Introduction to

Consumer Behaviour

Sanjeev Varshney
What is Consumer Behavior?

The study of individuals,

groups, or organizations
and the processes they
use to select, secure,
use, and dispose of
products, services,
experiences, or ideas to
satisfy needs and the
impacts that these
processes have on the
consumer and society.
Why study consumer behavior?
Consumer behavior theory provides the manager
with the proper questions to ask
Marketing practice designed to influence
consumer behavior influences the firm, the
individual, and society
All marketing decisions and regulations are
based on assumptions about consumer behavior

Stimulus
Marketer Consumer

Feedback/Input
Marketing Strategy & Consumer
Behavior
What is the Core for Marketing
Strategy ?

Creating Customer Value:

The difference between
all the benefits derived
from a total product and
all the costs of acquiring
those benefits.
Process of Marketing Planning &
Consumer Behavior
Overall Model Of Consumer
Behavior