Scribd Logo
Upload

Welcome to Scribd!

  • 10 views

    CB - Unit 1

    Uploaded by

    Arijit Majumdar
    1) Consumer behavior is the study of how individuals purchase, use, and dispose of products and services to satisfy needs and wants. It examines what they buy, why they buy it, when they buy it, where they buy it, how often they buy it, and how often they use it. 2) Understanding consumer behavior is key for marketing as it allows companies to develop strategies around product features, pricing, placement, and promotions. 3) The evolution of marketing concepts from production and product-focused to today's consumer-oriented approach emphasizes understanding consumer needs and delivering customer value and satisfaction.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd

    CB - Unit 1

    Uploaded by

    Arijit Majumdar
    10 views13 pages
    1) Consumer behavior is the study of how individuals purchase, use, and dispose of products and services to satisfy needs and wants. It examines what they buy, why they buy it, when they buy it, where they buy it, how often they buy it, and how often they use it. 2) Understanding consumer behavior is key for marketing as it allows companies to develop strategies around product features, pricing, placement, and promotions. 3) The evolution of marketing concepts from production and product-focused to today's consumer-oriented approach emphasizes understanding consumer needs and delivering customer value and satisfaction.

    Original Title

    CB- unit 1

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    1) Consumer behavior is the study of how individuals purchase, use, and dispose of products and services to satisfy needs and wants. It examines what they buy, why they buy it, when they buy it, where they buy it, how often they buy it, and how often they use it. 2) Understanding consumer behavior is key for marketing as it allows companies to develop strategies around product features, pricing, placement, and promotions. 3) The evolution of marketing concepts from production and product-focused to today's consumer-oriented approach emphasizes understanding consumer needs and delivering customer value and satisfaction.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    10 views13 pages

    CB - Unit 1

    Uploaded by

    Arijit Majumdar
    1) Consumer behavior is the study of how individuals purchase, use, and dispose of products and services to satisfy needs and wants. It examines what they buy, why they buy it, when they buy it, where they buy it, how often they buy it, and how often they use it. 2) Understanding consumer behavior is key for marketing as it allows companies to develop strategies around product features, pricing, placement, and promotions. 3) The evolution of marketing concepts from production and product-focused to today's consumer-oriented approach emphasizes understanding consumer needs and delivering customer value and satisfaction.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 13

    CONSUMER BEHAVIOR

    UNIT- I
    A. Difference between Customer and Consumer
    • Customer
    – A person / an individual who buys the product

    • Consumer
    – A person / an individual who uses the product
    B. What is Consumer Behaviour
    • Consumer behaviour is the study of the process involved
    when individuals or groups select, purchase, use or
    dispose of products, services, ideas, or experiences to
    satisfy needs and desires.

    Or

    • The term consumer behaviour is defined as the


    behaviour that consumers display in searching for,
    purchasing, using, evaluating and disposing of products
    and services that they expect will satisfy their needs.
    • Consumer behaviour focuses on available resources like
    – Time
    – Money
    – Effort
    • What they buy?
    • When they buy it?
    • Why they buy it?
    • Where they buy it?
    • How often they buy it?
    • How often they use it?
    • How they evaluate it after the purchase ?
    • The impacts after the evaluations on the future purchase and
    • How they dispose it?
    • Consumers plays a vital role in the economy
    – Local
    – National
    – International

    • The impact of Consumers purchasing decisions on


    various products and services

    • Understanding Consumer Behaviour is the key to the


    growth of the companies.

    • Consumer vs. Media


    C. Role of consumer behaviour in Marketing

    • The development of the Marketing concept


    – Production concept

    – Product concept

    – Selling concept

    – Marketing concept
    Assumptions of the Production Concept

    • Consumer are mostly interested in product


    availability at low prices

    • Its implicit marketing objectives are cheap

    • Efficient production and intensive distribution

    • Consumers are more interested in obtaining the


    product than for specific features in product
    Assumptions of the Product concept

    • Consumers will buy the product that offers


    them the highest quality, the best
    performance and the most features

    • More product orientation rather than


    consumer orientation which leads often to
    Marketing Myopia
    Selling Concept
    • Focus is on selling the product

    • Persuading customers to buy aggressively


    i.e. Hard sell approach

    • It fails to consider customer satisfaction


    The Marketing Concept
    • The field of consumer behaviour is rooted
    in marketing strategy that evolved in the
    late 1950s.

    • Consumer oriented marketing philosophy


    which is known as ‘’Marketing Concept’’
    articulated much earlier by Alfred sloan in
    1923.
    Implementation of Marketing concept

    • Consumer Research and Marketing


    strategy

    • Importance of STP –
    – Segmenting
    – Targeting
    – Positioning
    The Marketing Mix
     Product (features, designs, brands, packaging,
    warranties etc.)

     Price (list price including discounts, allowances,


    payment methods)

     Place (distribution of the product/service through specific


    stores / non store outlets)

     Promotions (advertising, sales promotion, public


    relations)
     Customer value

     Customer satisfaction

     Customer retention

    You might also like