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Consumer Behaviour and Marketing Action

Consumer Behaviour and Marketing Action

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Published by jellpen

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Published by: jellpen on Nov 11, 2010
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MBA-Marketing Consumer BehaviourUnit II 1
After studying this chapter, you will be able to understand:
The terms ‘consumer’ , ‘customer’, ‘industrial buyer’ and ‘motives’
Need of consumer behavioural study, differences between oganisationalbuying behaviour and consumer buying behaviour
The nature and model of consumer involvement
Consumer and industrial decision making process and decision rules
Marketing implications of consumer behaviour
Study of consumer behaviour modelling
Consumer behaviour is comparatively a new field of study which evolved justafter the Second World War. The sellers market has disappeared and buyersmarket has come up. This led to paradigm shift of the manufacturer’s attentionfrom product to consumer and specially focused on the consumer behaviour.The evaluation of marketing concept from mere selling concept to consumer-oriented marketing has resulted in buyer behaviour becoming an independentdiscipline. The growth of consumerism and consumer legislation emphasizes theimportance that is given to the consumer. Consumer behaviour is a study of howindividuals make decision to spend their available resources (time, money andeffort) or consumption related aspects (What they buy? When they buy?, Howthey buy? etc.).The heterogeneity among people makes understanding consumer behaviour achallenging task to marketers. Hence marketers felt the need to obtain an in-
Sr. Lecturer, Bharthi Vidhyapeeth Inst. of Management Studies & Research, Navi Mumbai – 400 614)
MBA-Marketing Consumer BehaviourUnit II 2depth knowledge of consumers buying behaviour. Finally this knowledge actedas an imperative tool in the hands of marketers to forecast the future buyingbehavior of customers and devise four marketing strategies in order to createlong term customer relationship.
Consumer Behaviour
It is broadly the study of individuals, or organisations and the processesconsumers use to search, select, use and dispose of products, services,experience, or ideas to satisfy needs and its impact on the consumer and society.
The term ‘customer’ is specific in terms of brand, company, or shop. It refers toperson who customarily or regularly purchases particular brand, purchasesparticular company’s product, or purchases from particular shop. Thus a personwho shops at Bata Stores or who uses Raymonds clothing is a customer of thesefirms. Whereas the ‘consumer’ is a person who generally engages in theactivities - search, select, use and dispose of products, services, experience, orideas.
Consumer Motives
Consumer has a motive for purchasing a particular product. Motive is a strongfeeling, urge, instinct, desire or emotion that makes the buyer to make a decisionto buy. Buying motives thus are defined as ‘those influences or considerationswhich provide the impulse to buy, induce action or determine choice in thepurchase of goods or service. These motives are generally controlled byeconomic, social, psychological influences etc.
MotiveswhichInfluence PurchaseDecision
The buying motives may be classified into two:i. Product Motivesii. Patronage Motives
MBA-Marketing Consumer BehaviourUnit II 3
i. Product Motives
Product motives may be defined as those impulses, desires and considerationswhich make the buyer purchase a product. These may still be classified on thebasis of nature of satisfaction:a) Emotional Product Motivesb) Rational Product Motives
Emotional Product Motives
are those impulses which persuade the consumeron the basis of his emotion. The buyer does not try to reason out or logicallyanalyse the need for purchase. He makes a buying to satisfy pride, sense of ego,urge to initiate others, and his desire to be unique.
Rational Product Motives
are defined as those impulses which arise on thebasis of logical analysis and proper evaluation. The buyer makes rationaldecision after chief evaluation of the purpose, alternatives available, costbenefit, and such valid reasons.
ii. PatronageMotives
Patronage motives may be defined as consideration or impulses which persuadethe buyer to patronage specific shops. Just like product motives patronage canalso be grouped as emotional and rational.
Nature of Motive Purchase Decision
Desire for money : Purchasing when price falls downVanity : Getting costly Items, to be admired by othersFear : Purchasing Insurance policyPride : Purchasing premium productsFashion : Rural people imitate urbanPossession : purchasing antiquesHealth : Purchasing health foods .membership in health clubsComfort : Purchasing micro-oven, washing machine, mixyLove and affection : Purchasing gift items

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