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Consumer Behaviour
Consumer Behaviour
BEHAVIOUR
The Management of PROCTER & GAMBLE once stated : ” Our
business is based on understanding the consumer and providing the
kind of products that the consumer wants. We place enormous
emphasis on our product development area and our marketing area,
and on our people knowing the consumer.” The human mind is the
most complex entity in the whole universe as it is very unpredictable
how a person would behave in or react in a particular situation.
A person’s behavior changes from place to place and situation to situation or,
say it is very inconsistent. The person when has a need, is willing and able
to satisfy the need is called a CONSUMER. The consumer would go different
ways to satisfy it’s needs depending on his social, cultural, family, economic
and educational background. Consumer is the principle a priori of business.
The efficiency with which a free market system of enterprise operates,
depends upon the extent of consumer understanding possessed by
the business community. A business community that is ignorant of consumer
preferences cannot possibly fulfill it’s obligations in a meaningful and
responsive manner.
There are Psychological Theories that help us to understand and
predict the effect of all external and internal factors on a consumer.
External factors include Culture, Society, Reference group and family
etc. Internal factors comprise in a consumer mind and how
consumers learning, memory, attitude, personality, lifestyle and
motivation levels effect consumer behavior. What would initiate a
buying process and how a buying decision would end is all covered
under the study of consumer behavior. This all further helps relate
product / service, price and promotion etc. with consumer behaviour.
Thus organisation can place marketing mix so as to propogate their
product/services.
The present study on SHAMPOO is also trying to find Consumer Perception
about different features of Shampoos and how Price, Environment, Packaging,
Quantity, Easy Availability and Variety are affecting the sale of Shampoo’s.
PSYCHOGRAPHIC
In psychographic segmentation buyers are divided into different groups on the
basis of lifestyle and \ or personality. People within the same demographic
group can exhibit very different psychographic profiles. These psychographic
bases are often difficult to measure, but they offer potential rewards in terms
of providing management with a more relevant basis for differentiating
between segments of a market.
LIFESTYLE
People exhibit many more lifestyles than are suggested by the
seven social classes. People’s product interests are influenced by
their lifestyles. In fact the goods they consume express their lifestyles.
Marketers are increasingly segmenting their markets by consumer
lifestyles. Companies making cosmetics, alcoholic beverages, and
furniture are always seeking opportunities in lifestyle segmentation.
PERSONALITY
Personality affects the consumption of many goods, particularly those
consumed publicly. An aggressive personality for example, may be
reflected in the choice of ostentatious clothing, furniture, and
automobiles. Preferences are frequently so different that it is
impossible to serve all personality types with the same product or
brand. A recognition of important personality types can help
management “position” it’s towards a profitable segment or segments.
Marketers have used personality variables to segment markets. They endow
their products with brand personalities that correspond to consumer
personalities.
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