CONSUMER BEHAVIOUR

SUBMITTED TO SUBMITTED BY
MRS. GARIMA MAM SIMRAN(17)
RUPAL JAIN
ANANYA
Introduction to Consumer Behaviour

What is Consumer Behaviour?

• The Consumer Behavior is the observational activity
conducted to study the behavior of the consumers in the
marketplace from the time they enter the market and initiate the
buying decision till the final purchase is made.

• It refers to the mental and emotional process and the physical

activities of the people who purchase and use goods and
services to satisfy particular needs and wants.
Importance of Consumer Behaviour
• Increase Revenue: The importance of consumer buying
behavior lies in the fact, that we can improve our sales
figures when we study the customers. We can alter the way
we sell our products depending on the ways that customers
buy them.
• Desion regarding sales promotion: Study of consumer
behaviour is also vital in making decisions regarding sales
promotion. It enables the producer to know what motive
prompt consumer to make purchase and the same are utilised
in promotional campaigns to awaken desire to purchase.
• Product portfolio: Continuous observation of consumer
behavior can enable you in finding gaps in your product
portfolio, which can in turn help you launch new products to
the ultimate satisfaction of your customers
• Market trends: As the market trend shifts, a consumer
analysis will be the first indicator of the same. The recent shift
towards environment friendliness, and health food is a trend
observed even by the likes of McDonalds who are bring
healthier food to their calorie loaded menu.

• Competitive analysis: One of the most important reasons to

study consumer behavior is to find out which competitors’s
products the customer is buying and WHY? What are the
attributes and the features that the customer is valuing above
your company?