why they buy, how they buy, when they buy, where they buy, and how often
z Consumer behaviour is dynamic: A consumer’s behaviour is always
they buy.
There are numbers of reasons why the study of consumer behaviour
developed as a separate marketing discipline. Marketing scientists had long
noted that consumers did not always act or react as economic theory would
suggest. The size of consumer market is vast and is constantly expanding.
Consumer preferences are changing and have become highly diversified.
As marketing researchers began to study the buying behaviour of
consumers, they soon realized that despite overriding similarities, all
consumers were not alike in their tastes, preferences and buying habits.
Marketers therefore realized that understanding the behaviour and buying
pattern of consumers is important for the survival in the market place. In
this Unit, we shall discuss all these aspects of consumer buying behaviour.
3.3 CHARACTERISTICS OF CONSUMER BEHAVIOUR
Consumers are today regarded as the king in the market. A marketer
has the duty to cater to the need of the consumer as a satisfied customer
brings profit consistently. So the marketer should understand the customer
properly. He has to understand how customers behave at the time of
purchase. There are various characteristics of consumer behaviour. They are:
z Consumer behaviour is the part of human behaviour: This cannot
be separated. Human behaviour decides what to buy, when to buy etc. This
is unpredictable in nature. We cannot say that what an individual is going to
do in the next moment. Based on the past behavioural pattern one can at
least estimate like the past he might behave.
z Consumer behaviour is a complex phenomenon: Understanding
the consumer is difficult and complex as it involves the study of human
beings. Each individual behaves differently when he is placed at different
situations. Every day is a lesson from each and every individual while we
learn the consumer behaviour. Today one may purchase a product because
of its smell, tomorrow it may vary and he will purchase another due to
some another reason.
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changing in nature. The taste and preference of the people vary. According
to that consumers behave differently. As the modern world changes, the
consumer’s behaving pattern also changes.
z Consumer behaviour is influenced by psychological, social and
physical factors: A consumer may be influenced by his or her attitudes,
perception, beliefs, intentions and the like. A consumer may be also loyal
with a product due to its status values in a society. Another may stick with a
product due to its economy in price. Understanding the psychological, social
and physical factor factors by a marketer is crucial before placing the
product to the consumers.
z Study of consumer behaviour is crucial for marketers: Before
producing a product or launching a product, a marketer has to go through a
clear analysis of the consumer behaviour. If the people or prospects reject
the product, he has to modify it. It is a continuous process as it involves the
process which starts before the buying and continuing after purchasing.
Before buying there may be high confusions and expectations about the
product. After buying it, if the buyer is satisfied with the product he shows a
positive behaviour and if he or she is not satisfied, the product or service
may not be consumed in future again.
3.4 TYPES OF BUYING DECISION BEHAVIOUR
In the process of buying by consumers, there is display of different
buying decisions. Complex and expensive purchases are likely to involve
more buyer deliberation and more number of decision participants.
Involvement is the perceived importance or personal relevance of an object
or event. It is about the degree to which the consumer feels attached to the
product or brand and the loyalty felt towards it. Consumer Buying Behaviour
basically comprises of four decision-making processes which varies with
the type of buying decision. They are
1. Complex Buying Behaviour:
Consumers go through complex buying behaviour when they are
highly involved in a purchase and are aware of significant differences among
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