Consumer Behaviour

Meaning

Consumer

behaviour is the decision process and

physical activity which individuals engage in when
evaluating, acquiring, using or disposing goods
and services.
Includes both physical and psychological
activities.

Nature of Consumer Behaviour

Process
Influenced

by various factors
Differs as per customers
Differs as per products
Varies across regions
Vital for marketers
Reflects status
Possesses spread effect
Changes from time to time

Factors influencing
Consumer behaviour

Marketing
factors:
- Product

Personal
factors:

- Price

Psychological
factors:
- Learning

Situational
Influences

- Age

- Attitudes

- Physical

- Place

- Gender

- Motives

- Social

- Promotion

- Education

- Perception

- Time

- Income
- Status

- Moment

Social
factors:
- Family
- Reference
groups
-Roles &
status

Cultural
factors:
- Religion
- Subcultures

Advertising & CB
Consumer

choice
Quantity of purchases
Frequency of purchases
Timing of purchases
Place of purchase
Life styles
Develops attitude
Influences social behaviour