Consumer Behavior

Consumer behavior - the actions a person takes in purchasing and using products and services, including the mental and social processes that come before and after these actions.

Based on concepts from

Psychology Sociology Anthropology

Psychology is the study of the mind and behavior of consumer. In this field, a professional practitioner or researcher is called a psychologist Sociology is the study of society. It included social class, Anthropology is the study of humanity.

4 Ps

Product

Price

Place

Promotion

Cultural Social Personal

Culture is the fundamental determinant of a person wants and behavior honesty & integrity, respect &care for elders, hard work are typical of Indian value system Sub cultures include religions, racial groups, and geographic regions

Social Class Social classes are economic or cultural arrangements of groups in society relatively homogeneous which are hierarchically ordered In India. They have distinct brand and product preferences. Indian marketers depends on a combination of education and occupation of the chief wage earner.

Reference Groups Family Roles

Consumer Characteristics social Reference groups are people to whom an individual looks as a basis for self-appraisal or as a source of personal standards.

Direct Face to face Reference Groups

Indirect- No Personal Contact

Primaryfamily,friends,neighbours

Secondary -religious, professional

Aspirational

Dissociative

Opinion Leaders

Opinion leaders are individuals who exert direct or indirect social influence over others.

Consumer Characteristics social

Roles

Initiator: the person who first suggests or thinks of the idea of buying a particular product or service. Influencer: a person whose views or advice carry weight in making the final buying decision Decider: the person who ultimately makes the final buying decision or any part of it Buyer: the person who makes the actual purchase User: the person who consumes the product or service