Back to: Marketing SS1
Consumer behaviour is the study of individual, groups, or organisation and the processes they use to select, secure, use and dispose of products, services, experiences or ideas to satisfy needs and the impacts that these processes have on the consumer and society.
Customer behaviour study is based on consumer buying behaviour, with the customer playing the three distinct roles of user, payer and buyer.
The study of consumers helps firms and organisations improve their marketing strategies by understanding issues such as how:
1. The psychology of how consumers think, feel, reason and select between different alternatives (e.g. brands, products and retailers);
2. The psychology of how the consumer is influenced by his or her environment (e.g. culture, family, signs, media);
3. The behaviour of consumers while shopping or making other marketing decisions;
4. Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome;
5. How consumer motivation and decisio strategies differ between products tha differ in their level of importance a interest that they entail for the consume and
6. How marketers can adapt and improv their marketing campaigns and marketing strategies to more effectively reach th consumer.
Consumer behaviour holds a great importance in marketing field because it is said that in the modern philosophy of marketing that CUSTOMER is treated as the KING. His needs and wants are being studied for making any product, and above that, it is always being seen while looking for opportunities for a product development that whose product is bought most and what are the factors that result in purchase of a product. We can easy understand its importance if we look around our environment. consumer behaviour is made up of two words consumer and behaviour. Consumer is the person who consumes the product. He or she may or may not be a buyer and behaviour means the aggregate of all the responses made by an organisation in any situation. So, consumer bus d behaviour means the aggregate of responses made by the consumers. It make us know the reasons behind the purchase of a product, and about the various feelings of the customers that do are being attached with the purchase of the product.
Hence, we can say that it is very important to study the behaviour of your consumers whom you are going to serve through your product. troit 1 na onorato in soria
FACTORS INFLUENCING CONSUMER BEHAVIOUR
1. Cultural factors: Culture is defined as wol bythe patterns of behaviour and social relations that characterise a society and gabby separate it from others. Culture conveys www.or values, ideals and attitudes that help hindividuals communicate with each other min and evaluate situations. Cultural factors on comprise a set of values and ideologies wtor of a particular community or group of individuals.
It is the culture of an individual which Alp decides the way he/she behaves. In It simpler words, culture is nothing but to values of an individual. What an aline individual learns from his/her parents and relatives as a child becomes his/her culture. Cultural factors have a significant effect on an individual’s buying decision. Every individual has different sets of habits, beliefs and principles which he/ she develops from his/her family status tom and background. What they see from their childhood becomes their culture.
2. Social factors: A consumer’s behaviour al also is influenced by social factors such to as the (a) Groups (b) Family (c) Roles and status.
(a) Groups: Two or more people who interact to accomplish individual or or mutual goals. A person’s behaviour is influenced by many small groups. Groups that have a direct influence and to which a person belongs are called membership groups. Some of the primary groups are family, friends, neighbours and co workers. Some of the secondary groups, which are more formal and have less ale regular interaction, include organisations like religious groups, professional associations and trade unions.
(b) Family: Family members can strongly influence buyer behaviour. The family is the most important consumer buying organisation society and it has been researched extensively. Marketers are interested in the roles and influence of the husband, wife and children on the purchase of different products and In services.
(c) Roles and Status: A person belongs to many groups, family, clubs and organisations. The person’s position in reach group can be defined in terms of both role and status. For example, “M” br & “X” plays the role of father; in his To family, he plays the role of husband; in due his company, he plays the role of est manager, etc. A role consists of the activities people are expected to perform only according to the persons around them.
3. Personal factors: Consumer behaviour deals with why and why not an individual purchases particular products and quins services.
Personal factors play an important role br quog in affecting consumers’ buying behaviour.
(a) Occupation: The occupation of an anot individual plays a significant role in fanor influencing his/her buying decision. An individual’s nature of job has a direct influence on the products and brands he vignon picks for himself/herself.
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