Gaurav BhutAnuj Kargathra

Dharmesh jithara

Ronak vakariya

Consumer may be anyone who is engaged in evaluating, acquiring and using of services.

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Consumer behaviour can be define as the process whereby individuals decides whether, what, when, where, how and from whom to purchase goods or services.

Broader View of Consumer behaviour It encompasses all of the behaviour that

consumer displays in searching for, purchasing, using, evaluating and disposing of product and services.

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To emerge as a winner in highly competitive environment.

To implement properly the modern marketing concept in action.

To be able to predict consumer response in case of new services.

To develop data bank related to consumer behaviour and make it our completive edge.

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Consumer purchases are highly influence by two factors.

Culture

The set of basic values, perceptions, wants and behavior by a member of society from family and other important institution

Sub-Culture

A group of people with shared value system based on common life experiences and situation.

Social Class

Relatively permanent and ordered divisions in a society whose members share similar values, interests and behavior.

Reference groups

A person’s reference groups consists of all the groups that have a direct (face-to-face) or indirect influence on his/her attitudes or behavior.

Family

Family members can strongly influence buyer behaviour. Marketers are interested in the roles, and influence of the husband, wife and children on the purchase of different products and services.

Roles and Status

A role consists of the activities people are expected to perform according to persons around them

Roles in buying process

InitiatorInfluencerDeciderBuyerUser

Age and life cycle

Needs and consumption pattern of people vary with advancement in age

Occupation

influence the behavior of individuals.

Economic Situation

A person’s economic situation will affect product and service choice.

Life Style

Lifestyle is an individual’s way or pattern of living which is reflected in his activities, interest and opinions.

Motivation

Motive or (drive) A need that is sufficiently pressing to direct the person to seek satisfaction of the need.

Perception

The process by which people select, organize and interpret information to from a meaningful picture of world.

Learning

Changes in an individual’s behavior arising from experience.

Beliefs

A descriptive thought or conviction that a person holds about something.

Attitude

A person’s relatively consistent evaluation, feelings and tendencies towards an object or an idea.

Consumer seek and rely more on information.

Consumer engage in greater post-purchase evolution and information seeking with services than with goods.

Consumers engage in more post-purchase evolution than pre-purchase.

Consumers perceive greater risks when buying services then when buying goods.

The consumers evoked set of alternative is smaller with services then with goods.

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Let us take service process as the drama ,where the service personnel are “actors” and customers are “audience”.

Service encounters as role performance. Expectation of customers, if not fulfilled may

lead to dissatisfaction. When the customer is co producer, if not

satisfied with the services may not complain. -due to attachment of human element. Customer compatibly and inability(online

booking).

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