Copyright 2007 by Prentice Hall

Consumer Behavior,Ninth Edition

Schiffman & KanukChapter 1

INTRODUCTION TO THE STUDY OF CONSUMER

BEHAVIOR

Consumer Behavior……..what is it?2

All such activities done by a consumer, while obtaining , consuming and disposing of products and services. This includes the decision making processes that precede and follow such actions.

Why study Consumer Behavior?3

Consumers ‘evolve’ with time, learning, exposure and experience. They cannot be taken for granted.

e.g. People booked their railway tickets from the station counters, now they prefer online purchase thru website.

As a consequence, a sound understanding of consumer behavior is a pre-requisite for sustained success of any marketing program