Ten Theory of

Consumer Behaviour
with Application(S)

Team: Paradox
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01 Introduction
Consumer behaviour is the study of individuals,
groups, or organizations and all the activities
associated with the purchase, use and disposal of
goods and services, and how the consumer's
emotions, attitudes and preferences affect buying
behaviour.

In this report, ten theory from consumer

behaviour has been described with an application
which is most frequently used in the field of
marketing.

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Theory 1 : The Stages of Consumer Decision-Making
Theory 2 : Household Decision Making – Process
Theory 3 : Family Life Cycle on Household Consumer
Decision Making
Theory 4 : Diffusion of Innovation Theory and
Marketing Strategy
Theory 5 : Assessment of Segmentation, Targeting and
Positioning Strategies
Theory 5 : Assessment of Segmentation, Targeting and
Positioning Strategies
Theory 5 : Assessment of Segmentation, Targeting and
Positioning Strategies
Theory 6 : Marketing Mix
Theory 7 : Business Buying Decision Process and
Marketing Techniques
Theory 8 : Hofstede's Cultural Dimensions Theory to
Develop a Growth Strategy
Theory 9 : Product
Strategy
Life Cycle Relating to Marketing
Theory 10 : Influence of Children as Decision-Makers
02 Conclusion
 Consumer buying behaviours are very important in the industry because consumers will make many
buying decisions every day.
 It is a challenge for the organisations to ensure that clients are provided with the best quality services
 All customers’ aim at getting value for their money when they purchase a product or on service rendered.
 Consumers are faced with an array of product selection and competition is fierce among companies. This
is why the understanding of consumer behaviour is vital to the success of the business.
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