CONSUMER BEHAVIOR

CIA-I B

DONE BY,
BHARGAV KUMAR GOKAVARAPU- 1923380

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 TABLE OF CONTENTS

S. No Contents Pg. No

1 Impact of Advertising on Consumer Behaviour 3

2 Impact of Pandemic on Consumer Behaviour 6

3 Influence of Branding on Consumer Purchasing Behaviour 8

4 A study on Consumer Buying Behaviour of Mobile Phones 10

5 A study on Consumers Buying Behaviour towards Green Products 12

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 INTRODUCTION ON CONSUMER BEHAVIOR

Consumer behaviour is defined as the actions that consumers take when searching for,
purchasing, using, reviewing, and disposing of things and services that they believe will meet
their requirements. The primary goal of consumer behaviour analysis is to explain why
customers act in certain ways under various conditions; it attempts to identify the elements that
influence consumer behaviour, particularly the economic, social, and psychological
components. Consumer behaviour is concerned with how people decide how to spend their
available resources, such as time, effort, and money, on consumption-related things. Marketers
hope that they will be able to identify which products are needed on the market that are out-of-
date and how best to offer their goods to the consumers by studying how consumers acquire
particular goods and services.

IMPACT OF ADVERTISING ON CONSUMER BEHAVIOR

Entertainment has been one of the key criteria for creating an Advertisement. Customers'
attention is gained through the use of entertainment. Consumers are more likely to recall a
fascinating and entertaining advertisement than a boring one. As a result, it is possible to assert
that entertainment boosts the effectiveness of advertising. The size and scope of online
advertising is rapidly expanding. Businesses are spending more money on online advertising
than ever before. Some of the businesses who spends a lot of money on advertisements are
CRED, Amazon, etc. Companies who don’t spend a single rupee on advertisement are Zerodha,
Tesla, etc. Understanding the factors that determine the success of internet advertisements is
critical. Many prominent marketers have been waiting for an internet broadcast model. They
wish to make Internet advertising more similar to television advertising. In fact, they want to
make it better than TV advertising by combining all of the visual impact of traditional broadcast
with the added benefit of interactivity. The marketing affects customers greatly since it
generates customer curiosity. Advertising has a favourable impact on consumer behaviour;
however, most individuals also think about their requirements before they buy products and
services. according to the respondents.
Global internet advertising revenues are estimated to reach $10 billion by 2006. In India,
revenues are now expected to be Rs. 80 cr and predicted to grow six times faster in the next
five years. The Internet as a media is widely embraced in India. Automobiles,
telecommunications, and other industries are included in this industrial category and education,
banking, insurance, credit cards, and fast-moving consumer goods clothing/apparel, durables,
media, business services, and tourism are also in the same category. In India, some of the top
spenders are as I said, CRED, and there are others such as Kellogg’s, Cadbury, HDFC and
Sunsilk. In addition, early adopters in banking and information technology are boosting their
spending. Globally, five companies account for nearly 60% of revenue: Google, Yahoo,
Microsoft, AOL (America Online Launchers), and Overture. Advertising accounts for around
90% of Google's revenue. Portals in India such as indiatimes.com, exchange4media.com,

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rediffmail.com, and others are attracting significant online spenders. The demographic profile
of Indian consumers is explained in this article. It also provides a comparison of worldwide
and Indian trends, which is essential for my research. Companies often advertise in many types
such as Informative Advertising, Persuasive Advertising, etc. Ujala Advertisement, where the
ad talks about how different it is from the age old “Neel” by talking about its solution contents
and showing how different the clothes look when washed with Ujala and the other example for
persuasive would be Whirlpool, Whirlpool ice magic positioned itself as being a quick
icemaker and was the first one of its kind to use this as a marketing platform. There is other
one which is called Reminder Advertising, they are intended to remind people to purchase your
products. Examples of reminder Advertising are Pepsi Ads, Coke Ads and so on. There are
other forms of Advertisements such as Print Advertisement, TV Advertisement, Outdoor
Advertisements. Celebrity Advertisement, and so on. The findings explained the favourable
and considerable influence on buying behaviour of consumers in outdoor television and printed
advertising. In contrast, prominent advertising has no meaningful impact on the purchasing
behaviour of consumers.

It is determined that the majority of respondents believed that advertisements were a source of
information for them and that they influenced their purchasing decision to some level when
purchasing any brand. As a result, we may conclude that advertising had an effect on the sales
of the four FMCG products chosen. Surf Excel was the most popular of the four detergents,
and its advertisement was easily recognised, remembered, and understood by the majority of
respondents. Television was the most popular and effective medium for promoting a specific
brand among the advertising media. However, it has been shown that excessive recurrence of
commercials causes annoyance in the minds of consumers.

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CONCLUSION
A company cannot dream of becoming a well-known brand unless it invests in promotional
activities. The fundamental goal of advertising is to reach out to potential customers and
influence their awareness, opinions, and purchasing behaviour. According to theories, there are
many elements that affect a buyer to make a purchase, and advertising is simply one small
portion of the psychological parameter. Some of the most powerful factors include:
❖ Need of the product
❖ Brand Image
❖ Brand Loyalty
❖ Affordability
❖ Peer Group
Advertising has a significant impact on consumer behaviour. Advertising is typically vital for
triggering a product's first-time purchase. The buyer will then buy the product again if he or
she likes it. However, if the advertising and promotion portrays a positive image of the product,
the product will be repurchased. It leads to cognitions such as Surf Excel Ads, Amul Ads, etc.
Surf Excel was the most popular in advertisement and it can be easily recalled and recognized.
Product like and purchase attitude, which ultimately leads to behaviours such as purchasing the
advertised product.

REFERENCES

https://www.abacademies.org/articles/a-study-on-the-influences-of-advertisement-on-
consumer-buying-behavior-7177.html
https://paperap.com/paper-on-advertisements-and-their-impact-on-consumer-buying-
behaviour-913/
https://www.researchgate.net/publication/305925861_Studying_the_Impact_of_Internet
_Advertising_on_Consumer_Buying_Behavior
http://www.journalcra.com/sites/default/files/issue-pdf/5278.pdf
https://www.slideshare.net/keziaflorence/impact-on-advertising-on-consumer-behaviour
https://www.researchgate.net/publication/347658849_IMPACT_OF_ADVERTISING_
ON_CONSUMER_BUYING_BEHAVIOR_IN_KANO_METROPOLIS_A_STUDY_O
F_MOBILE_TELECOMMUNICATION_NETWORK_SERVICE

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 IMPACT OF PANDEMIC ON CONSUMER BEHAVIOR

Pandemic’s such as COVID-19 has given life to people all around the world, from working to
socializing and even shopping. The graph of consumer buying behaviour has shifted throughout
the pandemic. The Basket has changed, running homes have changed the routine, why they
buy and what items and services are available. A crucial situation leads human behaviour, with
some irrevocable elements of behaviour
Consumer behaviour has changed or shifted drastically in different sectors such as, food,
electronics, medical, shopping, etc. According to surveys conducted by the researchers, Food
sector, no customers have been outflowing to online space, 40% of respondents have been
purchasing food more than before the COVID 19 pandemic at e-shops. More than 50 percent
of respondents expect farmers' markets to return. When shopping for food 64% remained loyal
to the shops. Over half of the 414 participants did not update their cart. Approximately half of
their purchases changed. This is in line with the national research results. In electronics,
drugstore sectors, there was no surprises because participants in the survey did not mention
preferences for e-shops. There was a change in the structure in the frequency of purchases.
There is no proper answer if the changes will remain permanent or changes.
The pandemic began with the most widespread goods shortage faced by buyers, with
approximately 79 percent in the week of 24 March. While the consequences – which are helped
by improvements in the supply chain, adjustment and reduced panic buying – continue to drop,
with 42 percent in recent months. Consumers still face these disruptions. In average, storage
behaviour has been 30% since March. After the shortages at the beginning of the epidemic,
many customers have chosen to keep extra products on hand.

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According to Accenture, Consumers react in a number of ways to the crisis. Some people are
frightened and concerned and worry on the procurement of essentials and goods of hygiene.
On the other hand, some consumers remain apathetic to the pandemic and, despite
instructions from the government and health authorities, continue to operate regularly. CPG
firms need to understand how their own consumers react and design specific marketing
tactics for each individual. CPG companies will have to comprehend. The single-size
marketing days have ended.
The Pandemic has pushed some following trends:
❖ Rise in conscious consumption
❖ Growing love for local
❖ Ever-increasing focus on health

CONCLUSION
The COVID-19 pandemic was not a regular crisis and a variety of measures, including full and
then partial lock-down, have been implemented to control disease transmission. As all
economic factors are interlinked closely with public health actions and lockdowns, economic
instabilities of countries have led to changing dynamics of the market. Consumer
competitiveness, expansion and economic integration are driving forces in any market.
Consumers also experience a behaviour change with economic instability.
In times such as this, our need for the fundamental essentials of existence prevails. No wonder
that the consumer we studied, followed by friends and family health, prioritises personal health.
Other significant priority were food and health safety, financial stability and personal safety.
The thing that’s going on in the pandemic is that participants thinking about the virus that has
increased fear and disgust. HBR says People have done everything they could to regulate a
chaotic world—and that goes beyond their food-aisle judgments. Understanding how emotions
affect consumer choices is critical to building an efficient marketing and sales plan – during
and beyond the pandemic.

REFERENCES
https://researchleap.com/wp-content/uploads/2021/05/05.-Consumer-Behaviour-during-
Pandemic-of-COVID19.pdf
https://www.numerator.com/resources/blog/impact-covid-19-consumer-behavior
https://www.accenture.com/sk-en/insights/consumer-goods-services/coronavirus-
consumer-behavior-research

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 INFLUENCE OF BRANDING ON COSUMER PURCHASING BEHAVIOUR

Branding is a reputation. A strong brand helps all the customers in decision making. Brand
represents you and the promise you made to your customers. It also creates clarity in customers
and they will be stay focused. Branding connects customers in different ways such as it
connects emotionally with the customers. Now, lets see the consumer purchasing behaviour of
Branding.
According to the research, products are manufactured for consumers and those who buy
different products to meet their requirements are consumers. In order to meet their needs and
needs, they consume such things. The choice on consumer buying encompasses different
processes, such as needs recognition, information search, alternative assessment, selection and
behaviour in the last post-contracting process. Branding allows you to establish ties with your
audience that might eventually make them loyal. You may establish a brand that really matters
to people and set yourself ahead of companies that don't benefit from it.
In the past, the marks were only a mark, sign or a number to distinguish their products. The
brand then creates a large number of features that create value for the client. It creates a unique
association and memory relationship between your customer minds and creates the demand for
your goods and services as well as the custodian. This also raises awareness of your production
and also educates customers on the use of the goods and services. It also provides customers
with information and information on how to use the goods and services.
Depending on the brand, the reason driving consumer behaviour, the consumer decides to
purchase. For the success of every kind of brand, brand loyalty is highly vital. Depending on
the size of consumer behaviour, consumers can remain loyal to a certain brand. A new trend is
fashion in many consumers' perception of status which leads to a sense of awareness and the
use of various brand products. People feel pleased to be known in the context of a certain brand,
which is usually utilised by an individual, in society, friends and families. Now consumers
want very much of the food they eat branded, clothes they wear for home decor. Status and
visible consumption also affect customer behaviour.
People give importance to branded products such as Zara, H&M, etc. When branded products
like Zara Clothing, H&M clothing displayed, which is intentionally to make customers realize
the power and wealth the brand has. Research tells that, brands are mostly used by females
who are wealthy and who has high class status. It has therefore been determined that branding
has a major impact on the behaviour of consumers. The total validity and reliability of research
utilising the survey method is 89.6 percent. In order to assess the impact of consumer behaviour
on brands, future study should be carried out.

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CONCLUSION
People go from the local to branded products. The branded products are used to demonstrate
their rank, strength and riches. In selecting the branded products, reference groups play a vital
role. People prefer to grow loyal to specific marks because of their dedication, yet brand
changes occur as the age increases because older consumers have a low-income problem.
Branding is there because of the image, association and loyalty created. Advertisements are
one which creates the brand image and increase in suggestions and improvements towards
purchase during buying decision.

REFERENCES

https://www.researchgate.net/publication/309563927_The_Impact_of_Branding_on_Co
nsumer_Buying_Behavior
https://hrmars.com/papers_submitted/3124/Impact_of_Branding_on_Consumer_Buyin
g_Behavior.pdf

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 A STUDY ON CONSUMER BUYING BEHAVIOR OF MOBILE PHONES

Consumer Behaviour in the smart phone industry is actually insane. The increasing interest of
buying smart phones has increased rapidly. It actually depends on the consumer behaviour, not
every consumer has similar tastes, it depends. Mobile phone market is the highly competitive
market in today’s world. Manufacturers
consistently strive to develop additional competitive
edge and distinctive features to convince consumers
to choose their brands rather than competitors.
Different studies have been carried out to find
elements which enable firms to influence buying
decisions better than their competitors. Different
customers have different characteristics. Why do
individuals buy expensively priced smartphones even while cheaper devices are on the market?
Price, quality, brand, country of origin, marketing, sales, speech of the mouth, etc. could have
been various considerations for the consumer before purchasing a smartphone.
The article talked about a developing country, Ethiopia who witnessed fast consumer growth
and developments in smart phones. As a result, the number of mobile device users is growing
dynamically. This brought several multinational companies into the mobile business and
offered several mobile phone brands. The choice of consumers is however varying due to
several aspects related to the behaviour of consumers. It is vital to investigate in this context
the several aspects that form the thoughts of consumers when shopping mobiles.
There was a survey conducted in Kadapa which is located in Andhra Pradesh, India.
Researchers found that purchasing behaviour of smartphones in the district. The study showed
that several product characteristics influence the choices of undergraduate students on mobile
phones. Different product and brand features, such as colour topics, visible brand labels and a
variety of mobile phones, safety packaging, safety awareness, looks and phone designs, were
evaluated. Mobile phones are consumed by Ads, Celebrity endorsements, etc but use of mobile
phones will be increasing constantly.
The article has concluded that majority of the people use Nokia phones in Ethiopia and Sony,
Black Berry, Apple all together accounts for 6.5%. In future, most respondents desire to go to
Samsung regardless of what they are now using. Nokia will continue to use 26 percent, but half
consumers intend to move to other brands like Samsung, Apple and BlackBerry. Nokia will
become the leading brand. Here is an interesting comment is that are about 39 percent of current
users of Nokia who desire to stay with the same brand while the rest would like to go to other
brands. Surprisingly, there is also a group of consumers of Nokia (about 16%) that wish change
to your next Samsung handset and around 35% want to move to Apple or BlackBerry.

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CONCLUSION
Mobile phone industry has been increasing rapidly in developing countries like Ethiopia, India,
etc. There external and internal influences which changes the purchasing behaviour of
consumers. External influences like culture, demographics, social status influences on
consumer behaviour. Internal influences distortion, retention, etc implies the tendency that
people forget about the information which was exposed. Smart phones have many other
features than to contact various people. To date, there have been a wide selection of brands that
launch new smartphone apps and updates. Today young people routinely use new models to
upgrade their cell phones. The recently trendy purchase of smartphones from recognised
brands. Young people of all ages not only appreciate smart phones and buying them.

REFERENCES
https://www.researchgate.net/publication/344207093_A_study_on_consumer_buying_b
ehavior_of_mobile_phones
https://core.ac.uk/download/pdf/234693783.pdf

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 A STUDY ON CONSUMERS BUYING BEHAVIOUR TOWARDS GREEN
PRODUCTS

Today, green marketing is one of the rapidly rising company trends. It involves the actions of
environmental groups by offering environmentally beneficial and in no way, degrading
services and products. Consumers and marketers are choosing the products that has green.
Organizations and consumers confront biggest challenges today to protect and preserve the
environment. They are increasingly interested in the natural environment and realise that their
production and consumption habits will affect the environment directly. Companies like Nike,
ITC are leading companies to be sustainable.
Nike Is Grasping the Sustainability Nettle
with Its “Move to Zero” Campaign. First
came the jerseys and sneakers crafted from
recycled waste plastics. Then they introduce
the eco swimwear collections, and pledges to
use only 100% renewable energy and reduce
its shipping emissions. There are so many
other companies who spends plethora of
money on their green products. For Instance,
there is this company Ikea, who are focused on to design only recycled, reused products. There
is little attention among consumers to the issue of green purchasing behaviour. Product
characteristics play a highly essential part in product creation as they affect consumer product
decisions and assist marketers meet client requirements, requirements and desires. It
demonstrated that a consumer's overall attitude to environment affects his buying habits but
that his attitude to the product influences a consumer's buying intentions. Some studies show
they pay little attention towards green products and some studies show consumer is concerned
with the environment in general, it has also been indicated that consumers are quite sensitive
to green products in terms of prices and they are not willing to pay higher prices just because
it is for sustainability.
If consumers are willing to pay. Will they be satisfied?
As the product is of great quality and performance the consumer needs to satisfy themself with
the product. The happiness of a customer with the specific product will impact future consumer
purchasing decisions and develop customer loyalty but will also spread the positive message
on the product. They could be satisfied if there is positive word of mouth passes through.
However, Green marketing gives the competitive advantage over its competitors to
organisations and will create a strong position for its product in its market. Studies demonstrate
that the use of 4p's of marketing mix in existing company products to make their products
sustainable and sustainable. One of the primary aspects of making a product green is its cost
factor, which largely effect product costs and the company's profitability. Companies should
design and implement initiatives that teach retailers and consumers to adopt sustainable
products for the benefit of society as a whole.

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CONCLUSION

Change really is difficult. Even with the potential to save time, the simplest modifications can
make money or the world itself one of the most difficult things for a human being. The
purchasing behaviour and contentment of the customer towards green products are obviously
not influenced by consumers' age, sex, income or educational skills. Consumer buying
behaviour depends on its level of product satisfaction. Among young customers there has been
a greater concern for the environment. When purchasing green products, consumers see the
characteristics of green products as most significant. They are even ready to pay more to protect
their environment for green products. As the high price and low quality of green products are
the two main obstacles preventing and demotivating the consumer when thinking about buying
these products.

REFERENCES
https://www.researchgate.net/publication/296443460_Consumers_Purchase_Behavior_t
owards_Green_Products
https://www.businessperspectives.org/images/pdf/applications/publishing/templates/arti
cle/assets/2107/im_en_2008_1_Gan.pdf
https://www.slideshare.net/VishwajitKathe/consumer-green-behavior-for-green-
products

As the product is of great quality and performance the c

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