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Consumer Behaviour: Ravish K. Upadhyay

The document defines consumer behaviour as the study of how individuals select, purchase, use, and dispose of products and services. It involves understanding the psychology behind how consumers think and are influenced by their environment. Studying consumer behaviour is important for marketers to understand limitations in consumer knowledge, how motivation and decisions differ between product types, and how to improve marketing strategies to effectively reach consumers. The document outlines the black box model of consumer behaviour which shows environmental factors and buyer characteristics that influence the buyer's decision process and final response.

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Ravi Paliwal
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19 views10 pages

Consumer Behaviour: Ravish K. Upadhyay

The document defines consumer behaviour as the study of how individuals select, purchase, use, and dispose of products and services. It involves understanding the psychology behind how consumers think and are influenced by their environment. Studying consumer behaviour is important for marketers to understand limitations in consumer knowledge, how motivation and decisions differ between product types, and how to improve marketing strategies to effectively reach consumers. The document outlines the black box model of consumer behaviour which shows environmental factors and buyer characteristics that influence the buyer's decision process and final response.

Uploaded by

Ravi Paliwal
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 PPTX, PDF, TXT or read online on Scribd
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CONSUMER

BEHAVIOUR
Ravish K. Upadhyay
DEFINATION
The study of individuals, groups, or organizations and
the processes they use to select, secure, use, and
dispose of products, services, experiences, or ideas to
satisfy needs and the impacts that these processes
have on the consumer and society.
Consumer behaviour essentially refers to how and why
people make the purchase decisions they do.
WHAT’S THE NEED TO STUDY C.B.
The psychology of how consumers think, feel,
reason, and select between different alternatives
(e.g., brands, products, and retailers)
The psychology of how the consumer is influenced
by his or her environment (e.g., culture, family, signs,
media)
The behaviour of consumers while shopping or
making other marketing decisions.
CONTINUE…..
Limitations in consumer knowledge or information
processing abilities influence decisions and
marketing outcome; 
How consumer motivation and decision strategies
differ between products that differ in their level of
importance or interest that they entail for the
consumer; and
How marketers can adapt and improve their
marketing campaigns and marketing strategies to
more effectively reach the consumer.
BUYER’S BEHAVIOUR
BLACK BOX MODEL
ENVIRONMENTAL FACTORS
Marketing Stimuli
Product
Price
Place
Promotion
Environmental Stimuli
Economic
Technological
Political
Cultural
Demographic
Natural
CONTINUE…..
Buyer Characteristics
Attitudes
Motivation
Perceptions
Personality
Lifestyle
Knowledge
Decision Process
Problem recognition
Information search
Alternative evaluation
Purchase decision
Post-purchase behaviour
CONTINUE…..
BUYER'S RESPONSE
Product choice
Brand choice
Dealer choice
Purchase timing
Purchase amount
FACTORS INFLUENCING C.B.
CULTURE
ECONOMIC SITUATION
POLITICAL SITUATION
THANK YOU

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