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Consumer Behavior UI

The document discusses consumer behavior and its importance in marketing. It defines key concepts like customers, consumers, and consumer roles in the decision process. The decision process involves mental and physical activities before, during, and after a purchase. Understanding consumer behavior can help with market analysis, targeting the right customers, and determining the best marketing mix of product, price, place, and promotion.

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Suharthi Sriram
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57 views

Consumer Behavior UI

The document discusses consumer behavior and its importance in marketing. It defines key concepts like customers, consumers, and consumer roles in the decision process. The decision process involves mental and physical activities before, during, and after a purchase. Understanding consumer behavior can help with market analysis, targeting the right customers, and determining the best marketing mix of product, price, place, and promotion.

Uploaded by

Suharthi Sriram
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Consumer Behavior

Unit I
• Definition
– The Decision process and physical activity
individuals engage in when evaluating, acquiring,
using, or disposing of goods and services
Customers and Consumers
• Customer is typically used to refer to someone
who regularly purchases from a particular
store or company
• Customers are potential purchasers of
products and services offered for sale
• Monetary exchange not essential to the
definition of customers- NGO, Camps
The Ultimate Customer
• Our primary attention will be directed toward
ultimate consumers, those who individuals
who purchase for the purpose of individual or
household consumption
• Individual Buyer is different from industrial
buyer
The individual buyer
• Most commonly though of situation is that of
an individual making a purchase with little or
no influence from others
• Some cases a number of people can jointly
involved in purchase decision- deciding on
purchase of a new car
Consumer Behavior Roles
Role Description
Initiator The individual who determines that some
one need or want is not being met and
authorizes a purchase to rectify the
situation
Influencer A person who by some intentional or un
intentional word or action influences the
word or action
Buyer The individual who actually makes the
purchase transaction
User The person most directly involved in the
consumption or use of the purchase
The Decision Process
• The consumer behavior is seen to involve a
mental decision process and also physical
activity
• The actual act of purchase is just one stage in
a series of mental and physical activity during
a period of time
• Some of the activity precede buying while the
others follow it
Photographer
• Switches from one brand to other
– Recommended by a friend
– Quality of film
– Dissatisfaction
– Exposure to advertisement
Subset of Human Behavior
• Consumer Behavior is a subset of human
behavior
• Learning and motives
• Several disciplines studied human behavior for
some time
• Psychology – Study of the behavior and
mental process of individuals
• Sociology- Study of the collective behavior of
people in groups
• Social Psychology- Study of how individuals
influence and are influenced by groups
• Anthropology- Study of people in relation to
their culture
Why Study Consumer Behavior
• Significance in daily lives
– Time spent in market place/ shopping< thinking
about products and services
– Goods we purchase and use influence how we live
in our daily lives
Application to decision making
• Decisions are significantly affected by their
behavior or expected actions
• Consumer Behavior an applied discipline
– Micro perspective – helping a firm or organisation
– Societal Perspective- quality and standard of living
Applying consumer behavior
Knowledge
• Consumer Behavior and Marketing
Management
– Marketing – The process of planning and
executing the conception, pricing, promotion and
distribution of ideas, goods and services to create
exchanges that satisfy individual and
organizational objective
Three Orientation
• Consumer wants and needs
• Company’s objective
• Integrated strategy – objective through
consumer satisfaction
CB & MM
• Market Opportunity analysis
• Target Market selection
• Marketing mix determination
Product
• What size, shape and features should the
product have
• How should it be packed
• What aspect of service are most important to
consumers
• What types of warranties and service
programs should be provided
• What types of accessories and associated
products should be offered
Price
• How price aware are consumers in relevant
product category
• How sensitive are consumers to price
differences among brands
• How large a price reduction is needed to
encourage purchases during new product
introductions and sales promotions
• What size discount should be given to those
who pay with cash
Place
• What type of retail outlet should sell the firm’s
offering
• Where should they be located and how many
should be there
• What arrangements are needed to distribute
products to retailers
• To what extent is it necessary for the company to
own or maintain tight control over activities of
firms in channel of distribution
• What image should the retailer seek to cultivate
Promotion
• What method of promotion is best for specific
situation
• What methods are the most effective means
of gaining consumers attention
• What methods convey the intended message
• How often a given advertisement should be
replaced

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