CONSUMER BEHAVIOR

It includes all d thoughts, feelings, decisions & actions of the consumer in the buying process. It also include all environmental factors which influence the

consumers. “consumer behavior is the actions & decision processes of people who

purchase goods and services for personal consumption.”

It has 4 types : a) Routine Response of programmed behavior , b) limited decision making, c) Extensive decision making, d) inpulse buying

NATURE / CHARACTERISTIC

• Dynamic• Involves Interaction• Involves Exchanges• Influenced by some factors• 4 types : routine response, limited Dm, extensive DM, impulse

buying• Changes as per regions and countries• Has many uses• Has a spread effect• Show status• Broad term

FACTORS INFLUENCING CB

• PERSONAL FACTORS : Age Factor Occupation Life style Personality

PSYCHOLOGICAL FACTORS : Learning Attitude Motives Perception Beliefs

SITUATIONAL FACTORS : Physical surrounding Social surrounding Time factor Mood of the consumer

MARKETING FACTORS :ProductPrice PromotionPlace

CULTURAL FACTORS :

CultureSubcultureSocial caste and class

SOCIAL FACTORS :

Reference GroupsFamily Roles & Status

CONSUMER BUYING DECISION PROCESS

• “Series of logical stages a perspective purchase goes through when faced with a buying problem.”

• Problem need identification.• Information search : a) Internal

b) group c) marketing d) public e) experimental.

• Evaluation of alternatives.• Purchase decision.• Post purchase Behavior : a)

post purchase satisfaction (b) post – purchase Actions (c) post – purchase use and disposal.

PROBLEM / NEED IDENTIFICATION

INFORMATION SEARCH

EVALUATION OF ALTERNATIVES

PURCHASE DECISION

POST – PURCHASE BEHAVIOR