Академический Документы
Профессиональный Документы
Культура Документы
INSTITUTE OF
TECHNOLOGY AND
SCIENCE
CONSUMER BEHAVIOUR
PRESENTED BY:
MEGHA OMSHREE KUMAWAT
KALPANA SILAWAT
NAMRATA KOTHARI
MBA II YEAR 2013-15
CONSUMER BEHAVIOR
The study of how people buy, what they buy, why they buy and when
they buy.
It attempts to understand the buyer decision making process, both
CONSUMER AUDIENCE
The people who buy or use products to satisfy needs or wants.
Types of consumers
Target Audience
Psychological Influence
Culture
Perception
Social Class
Learning
Reference groups
Motives
Family
Attitudes
Demograhics
Lifestyles
Geography
or outcomes
Social Class
Determined by factors like income , wealth, education, occupation,
Family
Family consists of two or more people who are related by blood,
Demographics
Are statistical, personal, social and economic characteristics of a
population including
Age
Gender
Education
Income
Occupation
Race/ ethnicity
PSYCHOLOGICAL INFLUENCES
Perception
The process by which we receive information through
PSYCHOLOGICAL INFLUENCES
Selective exposure
Seeking information that is in line with our beliefs, values,
Selective distortion
Changing the meaning of information that is conflicting with
our beliefs
Selective retention
The process we go through to retain information
PSYCHOLOGICAL INFLUENCE
Lifestyle
The way a person spends his time and money and the activities
he likes to perform.