CONSUMER BEHAVIOUR

\ STUDY OF HOW , WHY & WHAT PEOPLE DO WHEN THEY BUY PRODUCT OR AVAIL OF SOME SERVICES. IT ATTEMPTS TO UNERSTAND THE BUYER DECISION MAKING PROCESS, BOTH INDIVIDUALLY & IN GROUPS.[

WHY MARKETERS STUDY C.B

1. SHORTER PRODUCT LIFE CYCLES MOBILE PHONE , CAMERAS , ELECTRONIC ITEMS. 2. EVOLVING CONSUMER PREFERENCE HEALTH CONSCIOUS PRODUCT COLGATE.

3) ENVIRONMENTAL CONCERNS DETERGENTS USES LESS WATER . 4) CHANGING LIFE STYLES FOCUS SUGAR FREE DRINK.

LIKE

PEPSI , COLA

5) FASTER TECHNOLOGY ADOPTION AIRLINES , SONY ,NOKIA , COLA , PEPSI , LG , SUZUKI , MNC. EX NANO TATA ( A TRULY INDIA MOTOR CAR COMPANY)

DIVERSITY OF INDIAN MKT

1) ELITE CLASS VALUE

CONSCIOUS 2) CLIMBERS

- MIDDLE CLASS

FOCUS TO EDUCATION 3) ASPIRANTS - WANT EVERYTHING.

 MICRO FACTORS INFLUENCING C.B.

SOCIAL FACTORS
1) REFERENCE GROUP 2) FAMILY 3) ROLES & STATUS PERSONAL FACTORS AGE, OCCUPATION, PERSONALITY, LIFESTYLE

BUYER
CULTURAL FACTORS 1) CULTURE PSYCHOLOGICAL FACTORS 1) MOTIVATION 2) PERCEPTION, BELIEF, ATTITUDES LEARNING.

[ THE BUYING DECISION PROCESS MODEL. ]

PROBLEM RECOGNITION INFORMATION EVALUATION OF ALTERNATIVES

POST PURCHASE DECISION

PURCHASE DECISION

CONSUMER MOTIVATION
 MASLOWS THEORY OF MOTIVATION

HOW PEOPLE ARE DRIVEN BY DIFF. NEEDS. 1) PSYCHOLOGY NEEDS SEX , SHELTER. 2) SAFTY NEEDS - ( PROTECTION)

WATER , FOOD ,

3) BELONGING & LOVE NEEDS FRIENDSHIP , AFFECTION , LOVE. 4) ESTEEM NEEDS - ACHIEVEMENTS, RECOGNITION , SELF - RESPECTS, ACCOMPLISHMENT. 5) SELF - ACTUALIZATION - DESIRE, PHD, GOLD MEDAL, GREAT PLAYER, ACTOR.

CONSUMER PERCEPTION
PERCEPTION IS THE PROCESS OF ATTAINING AWARNESS OR UNDERSTANDING OF SENSORY INFORMATION , HOW PERSON RECOGNIZE , SELECT , ORGANIZES.