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Understanding Consumer Behavior

Consumer behavior refers to how individuals select, purchase, use, and dispose of goods and services to satisfy their needs. Marketers study consumer behavior to understand what causes consumers to buy certain products, which products are needed or obsolete, and how to best market products to consumers. Consumer behavior is influenced by marketing factors like price and promotion, personal factors like age and income, psychological factors like motives and attitudes, situational factors like surroundings during purchase, and social factors like social status and family. Consumer research studies consumer preferences, attitudes, loyalty, usage, and behavior to help marketers design effective marketing campaigns tailored to customers.

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283 views1 page

Understanding Consumer Behavior

Consumer behavior refers to how individuals select, purchase, use, and dispose of goods and services to satisfy their needs. Marketers study consumer behavior to understand what causes consumers to buy certain products, which products are needed or obsolete, and how to best market products to consumers. Consumer behavior is influenced by marketing factors like price and promotion, personal factors like age and income, psychological factors like motives and attitudes, situational factors like surroundings during purchase, and social factors like social status and family. Consumer research studies consumer preferences, attitudes, loyalty, usage, and behavior to help marketers design effective marketing campaigns tailored to customers.

Uploaded by

harish chandra
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Consumer Behaviour: Meaning/Definition and Nature of Consumer Behaviour!

Meaning and Definition:


Consumer behaviour is the study of how individual customers, groups or
organizations select, buy, use, and dispose ideas, goods, and services to satisfy
their needs and wants. It refers to the actions of the consumers in the
marketplace and the underlying motives for those actions.

Marketers expect that by understanding what causes the consumers to buy


particular goods and services, they will be able to determine—which products are
needed in the marketplace, which are obsolete, and how best to present the goods
to the consumers.

1. Influenced by various factors:


The various factors that influence the consumer behaviour are as
follows:
a. Marketing factors such as product design, price, promotion, packaging,
positioning and distribution.

b. Personal factors such as age, gender, education and income level.

c. Psychological factors such as buying motives, perception of the product and


attitudes towards the product.

d. Situational factors such as physical surroundings at the time of purchase,


social surroundings and time factor.

e. Social factors such as social status, reference groups and family.

Definition: Consumer Research


Consumer research is the research done on consumers’ preferences, attitudes, loyalty, usage and behavior in a market.
It helps in understanding customers so that the marketing campaigns can be designed accordingly

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