UNIT – IINTRODUCTIONCONCEPTS OF CONSUMER BEHAVIOUR:Definition:
Consumer behaviour is defined, as a behaviour that consumers display insearching for, purchasing, using, evaluating and disposing of products and services thatthey expect will satisfy their needs.- SchiffmanObservable activities chosen to maximize satisfaction through attainment of economic goods and services such as choice of retail outlet, preference of particular brands and so on.- Dictionary of marketing and advertisingThe decision process and physical activity individual engage in when evaluating,acquiring, using or disposing of goods and services.-Loudon & Della Bitta
Types of consumers:Types of consumers:
What is consumer behaviour?
Obtaining - purchase/ receipt of product Consuming - how, where, when and under what circumstances use product Disposing - get rid
Consumer behaviour roles:Initiator:
Individual who determines that some needs or want is not being metand authorizes to rectify the situation.
Individual who intentionally or unintentionally influence the purchase decision.
Individual who actually make the purchase transaction.
Individual who directly consume the product.
Importance of studying consumer behaviour:
Consumer is the king.
Consumers do not always act or react as the theory suggest.
Consumer preferences are changing and become highly diversified.
Consumer dislikes identical product and prefer differential products.
Segmenting the market to cater the special needs of consumers.
Rapid introduction of new products with technological advancement
To sell products that might not sell easily.