CONSUMER BEHAVIOUR
CONTENTS – UNIT 1 -
CB
• CONCEPTS – (PURCHASE, USAGE AND DISPOSAL)
SIGNIFICANCE
• EVOLUTION OF CONSUMER ORIENTED MARKET
• DIMENSIONS OF CB
• CONSUMER DECISION PROCESS
• CHANGE IN CONSUMERS CONSUMPTION PATTERN
• FACTORS INFLUENCE THE CONSUMER BEHAVIOUR (I
&E)
• MARKETING IMPACT ON CONSUMERS
• APPLICATION OF KNOWLEDGE OF CB IN MARKETING
DECISIONS
CB – UNIT 1 -
ASSIGNMENTS
CONSUMER BEHAVIOUR INTERNAL AND
EXTERNAL FACTORS
MARKETING IMPACT ON CONSUMERS
APPLICATION OF KNOWLEDGE OF CONSUMER
BEHAVIOUR IN MARKETING DECISIONS
CASE STUDY - DISCUSSIONS
“It is broadly the study of individuals, or organizations
and the processes consumers use to search, select, use
and dispose of products, services, experience, or ideas
to satisfy needs and study of its impact on the consumer
and society.
Consumer
According to Engel, Blackwell, and Mansard, ‘consumer
Behaviour: behaviour is the actions and decision processes of
people who purchase goods and services for personal
Definition consumption.”
According to Louden and Bitta, ‘consumer behaviour is
the decision process and physical activity, which
individuals engage in when evaluating, acquiring, using
or disposing of goods and services’.
CONCEPTS – PURCHASE, USAGE &
DISPOSAL
Purchase This stage involves all the activities leading up to the
buying decision, including evaluating options, comparing prices,
considering brand loyalty, and ultimately making the purchase.
Usage Once a product is bought, the "usage" stage refers to how
the consumer actually uses the product, including the frequency,
context, and methods of consumption.
Disposal This final stage covers what happens to the product after
it's no longer useful, such as throwing it away, recycling it, donating
it to charity, or selling it secondhand.
EVOLUTION OF CONSUMER ORIENTED
MARKET
•Production Orientation :This Sales Orientation : Marketing Orientation : This Social Orientation :
early stage focused on Companies shifted to marked a major shift where Companies started
producing as much as aggressive sales tactics to businesses began to conduct integrating social
possible, assuming that push products, with a focus market research to responsibility into their
readily available products on selling what they produced understand consumer needs marketing, considering
would automatically sell due rather than what customers and tailor products and environmental and ethical
to limited competition. actually wanted. marketing strategies factors alongside customer
accordingly. satisfaction.
Early 1900s 1930s-1940s 1940s-1970s 1970s-Present
Cultural influences (CULTURE &
SUBCULTURE)
DIMENSION Social factors ( Wealth, power and
S OF prestige)
CONSUMER Personal factors (demographics and
BEHAVIOUR psychographics)
Psychological factors (motivation,
perception, learning, attitude)
Situational factors (time, environment)
Consumer decision process
Evaluation of
Problem recognition: Information search:
alternatives: The
The consumer realizes The consumer gathers
consumer compares
they need or want a information about their
products or services to
product or service options
choose the best one
Purchase decision: Post-purchase
The consumer decides evaluation: The
to buy a specific consumer evaluates
product or service their purchase
Price: The price of the product or service
FACTORS Quality: The quality of the product or service
INFLUENCING
CONSUMER Reviews: What other people say about the
product or service
DECISION
PROCESS Brand: The brand of the product or service
Perceived value: How much value the
consumer thinks the product or service has
• Consumption patterns change
over time due to a variety of
factors, including
environmental concerns,
CHANGE IN economic conditions, &
CONSUMER technological advancements.
CONSUMPTION These changes can impact
the types of products people
PATTERN buy, how they buy them, and
how much they buy.
A shift from buying groceries at local
markets to online shopping
Increased preference for convenience
foods over home-cooked meals
EXAMPLE OF
A growing demand for sustainable
CONSUMPTION products
PATTERN
A decrease in red meat consumption in
favor of plant-based options
A rise in purchasing experiences over
material goods as incomes increase.
PSYCHOLOGICAL FACTORS
By shaping their
Preferences
perceptions
MARKETING
IMPACT ON
CONSUMERS Purchasing decisions
through various
strategies that influence
Essentially, effective
marketing can create a
their emotional strong connection
responses, brand between a consumer
awareness, and overall and a brand, making
attitude towards products them more likely to
or services, ultimately choose that product over
driving their buying others.
behavior;
CASE STUDY – SWIGGY
THANK YOU
