Consumer Behaviour-

Term consumer behavior Definition: Actions (that is, behavior) undertaken by

people (that is, consumers) that involve the satisfaction of wants and needs. Such actions
often, but not always, involve the acquisition (that is, purchase) of goods and services
through markets. The study of consumer behavior is fundamental to the understanding of
the demand-side of the market. From a marketing perspective, the patterns, actions or
steps in the process of decision making by consumers. The decision making process is
influenced by various attitudes, motives, and social influences on the purchaser. Buyers
tend to behave in certain ways including habits, brand loyalty, and post purchase
behavior.

Characteristics-

Culture
The set of basic values, perceptions, wants, and behavior learned by a
member of society from family and other important institution.

Subculture
A group of people with shared value systems based on common life
experiences and situation.

Social classes
Relatively permanent and ordered divisions in the society whose members
share similar values, interest and behaviors.

Reference group
Two or more people who interact to accomplish
individual or mutual goals.
Family buying decision: Depending on the production and situation, individual family
members exert different amount of influence.

Role of status: A person belongs to many groups-families, clubs, organization. The person
position in each group can be defined in terms of both role and status.

Age and life cycle stage: People change the goods and services they buy over their life times.
 Occupation: A person’s occupation affects the goods and services bought.

Economics situation: A person’s economic situation will affect product choice.

Life style: People coming from the same subculture, social class, and occupation may here
quite different lifestyle. Life style is the person’s pattern of living as expressed in his or her
psycho graphics.

Personality and self-concepts: A person’s distinguishing psychological characteristics that lead

to relatively consistent and lasting responses to his or her own environmental.

Motivation: Motivators researchers collect in depth information from small samples of

consumers to uncover the deeper motives for their product choice.

Perception: The process by which people select, organize, interpret information to form a
meaningful picture of the world.

Learning: Changes in individual behavior arising from experience.

Belief: A descriptive thought that a person holds about something.

Attitude: A person consistently favorable or unfavorable evaluations, feelings and tendencies

toward an object or idea.