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Consumer Behaviour: Defination
Consumer Behaviour: Defination
Why do we buy?
Are the issues which are dealt with in the discipline of consumer
behavior
DEFINATION:-
Consumer behavior can be defined as these acts of individuals
(consumers) directly involved in obtaining, using and disposing of
economic goods and services including the decision processes
that precede and determine these acts.
TYPES OF CONSUMERS
All consumers can be classified as
• Personal
• Organizational
• On the way you see a hoarding/ kiosk for a cola drink which
promises to be cool, refreshing and tasteful.
• All three brands (Pepsi, Coke and Thums Up) are available at
the shop at a certain price.
Cultural
Social
Culture Personal
Sub-culture stage
Motivation
Family Occupation
Perception
Personality Attitudes
MOTIVE
Secondary Needs
Actualization
Self Fulfillment
Belonging etc
Stability etc
Physiological Needs
• Package
• Brand name
• Price &
• Manufacturer’s image
PERCEPTION
• Selective exposure
• Selective distortion
• Selective retention
SELECTIVE EXPOSURE
SELECTIVE DISTORTION
SELECTIVE RETENTION
People forget much of the stimuli which they receive and only
retain that information which reinforces their values and decision.
LEARNING
For example- housewife has need for cutting down cooking time-
Pressure Cooker
Influencing stimuli-
• Various advertisements
• Window display
• Discount
A person’s belief- cooking oil ‘X’ has lowest fat content. Belief
based on real facts or notion or opinion- the person has.
The marketer must ensure that consumer have all relevant and
correct information about the brand to facilitate formation of a
positive image.
DETAILED MODEL OF FACTORS INFLUENCING
CONSUMER BEHAVIOUR
PERSONAL FACTORS
INCOME
The income which a person earns is an extremely important
influence on his consumption behavior. He may aspire to buy
certain goods and services but his income may become a
constraint. Person’s attitude towards spending vs saving and his
borrowing power are also important.
PERSONALITY
Personality is sum total of an individual’s psychological traits,
characteristics, motives, habits, attitudes, beliefs and outlooks.
Personality is the very essence of individual differences in
consumer behavior. Personality is defined as those inner
psychological characteristics that both determine and reflect how
a person responds to his environmental stimuli. Personality is
enduring and ensures that a person’s responses are consistent
over time.
LIFESTYLE
Lifestyles are defined as patterns in which people live; as
expressed by the manner in which they spend money and time on
various activities and interests. Lifestyle is a function of our
motivations learning, attitudes, beliefs and opinion, social class,
demographic factors, personality etc.
LIFESTYLE DIMENSIONS
ACTIVITIES INTERESTS OPINIONS DEMOGRAPH
ICS
Work Family Themselves Age
Hobbies Home Social issues Education
Social Job Politics Income
Vacation Community Business Occupation
Entertainment Recreation Economics Family Size
Club Fashion Education Dwelling
Membership
Community Food Products Geography
Shopping Media Future City Size
Sports Achievements Culture Stage in life
cycle
• Culture-
The study of culture encompasses all aspects of a society
such as its religion, knowledge, language, laws, customs,
traditions, music, art, technology, work patterns, products
etc. All these factors makeup the unique distinctive
personality of each society.
1.Formal learning
In which parents and elders teach children the proper way
to behave.
2. Informal Learning
3. Learning
• Convenience
• Education
• Physical appearance
• Materialism
Convenience
With more women joining the work force there is an
increasing demand for products like gas stoves, mixies,
washing machine, precooked food, fast food outlets etc.
Education
People in our society today wish to acquire relevant
education and skills that would help improve their career
prospects , so many professional/ career oriented centres
are coming up.
Physical Appearance
Physical fitness, good health and smart appearance are on
a premium today so slimming centres and beauty parlors
are mushrooming in major cities.
• Sub Culture
A sub culture is an identifiable distinct, cultural group
which while following the dominant cultural values of the
overall society also has its own beliefs, values and
customs that set them apart from other members of the
same society.
Social Class
Social classes can be defined as relatively permanent and
homogeneous divisions in a society which individuals or
families sharing same values, life styles, interests and
behavior can be categorized. Social class is a concept
based on distribution of status and the categories are
usually ranked in a hierarchial order ranging from low to
high status. Social status is an idea basis for segmenting
the market.
Major social classes and their dominant characteristics
and buying behavior patterns
SOCIAL FACTORS
Reference Groups
• Family
• Friendship groups
• Work groups
Roles
At workplace At home
Individual manager Spouse/parents
Requires 3 piece suit, tie, Jeans/T-Shirt/
leather shoes Kurta Pyjama
Reason To reflect status Informal/comfort
Status
Group Norms
Conformity
Opinion leaders
Diffusion of Innovation
3. From where
ALTERNATIVE
POWER DRIVEN
Motor cycle
Jeep
Moped
Three factors-
1. Involvement
2. Alternative differentiation
3. Time pressure
INVOLVEMENT
When a product is perceived to be of great personal
importance to the customer, such as personal clothing, or
its purchase involves a great deal of money or risk viz
jewellery, car , home, company shares the level of
involvement is likely to be very high the consumer is likely
to spend a great deal of time before arriving at the final
decision. In contrast when buying items which do not
reflect much on the consumer’s personality or their
purchase involves small amounts of money or the risk
associated with them is not high, the degree of
involvement of the consumer is likely to be low.
For eg:- toilet soap, tooth brush. Biscuits, shoe polish etc.
TIME PRESSURE
DIFFERENTIATION
1. Problem recognition
3. Evaluation of alternatives
4. Purchase decision
EVALUATION OF ALTERNATIVES
• Product attribute
• Relative importance
• Brand image
PURCHASE DECISION
• Shopkeeper’s influence