Consumer Behavior

SHIVAM TYAGI(FMS, DIT)

Who is Consumer ?

• Any individuals who purchase product & services for themselves and their family is a consumer.

Why do we need to study Consumer Behavior?

Because no longer can we take the customer/consumer for

granted.

Can Marketing be standardized?

No.Because cross - cultural styles, habits, tastes, prevents such

standardization.

What Influence Consumer Behavior

•Cultural•Social•Personal•Psychological

Cultural factors

• Culture- The set of value, perceptions, preference and believes.

• Sub-culture- Nationalities, religions and geographic regions.

• Social Classes- Homogeneous and eduring division in a society.

Social factors

• Reference Groups- Friends, neighbor, coworker and trade-union group.

• Family- Parents, siblings, wife and children.

• Roles and Status- Family, clubs and organization.

Personal Factors

• Lifestyle and values- age, life-cycle and occupation.

• Personality and self-concept- Self-confidence, autonomy, deference, and personality.

Psychological Factors

• Motivation- Biogenic & Psychogenic (HERZBERG,S THEORY)

• Perception- Selecting, Organizing and interpreting to create a meaning.

Buyer’s Decision Process

• Problem Recognition• Information Search• Evaluation of Alternatives• Purchase Decision• Post-purchase behavior