consumer behavior
DESCRIPTION
TRANSCRIPT
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What is Consumer Behavior? Consumer behavior is the study of how and
why people acquire and use products for themselves and/or their household.
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CHARACTERSTICS1) Process by which individual decide whether, what,
when, from whom, where & how much to buy.2) It comprises both mental & physical activities of a
consumer.3) An individual Behavior is influenced by internal &
external factors.4) It is influenced by a No. of marketing stimuli offered by
marketer.5) They learn & thereby change their attitudes &
behavior.
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BUYING MOTIVES
Motive is inner urge that moves or prompts a person to some action.
It can be a strong desire, feeling, a drive, stimulus or emotion which plays a role in the consumer’s decision to purchase a product or service.
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TYPES
i. Personal Motives
a) Role Playing
b) Diversion
c) Learning about new trends
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ii. Social Motives
a) Social Experience
b) Status & Authority
c) Pleasure of Bargaining
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Consumer Decision Making Process
The Buying process by a consumer is triggered by his specific needs.
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Consumer Distinctive Behavior Pattern Towards Services
Consumer rely more on information from personal services
Engage in greater post purchase evaluation and information seeking.
Consumer Perceive greater risk.Mood plays an important role.
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Factors Influencing Consumer Behavior1. Culture
2. Subculture
3. Social class
4. Reference groups
5. Family
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Implication for service providersMarketers should be careful in satisfying existing
customers.Assistance of service providers plays an important
role.Customer becomes a part of service delivery
process.Time taken to deliver the service forms the basis of
competition.Demand for both quality and customization poses
a challenge to service providers.
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