INTRODUCTION TO

CONSUMER
BEHAVIOR

Presented By: Mandira Dangol, Yushana Tandukar,

Sajan Poudel, Anish Ingnam Limbu

Presented To: Ms. Sarita Gautam

 Definition

Buyer behavior, also known as consumer behavior, refers

to the processes individuals, groups, or organizations go
through when making decisions about acquiring, using, or
disposing of products, services, experiences, or ideas.
Nature of buyer behavior

Dynamic and Changing

Buyer behavior is not static; it

evolves over time influenced by
changes in society, culture,
technology, and individual
preferences.
 Complex Decision- Making

You can enter a subPurchasing

decisions involve a multi-stage process
with factors like problem recognition,
information search, evaluation of
alternatives, purchase, and post-
purchase evaluation.
Psychological influences

Motivations, perceptions, attitudes, and

beliefs play a significant role in
shaping buyer behavior.
Social and Cultural Influences

Buyer behavior is influenced by

social factors such as culture,
reference groups, family, and
societal norms.
 Emotional Aspects

Emotions, feelings, and personal

experiences can strongly impact
purchasing decisions, especially
in consumer buying
Develop the meeting: structure
 In terms of process
Process Consumer Buying
Problem Recognition Reacts to needs when they arise
Information Search Limited search by the means of discussions
with their friends and family, media and
advertisement, etc.
Alternative Evaluation Compares with the basic features, quality,
price, affordability, etc.
Purchase Decision Limited analysis with the available sources
and the need drives towards purchase
decision.
Post-purchase Evaluation Individual experience leads to positive or
negative results ( satisfaction)
Organizational Buying
Anticipates and plans for purchase on a
regular basis.
Looks out through general need description,
product specification, extensive search that
extends to supplier search.
Compares offerings from one supplier to
other, tender process.
Made after extensive evaluation of
information collected.
Extensive comparison made and feedback
given, concern with quality management at
source.
 Strategic use of consumer behavior knowledge
in marketing

Marketing Strategy:

Marketing strategy refers to a comprehensive plan that

outlines how a business aims to achieve its marketing
objectives and gain a competitive advantage in the market. It
involves decisions related to market segmentation, target
audience selection, positioning, and the marketing mix (4Ps:
product, price, place, and promotion).
1. Developing Marketing Strategy:

 It begins with a thorough analysis of internal

and external factors affecting the business,
leading to the identification of strengths,
weaknesses, opportunities, and threats (SWOT
analysis).

 The next steps include setting clear marketing

objectives, formulating strategies to achieve
them, creating an implementation plan, and
establishing mechanisms for ongoing
monitoring and adjustments.
2. Analyzing market opportunity:

 This process includes conducting market research to

understand market trends, consumer behaviors, and
competitor activities. Additionally, a SWOT analysis
helps in assessing internal strengths and weaknesses, as
well as external opportunities and threats.
3. Selecting the target market:

 Identifying the groups, behave and how they make

purchase decisions enable the marketer to design and
market products or services particularly suited to their
wants and needs.

4. Marketing- mix decisions:

 Once unsatisfied needs and wants are identified, the

marketer has to determine the right mix of product,
price, distribution, and promotion.