Consumer behaviour by umar raza

1. Submitted To :
Prof. Shubham Aggarwal
MARKETING
MANAGEMENT

2. About Us :
Umar Raza
BBA 2nd Year
Lloyd Institute of Management
And Technology
Mahima Choudhary
BBA 2nd Year
Lloyd Institute of Management
And Technology

3. Consumer Behavior :
Concept, Importance and factors
Influencing consumer behavior

4. Consumer Behavior
• According to Walter and Paul, “Consumer behavior is the
process whereby individuals decide whether, what,
when, how and from whom to purchase goods
and services.”
• According to Leon G. Schiffman and Leslie Lazar Kanuk the
term consumer behavior can be defined as “the behavior that
consumers displays in searching for purchasing, using, evaluating
and disposing of product, services and ideas which they expect
will satisfy their needs.”
BUY
Where
What When
How
Why

5. • Consumer Behavior is the study of individuals, groups or
organizations and the process they use to select, secure and dispose
of products, services, experiences or ideas to satisfy the needs and
the impact that these process have o consumer and society.
• Consumers have more options then ever, with more companies
competing for their attention and money. So it is really important for
marketers to understand what prompts a consumer to purchase a
particular product and what stops him from buying.
• Understanding consumer behavior is critical to being competitive.
Consumer Behavior

6. Importance of Consumer Behavior
1. Production Policies:
The study of consumer behavior effects production policies of the company.
Consumer behavior discover the habits, tastes and preferences of consumer. It is
necessary for a company to be in continuous touch with the change in consumer
behavior so that necessary changes in products may be made.
2. Selecting Target Market : A review of market opportunities often help in
identifying distinct consumer segments with very distinct and unique wants and
needs.
3. Analyzing Market Opportunities:
Consumer behavior study helps in identifying the unfulfilled needs and wants of
consumer.

7. 4. Marketing-mix Decisions:
Once unsatisfied needs and wants are identified, the marketer has to determine the
right mix of product, price, distribution and promotion. Here too, consumer
behavior study is very helpful in finding the mention aspects.
• Product : The marketer designs the product or services that would satisfy unfulfilled
needs or wants.
• Price : Marketers must decide what price to charge for the product and service.
• Distribution : Where and how to offer products and services for sale.
• Promotion : Promotion is concerned with marketing communications to consumers.
The marketer has to decide which method would be most suitable to effectively
reach the consumers.
5. Results in consumer satisfaction :
When the designed product is matching the expectations of the consumer than
they result in customer satisfaction.

8. Factors Influencing Consumer Behavior
A consumer take different type of decisions. In order to fully understand how consumer
behavior affects marketing, the marketer have to understand all the factors that affect
consumer behavior.
• Age
• Occupation
• Economic determination
• Life style
• Personality & self concept
Personal Factors
• Culture
• Sub culture
• Social class
Cultural Factors
• Motivation
• Learning
• Perception
• Belief & Attitude
Psychological Factors
• Reference Group
• Family
• Roles & Status
Social Factors

9. Some Other Factors Influencing Consumer Behavior
1. Marketing Campaigns:
Advertisement plays a greater role in influencing the purchasing
decisions made by consumers. The marketing campaigns done on
regular basis can influence the consumer purchasing decision to an
extent that may opt for one brand over another, even it helps to remind
consumer to shop for not so exciting products such as health products
or insurance policies.
2. Economic Conditions:
Consumer spending decision are known to be greatly influence by the
economic situation prevailing in the market. A positive economic
environment Is known to make consumers more confident and willing
to indulge in purchasing irrespective of their personal financial
liabilities.

10. 3. Personal Preferences:
at the personal level, consumer behavior is influenced by various shades of likes, dislikes,
priorities, moral and value. In certain dynamic industries such as fashion, food and
personal care, the personal view and opinion of the consumer pertaining to style and fun
can become the dominant influencing factor.
4. Group Influence:
group influence is also seen to affect the decisions made by a consumer. The primary
influential group consisting of family members, classmates, immediate relatives and the
secondary influential group consisting of neighbors and acquaintances are seen have
greater influencer on the purchasing decision of a consumer.
5. Purchasing Power:
The consumers generally analyze their purchasing capacity before making a decision to
buy any product or services. The product may be excellent, but if it fails to meet the
buyers purchasing ability, it will have high impact on its sales.

11. Thank You
To Give Us Your Valuable Time