2. CONSUMER BEHAVIOUR
CONSUMER BEHAVIOR REFERS TO THE ACTIONS AND
DECISION-MAKING PROCESSES THAT CONSUMERS GO
THROUGH WHEN CHOOSING, PURCHASING, USING, AND
DISPOSING OF GOODS AND SERVICES. IT INVOLVES
UNDERSTANDING THE PSYCHOLOGICAL, SOCIAL, AND
CULTURAL FACTORS THAT INFLUENCE CONSUMER
DECISIONS.
CONSUMER BEHAVIOR CAN BE INFLUENCED BY A
VARIETY OF FACTORS, SUCH AS PERSONAL
PREFERENCES, ATTITUDES, BELIEFS, SOCIAL NORMS,
AND CULTURAL VALUES. MARKETERS USE THIS
KNOWLEDGE TO DEVELOP EFFECTIVE MARKETING
STRATEGIES THAT APPEAL TO CONSUMERS AND
ENCOURAGE THEM TO BUY PRODUCTS AND SERVICES.
3. BEFORE BUYING BEHAVIOUR
1.Need recognition: Consumer may feel the need to purchase a product or service based
on various factors such as problem solving, fulfilling desire, and so on.
2.Information search: Consumers seek information from different sources such as online
reviews, family and friends, advertising, etc. to get a better understanding of the product
or service they are interested in.
3.Evaluation of alternatives: After gathering information, consumers evaluate the
alternatives and compare different products or services to select the best one that meets
their needs.
4.Purchase decision: Consumers make a final decision based on their evaluation of
alternatives and purchase the product or service.
4. AFTER BUYING BEHAVIOUR
1.Product evaluation: After purchasing the product, the consumer evaluates the product
based on their expectations and satisfaction level.
2.Post-purchase dissonance: Sometimes, consumers experience dissonance or doubt
about their purchase decision. Marketers need to reassure the consumers that they
made the right choice.
3.Loyalty: Based on their experience, consumers may become loyal to the brand and
continue to purchase the same product in the future.
4.Word-of-mouth communication: Consumers may share their experience with others and
influence their purchase decision. Marketers can leverage this behavior by providing
excellent customer service and creating positive experiences.
5. OBJECTIVE
1.To understand the factors that influence consumer decision-making before and after purchasing
a product, such as product features, pricing, brand reputation, and personal preferences.
1.To analyze the impact of marketing strategies on consumer behaviour, such as
advertising, promotions, and product placement, before and after the purchase.
2.To identify the changes in consumer attitudes, perceptions, and satisfaction levels after
purchasing a product and the reasons behind them.
3.To evaluate the effectiveness of customer service and support in enhancing post-
purchase behaviour, such as repeat purchases, referrals, and brand loyalty.
4.To provide insights and recommendations for businesses to improve their marketing,
sales, and customer service strategies based on the analysis of consumer behaviour
before and after buying the product.
7. RESEARCH METHODOLOGY
RESEARCH DESIGN: DESCRIPTIVE RESEARCH DESIGN
Data collection method: Secondary data
1 Online reviews:
2 Internet
3 Market research reports
4 News articles
