This slide describes how Consumer behaviour and Marketing concepts are inter related.

1. Consumer Behavior and
Marketing Concept
-BY-
Dipankar Dutta
Supriya Singh
Gitamoni Boro
Assam University , Silchar
Email- dipankarpharma1@gmail.com

2. Consumer Behavior
Consumer: is the person who buys the product & service from the market
and the consumer is the ultimate user of the product.
Consumer behavior
is the study of how individuals, groups and organizations select, buy, use
and dispose of goods, services, ideas, or experiences to satisfy their
needs and wants.
Consumer behavior is basically the physiology of marketing.

3. • The study of consumers helps a firm or organization to improve their
marketing strategy. Eg.- advertisement of Kinder joy at cartoon channel
• The psychology of how consumers think, feel, reason, and select
between different alternatives

4. • The psychology of how the consumer is influenced by his or her environment.
Like- upbringing, economic condition, neighbor etc.
• The behavior of consumers while shopping or making other marketing
decisions. Eg – discount situation
• How consumer motivation and decision strategies differ between products
that differ in their level of importance or interest that they entail for the
consumer. Eg- a singer is more motivated to buy a good quality microphone
• How marketers can adapt and improve their marketing campaigns and
marketing strategies to more effectively reach the consumer.

5. Consumer behavior and Marketing Concept
• The relationship between the marketing concept and consumer
behaviour is that marketers have to understand markets before
marketing strategies can be developed.
• Buyer behaviour is the decision making process and acts of
individuals or organisations involved in buying and using products or
services.

6. Needs for Consumer Behavior in Marketing
• Though we are same human being but thought process, test, like , dislikes
are totally different from each others.
• Heterogeneity among people make understandings consumer behavior a
challenging task.
• Marketers tries to forecast the future buying behavior of customers and
make marketing strategies in order to create long term customer
relationship

7. Consumer Behavior and Marketing Implications
• Customer is the Hub of business functions.
• Marketing strategies are made for customers.
• Changing market environment gives a call for consumer awareness.

8. Consumer Behavior and Marketing Strategies
• Understanding the consumer behavior is the basic for marketing
strategy formulation.
• Consumer reactions to this marketing strategies defines a particular
organization success and failure.
• Organizations can only suffer by offering customer value.

9. • Customer Value= (Perceived customer value – Total customer Cost )
• Providing superior customer value requires the organization to do a
better job of anticipating and reacting to the customer needs than
the competitor.
• By formulating proper marketing mix a company provide superior
Customer Value to its target market.

10. Consumer behaviour & Marketing segmentation
• Marketing segmentation is the process of dividing a market of
potential customers and consumers into segments based on different
characteristics.
• Company segment their market based on consumer behaviour.
• Marketers can save their money, time & can better allocate their
attention & resources.

11. Consumer behaviour & Product Positioning
• Product Positioning is a marketing technique intended to present
products in the best possible way to different target audience.
• Effective Product Positioning requires a clear understanding of
customer behaviour & needs.

13. Consumer behaviour & Marketing research
• Market researcher study consumer behaviour and identify their
needs.
• Effective market research helps a company get information about the
consumers, competitors, demographics and current market trends.

14. Consumer behaviour & Social marketing
• Social marketing is the application of marketing strategies and tactics
to alter or create behaviours that have a positive effect on the
targeted individual or society as a whole.
• As a true for commercial marketing strategy, successful social
marketing strategy requires a sound understanding of consumer
behaviour.
• If an organisation is able to determine what satisfies consumers, the
organisation can implement the marketing concept and better predict
how consumers will respond to different marketing programmes.

16. Consumer behaviour & Govt. decision making
• Two major areas where consumer behaviour study helps government
is in policy making on various services and in designing consumer
protection legislation.
• The knowledge of people’s attitudes, beliefs, perceptions and habits
provides adequate understanding of consumer.

17. Conclusion
• The field of consumer behaviour is rooted in the marketing concept.
• The relationship between the marketing concept and consumer
behaviour is that marketers have to understand markets before
marketing strategies can be developed.
• Marketers must try to understand consumers behaviour so that they
can offer consumer greater satisfaction.

18. Thank You