CONSUMER CONSUMER BEHAVIORBEHAVIOR

Why do we need to study Why do we need to study Consumer Behaviour?Consumer Behaviour?

Because no longer can we Because no longer can we take the customer/consumer take the customer/consumer

for granted.for granted.

Buyer BehaviourBuyer Behaviour

Consumer

4Ps MarketingEnvironment

BuyerCharacteristics

BuyerDecision Process

Buyer Decision

Marketing StimuliMarketing Stimuli

4 Ps

Product Price Place Promotion

Buyer characteristicsBuyer characteristics CulturalCultural SocialSocial PersonalPersonal PsychologicalPsychological

Buyer’s DecisionBuyer’s Decision Product ChoiceProduct Choice Brand ChoiceBrand Choice Dealer ChoiceDealer Choice Purchase TimingPurchase Timing Purchase AmountPurchase Amount

Cultural factors:Cultural factors: CultureCulture Sub - cultureSub - culture Social ClassSocial Class

Reference GroupsReference Groups FamilyFamily Roles and StatusRoles and Status

Social factors:Social factors:

Personal FactorsPersonal Factors Family Life CycleFamily Life Cycle Occupation and Economic Occupation and Economic

circumstancescircumstances LifestyleLifestyle Personality and self - conceptPersonality and self - concept

Psychological FactorsPsychological Factors MotivationMotivation PerceptionPerception LearningLearning Beliefs and AttitudesBeliefs and Attitudes