Consumer Behaviour 1
Customer is profit, all else is overload. ...view middle of the document...
This chapter provides an introduction to consumer behaviour. Consumer is the most important
person. The business revolves around the consumer.
After finishing this chapter one should be able to understand:
q What is meant by consumer behaviour
q Consumer decision-making process
q Marketing strategy and consumer behaviour
q Indian consumer and his characteristics
All of us are consumers. We consume things of daily use, we also consume and buy
these products according to our needs, preferences and buying power. These can be
consumable goods, durable ...view middle of the document...
Marketing starts with the needs of the customer and ends with his
satisfaction. When every thing revolves round the customer, then the study of
consumer behaviour becomes a necessity. It starts with the buying of goods. Goods
can be bought individually, or in groups. Goods can be bought under stress (to satisfy
an immediate need), for comfort and luxury in small quantities or in bulk. For all
this, exchange is required. This exchange is usually between the seller and the
buyer. It can also be between consumers.
Consumer behaviour can be defined as the decision-making process and physical
activity involved in acquiring, evaluating, using and disposing of goods and services.
This definition clearly brings out that it is not just the buying of goods/services
that receives attention in consumer behaviour but, the process starts much before
the goods have been acquired or bought. A process of buying starts in the minds of
the consumer, which leads to the finding of alternatives between products that can
be acquired with their relative advantages and disadvantages. This leads to internal
and external research. Then follows a process of decision-making for purchase and
using the goods, and then the post purchase behaviour which is also very important,
because it gives a clue to the marketers whether his product has been a success or
To understand the likes and dislikes of the consumer, extensive consumer
research studies are being conducted. These researches try to find out:
What the consumer thinks of the companys products and those of its
How can the product be improved in their opinion?
How the customers use the product?
What is the customers attitude towards the product and its advertising?
What is the role of the customer in his family?
The following key questions should be answered for consumer research. A market
comes into existence because it fulfils the needs of the consumer. In this connection,
a marketer has to know the 70s framework for consumer research. Taking from an
example of soap.
Who constitutes the market?
What does the market buy?
Who participates in buying?
How does the market buy?
When does the market buy?
Parent, Child, Male, Female
Soap, Regular, Medicated, with Glycerine,
Herbal what Brand, what size
Parent, Child, Male, Female
Cash, Credit, Mail-order etc.
Monthly, Weekly etc. Prescribed by Doctor
Where does the market buy?
Why does the market buy?
Consumer Behaviour 3
Supermarket, Retail store etc.
For Cleansing, Bathing, Fresh feeling etc.
(taken from Multi-marketer)
Consumer behaviour is a complex, dynamic, multidimensional process, and all
marketing decisions are based on assumptions about consumer behaviour.
Marketing strategy is the game plan which the firms must adhere to, in order to
outdo the competitor or the plans to...