Submitted by-Rishab Gupta

CONSUMER BEHAVIOUR??

• Consumer behaviour is the study of when, why, how, and where people do or do not buy a product.

• It blends elements from psychology, sociology, social anthropology and economics.

• It attempts to understand the buyer decision making process, both individually and in groups.

• It studies characteristics of individual consumers such as demographics and behavioural variables in an attempt to understand people's wants.

Model of Consumer Behaviour

Roles of Consumer in C.D.M

Initiator

Influencer

Decider

Buyer

User

Factors affecting consumer behaviour

A Simple Model of Consumer Decision Making

Firm’s Marketing Efforts1. Product2. Promotion3. Price4. Channels of distribution

Sociocultural Environment1. Family2. Other noncommercial

sources3. Social class4. Subculture and culture

Need Recognition

Prepurchase Search

Evaluation of Alternatives

Psychological Field1. Motivation2. Perception3. Learning4. Personality5. Attitudes

Experience

Purchase1. Trial2. Repeat purchase

Postpurchase EvaluationOutput

Process

Input

External Influences

Consumer Decision Making

Postdecision Behavior

Consumer Decision Making

PurchaseAlternativeEvaluationSearchNeed

RecognitionPost-PurchaseEvaluation

• Consumer-side

• Marketer-side

Action Desire Interest Awareness

Need Recognition

The realization by the consumer that there is a difference between “what is” and “what should be.”

Pre-purchase Search A stage in the consumer

decision-making process in which the consumer perceives a need and actively seeks out information concerning products that will help satisfy that need.

AlternativeEvaluation Determine criteria to be used for

evaluation of products.

Assess the relative importance of the each criteria.

Evaluate each alternative based on the identified criteria.

Purchase Trial purchase would be in smaller in quantity and it would be also termed as Exploratory phase.

Repeat purchase is very closely related to brand loyalty, which firms try to encourage because it contributes to greater stability in the market share.

Long-Term Commitment Purchase means customers is loyal to one brand.

Post-Purchase Evaluation

The purchasing process does not end when a consumer buys a product . After the purchase consumers tend to evaluate their experience to decide if they are satisfied or dissatisfied.

The information will be used in future decision-making.

Outcomes of Post-purchase Evaluation

• Actual Performance Matches Expectations

• Actual Performance Exceeds Expectations• Positive Disconfirmation of Expectations

• Performance is Below Expectations• Negative Disconfirmation of Expectations

Types of Buying Behaviour

“Knowing who your customers are” is great, but knowing how they

behave is even better."