumers and increase profits by knowing their decision-making processes, preferences, and consumption patterns. The stages of consumer decision making are need recognition, information search, alternative evaluation, purchase, and post-purchase evaluation. Marketers must understand consumer behaviors, lifestyles, and demographics to offer suitable products through primary and secondary research.

Uploaded by

Simran Jindal
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

1

CONSUMER BEHAVIOUR

BY :- SIMRAN GOYAL
ROLL NO. :- 50202
2
contents
 Meaning of consumer behaviour
 Nature of consumer behaviour
 Importance of studying consumer behaviour
 Steps involved in decision making process
 Role of consumer behaviour in marketing
3
What is consumer behavior??
 Consumer behaviour is the study of how
individual customers, groups or organizations
select, buy, use, and dispose ideas, goods, and
services to satisfy their needs and wants. It refers
to the actions of the consumers in the
marketplace and the underlying motives for
those actions.
4
Nature of consumer behaviour
 Influenced by various factors such as marketing factors, personal
factors, psychological factors, social and situational factors.
 Undergoes a change over a period of time depending on the
nature of products. For example, kids prefer colorful and fancy
footwear, but as they grow up as teenagers, they prefer trendy
footwear, and as middle-aged and senior citizens they prefer more
sober footwear.
 Varies from consumer to consumer. Also varies across states, regions
and countries. For example, the behaviour of the urban consumers
is different from that of the rural consumers.
Importance of studying 5

consumer behaviour
 To make better strategies for increasing profits.
 To know the buying decisions and consumption patterns of the
consumer.
 To know the consistent changes in consumer’s tastes and
preferences.
 To avoid future market failures.
Stages involved in consumer 6
decision making process

NEED
↓
INFORMATION GATHERING/SEARCH
↓
EVALUATION OF ALTERNATIVES
↓
PURCHASE OF PRODUCT/SERVICE
↓
POST PURCHASE EVALUATION
Role of consumer behaviour in 7

marketing
 Marketers need to understand the buying behaviour of consumers
for their products to do well. It is really important for marketers to
understand what prompts a consumer to purchase a particular
product and what stops him from buying.
 A marketer needs to first identify his target consumers and
understand their lifestyles, psychologies, income, spending
capabilities, mentalities to offer them the right product.
 Marketers must also take into account:
1. Age group of consumers
2. Geographical location
3. Lifestyle of consumers
4. Social Status of consumers
There are ideally two different ways which enable 8
marketers to understand their consumers.
 Primary Research
 Secondary Research
Primary Research - Primary Research refers to a research
methodology where marketers interact with consumers
directly and gather as much information as they can.
Information is generally collected through surveys,
questionnaires, feedback forms, interviews etc.
Secondary Research - Secondary Research often refers to
relying on information which has been collected by others
at some point of time.
9

Thank you

You might also like