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Consumer Behaviour
 Define consumer behavior and explain its
nature/features.
 Explain the factors influencing consumer behaviour.
 Explain the steps in consumer buying decision process.
Introduction
 Consumer psychology needs a special attention in the
present highly competitive and consumer-oriented
marketing system.
 Consumer is the cause & purpose of all production and
marketing activities.
Meaning of Consumer/Buyer
Behavior
 Consumer is the most important person in business.
His attitude, behavior, needs and reactions play an
important role in regard to marketing plans and
policies of companies.
 Companies study the behaviours of consumers
constantly for their benefits.
 Consumer behavior is comparatively new area within
the scope of business management.
 The purpose of study of consumer behavior is to
understand human actions and reactions (consumer
behaviour) in the best possible manner.
Definition of Consumer/Buyer
behaviour
 Consumer behavior is the process whereby
individuals decide what, when, where, how and
from whom to purchase goods and services.

Walters and Paul
 Buyer behaviour is all psychological, social and
physical behaviour of potential customers as they
become aware of, evaluate, purchase, consume and
tell others about the products and services.

Webster
Types of Buyers
Friendly/co-operative buyer.
Timid/reserved/shy buyer.
Silent buyer.
Undecided buyer.
Price or quality conscious
buyer.
6. Argumentative buyer.
7. Suspicious buyer.
1.
2.
3.
4.
5.
Impatient buyer.
Bargain buyer.
Impulsive buyer.
Over-cautious buyer.
Slow-thinking buyer
Rude/ill-mannered
buyer.
14. Clever/intelligent
buyer.
8.
9.
10.
11.
12.
13.
Factors influencing buyer behaviour
 Social factors.-Family, roles and status, ref. groups
 Economic factors.-size of family, disposable Pincome
propensity to consume, consumer credit, dis. income
 Cultural factors.-sub culture, soc. Class (wealth,
income)
 Personal factors.-age, occ., life style, personality
 Physiological factors.-basic needs
 Psychological factors.-motivation, perception,
learning, beliefs, attitude
Decisions taken by the buyer while
purchasing
Need recognition
Information search
Evaluation of
alternatives
Purchase decision
Post-purchase
Behaviour
Buying Motives of Consumer/Customers
1.
2.
3.
4.
5.
6.
Fear.
Profit/Gain.
Vanity.
Pride.
Fashion.
Love and Affection.
7. Curiosity.
8. Admiration.
9. Jealousy.
10. Patronage.
11. Comfort and
Convenience.
12. Health.
Types of Buyer behaviour
 Complex buying behaviour.
 Dissonance-reducing buying behaviour.
 Habitual buying behaviour.
 Variety-seeking buying behaviour.
Importance of consumer/buyer behaviour
in marketing management
 Study of consumer behaviour has special importance
in the present competitve marketing management
system.
 Understanding buyer/consumer behaviour is very
important for successful marketing.
Meaning & Importance of Buyer/Consumer
Psychology
 Knowledge
 Attitudes & Emotions
 Images
 Intentions
 Buying Motives
Steps in Selling/Buying Process
 Prospecting.
 Pre-approach.
 Attention.
 Interest.
 Desire.
 Action.