Different Consumer behaviour roles

Consumer plays different roles: 1. Initiator: Initiator is the individual who determines that some need or want is not being fulfilled and authorizes a purchase to rectify the situation. 2. Gatekeeper: influences the family processing of information the gatekeeper has the greatest expertise in acquiring and evaluating the information. 3. Influencer: is a person who by some intentional or unintentional word or action, influences the buying decision, actual purchase or the use of product or service. 4. Decider: the person or persons who actually determines which product or service will be chosen. 5. Buyer: buyer is an individual who actually makes the purchase transaction. 6. User (s): user is a person most directly involved in the use or consumption of the purchased product.

Consumer behaviour is Inter-disciplinary or Multi-disciplinary in nature

CB is the best blend of contribution made by the different types of social sciences such as: 1. Psychology: the aspects like motivation, perception, personality, attitudes, values, and learning are important subject matter of both psychological as well as of consumer behaviour. All these aspects help in understanding the consumer behaviour 2. Sociology: it is study of people behaviour in group. There is direct effect of group family, and friends circles on consumer behaviour. 3. Social psychology: it is a combination of sociology and psychology. It indicates how consumer behaves as individual in a group. It discusses the effect of opinions of peers, reference group family and opinion leaders. 4. Cultural anthropology: Anthropology is the study of ones culture beliefs, values, attitudes, perception, and customs. These all are adopted by an individual from their culture.

Economics is study of: 1. How consumers spend their funds 2. Evaluation of alternatives 3. How to have maximum satisfaction For their purchase

Cultural Anthropology 1. Development of core beliefs, values and customs 2. Sub cultures 3. National and international culture

Psychology is study of: 1. Motivation 2. Perception 3. Attitudes 4. Personality 5. Learning

Discipline contributing towards study Of consumer behaviour

Social psychology is study of: 1. Contribution of psychology & Sociology 2. Peers & reference groups 3. Family environment 4. Opinion leaders

Sociology is study of: Group formation Group responses & actions Contribution of family & friends Circles and colleagues

External Influence
Firms Marketing efforts: 1. Product 2. Promotion 3. Price 4. Channels of distribution Socio-cultural Environment: 1. Family 2. Informal sources 3. Social class 4. Culture and sub-culture

INPUT

Consumer Decision Making

Need Recognition Pre purchase search Evaluation of alternatives Psychological Field 1. Motivation 5. Attitudes 2. Perception 3. Learning 4. Personality

PROCESS Experience

Post purchase behaviour

Purchase 1. Trial 2. Repeat Purchase

Experience

OUTPUT
Post Purchase Experience

The process of consumer decision making can be viewed as three distinct but interlocking stages: 1. The Input Stage 2. The Process Stage 3. The Output Stage