Key Aspects of

Consumer Behavior
 Motivation
 Perception
 Learning
 Personality
 Life style
 Attitude
 Culture
 Reference Groups
 Shopping & Decision making Talents
 Age & Gender
 Social Class
 Brand Loyalty
 E-Consumer
Marketing Process
 Customer / Consumer
 Planned Economy / Free Market Economy
 Marketing = Identifying + Anticipating + Satisfying
+ Exceeding + Delighting  Customer Needs &
Wants & Expectations for profit on long n short
term basis
 Marketing = Obsessive concern for the well being
of the customer
 Resources of the organization  customer
expectations + profits
Consumer Behavior
 Internal n External Influencing Factors
 Problem Solving Processes
 Consumer Decisions on the purchases of
products/services & brands
 Personal Consumption behavior – emotional
decisions
 Organizational Consumption Behavior –
Logics, Policies, Collective emotional decisions
Few theories…
 Intensity of marketing is inversely proportional
to the Strength of belief & attitude of
consumers
 The (quantity & quality) of products & services
is directly proportional to the rate of change of
customer (needs & wants)
 Corporate Communication, Advertising
campaigns  brand n image building  eases
the aggression in marketing
 Good segmentation + right targeting +
accurate product positioning = satisfied
consumers  higher profits
 Predicting future buying patterns
 Ecological changes
 Environmental changes
 SLEPT conditions
 Future predictions
 Relations with Customer – pre & post sales
 SPADE behavior
DMP

 Recognize the need

 Search info
 Evaluate alternatives
 Decide
 Evaluate post post purchase
(dissonance)  Pain Point in sales
DMD

 Levels – (small, medium, high)

 Situational
 CPR – consumer perceived risk –
functional, social, psychological,
investment risk