CONSUMER BEHAVIOR

Dr. Devkant Kala

Consumer: A Black Box
 Consumer Behaviour: Definition

Consumer Behaviour refers to the buying behaviour of final

consumers - individuals and households who buy goods and services
for personal consumption.

Consumer Behaviour is the behaviour the consumers display in

searching for, purchasing, using, evaluating and disposing of
products, services and ideas which they expect will satisfy their
needs.
Contd….
Consumer behaviour is the study of: (5W-1H)

◼ What are they purchasing?

◼ Why are they purchasing?

◼ When are they purchasing?

◼ Where from they are purchasing?

◼ Who is purchasing?

◼ How are they purchasing?

Subject draws its concepts from:

Psychology

Marketing
Sociology

Consumer
Behavior

Economics Anthropology
Why Consumer Buying Behavior?

◼ Consumers ‘evolve’ learning, exposure, and experience. They

cannot be taken for granted with time.
Why Consumer Buying Behavior?

◼ No brand/product can appeal to all people.

Segmentation Targeting Positioning

Firms must examine all of the touchpoints that shape how a

consumer will respond to their offering.
Why Consumer Buying Behavior?

Our guesses about people are inaccurate.

Reasons for studying consumer buying behavior

THINKS RESEARCHES

FEELS INFLUENCES
 McCann Worldgroup: 'Truth About Street'

Leave their desks (for a day) and head to the streets in their local markets to meet
with and interview people face-to-face and gain insights into their shopping
behaviour and their relationship to cultural values.
Study involved roughly 20,000 McCann Worldgroup employees in more than 100
countries.
Consumer Buying Behavior: How to Understand
◼ Therefore, we must strive to…

Identify customer needs and wants.

Engage in research

Understand how customers will respond to different messages and

environments.
Learn about and apply theories

Anticipate where preferences are headed.

Staying informed
Post Pandemic Shift
◼ Becoming more mindful of where to spend money
◼ Sustainable/Eco-friendly products
◼ Healthy and Hygienic Packaging
◼ New Areas – Tech-supported services, Fitness & Wellness, Video-
Conferencing, & Telemedicine, Vitamins, & Supplements.
◼ Reasons for trying new brands – Value, Purpose, Quality, Novelty.
◼ Flexibility in Payment
◼ TBYB: Try Before You Buy
◼ Gig Economy
Thank You.