LECTURER 1

OVERVIEW OF CONSUMER
BEHAVIOUR
• Introduction to consumer behaviour
• Definition of consumer behaviour
• Significance of consumer behaviour
• Dimension of consumer behaviour
INTRODUCTION TO CONSUMER
BEHAVIOUR
• As consumers we are all unique and this
uniqueness is reflected in the
consumption pattern and process of
purchase.

• The study of consumer behaviour

provides us with reasons why consumers
differ from one another in buying, using
products and services.
INTRODUCTION TO CONSUMER
BEHAVIOUR

• We receive stimuli from the environment

and the specifics of the marketing
strategies of different products and
services.

• Responds to these stimuli in terms of

either buying or not buying product.
INTRODUCTION TO CONSUMER
BEHAVIOUR

• In between the stage of receiving

the stimuli and responding to it, the
consumer goes through the process
of making his decision.
 Factors Influencing Buyer
Behaviour
• Whenever we buy anything our final
decision, as a consumer will definitely be
affected by certain factors. Some of these
major factors are as given below:
Cultural
Social
Personal
Psychological
• The first stage of understanding buyer
behaviour is to focus on the factors that
determine he “buyer characteristics” in the
“black box” These can be summarized as
follows:
 DEFINITION OF CONSUMER
BEHAVIOUR
• The behaviour that consumers display in
searching for, purchasing, using, evaluating,
and disposing of products and services that
they expect will satisfy their needs.

• The dynamic interaction of cognition,

behaviour and environmental events by
which human beings conduct the exchange
aspects of their lives (American Marketing
Association)
• A discipline dealing with how and why
consumers purchase (or don’t purchase)
products and services .

• Consumer behavior can be defined as “the

decision process and physical activity
engaged in evaluating, acquiring, using or
disposing of goods and services.”
SIGNIFICANCE OF CONSUMER
BEHAVIOUR
• Understanding consumer behavior helps in
identifying whom to target, how to target, when
to reach them, and what message is to be given
to them to reach the target audience to buy the
product.

• The study of Consumer Behavior helps in

understanding how individuals make decisions
to spend their available resources like time,
money, and effort while purchasing goods and
services.
• It is a subject that explains the basic
questions that a normal consumer faces:
what to buy, why to buy, when to buy, where
to buy from, how often to buy, and how
they use it.
 DIMENSION OF CONSUMER
BEHAVIOUR

• Consumer behaviour is multidimensional in

nature and it is influenced by the following
subjects:

• Psychology is a discipline that deals with

the study of mind and behaviour.

• Sociology is the study of groups.

• Cultural Anthropology is the study of
human beings in society. It explores the
development of central beliefs, values and
customs that individuals inherit from their
parents, which influence their purchasing
patterns.

• Social Psychology is a combination of

sociology and psychology. It explains how
an individual operates in a group.