Nature of Consumer

Behaviour
Consumer behavior occurs
either for individual or in the
context of the group
Consumer behavior involves
the use and disposal of
products as well as the study
of How they are purchased

 Consumer behavior involves services

and ideas as well as tangible product
Consumer behavior impact society at
large
Consumer behavior is multidesciplinary
Consumer behaviour determine the
success of marketing program
Consumer Behaviour can help people
to understand their own buying
behaviour

Scope of Consumer
Behaviour

External influence
Culture
Sub culture
Demographic
Social status
Reference group
marketing Activity

Internal Influnce

Perception
Learning
Memory
Motive
Personality
Emotions
Attitude

Self concept and Life

The self- conceptstyle
is the totality of an

individuals thought and feeling about him

and
herself

Decision process
Situation
Problem recognition
Information search
Purchase
Alternative evolution
Outlet selection

Post

Strategic application
Analyzing Market opportunity
Study of conumer behaviour helps in
identifying needs and wants which are
unfulfilled
Selecting the target market
The study of the consumer trends would
reveal distinct group of consumer with
very distinct needs and wants. Knowing

Who these groups are, how they are

behave,
How they decide to buy enables the
marketers to market product/service
especially suit to their need.
Determining the product mix product
Product- The marketers has the product
that will satisfy unfulfilled consumer
need but he must decide the size
shapes and attributes of the product

 Price- The marketers has to determine

the price level which make the image of
the product & which also maximize the
sales revenues
Distribution- retail outlets
nearest convention location
Promotions- The marketers is concerned
with
Finding the most effective method of
promotion which will makes the product
stand out among culture of so many other
brands and products, which will help
increase the sales objective with in the
budget

Use of Non-profit and social

marketing
The Knowledge of consumer behaviour is
also
Useful in the marketing of non-profit or
social,
government services and institution
such a
hospital voluntary agencies , all
enforcement and tax collection agencies.