CONSUMER BEHAVIOR

Module II : Consumer As An Individual

MOTIVATION

Dr. Simi Kapoor

 Topics to be covered
27.10.2010

• WHAT IS CONSUMER BEHAVIOR

• CONSUMER AS AN INDIVIDUAL
• MOTIVATION
• MODELS OF MOTIVATION
• NEEDS
• APPLICATIONS
 Definition Of Consumer Behavior
According to the American Marketing Association, Consumer Behavior has been
defined as the dynamic interaction of affect and cognition, behavior and the
environment by which human beings conduct the exchange aspects of their
lives (Bennett, 1995).

Consumer Behavior is defined as activities people undertake when obtaining,

consuming, and disposing of products and services (Blackwell, Miniard &
Engell, 2004) . It asks the question

“ Why do people buy ?”

The function of this paper is that it becomes easier to develop strategies to

influence consumers once a marketer knows why people buy certain products
or brands.
There are several activities involved in the
definition of consumer behavior : obtaining,
consuming and disposing
Obtaining : refers to the activities leading up to
and including the purchase or receipt of a
product.
Consuming : refers to how, where and when
and under what circumstances consumers use
products.
Disposing : include how consumers get rid of
products and packaging
Nature of Consumer Behavior
Consumer Behavior has two aspects :
• the final purchase activity - which is visible to us
and
• the decision process which may involve the
interplay of a number of complex variables not
available to us.
Purchase behavior is the end result of a long
process of consumer decision-making.
The study involves what consumers buy, why they
buy it, how frequently they buy it and how they
dispose off the product after use.
 Nature of the Consumer
• A consumer is anyone who typically engages in
anyone or all of the activities mentioned in the
definition of consumer behavior.
• A personal consumer buys goods and services for his
personal use or for household consumption or for
just one member of the family. In all these cases, the
goods are bought for final use, referred to as “end
users” or “ultimate consumers”.
• Organizational consumers are consumer who fulfill
the need of the organization.
 Consumer as an individual
This view explains the basic concepts that
account for individual behavior and
demonstrate how these concepts influence
the individual’s consumption related behavior.
Motivation is said to be the driving force within individuals
produced by a state of tension caused by unfulfilled needs and
wants. Individuals strive to reduce this tension through
appropriate behaviour that they expect will satisfy their needs