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Prepared By: Vikash Kaundal

The document discusses consumer behavior and the factors that influence it. It defines consumer behavior as the study of how individuals and groups select, purchase, use, and dispose of goods and services. It notes that consumers do not always act rationally and that their preferences change over time. The document outlines several factors that influence consumer behavior, including cultural factors, social factors, personal factors, psychological factors, and marketing stimuli. It provides a model of the consumer decision process, from problem recognition to post-purchase behavior.

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Rajnish Thakur
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© Attribution Non-Commercial (BY-NC)
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Download as PPT, PDF, TXT or read online on Scribd
983 views

Prepared By: Vikash Kaundal

The document discusses consumer behavior and the factors that influence it. It defines consumer behavior as the study of how individuals and groups select, purchase, use, and dispose of goods and services. It notes that consumers do not always act rationally and that their preferences change over time. The document outlines several factors that influence consumer behavior, including cultural factors, social factors, personal factors, psychological factors, and marketing stimuli. It provides a model of the consumer decision process, from problem recognition to post-purchase behavior.

Uploaded by

Rajnish Thakur
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Prepared By: VIKASH KAUNDAL

 Representsituations where a product can be


consumed e.g. consume food & drugs
 Customer is different from consumer
 Customers are those who cannot directly
consumed e.g. in case of garment & durable
goods
 Behaviour refers to way of acting or
functioning
 Interaction with the near surrounding
environment, inherent in living creature and
mediated by inner and external activeness
 Mediated by need, culture, personality,
learning, involvement and attitude.
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 do not act as theory would suggest
 Changing preference of consumers
 Differentiated product reflect their special
needs, life style and personality
 Meeting of special needs of customers
required market segmentation
 Introduction of new products with rapid
change in technology
Marketing
stimuli Other Buyer’s
stimuli characteristics
Product
Price Economic Cultural
Place Technological Social
Promotion Political Personal
Cultural Psychological

Buyer’s decisions Buyer’s decision


process
Product choice
Brand choice Problem recognition
Dealer choice Information search
Purchase timing Evaluation
Purchase amount Decision
Postpurchase
behavior
Cultural Factors
Personal Factors
Social Factors
Psychological Factors
Culture
Subculture
Social Class
.
Buyer
Reference
Groups .

Roles &
Family
Statuses
Personal Influences

Age and Family Life


Cycle Stage .
Lifestyle

Occupation &
Economic Circumstances Personality &
Self-Concept
Motivation
.

Beliefs &
Attitudes
Perception Learning
Problem
recognition

Information
search

Evaluation of .
alternatives

Purchase
decision

Postpurchase
behavior
.

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