Presentation by:-

Balaram Champannavar
A Brand is no longer what
we tell Consumers, But it is
what consumers tell each
other it is…..
Consumer Behaviour is
based on Human Behaviour
What is Consumer Behaviour all about?????

Consumer behaviour is defined as the

behaviour that consumers display in
searching for purchasing, using,
evaluating, and disposing o f products
and services that they expect will
satisfy their needs. Consumer
behaviour focuses on how individuals
make decisions to spend their
available resources on consumption
related items.
This depicts about the consumer
behaviour in choosing the product by an
consumer….
This is what actually happens
in selecting a better product….
Pepsodent was shown superior than
Colgate, but Colgate didn’t loose the market
Consumer Behaviour of Customers didn’t
change and hence Colgate was firm in market ….
Now we are here to show a slight
difference between Customer and
Consumer…
 Characteristics of consumer behavior

Consumer behavior is the part of human

behavior
Learning the consumer is difficult and complex
Consumer behavior is dynamic
Consumer behaviour is influenced by
psychological ,social and physical factor
Study of consumer behaviour is crucial for
marketers
Consumer behaviour is a continuous process
Buying Roles
• Introduction
*SIX BUYING
ROLES
1. Initiator
2. Influencer
3. Decider
4. Buyer
5. User
6. Gatekeeper
Initiator
A person who first suggests the idea of
buying the particular product / services
influencer

A person where view or advice

influences the decision
Decider

A person who decides on any

component of a buying decision,
whether to buy ? What to buy ?
How to buy ? Or where to buy ?
Buyer

The person who makes the

actual purchase
User

A person who consumer / uses

the product or services
Gate Keeper
The person who controls information
or access , or both ,to decision
makers & inflnemers