Consumer Behaviour, Consumer Psychology, Buying Motive, Buying Behaviour, Buying Process

1. Consumer Behaviour
 Pranjal Patel
 MBA18E34

2. Consumer Behaviour
 Define consumer behavior and explain its
nature/features.
 Explain the factors influencing consumer behaviour.
 Explain the steps in consumer buying decision process.

3. Introduction
 Consumer psychology needs a special attention in the
present highly competitive and consumer-oriented
marketing system.
 Consumer is the cause & purpose of all production and
marketing activities.

4. Meaning of Consumer/Buyer
Behavior
 Consumer is the most important person in business.
His attitude, behavior, needs and reactions play an
important role in regard to marketing plans and
policies of companies.
 Companies study the behaviours of consumers
constantly for their benefits.
 Consumer behavior is comparatively new area within
the scope of business management.
 The purpose of study of consumer behavior is to
understand human actions and reactions (consumer
behaviour) in the best possible manner.

5. Definition of Consumer/Buyer
behaviour
 Consumer behavior is the process whereby
individuals decide what, when, where, how and
from whom to purchase goods and services.
 Walters and Paul
 Buyer behaviour is all psychological, social and
physical behaviour of potential customers as they
become aware of, evaluate, purchase, consume and
tell others about the products and services.
 Webster

6. Types of Buyers
1. Friendly/co-operative buyer.
2. Timid/reserved/shy buyer.
3. Silent buyer.
4. Undecided buyer.
5. Price or quality conscious
buyer.
6. Argumentative buyer.
7. Suspicious buyer.
8. Impatient buyer.
9. Bargain buyer.
10. Impulsive buyer.
11. Over-cautious buyer.
12. Slow-thinking buyer
13. Rude/ill-mannered
buyer.
14. Clever/intelligent
buyer.

7. Factors influencing buyer behaviour
 Social factors.-Family, roles and status, ref. groups
 Economic factors.-size of family, disposable Pincome
propensity to consume, consumer credit, dis. income
 Cultural factors.-sub culture, soc. Class (wealth,
income)
 Personal factors.-age, occ., life style, personality
 Physiological factors.-basic needs
 Psychological factors.-motivation, perception,
learning, beliefs, attitude

8. Decisions taken by the buyer while
purchasing
Need recognition Information search
Evaluation of
alternatives
Purchase decision
Post-purchase
Behaviour

9. Buying Motives of Consumer/Customers
1. Fear.
2. Profit/Gain.
3. Vanity.
4. Pride.
5. Fashion.
6. Love and Affection.
7. Curiosity.
8. Admiration.
9. Jealousy.
10. Patronage.
11. Comfort and
Convenience.
12. Health.

10. Types of Buyer behaviour
 Complex buying behaviour.
 Dissonance-reducing buying behaviour.
 Habitual buying behaviour.
 Variety-seeking buying behaviour.

11. Importance of consumer/buyer behaviour
in marketing management
 Study of consumer behaviour has special importance
in the present competitve marketing management
system.
 Understanding buyer/consumer behaviour is very
important for successful marketing.

12. Meaning & Importance of Buyer/Consumer
Psychology
 Knowledge
 Attitudes & Emotions
 Images
 Intentions
 Buying Motives

13. Steps in Selling/Buying Process
 Prospecting.
 Pre-approach.
 Attention.
 Interest.
 Desire.
 Action.