LECTURE 2

Consumer Behaviour

Technopreneurship 2 - HIT 120

 Learning Objectives
• What is consumer behaviour?
• Why do we need to study consumer
behaviour?
• What influences consumer behaviour?
• How do you classify consumer goods?

Technopreneurship 2 - HIT 120

 Learning Objectives
• Outline the consumer decision making
process?
• What is diffusion of innovation?

Technopreneurship 2 - HIT 120

 .
Understanding and adapting to
consumer motivation and behaviour
is not an option – it has become a
necessity for competitive survival

Technopreneurship 2 - HIT 120

 What is Consumer Behaviour?
• The behaviours that consumers display in
searching for, purchasing, using, evaluating and
disposing of products and services that they expect
will satisfy needs.
• A study of how people make decisions about what
they buy, want, need or act in regards to a product
or service of a company.

Technopreneurship 2 - HIT 120

 Scope of consumer behaviour
• What the consumer buy
• Why they buy it
• When do they buy it
• How often they buy it
• How often they use it

Technopreneurship 2 - HIT 120

 Why studying consumer
behaviour?
‘You cannot take the consumer for granted any
more’
Therefore a sound understanding of consumer
behaviour is essential for the long run success of
any business

Technopreneurship 2 - HIT 120

 Why studying consumer behaviour?

• Predict the consumption patterns and behaviour

• Helps in designing the marketing mix
• Helps in designing the marketing strategy
• Modern marketing philosophy
• Achievement of marketing goals
• Adjusting marketing plan over time
• Developing new products
• Maximum customer satisfaction

Technopreneurship 2 - HIT 120

Factors influencing consumer behaviour
Influences of consumer behaviour

Internal influences External influences

Psychological Cultural
Personal Factors Social factors
factors factors

Motivation,
Age, Income,
Perception, Culture, Family, Role
Occupation,
Learning, Social and status
Life style,
Belief and class
Personality
attitude

Technopreneurship 2 - HIT 120

 Types of Consumer Buying
Behaviour
RESEARCH
• Types of consumer buying behaviour
• Model of consumer behaviour

Technopreneurship 2 - HIT 120

 Classification of Consumer
Goods
• Convenience goods
• Shopping goods
• Specialty goods
• Unsought goods

Technopreneurship 2 - HIT 120

 Convenience Goods
• Bought frequently, quickly and with a
minimum emotional involvement
• Most are non-durable goods of low value
and are frequently purchased in small
quantities e.g bread, soaps.
• Further categorised

Technopreneurship 2 - HIT 120

 Shopping Goods
• Consumers do a lot of selection and
comparison based on various parameters
before buying the item
• Goods are usually of higher value than
convinience goods
• Examples-Television, home furnitures

Technopreneurship 2 - HIT 120

 Specialty Goods
• These are goods which are very unique,
unusual and luxurious in nature.
• Have xristics that impel consumers to make
special efforts to find them
• Consumers do not consider the price at all
• Ex include expensive imported cars

Technopreneurship 2 - HIT 120

 Unsought Goods
• Go and Research

Technopreneurship 2 - HIT 120

Technopreneurship 2 - HIT 120