An introduction to consumer behaviour free download as powerpoint presentation. L81, m31, n30 introduction factors affecting female consumers. Consumer behaviour jane priest is a teaching fellow at edinburgh business school and teaches parts of the oncampus marketing course, as well as the consumer behaviour elective by distance learning. Understanding consumer behaviour department of higher. Purchasing process and outlet selection introduction in. Introduction consumer buying behaviour is the sum total of a consumer s attitudes, preferences, intentions, and decisions regarding the consumer s behaviour in the market place when purchasing a. The influence of reference groups on consumer behaviour chapter 4. The study of consumer behaviour provides us with reasonswhy consumers differ from one another in buying using products and services. For any three consumption bundles a, b and c it is valid that if consumer prefers a to b, and he prefers b to c, then he must prefer a to c. With your download, get the best papers relevant to this one, including 12 top related papers.
Common features of consumer behaviour models consumer behaviour as a decision process behaviour is rational and can be explained behaviour is purposive involving search, evaluation and storing of data. This better understanding of the consumer can lead to. Consumer behaviour comprises both mental and physical activities of a consumer. This field is probably one of the most intriguing and important fields in the social sciences. Consumer behaviour an overview your article library. Consumer behavior 05 mbamm3 study material mba ii year semester iii course facilitator mr. Cb behaviour refers to the actions and decision processes of people who purchase goods and. The research of consumer behaviour includes numerous fields, i.
The term consumer behaviour is defined as the behaviour that consumer display in searching for, purchasing using, evaluating and disposing of products and services that they expect will satisfy their needs. An example of the usefulness of the model for the marketer would be the introduction of a new brand. Applied psychology introduction to consumer behavior. Consumer behaviour cb involves certain decisions, activities, ideas or experiences that satisfy consumer needs and wants. According to walter consumer behaviour is the process where by individual decides what, where, when, how, from whom to purchase the goods and. In other words, its what happens before a purchase, during a purchase and after the purchase. Effect of packaging on consumer behaviour edustore. Firms exist to satisfy consumers needs, so firms must understand consumers needs to satisfy them. Defining consumer behavior issues during stages in the consumption process consumers impact on marketing strategy understanding consumer behavior is good business. A project report on consumer behaviour in online shopping by anish thomas 2010e03. Consumer behaviour edinburgh business school v contents preface xii part 1 the consumer in context module 1 people as consumers 11 1. Few actual products seen, but the rest are packages of different sizes, colours and types. An introduction to consumer behaviour essay sample.
It includes the way stimuli are interacted and integrated by the consumer. Applied psychology introduction to consumer behavior alison. Consumer behavior involves services and ideas as well as tangible products. We will explore the various factors that impact consumer perception of a product, and those that affect the adoption of a new product. An introduction to consumer behaviour consumer behaviour. Consumer behavior is defined as the behavior that consumers display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs. Scope of consumer behaviour to define the scope of a subject it is important to set parameters or a framework within which it shall be studied. Pdf greater understanding of the consumers critical role in the marketing of any organisation has provided the impetus for conducting research on. As a consumer we are all unique and this uniqueness is reflected in the consumption pattern and the process of purchase.
Introduction consumer buying behaviour is the sum total of a consumers attitudes, preferences, intentions, and decisions regarding the consumers behaviour in the market place when purchasing a. Postpurchase behaviour introduction in consumer behaviour. She is a key member of a team exploring how technology can be used to enhance the student learning experience. Learning objectives after reading this chapter you should be able to. In this module, we will study the meaning of consumer behavior and the factors that influence it. This introduction to consumer behaviour will provide the background information necessary for the study of consumer behaviour, with regard to its. Consumer behaviour can be defined as the decision making process and physical activity involved acquiring, evaluating, using and disposing of goods and services. Public service initiatives have to be based on an understanding of consumer behaviour canadas largest advertiser is the federal government most government initiatives e. Identify different types of consumer behavior models. Consumer behavior is defined as the behavior that consumers display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their. An understanding of consumer behaviour helps companies in catering more effectively to the needs and wants of their target markets. Marketing implications of consumer behaviour study of consumer behaviour modelling an overview consumer behaviour is comparatively a new field of study which evolved just after the second world. The field of consumer behaviour is the broad study of individuals, groups or organisations and the process they use to select secure and dispose of products, services. Consumer behaviour is the study of individuals, groups, or organisations 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.
Introduction, marketing and consumer orientation, diversity in market place, factors influencing. To introduce you to the concept of consumer behaviour, let us. Scribd is the worlds largest social reading and publishing site. According to their needs and wants the goods will be prepare for the consumer. Before understanding consumer behaviour let us first go through few more terminologies.
Marketing efforts therefore also emphasize on consumers consumption of services, ideas and activities. Any individual who purchases goods and services from the market for hisher enduse is called a consumer. Marketing implications of consumer behaviour study of consumer behaviour modelling an overview consumer behaviour is comparatively a new field of study which evolved just after the second world war. Introduction to consumer behaviour linkedin slideshare. Though similar, consumers are unique in themselves. This free online applied psychology course will give you a strong introduction to consumer behavior and the psychological processes behind how consumers make their decisions. The area of consumer behavior is more diverse, complicated, and socially significant than many other areas of human behavior. The study of consumer behaviour cb is very important to the marketers because it enables them to understand and predict buying behaviour of. Consumer behaviour emerged in the 1940s and 50s as a distinct sub. For example, aggressive marketing of high fat foods, or. Consumer behavior, markets, products, consumers, trends.
Defining consumer behavior consumer behavior is the process involved when individuals or groups select, use, or dispose of products, services, ideas or experiences. Pdf analysis of consumer behavior and marketing strategy. Introduction consumer behavior researchers face many challenging tasks, and one of such challenging tasks is that of integrating various research findings. Purchasing process and outlet selection introduction in consumer behaviour purchasing process and outlet selection introduction in consumer behaviour courses with reference manuals and examples pdf. Behaviour is defined as the series of innumerable responses potrayed by individuals. Consumer behavior study involves an examination of everyday life and even more. Understanding consumer behavior will assist business entities to. Consumer behaviour is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services, including the consumers emotional. In the nigerian business environment, mostmanufactured or processed products are sold in packages. Example tom might purchase a tricycle for his son or mike. The second category of consumer the organizational consumer includes profit and notforprofit. A project report on consumer behaviour in online shopping. We will explore the various factors that impact consumer perception of a product, and those that affect the. Consumer behaviour meaning, nature, scope, elements, importance.
The study of consumer behavior field draws its findings from a number of. We receive stimuli from the environment and the specifies of the marketing strategies of different products and services, and responds to the stimuli in terms of either buying or not buying product. Consumer behaviour is the exchange by the consumer of something of value to them for something they expect will satisfy their wants and or needs. Consumer behaviour reflects the totality of consumers. The manner in which consumer buys a product is extremely important to marketers. In consumer behaviour, however, perception refers to much more than just the biological use of our sense organs. Introduction the paper is focused on the perceptions, buying behavior and consumer satisfaction in indian market.
For example, aggressive marketing of high fat foods, or aggressive marketing of easy credit, may have serious repercussions for the national health and economy. Lecture notes consumer behaviour chapter 15 mktg 406. Consumer behavior involves the purchasing, and other consumption related activities of people engaging in the exchange process. It will discuss online consumer behaviour in order to continue with the identification of the factors that influence consumers. This chapter presents the theories behind consumer behaviour. Gordana colovic, in strategic management in the garment industry, 2012. This led to paradigm shift of the manufacturers attention from product to. The digital world significantly impacts consumer behaviours in each stage. The most difficult task is to understand all of the separate components of consumer behavior and how they fit together.
In many cases, it is the sum total of the behaviour of a number of persons. Concept consumers are those individuals who purchase commodities for deriving utilities and using them to satisfy their needs. We will also learn about the different variables that influence consumer buying behavior. The impact of consumer behavior on society is also of relevance. Consumer behaviour refers to the behaviour that consumer display in searching, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs. Essay on consumer behaviour essays, research papers and. The personal consumer buys goods and services for his or her own use, for the use of the household or as a gift for a friend. Indifference curves 510 slope of indifference curves. The study of consumer behaviour cb is very important to the marketers because it enables them to understand and predict buying behaviour of consumers in the marketplace.
Consumer behavior involves the study of how peopleeither individually or in groupsacquire, use, experience, discard, and make decisions about goods, serivces, or even lifestyle practices such as socially responsible and healthy eating. In the modern world, it is essential for marketing professionals to be able to understand the psychological processes behind a consumer s buying decisions. The sellers market has disappeared and buyers market has come up. A project report on consumer behaviour in online shopping by anish thomas 2010e03 submitted to symbiosis international university in partial fulfilment of the requirements for the award of the masters in business administration. Pdf introduction to higher education consumer behaviour. Consumer behavior an overview sciencedirect topics. Consumer behavior i about the tutorial consumer behavior is about the approach of how people buy and the use merchandise and services. Consumer behaviour, ecommerce, female buying behaviour, onlineshopping, online retailing, retail sector jel classification. The study of consumer behavior field draws its findings from a number of disciplines, viz. Consumer behaviour is the study of individuals or groups and organizations on how they select, purchase, use or dispose of products services, ideas or experiences to satisfy needs and desires.
Introduction buying behaviour is the decision processes and acts of people involved in buying and using products. In simpler words a consumer is one who consumes goods and services available in the market. Introduction to customer behavior definition in consumer. Public service initiatives have to be based on an understanding of consumer behaviour canadas largest advertiser is the federal government most government. Post purchase behaviour in consumer buying process postpurchase behavior is the reaction of the consumer, it gives an idea of his likes and dislikes, preferences and attitudes and satisfaction towards the product. Consumer behaviour is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services, including the consumer s emotional, mental and behavioural responses that precede or follow these activities. Consumer behaviour is a field that has always interested me. As an evolving phenomenon, one should not be overly dogmatic about this defintion. Need to understand the concept is why consumers make the purchases that they make. Although there are numerous definitions in literature explaining perception from a consumer behaviour perspective, the one used by walters et al 1989, p. Lu1introduction to tourist behavior consumer behaviour.
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