Introduction to CB

Prof. (Dr.) Broto Bhardwaj

Professor
 Meaning of consumer
• Consumer behavior is the study of how individual
customers, groups or organizations select, buy, use,
and dispose ideas, goods, and services to satisfy their
needs and wants. It refers to the actions of the
consumers in the marketplace and the underlying
motives for those actions.
• Consumer behaviour may be defined as the decision
process and physical activity individuals engage in
when evaluating, acquiring, using or disposing of goods
and services.
• According to Belch and Belch "consumer behaviour is
the process and activities people engage in when
searching for, selecting,purchasing, using, evaluating
and disposing of products and services so as to satisfy
their needs and desires".
 Meaning of customer
• One who buys the product but may not be using the
product.
• E.g. dad buying baby food.
• Different for different customers : All consumers do not
behave in the same manner.
• Different consumers behave differently. The different in
consumer behaviour is due to individual factors such as
nature of the consumer's lifestyle, culture etc.
• Vary across regions : The consumer behaviour vary across
States, regions and countries. For instance, the behaviour
of urban consumers is different from that of rural
consumers. normally rural consumers are conservative
(traditional) in their buying behaviour.
 CB studies in the marketing field
• Read the paper and give the characteristics
and development.
Maslow’s hierarchy theory
 Importance of consumer behavior
• Nature of Consumer Behaviour:
• Systematic process : Consumer behaviour is a
systematic process relating to buying decisions of the
customers. The buying process consists of the
following steps :
• Need identification to buy the product Information
search relating to the product Listining and evaluating
the alternative Purchase decision Post purchase
evaluation by the marketer
• Influenced by various factors : Consumer behaviour is
influenced by a number of factors the factors that
influence consumers include marketing, personal,
psychological, situational, social and cultural etc.
Thank you