PRINCIPLES OF CONSUMER

BEHAVIOUR

THOKCHOM MADHURJYA
SINGHA
ROLL NO 5
MBA BE 3 RD SEMESTER
 Consumer

 A person who purchases goods and services

 Behaviour

 the way in which one acts or conducts oneself,

especially towards others.
 the way in which an animal or person behaves in
response to a particular situation or stimulus.
 the way in which a machine or natural phenomenon
works or functions.
 Consumer Behaviour

 Consumer behaviour 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.
THE CENTRAL QUESTION
FOR MARKETERS IS
“HOW DO CONSUMERS
RESPOND TO VARIOUS
MARKETING EFFORTS THE
COMPANY MIGHT USE?”
 The Three Factors

 Psychological Factors
 Personal Factors
 Social Factors
 Psychological Factors

 In daily life, consumers are being affected by many

issues that are unique to their thought process.
Psychological factors can include perception of a
need or situation, the person's ability to learn or
understand information, and an individual's
attitude. Each person will respond to a marketing
message based on their perceptions and attitudes.
Therefore, marketers must take these psychological
factors into account when creating campaigns,
ensuring that their campaign will appeal to their
target audience.
 Personal Factors

 Personal factors are characteristics that are specific

to a person and may not relate to other people within
the same group. These characteristics may include
how a person makes decisions, their unique habits
and interests, and opinions. When considering
personal factors, decisions are also influenced by
age, gender, background, culture, and other personal
issues.
 Social Factors

 The third factor that has a significant impact on

consumer behavior is social characteristics. Social
influencers are quite diverse and can include a
person's family, social interaction, work or school
communities, or any group of people a person
affiliates with. It can also include a person's social
class, which involves income, living conditions, and
education level. The social factors are very diverse
and can be difficult to analyze when developing
marketing plans.
 Principles of Consumer Behaviour

 Consumer Behaviour is purposeful and goal oriented

 The Consumer has free choice
 Consumer Behaviour is a process
 Consumer Behaviour can be influenced
 There is a need for Consumer Education
PURPOSEFUL AND GOAL ORIENTED

 Consumer has a specific objective while buying a

product that will benefit to the consumer itself only.
 Free Choice

 The consumer has a free choice while choosing it’s

product. Unless influenced by external factors
 It is a process

 Consumer Behaviour is a process of buying a product

and how the consumer reacts towards it
 Influenced

 Consumer behaviour can be influenced and

marketers must be able to influenced the consumer if
they want to sell their product
 Need For Consumer Education

 Consumer education provides the public with the

information it needs on products and services so it
can make well-informed decisions on what it is
purchasing and from whom it purchases. It helps
consumers understand their rights and become
active participants in the buying process. Consumer
education ensures that companies are held
accountable by governing agencies and the
consumers that use their products and services.
THANK YOU!