CONSUMER BEHAVIOUR

CONSUMER BEHAVIOUR
The behavior that consumers display in
searching for, purchasing , using, evaluating
and disposing of products and services that
they expect will satisfy their needs.
 DIFFERENCE B/W CONSUMER AND
CUSTOMER
• A consumer: One that consumes, especially one that
acquires goods or services for direct use or
ownership rather than for resale or use in production
and manufacturing. A consumer is an end user.
• A customer: One that buys goods or services. A
customer can in turn resell to a consumer.
• Example: If you bye a chocolate for your friend you
are customer and your friend is consumer.
DEVELOPMENT OF MARKETING
CONCEPT

PRODUCTION CONCEPT

PRODUCT CONCEPT

SELLING CONCEPT

MARKETING CONCEPT
 THE PRODUCTION CONCEPT
Assume that consumers are interested
primarily in product availability at lower price.
Marketing Objective
• Cheap, efficient production
• Intensive distribution
• Market expansion
 PRODUCT CONCEPT
Assume that consumer will buy the product that
offers them the highest quality, the best
performance, and the most features.
Marketing Objective
• Quality improvement
• Addition of features
 THE SELLING CONCEPT
Assume that consumers are unlikely to buy a
product unless they are aggressively
persuaded to do so.
 THE MARKETING CONCEPT
Assumes that to b successful , a company must
determine the needs and wants of specific
market targets and deliver the desired
satisfaction better than the competetion.
Marketing Objective
• Make what you can sell
• Focus on buyers needs
IMPLEMENTING THE MARKETING CONCEPT

SEGMENTATION
Process of dividing the market into subsets consumers
with common needs or characteristics.
TARGETING
Selection of one or more of the segment to pursue
POSITIONING
Developing distinct image for the product in the
mind of consumer.
 THE MARKETING MIX
• PRODUCT
• PRICE
• PLACE
• PROMOTION
 SOCIETAL MARKETING CONCEPT
Marketers adhere to principles of social
responsibility in the marketing of their goods
and services that is they must endeavor to
satisfy the needs and wants of their target
markets in ways that preserve and enhance
the well being of consumers and society as
whole.
 MARKETING ETHICS
• Ethics are a collection of principles of right
conduct that shape the decisions people or
organizations make. Practicing ethics in
marketing means deliberately applying
standards of fairness, or moral rights and
wrongs, to marketing decision making,
behavior, and practice in the organization.
 CONSUMERISM
Consumerism is an organized movement of
citizens and government to protect the rights
and enhance the power of buyers in relation
to sellers.
 RIGHTS OF CONSUMERS
1. Right to be protected against marketing of goods and
services which are hazardous to life and property.
2. Right to be informed about the quality, quantity,
potency, purity, standard and price of goods or
services
3. Right to be assured ,wherever possible, access to
variety of goods and services at competitive prices.
4. Right to be heard
5. Right to seek redressing against unfair trade practices
6. Right to consumer education