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    Prof Prashant Kumar Gupta Jain College of MBA and MCA

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    Roger Mc Carthy
    This document discusses consumer behavior and buying motives. It defines consumer behavior as the process a consumer goes through to make purchase, use, and disposal decisions regarding goods and services. Understanding consumer behavior is important for companies to forecast trends and market effectively. Consumers buy goods to satisfy needs and wants, which change over time based on factors like age, income, and culture. When buying, consumers are actually purchasing benefits rather than just products. There are various buying motives that influence purchase decisions, including primary needs as well as secondary emotional, rational, and patronage motives. Companies must understand the combination of motives that drive consumer choices.

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    Prof Prashant Kumar Gupta Jain College of MBA and MCA

    Uploaded by

    Roger Mc Carthy
    56 views19 pages
    This document discusses consumer behavior and buying motives. It defines consumer behavior as the process a consumer goes through to make purchase, use, and disposal decisions regarding goods and services. Understanding consumer behavior is important for companies to forecast trends and market effectively. Consumers buy goods to satisfy needs and wants, which change over time based on factors like age, income, and culture. When buying, consumers are actually purchasing benefits rather than just products. There are various buying motives that influence purchase decisions, including primary needs as well as secondary emotional, rational, and patronage motives. Companies must understand the combination of motives that drive consumer choices.

    Original Description:

    Consumer motivation

    Original Title

    Consumer Behaviour

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    This document discusses consumer behavior and buying motives. It defines consumer behavior as the process a consumer goes through to make purchase, use, and disposal decisions regarding goods and services. Understanding consumer behavior is important for companies to forecast trends and market effectively. Consumers buy goods to satisfy needs and wants, which change over time based on factors like age, income, and culture. When buying, consumers are actually purchasing benefits rather than just products. There are various buying motives that influence purchase decisions, including primary needs as well as secondary emotional, rational, and patronage motives. Companies must understand the combination of motives that drive consumer choices.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    56 views19 pages

    Prof Prashant Kumar Gupta Jain College of MBA and MCA

    Uploaded by

    Roger Mc Carthy
    This document discusses consumer behavior and buying motives. It defines consumer behavior as the process a consumer goes through to make purchase, use, and disposal decisions regarding goods and services. Understanding consumer behavior is important for companies to forecast trends and market effectively. Consumers buy goods to satisfy needs and wants, which change over time based on factors like age, income, and culture. When buying, consumers are actually purchasing benefits rather than just products. There are various buying motives that influence purchase decisions, including primary needs as well as secondary emotional, rational, and patronage motives. Companies must understand the combination of motives that drive consumer choices.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 19

    R

    BEHAVIOU
    R
    Prof Prashant Kumar
    Gupta
    Jain College Of MBA and
    MCA

    CONSUMER MARKET
    The consumer market consists of all

    individuals and
    households who acquire goods
    and services for personal use .
    those

    CONSUMER BEHAVIOUR

    Is the process, a consumer goes


    through to make decisions
    regarding the purchase, use and
    disposal of goods and services.

    WHY STUDY CONSUMER


    BEHAVIOUR?

    How do consumers respond to


    marketing efforts the company
    might use?
    The most important thing is to
    forecast where customers are
    moving, and be in front of them.

    WHY DOES A CONSUMER BUY


    GOODS?
    To satisfy needs through
    wants
    Needs and Wants change
    >>>Time
    >>>Person
    >>>Age
    >>>Income
    >>>Education
    >>>Culture
    >>>Marital Status and so on

    WHAT DO CONSUMERS ACTUAL


    BUY?
    Example 1: Shoes

    For Comfort
    For Protection
    For Show-Of

    Example 2: Cars

    For Commuting
    For Social Status
    For Safety
    (compared to 2-Wheelers)

    WHAT IS A CONSUMER ACTUAL


    BUYING?

    A consumer does not buy a


    product, he/she buys

    benefits

    Point to be noted:
    1.Benefits and features are two diferent
    concepts.
    2.Features are important only in terms of how
    they benefit the customer.
    3.The feature is meaningless if it doesnt

    BUYING MOTIVES

    Those influences or
    considerations which provide
    the impulse to buy, induce
    action or determine choice in
    purchase of goods or services.
    In simple words it is the reason
    why a consumer purchases a

    DIFFERENT BUYING MOTIVES

    Primary

    Related to basic needs of human


    being which motivate the buyer to
    take a purchase decision.

    Hunger
    Secondar
    Thirst
    y
    Sleep
    Shelter
    Entertainment

    DIFFERENT BUYING MOTIVES

    Primary
    Influenced by society where he
    is born and lives.

    Secondar Emotional
    Rational
    y

    Patronage

    SECONDARY BUYING MOTIVE:


    EMOTIONAL

    EMOTIONAL
    MOTIVES

    Change/Variety
    Comfort/Convenien
    ce Fear
    Health
    Afection
    Adventure
    Pleasure

    Feelings, Emotions,
    Impulses

    Recognition

    Leisure
    time
    Recreation

    Social or group
    Security approval

    Based on feelings.
    Not based on judgment
    1. Love and Af ection
    2. Curiosity
    3.Fashion
    4.Pride and Prestige
    5.Romance
    6.Fear and many more

    SECONDARY BUYING MOTIVE:

    RATIONAL
    MOTIVES

    RATIONAL
    Dependability

    Economy Efficiency
    Increased
    Health production
    Knowledge
    Low
    cost/maintenance

    Profit

    Durability Accuracy

    Reason, Judgment,
    Logic

    Service

    Safety
    Simplicity Versatility

    Based on sound judgment.


    Based on proper testing, observing &
    comparing.
    1. Economy
    2. Utility
    3.Comfort & Convenience
    4.Durability
    5.Security
    6.Maintenance and many more

    SECONDARY BUYING MOTIVE:


    PATRONAGE

    PATRONAGE
    MOTIVES

    Particular Place

    Present
    Price

    Special
    Discount

    Decoration

    Choices

    Behaviour

    Based choice of particular person


    Certain motive to patronise or support
    Can be on rational or emotional basis
    1.
    2.
    3.
    4.
    5.
    6.

    Service
    Special Discount
    Location
    Store loyalty
    Friendliness
    Habit and many more

    COMBINATION OF MOTIVES
    Emotional and Rational
    Rational and Patronage
    Patronage and Emotional
    Rational
    Motives
    Ease of
    operation
    Economy
    Time savings

    Emotional
    Motive

    Increased
    leisure time

    THANK YOU!

    Thats it For Today

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