CONSUMER

BEHAVIOUR

Presented by
Dip Pyne
Need is a cause for all the activities of
human being and each activity is backed
by a particular need or motive . Needs we
can say is a feeling or desire for
something which is lacking and through
performing various activities to get the
feeling of lacking removal and thus
become satisfied. Thus any behavior is
caused by motive or needs.

What is need??
Determines of customer
needs
Personal Physical
characteristics of characteristics of
individual individual
a. Genetics  Weather and climate
b. Biogenesis  Topography
c. Psychogenics
 Genetics:-The branch of
science dealing with
heredity and chemical or
biological characteristics
Biogenics:-Characteristics that
individual possess at birth.e.g.
gender and race.
Psychogenics:-Individual states
and traits induced by a person
brain functioning.e.g. moods and
emotion.
Weather:-climate including
temparature,attitude,and
rainfall.e.g. winter versus
summer clothing

Topography:-refers to the
physical condition of the
location.
Personal context:- personal worth or
financial resources available to the
individual.e.g.luxury versus budget cars.
Institutional context:-the group and
organization that a person belongs.e.g.
teen clothing styles.
Cultural context:-the influence of a
customers culture and culture
values.e.g.ethnic foods.

Determines customer wants

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