Gaurav Bhut

Anuj Kargathra
Dharmesh jithara
Ronak vakariya
 Consumer may be anyone who is
engaged in evaluating, acquiring
and using of services.

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 Consumer behaviour can be define as the
process whereby individuals decides whether,
what, when, where, how and from whom to
purchase goods or services.
 Broader View of Consumer behaviour
 It encompasses all of the behaviour that
consumer displays in searching for,
purchasing, using, evaluating and disposing of
product and services.

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 To emerge as a winner in highly competitive
environment.
 To implement properly the modern marketing
concept in action.
 To be able to predict consumer response in case
of new services.
 To develop data bank related to consumer
behaviour and make it our completive edge.

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Consumer purchases are highly influence by two factors.
 Culture
The set of basic values,
perceptions, wants and
behavior by a member
of society from family
and other important
institution
 Sub-Culture

A group of people with

shared value system
based on common life
experiences and
situation.
 Social Class
Relatively permanent
and ordered divisions
in a society whose
members share similar
values, interests and
behavior.
 Reference groups

A person’s reference
groups consists of
all the groups that
have a direct (face-
to-face) or indirect
influence on his/her
attitudes or
behavior.
 Family

Family members can

strongly influence
buyer behaviour.
Marketers are
interested in the roles,
and influence of the
husband, wife and
children on the
purchase of different
products and
services.
 Roles and Status

A role consists of the

activities people are
expected to perform
according to persons
around them
 Roles in buying
process

Initiator
Influencer
Decider
Buyer
User
 Age and life cycle

Needs and
consumption pattern
of people vary with
advancement in age
 Occupation

influence the
behavior of
individuals.
Economic Situation

A person’s economic
situation will affect
product and service
choice.
 Life Style

Lifestyle is an
individual’s way or
pattern of living
which is reflected in
his activities, interest
and opinions.
 Motivation

Motive or (drive) A need

that is sufficiently
pressing to direct the
person to seek
satisfaction of the need.
 Perception

The process by which

people select, organize
and interpret
information to from a
meaningful picture of
world.
 Learning

Changes in an
individual’s behavior
arising from experience.
 Beliefs

A descriptive thought or
conviction that a person
holds about something.
 Attitude

A person’s relatively
consistent evaluation,
feelings and tendencies
towards an object or an
idea.
 Consumer seek and rely more on information.
 Consumer engage in greater post-purchase
evolution and information seeking with services
than with goods.
 Consumers engage in more post-purchase
evolution than pre-purchase.
 Consumers perceive greater risks when buying
services then when buying goods.
 The consumers evoked set of alternative is
smaller with services then with goods.
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 Let us take service process as the drama ,where
the service personnel are “actors” and
customers are “audience”.
 Service encounters as role performance.
 Expectation of customers, if not fulfilled may
lead to dissatisfaction.
 When the customer is co producer, if not
satisfied with the services may not complain.
-due to attachment of human element.
 Customer compatibly and inability(online
booking).

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