Consumer buying behaviour is a new field of study. It is an attempted to understand and predict human action in the buying role. It has assumed growing market oriented marketing planning and management. Everybody in this world is a consumer. Each one of them is buying and consuming goods and services in his life. Consumer behaviour is a very complex and is determined to a large extent by social and psychological factors and it is necessary for a marketing manager to understand properly before he plans his marketing strategy. All the customers have different tastes, likes and dislikes and adopt different behaviour pattern, while marketing purchase decisions. Even your preference for any product will not be same of your spouse. The detailed study
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How do they buy? Where do they buy? When do they buy?
The behaviour of consumer at the time of purchasing is known as “consumer behaviour.” Consumer behaviour consist both physical as well as mental activities. The physical activities involve visiting a shop, examining and selecting a product. On the other hand, mental activities involve forming the attitude, perceived communication material and learning to prefer a particular product.
Consumer behaviour provides a sound basis for identifying and understanding consumer needs. Consumer behaviour therefore may be defined as the acts of individual directly involved in obtaining and using economic good and services. Understanding consumer behaviour and knowing consumers are never simple. Consumer's may state their needs and wants but act otherwise. They may not be in touch with their deeper motivation. They may respond to influence that change their mind at the last minute. …show more content…
Reference group that is with whom the person can interact directly or indirectly to take their opinion and beliefs, while taking a purchase decision a consumer prefer to take the advice of reference group and attempt to conform to it. Some are primary groups with which an individual interacts regularly such as family, neighbours, close friends, colleges. Secondary group with which an individual interacts occasionally and doesn't consider their opinion as important as primary groups are religious, professional and trade union groups which are more formal and require less interaction like a friend of your influence you to buy a particular product which is used by him.
Family
The family as a unit is an important consumer for many products, as the taste, likes, dislikes and life style of a person are rooted in the family itself. In soaps if every person uses one soap it is due to family factor. Family life cycle is based on the premise that many families pass through similar phases in their formation, growth, and final dissolution. At every stage family unit needs different products and services. Each of the stages in family life cycle (i.e., bachelorhood, honeymooners, parenthood, post parenthood, and dissolution) represents an important segment to a variety of marketers.
Roles &
How do they buy? Where do they buy? When do they buy?
The behaviour of consumer at the time of purchasing is known as “consumer behaviour.” Consumer behaviour consist both physical as well as mental activities. The physical activities involve visiting a shop, examining and selecting a product. On the other hand, mental activities involve forming the attitude, perceived communication material and learning to prefer a particular product.
Consumer behaviour provides a sound basis for identifying and understanding consumer needs. Consumer behaviour therefore may be defined as the acts of individual directly involved in obtaining and using economic good and services. Understanding consumer behaviour and knowing consumers are never simple. Consumer's may state their needs and wants but act otherwise. They may not be in touch with their deeper motivation. They may respond to influence that change their mind at the last minute. …show more content…
Reference group that is with whom the person can interact directly or indirectly to take their opinion and beliefs, while taking a purchase decision a consumer prefer to take the advice of reference group and attempt to conform to it. Some are primary groups with which an individual interacts regularly such as family, neighbours, close friends, colleges. Secondary group with which an individual interacts occasionally and doesn't consider their opinion as important as primary groups are religious, professional and trade union groups which are more formal and require less interaction like a friend of your influence you to buy a particular product which is used by him.
Family
The family as a unit is an important consumer for many products, as the taste, likes, dislikes and life style of a person are rooted in the family itself. In soaps if every person uses one soap it is due to family factor. Family life cycle is based on the premise that many families pass through similar phases in their formation, growth, and final dissolution. At every stage family unit needs different products and services. Each of the stages in family life cycle (i.e., bachelorhood, honeymooners, parenthood, post parenthood, and dissolution) represents an important segment to a variety of marketers.
Roles &