This part deals with the introduction to consumer behaviour

1. Introduction to
consumer behavior

2. Who is a Consumer ?
There are various situations where we can understand that the customer and
consumer can be the same person, but these words altogether have a different
meaning.
Every human being on earth is consumers or customers in some way or the
other and are commonly misunderstood.
A consumer is someone who consumes or uses the goods, and
The customer is someone who purchases the commodity and makes the
payment.

3. Who is a Consumer ?
Any individual who purchases goods and services from the market for
his/her end-use is called a consumer. In simpler words a consumer is
one who consumes goods and services available in the market.
Example - Irfan might purchase a tricycle for his son or Shine might
buy a shirt for himself. In the above examples, both Irfan and Shine
are consumers.

4. The marketer try to find out ...
Suppose a tooth paste manufacturer of a new variety of tooth paste,
should analyse the nature of individual consumption behavior….
Why do consumer uses tooth paste….?
Which brand he prefer?
Why do consumer prefer .... Brand?
How does she buys it? (cash or credit)
When she buys it?
What is the frequency of buying?/ How often she buys it?
How much she buys?

6. What is Consumer Behaviour ?
Consumer Behaviour is a branch which deals with the various stages
a consumer goes through before purchasing products or services for
his end use.

7. External Influences
Culture
Demographics and social stratification
Ethnic, religious, and regional subcultures
Families and households
Groups
The Nature of Consumer
Behavior
Internal Influences
Perception
Learning
Memory
Motives
Personality
Emotions
Attitudes

8. Why study consumer
behavior?
• Consumer
the proper
Marketing
behavior theory provides the manager with
questions to ask
• practice designed to influence consumer
behavior influences the firm, the individual, and society
• All marketing decisions and regulations are based on
assumptions about consumer behavior

9. Consumer behavior is the study
•of individuals, groups, or
organizations and
•the processes
•they use to select, secure, use, and dispose of
• products, services, experiences, or ideas
•to satisfy needs and
•the impacts
•that these processes have
on the consumer and society.
Consumer Behavior and
Marketing Strategy

10. Do you have any quarries ......