APPLICATION OF

CONSUMER
BEHAVIOUR IN
MARKETING
 GROUP MEMBERS:-

ANUKRITI (made the complete presentation)

RAUSHAN KUMAR (contribution)
AAYUSH
PRIYANSHU
NAVEEN
CONSUMER BEHAVIOUR
Consumer behaviour is the study of
individuals, groups or organisations and the
process they use to select, secure use and
dispose a product service experiences or
ideas to satisfy the needs and the impacts
that these processes have on the consumer
and society.
APPLICATIONS OF CONSUMER BEHAVIOUR
ANALYSING MARKET OPPORTUNITY : Consumer
behaviour study helps in identifying the unfulfilled
needs and wants of consumers. This requires
examining the trends and conditions operating in the
marketplace, consumer’s lifestyles, income levels and
emerging influences.
SELECTING TARGET MARKET : A review of market
opportunities often helps in identifying distinct
consumer segments with very distinct and unique
wants and needs. Identifying these groups, learning
hoe they behave aand how they make purchase
decision enables the marketer to design and market
products or service particularly suited to their wants
and needs.
MARKETING MIX : Once unsatisfied
neeeds and wants are identified, the
marketer has to determine the right mix of
PRODUCT , PRICE , PLACE
,PROMOTION , PEOPLE ,
PROMOTION , PHYSICAL EVIDENCE.
Here too consumer behaviour study is very
helpful in finding answer to many
perplexing questions.
USE IN SOCIAL & NON-PROFIT
MARKETING :
Consumer behaviour studies are useful to
design marketing strategies by social,
government an not-for-profit organisation
to make their programmes such as family
planning awareness about AIDS, crime
against women, safe driving environmental
concerns and other more effective
initiatives.
Thank you