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Consumer Behaviour
(MBA III Sem)

By Rahul Kumar Vishwakarma

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Evaluative criteria 
is when a customer selects a different product,
than the one they originally had in mind, because
of things like quality, price, and features. Some
customers may take a while to research and
compare different products before purchasing.
Others, may make the decision spontaneously,
just before they buy. There are many reasons
why customers may change their minds last
minute and everyone has his or her own reasons
for doing so.

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 Levels of Consumer Decision Making

1) Extensive problem solving – Consumers are highly

involved in the product and critically evaluate the
product on the basis of established product criteria that
will fulfill his/her needs.

2) Limited problem solving – Consumer conducts general

search for a product that will satisfy his/her basic product
criteria from a selected group of brands.

3) Routine responsive behaviour – The consumer has very

low involvement in the product and he selects any
product or brand that fulfills the basic need. 3 3
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 Models of consumer decision making

1) Economic Model – This model assumes that consumer

is a rational person and he takes rational decisions.He
compares various products, evaluates its benefits and
disadvantages and the makes purchase decision on the
basis of information collected.

2) Passive Model – This model assumes that consumer

takes decision according to promotional efforts of the
marketers and respond directly to the sales and
advertisement appeal offered by the marketers.

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3) Cognitive Model – The cognitive view is best of the four
models of consumer decision making. This model states
that consumer makes decisions on thes basis of their own
interest and understanding of market demand not
according to rational needs or promotional efforts.

4) Emotional Model – This model assumes that all

consumers are emotional act upon their emotions while
make a purchase decision. They take less time to think,
whether the product is necessary for them or not.

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What are Needs − Every individual has

needs that are required to be fulfilled.
Primary needs are food, clothing, shelter
and secondary needs are society, culture
etc.

What are Wants − Needs are the

necessities, but wants are something more
in addition to the needs. For example, food
is a need and type of food is our want.
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• Types of Needs

 Innate Needs
Physiological (or biogenic) needs that are considered
primary needs or motives

Acquired Needs
Learned in response to our culture or environment. Are
generally psychological and considered secondary needs

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What is Motivation ?
Motivation is the process that initiates, guides, and
maintains goal-oriented behaviour. It is what causes
you to act, whether it is getting a glass of water to
reduce thirst or reading a book to gain knowledge.
Motivation involves the biological, emotional, social,
and cognitive forces that activate behaviour.

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Theories Master title style
of Motivation

Maslow’s Theory of Need Hierarchy

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1) Physiological Needs
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Physiological needs are the lowest level of Maslow’s
hierarchy of needs. They are the most essential things a
person needs to survive. They include the need for shelter,
water, food, warmth, rest, and health. A person’s
motivation at this level derives from their instinct to
survive.

2) Safety Needs
The second level of Maslow’s hierarchy of needs consists of
safety needs. Safety, or security needs, relate to a person’s
need to feel safe and secure in their life and surroundings.
Motivation comes from the need for law, order, and
protection from unpredictable dangerous conditions, job
security, stable income, and savings.

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3) Love and Belonging Needs
The third level of Maslow’s hierarchy of needs is
love and belonging needs. Humans are social
creatures that crave interaction with others. This
level of the hierarchy outlines the need for
friendship, intimacy, family, and love. Humans have
the need to give and receive love; to feel like they
belong in a group. When deprived of these needs,
individuals may experience loneliness or
depression.

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4) Esteem Needs
The fourth level of Maslow’s hierarchy of needs is
esteem needs. Esteem needs are related to a person’s
need to gain recognition, status, and feel respected.
Once someone has fulfilled their love and belonging
needs, they seek to fulfill their esteem needs.
Maslow broke up esteem needs into two categories: the
need for respect from others and the need for respect
from oneself. Respect from others relates to achieving
fame, prestige, and recognition. Respect from oneself
relates to dignity, confidence, competence,
independence, and freedom.
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5) Self-Actualization Needs
The fifth and final level of Maslow’s hierarchy of
needs is self-actualization needs. Self-actualization
relates to the realization of an individual’s full
potential. At this level, people strive to become the
best that they possibly can be.
The need for self-actualization can manifest in
different ways, such as:
1.Obtaining skills (e.g., financial modeling skills)
2.Continued education (e.g., online training courses)
3.Utilizing skills, knowledge, and talents
4.Pursuing life dreams
5.Seeking happiness 1313
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