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consumer bhaviour

consumer bhaviour

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Published by Rahul Singh
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Published by: Rahul Singh on Dec 06, 2012
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Name : -Singh Rahul Rajendra PushpaRoll no : -80Subject : -Marketing and Human ResourceManagement
 
Consumer Behaviour
 
Introduction
 All of us are consumers. We consume things of daily use; wealso consume and buy these products according to our needs, preferences and buying power. These can beconsumable goods, durable goods, specialty goods or,industrial goods. What we buy, how we buy, where and whenwe buy, in how much quantity we buy depends on our perception, self concept, social and cultural background andour age and family cycle, our attitudes, beliefs values,motivation, personality, social class and many other factorsthat are both internal and external to us. While buying, wealso consider whether to buy or not to buy and, from whichsource or seller to buy. In some societies, there is a lot of affluence and, these societies can afford to buy in greater quantities and at shorter intervals. In poor societies, theconsumer can barely meet his barest needs. The marketer therefore tries to understand the needs of different consumersand having understood his different behaviours, which require
 
 
Name : -Singh Rahul Rajendra PushpaRoll no : -80Subject : -Marketing and Human ResourceManagement
 
an in-depth study of their internal and external environment,they formulate their plans for marketing.Management is the youngest of sciences and oldest of artsand consumer behaviour in management is a very youngdiscipline. Various scholars and academicians concentratedon it at a much later stage. It was during the 1950s, thatmarketing concept developed, and thus the need to study thebehaviour of consumers was recognized. Marketing startswith the needs of the customer and ends with his satisfaction.When everything revolves round the customer, then the studyof consumer behaviour becomes a necessity. It starts with thebuying of goods. Goods can be bought individually, or ingroups. Goods can be bought under stress (to satisfy animmediate need), for comfort and luxury in small quantities or in bulk. For all this, exchange is required. This exchange isusually between the seller and the buyer. It can also bebetween consumers. Consumer behaviour can be defined asthe decision-making process and physical activity involved inacquiring, evaluating, using and disposing of goods andservices. This definition clearly brings out that it is not just the
 
 
Name : -Singh Rahul Rajendra PushpaRoll no : -80Subject : -Marketing and Human ResourceManagement
 
buying of goods/services that receives attention in consumer behaviour but the process starts much before the goods havebeen acquired or bought. A process of buying starts in theminds of the consumer, which leads to the finding of alternatives between products that can be acquired with their relative advantages and disadvantages. This leads to internaland external research. Then follows a process of decision-making for purchase and using the goods, and then the postpurchase behaviour which is also very important, because itgives a clue to the marketers whether his product has been asuccess or not.

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