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Consumer Behaviour

Consumer behaviour encompasses the actions and decision processes of individuals when searching for, purchasing, using, evaluating, and disposing of products to satisfy their needs. It is influenced by various personal, demographic, and psychological factors, changes over time, varies among individuals and regions, and significantly impacts marketing strategies. Understanding consumer behaviour is crucial for marketers to effectively match products with consumer needs, segment markets, position products, and develop new offerings.

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6 views2 pages

Consumer Behaviour

Consumer behaviour encompasses the actions and decision processes of individuals when searching for, purchasing, using, evaluating, and disposing of products to satisfy their needs. It is influenced by various personal, demographic, and psychological factors, changes over time, varies among individuals and regions, and significantly impacts marketing strategies. Understanding consumer behaviour is crucial for marketers to effectively match products with consumer needs, segment markets, position products, and develop new offerings.

Uploaded by

niteshkumarpradhan152
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Consumer Behaviour

It refers to the behaviour displayed by consumers in searching for, purchasing,


using, evaluating and disposing of products which will statisfy their needs.

Definitions
According to Engel,Black and Minsard -
“Consumer behaviour refers to the actions and decision processes of
people who purchase goods and services for personal consumption”.
According to Louden and Bitta-
“Consumer Behaviour is the decision process and physical activity
which engage in when evaluating, acquiring, using or disposing of
goods and services”.

Nature of Consumer Behaviour

1.Influenced by various factors


It is influenced by his/her personal demographic, physiological
and psychological factors. For Example, Age, sex, income,
marital status, life style, personality, attitude etc.
2. Undergoes a constant change
It does not remain same every time. It is ever changing. With the
change in circumstances like-purchasing power, change in fashion,
tastes and preferences the behaviour of the customer also change.
3. Varies from consumer to consumer
No two consumers are alike. Two consumers may look for
different features and applications in a brand. Behaviour is varied
significantly from consumer to consumer.
4. Varies from region to region
Choices of consumers belonging to different countries and
from different regions of the same country are not same as their eating
habits, life styles, their customs and tradition vary.
5. Information on consumer behaviour is important to marketers
Information related to consumers is very important for
marketers. It is helpful for them in making marketing strategies and
targeting their customers.
6. Varied from Product to Product
Consumers do not behave in a similar manner while
purchasing two types of products. Purchase decision related to buy a
car and to buy a refrigerator is influenced by different factors.
7. Affect purchase decision
Consumer behaviour affect the purchase decision. They
perceive number of risks in buying and consuming a product. These
perceive risk influence the purchase decision. They may modify,
postpone or avoid a purchase decision.

Significance/ Importance of consumer behaviour


1. Helps in matching unmet needs of consumers with suitable
products.
2. Helpful in market segmentation
3. Helps in the process of product positioning
4. Helps in the development of new product and international
marketing.

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