UNIT I

Consumer Behaviour
 Consumer Behaviours Interdisciplinary
Roots - History

• Consumer Behavior borrows from psychology,

sociology, social psychology, anthropology.

• All factors combine to form a comprehensive

model that reflects both the cognitive and
emotional aspects of consumer decision
making.
 Consumer Behaviour
Meaning
Consumer behaviour is the study of individuals, groups,
or organizations and all the activities associated with the
purchase, use and disposal of goods and services,
including the consumer's emotional, mental and
behavioural responses that precede or follow these
activities.

Definition
Consumer behavior is the study of consumers’ choices during
searching, evaluating, purchasing, and using products and
services that they believe would satisfy their needs.
 Need to Study Consumer behaviour
• It is key to a company's survival, profitability, and
growth in a highly competitive marketing
environment.
• The study of consumer behaviour is to provide
marketers with the knowledge and skills, that are
necessary to carry out detailed consumer analyses
which could be used for understanding markets and
developing marketing strategies.
• Its ability to identify and satisfy unfulfilled consumer
needs better and sooner than the competitors.
• Thus, consumer behaviour helps in achieving
marketing goals.
Importance of Consumer Behaviour
• Marketing Programme: It consists of product,
price, promotion, and distribution decisions, can
be prepared more objectively.
• Consumer Differentiation: It is a key to fit
marking offers with different groups of buyers.
Ex. Each segment needs different products.
• Retention of Consumers - satisfying
• Developing New Products – modern needs
• Effective Use of Productive Resources - the
manager to make the organizational efforts
consumer-oriented.
The Scope of Consumer Behaviour
1. How do individuals make decisions to spend their
resources?
2. What they buy?
3. Why they buy it?
4. When they buy it?
5. Where they buy it?
6. How often they buy it?
7. How often they use it?
8. How do individuals dispose their purchases? - Do
they store it, throw it or give it away, sell it, rent it, or
lend it out?
Role of Consumer Behaviour –
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 Consumer Decision Making (1 of 2)
• Inputs
– Firm marketing efforts
– Sociocultural influences
• Process
– Psychological factors
– Need Recognition, Decision Type, Prepurchase Search,
Evaluation of Alternatives
– Learning
• Outputs
– Purchase
– Post-purchase evaluation
Consumer Decision Making (2 of 2)
 Consumer Motives

Consumer has a motive for purchasing a

particular product. Motive is a strong feeling,
urge, instinct, desire or emotion that makes the
buyer to make a decision to buy.

These motives are generally controlled by

economic, social, and psychological influences
etc.
 Types of Motives
1. Product Motives
a. Emotional
b. Rational

2. Patronage Motives
a. Emotional
b. Rational
 Types of Motives

i.Product Motives - Product motives may be defined as

those impulses, desires and considerations which make
the buyer purchase a product.

a) Emotional Product Motives - He makes a buying

to satisfy pride, sense of ego, urge to initiate others, and
his desire to be unique.

b) Rational Product Motives - The buyer makes

rational decision after chief evaluation of the purpose,
alternatives available, cost benefit, and such valid
reasons.
 Emotional Product Motives

Nature of Motive Purchase Decision

Desire for money Purchasing when price falls down

Vanity Getting costly Items, admired by others
Fear Purchasing Insurance policy
Pride Purchasing premium products
Fashion Rural people imitate urban
Possession Purchasing antiques
Health Purchasing health foods. Member in
health clubs
Comfort Purchasing micro-oven, washing machine
Love and affection Purchasing gift items
 Types of Motives…..
ii.Patronage Motives - Patronage motives may be
defined as consideration or impulses which persuade the
buyer to patronage specific shops.

a. Emotional Patronage Motives - persuade a

customer to buy from specific shops, without any
logical reason behind this action. He may be subjective
for shopping in his favourite place.

b. Rational Patronage Motives - those which arise

when selecting a place depending on the buyer
satisfaction that it offers a wide selection, it has latest
models, offers good after-sales service etc.
Ethics in consumer research - Article
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