Consumer is the most important person to the marketer because the marketer takes in to consideration on the liking and

disliking of the
consumer and he produces the goods and services accordingly.
Consumer behaviour is important for the three persons.
1: For consumer:
As a consumer most of the time we spend time in the market and a lot on decision making that what to buy and how to buy and meeting
and conferencing with different types of peoples and friends with different types of good and services. After all these things we come to
the conclusion and then take some steps for the purchasing of different goods and services. If we don't have know how of the market we
can suffer huge losses.
For example:
A consumer buys a set of mobile company without consulting with his friends or other people. It may be of no use for him or may be no
availability of mobile services.
2: For producer:
Consumer behaviour is also important for producer because he design and manufacture different types of product and services keeping
in view the wants and needs of consumer.
3: For scientists:
The knowledge of consumer behaviour is also important for scientists, whether he is working for profitable organization or non profitable
organization.
• Importance of Consumer Behavior
• To successfully market to different market segments and for a successful
marketing campaign management the marketing manager needs appropriate
marketing strategies which he can design only when he understand the factors which
account for those differences in consumer behaviors and tastes.
In today’s world of rapidly changing technology, consumer tastes are also
characterized by fast changes. To survive in the market, a firm has to be constantly
innovating and understand the latest consumer trends and tastes. Consumer
behavior provides invaluable clues and guidelines to marketers on new technological
frontiers which they should explore. For example, Mobile Phones, Lap Tops, LCD
Monitors, etc.
Consumer behavior is a process, and purchase forms one part of this process. There
are various endogenous psychological and exogenous environmental factors which
influence this process. All these factors and the type of influence which they exert on
an individual’s consumption behavior can be understood and analyzed.
• 1. “Sellsuming” - the increased need for cash prompted most consumers become “sellsumers” as the folks behind April’s 2009 trendswatching report named them. 
Consumers become very creative in selling “extra” space, services or products.  Great examples include: renting space (residential and even parking), reselling unwanted
clothes, furniture, jewelry, providing expert advice or extra help in gardening and on.  What have you done recently?
• 2. Fishing for low-cost entertainment - spending more time than money on entertainment, or getting entertained at home becomes another common pastime for
recession-councious consumers. Some turn to online gaming, which is free and easily accessible, some arrange for more movie/favorite show  nights using hulu.com or
renting a bunch of DVDs on Netflix or elsewhere.  According to emarketers’ analyst Paul Verna, “comScore’s measurements (up 27% more unique visits and 42% more
total playing time in December 2008 than in December 2007) highlight the ongoing shift from high-cost, console-based gaming toward free, browser-based alternatives.”
• 3. If affluent, buying more online with discretion - people with extra money now flock on web to keep their shopping lifestyle in a more discrete way.  According to
emarketers’ article, affluent shoppers comprise of one fourth of all US internet audience, mostly focusing on buying PCs and mobile devices.  Online merchants - this is
your audience to court these days!
• 4. Increased online services and social media usage - increased unemployment and job “insecurity” causes many people spend more time online while looking through
the classified ads for jobs, services and then “some”.  According to the Pew Research Center, the use of online classified advertising Websites doubled from 2005 to
2009. Emarketer also points out that “Twenty-two percent of US Internet users went on the sites in 2005, and in 2009, the proportion climbed to 49%. Daily use went from
4% to 9% in the same timeframe”. The “some” represents becoming more engaged in social networking sites to collectively share ideas, connections and any other
information that simultaneously adds flavor to the trends # 6, 9 and 10.
• 5. Smart shopping - looking for bargains offline and online becomes more usual pastime in efforts to economize on price and value, while trading in more time. Internet
shopping again becomes a more preferable channel to accommodate this buying behavior. Do you use any of the shared secrets to get your best deals?
• 6. Increased propensity to social harmony - our natural inclination to re-prioritize our values in “cold and severe” economic climate drives us to spend more time with
our families, friends and loved ones. We tend to turn to our families to get through the tough slides on the way.  Companies that cater to these emerging “quality time”
experiences can bolster loyalty and engagement of their existing customers and gain a number of new ones!
• 7. Increased value of health - focusing on health as the “real wealth” motivates increased popularity of engaging into various sports activities to maintain this “somewhat”
controllable asset we all have. Finding happiness in health of bodies versus stock market is much more feasible and tangible. While gyms owners might ponder on this
trend, consumers can still choose from a variety of free alternatives, including jogging, walking and biking.
• 8. Skills enhancement and training - laid off or not, people tend to become more genuinely interested in continuing their education to add value to their employability, or
to cope with the reduced resources to maintain their career or a small business or to get distracted from the “depressed job market”.
• 9. More love and dating - who knew that recession induces romance? According to NYTimes, “Online and offline matchmakers are reporting that dating interest is up,
way up. Match.com, for instance, had its strongest fourth quarter in the last seven years, and brick-and-mortar outfits like Amy Laurent International, a matchmaking
service with outposts in New York, Los Angeles and Miami, say business is up 40 percent among women over the last four months.” The reasons vary from more time on
hands due to being unemployed or underemployed, more affordable way to meet singles online to seeking comfort in relationships during the difficult times (closer to trend
# 6)!
• 10. Cooking from scratch to save and have fun - less money as discretional income translates into less often dining out and more cooking at home choices.
Simultaniously, the propensity to cherish relationships and social affiliations drives consumers to arrange for more cookout get-togethers. Sharing a meal made from
scratch both provides quality dining experience and befriends all engaged participants!
• I am sure there are more peculiar trends out there that define the recession market these days. If you know of any that I missed and you see their popularity rising - share
with us and add your comments!
• ShareThis
• Trends and looking ahead
- Consumer behaviour
• Implementing Life Cycle Management helps businesses take better quality or higher performing products to market, that consumers will see as attractive or holding real value. There is a
growing level of environmental awareness in the consumer market, with the sentiment that we would all like to contribute to a more sustainable planet. This is resulting in a global trend
from consumers to incorporate environmental considerations into their purchasing decisions. This provides an opportunity for businesses to differentiate their products and services as
environmentally preferred.
The challenge for business is to develop products and services that deliver environmental benefits, without compromising, and even improving on quality, functionality, performance and
certainly not at too high a price. Although this may prove a challenge in some industry sectors, others have very successfully identified and carved out a niche for the marketing of
environmentally friendly products. One way a number of businesses are responding to this challenge and opportunity is by redesigning the business model and focusing on the service
demanded, rather than the product.
The rule of thumb is that if you know your customers' drivers, can test your products before making large scale investments and can offer clear value proposition, then you are well
positioned to seize the emerging opportunities in this marketplace.
The following articles provide evidence of markets successfully responding to this challenge.
• Buying responsibly - A new brand strategy?
• Buying stakes in "alternative brands" is all the rage for multi-national companies these days. Roger Cowe looks at why.
• The rush to be green
• When it comes to the automotive world, hybrid engine technology is the new black - the high-tech flavour of the 21st century. TOBY HAGON reports. The Age, January 19, 2005.
• Annual LOHAS survey finds high consumer interest in corporate responsibility
• The Annual Lifestyles of Health and Sustainability Survey has shown that 72% of LOHAS consumers state that providing healthy foods to their family is a top priority, 89% care about soci
al issues such as protecting workers' rights, and 95% care about protecting the environment.
Greenbiz.com, June 27, 2005
• Buyers clamour for homes near "lifestyle" shops
• Lifestyle precincts have boomed in Melbourne within the past three years and homes within walking distance fetch up to a 25 per cent premium. By Aileen Keenan. The Age, July 11, 2005
• Locals set great store by convenience.
• By Bridie Smith. The Age, July 11, 2005.
• Out of the health shops and into the supermarkets
• A rush of farmers markets, the march of organic produce through supermarket aisles and the arrival of entrepreneurs with business plans indicate a swelling organic boom. Sydney
Morning Herald, October 18, 2004
• New standards for organics
• ABC Landline July 20, 2005
• Is organic food the future?
• COLES Supermarkets began its trial of organic foodstuffs in two stores in March 1998 in hope the small niche market would follow overseas trends and grow significantly in Australia. B&T
Magazine, 7 May 2004
• A new business model - redefining products
Examples include:
• Interface Flooring - who provide the service of floor covering rather than the carpet itself
www.interfaceaus.com.au
• Care share businesses - provide the service of a car, rather than the car itself
Flo car share: a smarter way to get around
Go Get: Freedom
•