CONSUMER

BEHAVIOUR
Consumer Behaviour
Consumer Behaviour refers to the buying behavior of final
consumers (individuals & households) who buy goods and
services for personal consumption.

 Why do marketers care?

Marketers want to understand why consumers
make the decisions that they do, so that they can
predict what they will do in a given situation, so
that ultimately they can influence that process.
Influences on Consumer Decision Making

Psychological Sociocultural
influences: influences:
•Motivation •Personal influence
•Personality •Reference groups
•Perception Consumer •Family
•Learning purchase •Social class
•Values, beliefs, Decision- •Culture
and attitudes making •Sub-culture
•Lifestyle
process

Marketing mix Situational

influences: influences:
•Product •Social surroundings
•Price •Physical surroundings
•Promotion
•Place (distribution)
The Consumer Decision-Making Process
Problem Recognition John realizes that
he is fed up with
his old TV

Information Search John talks to a

few of his friends
about a new TV

Evaluation of Alternatives John goes shopping

to compare TVs
of different brands

Product Choice John chooses one

model/brand for its
features and price

Post-purchase Evaluation John takes the TV

home and becomes
a couch potato
Importance of Consumer Behaviour

 Organizations want to understand consumer behaviour

because it is the first step to being able to predict what they
are going to do next, and ultimately influence that behaviour

 Consumers strive to satisfy their needs in a wide variety of

ways, called wants

 In this process, consumers are influenced by many factors in

their environment

 Marketing strategy should be consistent with this behaviour