UNIT 4 CONSUMER BEHAVIOUR Structure 4.0 Objectives 4.1 Introduction 4.2 Mean~ng of Consumer Behaviour 4.3 Importance of Understanding Consumer Behaviour 4.4 Types of Consumers 4.5 Buyer Versus User 4.6 Factors Influencing Consumer Behaviour 4 6 I Psychologfal Factors 4 6.2 Personal Factors 4 6 3 Soc~al Factors 4 6 4 Cultural Factors 4.7 Consumer Buy~ng Process 4.8 LetUsSumUp 4.9 Key Words 4.10 Answers to Check Your Progress 4.1 1 Terminal Questions 4.0 OBJECTIVES After studying this unlt, you should be able to: explain the need to understand consumer behaviour class~fy consumers d~stinguish between the buyer and actual user describe the factors that influence consumer behav~our 4.1 INTRODUCTION \\ As you know a market is the set of a ~ t b l and potential buyers of a product and market~ng refers to human activity directed at satisfying needs and wants through exchange process. This means that while marketing a product you aim at satisfying the needs and wants of actual and otential users of that product. To achieve this, P first it is essential to understand the tastes, preferences, hkes, dislikes, consumption patterns, process of purchase, etc., of the buyers of that product. Thus, there 1s a need for you to study the consumer behaviour. In this unit you will study the * meaning and importance of consumer behaviour, types of consumers, and factors influencing the consumer behaviour. , 43 MEANING OF CONSUMER BEHAVIOUR ' One thing that we have in common is that we are all consumers. In f a t , everybody in this world is a consumer. Everyday of our lives we are buying and consuming a variety of goods and sepices. However, we all have different tastes, likes and dislikes, and adopt different behaviour patterns while making purchase decisions. You may prefer to use Colgate toothpaste, Cinthol toilet soap and Halo Shampoo while your spouse may prefer Neem toothpaste, Lwr soap and Shikakai shampoo. Similarly, you may have a certain set of preferences in food, clothing, books, magazines, recreational activities, forms of savings and the stores from where you prefer to shop, which may be different not only from those of your spouse but also
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