3. INTRODUCTION
Consumer behavior is the study of individual customers, groups, or organizations and how they
select, buy, use, dispose of goods & services to satisfy their needs and wants, including consumers
emotional, mental, and behavioral responses. Consumer buying behavior studies about the various
situations such as, WHAT do consumers buy, WHY do they buy, WHEN do they buy, HOW
often do they buy, FOR what reason do they buy and much more. It basically depends on the
psychology of the consumers. Consumer buying behavior is most important to marketers as they
can understand the expectation of the consumers which helps them to understand what makes a
consumer to buy a product.
5. 1.CULTURAL FACTOR:
Consumer engages in complex buying behavior when they are
highly involved in purchase and purchase decisions and will
research thoroughly before committing to invest. Consumer
behaves very different when buying an expensive product or a
product that is unfamiliar to them. When risk of buying a
product is very high, Consumer consults friends, family and
experts before making the decision.
2. DISSONANCE BUYING BEHAVIOR:
The consumer’s involvement is very high due to high price
and infrequent purchase as there is a low availability of
choices in the brands so a consumer buys a product that is
easily available. And will be forced to buy that do not have
many choices and therefore consumers will be left with
limited decision making. Based on the products available, &
the budget limitation, Consumers buy certain products
without a lot of research.
6. 3.HABITUAL BUYING BEHAVIOR:
Consumers have little involvement in this category as they go to any store and buy the products that
are used for their daily routine and they do not put a lot of thought on this. Products like we use
everyday in our daily life, such as salt, sugar toothpaste, biscuits, etc., We just go for it and buy we
don’t put lot of involvement.
4. VARIETY SEEKING BUYING BEHAVIOR:
In this the consumer’s involvement is low. As there are many differences between brands. Here
consumers often do a lot of brand switching. As the cost of switching products is low, consumers
might want to try out new products just out of curiosity or boredom. Here consumers buy
different products not because of dissatisfaction but mainly with an urge to seek variety.
7. IMPORTANT FACTORS THAT INFLUENCE
CONSUMER BEHAVIOR
There are four main factors that influence consumer behavior:
1. CULTURAL FACTOR:
Culture plays a very important role in determining consumer’s behavior, it includes race, religion,
tradition, caste, moral values, etc.
2. SOCIAL FACTOR:
Social factor are the things that affect consumer’s lifestyle. These could include wealth, religion,
buying habits, education level, family size and structure and population density.
8. 3. PERSONAL FACTOR:
Personal factors also influence the consumer behavior in fact this is the major
factor that influences consumer behavior, it include Age factor, gender, education,
income level and other personal factors.
4. PSYCHOLOGICAL FACTOR:
Psychological factor affect consumer behavior very strongly which includes
Motivation, Perception, Learning and experience, Attitude and beliefs
9. As customer is the KING, it is very important for marketers to understand the needs and
wants of the consumer so that they can offer greater satisfaction to them.
