Consumer Behavior

Introductory Lecture.
Usama Bin Iqbal
Need Remain constant but behavior keep on changing.
Stage 1 of Consumer Behavior Link With
Water
Stage 2 of Consumer Behavior Link With
Water
Stage 3 of Consumer Behavior Link With
Water
Stage 4 of Consumer Behavior Link With
Water
Stage 5 of Consumer Behavior Link With
Water
Another Example - Writing
Another Example - Travelling
Horse Sense???
 Horse Sense???
 The ability to make good judgments or decisions
 Activity

• Take out a Paper and List all the brand you have experience since the
day you woke up.
• Now if we take you out of the listed Brand then the value of the Brand
would be???
 Importance of Consumer Behavior
• Principles of Marketing
• Marketing Management
• Brand Management
• Advertising
• Marketing of Services
• Integrated Marketing Communication
• Event Management
• Media Marketing
• Experiential Marketing
• Strategic Marketing Decision…
 The Most Important Aspects
• According to CEO of Wall Mart… Doug McMillon
• There is only one entity who could fire us all and that is “ Consumer”
Every Leader is Manager but Every
Manager not necessarily to be a
Leader.
Every Consumer is Human but Every Human is not Consumer.
Every Consumer is Human but Every Human is not Consumer of
your product
USE

BUY
BRING

COOK
 Human Behavior
• Human behavior refers to the array of every physical action and
observable emotion associated with individuals, as well as the human
race. While specific traits of one's personality and temperament may
be more consistent, other behaviors will change as one moves from
birth through adulthood.
 To Understand Human Behavior
• Religion
• Sacred Scriptures
• Writers
• Philosophers…
• Researches
• Observation
• Experience.
 Human Behavior
• Unconditional, difficult?
• Same for Every One?
Example 1: Treatment
Example 2.
Example 3
 Consumer Behavior
• One "official" definition of consumer behavior is "The study of
individuals, groups, or organizations and the processes they use to
select, secure, use, and dispose of products, services, experiences, or
ideas to satisfy needs and the impacts that these processes have on
the consumer and society."
 Which is Most Important W in
Communication
• What
• When
• Where
• Why
• Who
• How
 What is most Important Entity is Marketing
• Organization
• Seller
• Marketer
• Consumer
• Media
 All Marketing Activities Aim at which
Function
• To make consumer Think
• To make consumer Care
• To make consumer Buy
• To make consumer Aware
 Consumer Behavior Simply Means
• Why Consumer Buy
• Consumer behavior is an inter-disciplinary social science that blends
elements from psychology sociology, social psychology, economics,
Anthropology
• It examines how emotions, attitudes and preferences affect buying
behavior.
• Psychology.
• Study of the behavior and mental process of individual.
• Sociology.
• Study of the collective behavior of people in groups.
• Social Psychology.
• Study of how individuals influences and are influenced by groups.
• Economics.
• Study of people production, exchange and consumption of goods and services.
• Anthropology.
• The scientific study of humans, human behavior and societies in the past and present.
•