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  • Consumer Behaviour: What Consumer's Buy? When? How Much? How Buyers Buy? Where Buyer's Buy?

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    Consumer behavior refers to the process by which individuals decide what, when, where, how, and from whom to purchase goods and services. It involves the roles consumers play in the purchasing process as initiators, gatekeepers, influencers, deciders, buyers, and users. Key determinants of consumer behavior include economic factors like income and family size, psychological factors like motivation and perception, and sociological factors like culture, social class, and reference groups.

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    Consumer behavior refers to the process by which individuals decide what, when, where, how, and from whom to purchase goods and services. It involves the roles consumers play in the purchasing process as initiators, gatekeepers, influencers, deciders, buyers, and users. Key determinants of consumer behavior include economic factors like income and family size, psychological factors like motivation and perception, and sociological factors like culture, social class, and reference groups.

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    4 views5 pages

    Consumer Behaviour: What Consumer's Buy? When? How Much? How Buyers Buy? Where Buyer's Buy?

    Uploaded by

    rubeen
    Consumer behavior refers to the process by which individuals decide what, when, where, how, and from whom to purchase goods and services. It involves the roles consumers play in the purchasing process as initiators, gatekeepers, influencers, deciders, buyers, and users. Key determinants of consumer behavior include economic factors like income and family size, psychological factors like motivation and perception, and sociological factors like culture, social class, and reference groups.

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    CONSUMER BEHAVIOUR

    What Consumers buy? When? How much? How buyers buy? Where buyers buy?

    DEFINITION
    Consumer behavior is the process whereby individual decides when, what, where, how and from where to purchase goods and services.
    - By C.G Walter

    CONSUMER vs. CUSTOMER


    Consumer is the one who consumes goods and services. - Consumer may be organizational and personal consumer Customer may be defined in terms of any store or company. - Customer may or may not be a consumer and consumer may or may not be a customer.

    Different Roles of Consumers


    Initiator is the individual who determines that some need or want is not being fulfilled Gatekeeper- Influences the family processing of information. He has the great expertise in acquiring and evaluating the information. Influencer- who by some intentional or unintentional word or action influences the buying decision, actual purchase or the use of the product. Decider- the person or persons who actually determine which product or service to be chosen determines Buyer who actually makes the purchase transaction. User most directly involved in the use or consumption of the purchased product.

    DETERMINANTS OF CONSUMER BEHAVIOUR


    Economic determinants ( Family Determinants) Psychological determinants Sociological determinants

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