a power point presentation on consumer behaviour

8/2/2019 A Power Point Presentation on Consumer Behaviour

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CONSUMER BEHAVIOUR


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INTRODUCTION

Consumer Behaviour-

is the study of when, why, how and where people do or do

not buy a product.

studies the characteristics of individual consumers such asdemographics and behavioural variables in an attempt to

understand people's wants.


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DEFINITION

Consumer behaviour is "The study of individuals, groups,

or organizations and the processes they use to select,

secure, use, and dispose of products, services, experiences

or ideas to satisfy needs and the impacts that theseprocesses have on the consumer and society."


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CHARACTERISTICS

Consumer Behaviour-

studies the way individuals spend money.

is an important consideration in fields such as economics

and marketing understanding how consumers make theirdecisions.


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METHODS

There are three methods of consumer behaviour.

1. Market Research Method:

Is needed to ensure that we produce what customers

really want.

2. Primary and Secondary Research Method:

Primary Research Method- research that you design

and conduct yourself. Eg: Soft Drinks.


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METHODS

Secondary Research Method- research conducted using

information that others have already put together. Eg:

Clothes.

3. Research Sequence Method:More flexible and less precise methods are used

before using less flexible and more precise methods.


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TYPES

The four types of consumer behaviour are:

1. Routine Response/Programmed Behaviour: Buying low

cost items frequently; need very little search and decision

effort; Eg: Snack foods, milk etc.2. Limited Decision Making: Buying product occasionally.

Requires a moderate amount of time for information

gathering. Eg: Clothes.


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TYPES

3. Extensive Decision Making: Complex high involvement,

unfamiliar, expensive and/or infrequently bought products.

It has high degree of economic, performance, psychological

risk. Eg: Cars, homes, computers, education. Spend a lot oftime seeking information and deciding.

4. Impulse buying, no conscious planning.


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FACTORS

There are 4 factors of consumer behaviour:

1. Cultural Factors:

Consumer behaviour is deeply influenced by culturalfactors such as:

i) Culture.ii) Subculture.

iii) Social Class.


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FACTORS

2. Social Factors:Social factors also impact the buying behaviour ofconsumers. The important social factors are:

i) Reference groups.ii) Family.

iii) Role and status.


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FACTORS

3. Personal Factors:

Personal factors can also impact the consumer behaviour.

Some of the personal factors are:

i) Lifestyle.

ii) Economic situation.

iii) Occupation.

iv) Age.

v) Personality and self concept.


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FACTORS

4. Psychological Factors:

Psychological factors can also impact the consumer

behaviour. They are:

i) Perception.

ii) Motivation.

iii) Learning.

iv) Beliefs and attitudes.

a power point presentation on consumer behaviour

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