Name : - Singh Rahul Rajendra Pushpa Roll no : - 80 Subject : - Marketing and Human Resource Management Consumer Behaviour Introduction All of us are consumers. We consume things of daily use; we also consume and buy these products according to our needs, preferences and buying power. These can be consumable goods, durable goods, specialty goods or, industrial goods. What we buy, how we buy, where and when we buy, in how much quantity we buy depends on our perception, self concept, social and cultural background and our age and family cycle, our attitudes, beliefs values, motivation, personality, social class and many other factors that are both internal and external to us. While
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Name : - Singh Rahul Rajendra Pushpa Roll no : - 80Subject : - Marketing and Human Resource
Management
Consumer Behaviour
Introduction
All of us are consumers. We consume things of daily
use; we also consume and buy these products
according to our needs, preferences and buying
power. These can be consumable goods, durable
goods, specialty goods or, industrial goods. What we
buy, how we buy, where and when we buy, in how
much quantity we buy depends on our perception,
self concept, social and cultural background and our
age and family cycle, our attitudes, beliefs values,
motivation, personality, social class and many other
factors that are both internal and external to us.
While buying, we also consider whether to buy or not
to buy and, from which source or seller to buy. In
some societies, there is a lot of affluence and, these
societies can afford to buy in greater quantities and at
shorter intervals. In poor societies, the consumer can
barely meet his barest needs. The marketer therefore
Name : - Singh Rahul Rajendra Pushpa Roll no : - 80Subject : - Marketing and Human Resource
Management
tries to understand the needs of different consumers
and having understood his different behaviours, which
require an in-depth study of their internal and
external environment, they formulate their plans for
marketing.
Management is the youngest of sciences and oldest of
arts and consumer behaviour in management is a
very young discipline. Various scholars and
academicians concentrated on it at a much later
stage. It was during the 1950s, that marketing
concept developed, and thus the need to study the
behaviour of consumers was recognized. Marketing
starts with the needs of the customer and ends with
his satisfaction. When everything revolves round the
customer, then the study of consumer behaviour
becomes a necessity. It starts with the buying of
goods. Goods can be bought individually, or in
groups. Goods can be bought under stress (to satisfy
an immediate need), for comfort and luxury in small
quantities or in bulk. For all this, exchange is
Name : - Singh Rahul Rajendra Pushpa Roll no : - 80Subject : - Marketing and Human Resource
Management
required. This exchange is usually between the seller
and the buyer. It can also be between consumers.
Consumer behaviour can be defined as the decision-
making process and physical activity involved in
acquiring, evaluating, using and disposing of goods
and services. This definition clearly brings out that it
is not just the buying of goods/services that receives
attention in consumer behaviour but the process
starts much before the goods have been acquired or
bought. A process of buying starts in the minds of the
consumer, which leads to the finding of alternatives
between products that can be acquired with their
relative advantages and disadvantages. This leads to
internal and external research. Then follows a process
of decision-making for purchase and using the goods,
and then the post purchase behaviour which is also
very important, because it gives a clue to the
marketers whether his product has been a success or
not.
Name : - Singh Rahul Rajendra Pushpa Roll no : - 80Subject : - Marketing and Human Resource
Management
Meaning / Concept of Consumer
Behaviour:-
The term consumer behaviour is defined as the
behaviour that consumer display in searching for
purchasing, using, evaluating and disposing of
product and services that they expect will satisfy their
needs. Consumer behaviour focuses on how
individuals make decisions to spend their available
resources (time, money, effort) on consumption
related items. This includes what they buy, why they
buy it, when they buy it, where they buy it, how often
they buy it, how often they use it, how they evaluate
it after the purchase and the impact of such
evaluation on future, and how they dispose of it.
In another words, consumer behaviour can be
define as the behaviour of individuals in regards to
acquiring, using, and disposing of products, services,
ideas or experiences. Consumer behaviour also
includes the acquisition and use of information. Thus,
communication with consumers and receiving
Name : - Singh Rahul Rajendra Pushpa Roll no : - 80Subject : - Marketing and Human Resource
Management
feedback for them is a crucial part of consumer
behaviour, which is of great interest to marketers.
Definition of Consumer Behaviour:-
We define consumer behaviour as the mental and
physical activities undertaken by consumers to
acquire and consumer products to fulfill their needs
and wants. Our definition of consumer behaviour has
several elements worth noting. Let us discuss these
one by one.
Mental and Physical Activities
First, consumer behaviour includes both mental and
physical activities. Mental activities are acts of the
mind, and they relate to what we think, feel, and
know about products. Physical activities are, in
contrast, acts of the human body, and they relate to
what we physically do to acquire and consume
products.
Name : - Singh Rahul Rajendra Pushpa Roll no : - 80Subject : - Marketing and Human Resource
Management
Features/Nature of consumer
behaviour:-
(1) Consumer behaviour involves individual aspect as
well as social aspect. It is generally a purposive,
decision-making process.
(2) It is reflected through satisfaction or
dissatisfaction on the part of consumers after
actual purchase of product.
(3) Consumer behaviour is the result of interaction of
consumer with the environmental forces. The
buyer behaviour is influenced by the buyer’s
environment.
(4) Consumer behaviour is the net result of various
external/environmental factors. Such factors are
mainly social and psychological in character.
(5) Consumer behaviour includes behaviour of
consumers/buyers of consumer goods, consumer
durables and industrial products. Organizational
buying behaviour also comes within the scope of
consumer behaviour.
Name : - Singh Rahul Rajendra Pushpa Roll no : - 80Subject : - Marketing and Human Resource
Management
(6) Consumer behaviour is always uncertain as the
thinking process in human mind is uncertain.
(7) Consumer behaviour gives answer to various
questions such as why, what and how consumers
purchase goods and services.
(8) Study of consumer behaviour is a must in the
case of marketing of goods and services as such
study brings success to marketing efforts.
(9) Consumer buying behaviour is a challenge and an
opportunity to a market. Large-scale marketing is
possible only when consumer behaviour is
anticipated accurately.
Name : - Singh Rahul Rajendra Pushpa Roll no : - 80Subject : - Marketing and Human Resource
Management
Factors Affecting Consumer Behaviour:-
Consumer behaviour refers to the selection,
purchase and consumption of goods and services for
the satisfaction of their wants. There are different
processes involved in the consumer behaviour.
Initially the consumer tries to find what commodities
he would like to consume, then he selects only those
commodities that promise greater utility. After
selecting the commodities, the consumer makes an
estimate of the available money, which he can spend.
Lastly, the consumer analyzes the prevailing prices of
commodities and takes the decision about the
commodities he should consume. Meanwhile, there
are various other factors influencing the purchases of
consumer such as social, cultural, personal and
psychological. The explanation of these factors is
given below.
1. Cultural Factors
Name : - Singh Rahul Rajendra Pushpa Roll no : - 80Subject : - Marketing and Human Resource
Management
Consumer behaviour is deeply influenced by cultural
factors such as buyer culture, subculture, and social
class.
a. Culture
Basically, culture is the part of every society and is
the important cause of person wants and behaviour.
The influence of culture on buying behaviour varies
from country to country therefore; marketers have to
be very careful in analyzing the culture of different
groups, regions or even countries.
b. Subculture
Each culture contains different subcultures such as