An Introduction to

Consumer Behaviour
1. The Scope of CB
2. Importance and
methods of CB research
3. Marketing
segmentation
4. The structure of course
 Process of Consumer Behaviour

select, products, to satisfy

Consumer services,
purchase, needs and
uses and ideas and desires
dispose experiences
 Stages of the consumption process
Consumer perspective Marketers perspective

How does a consumer decide that How is consumer attitudes

Pre purchase issues he needs a product? toward products formed
(changed)?

Is acquiring a product a stressful How do situational factors (time

or pleasant experience? pressure or store displays)
Purchase issues affect the consumer’s
What does the purchase say purchase decision?
about the consumer?

Does the product provide What determines whether a

pleasure or perform its consumer will be satisfied
intended function? with a product and whether
he will by it again?
Post purchase issues How is the product eventually Does this person tell others about
disposed of, and what are the his experiences with the
environmental consequences product and influence their
of this act? purchase decisions?
 Applications of consumer
behaviour research:

 Developing marketing strategy

 Public policy

 Social marketing

 Studying consumer behaviour should

make us better consumers
 Consumer research methods
Primary research Secondary research
is research that you design and involves information that others
conduct yourself have already put together
Mail, Phone-Surveys, Mall Results of Official statistic
intercepts researches
Focus groups

Personal interviews

Observation

Online research

Scanner data

Physiological measures
 Primary bases for segmentation of
consumer market
 Geographic segmentation is based on regional
variables such as region, climate, and population
density and population growth rate.

 Psychographic segmentation is based on variables

such as values, attitudes, and lifestyle.

 Behavioral segmentation is based on variables

such as usage rate and patterns, price sensitivity,
brand loyalty, and benefits sought.

 Demographic segmentation is based on variables

such as age, gender, ethnicity, education,
occupation, income, and family structure.
 Structure of course
Part 2
Consumers, subcultures and cultures

Income and social Class

Ethnic, Racial and Age Subcultures
Cultural Influences on consumer behavior

Part 1
Part 3
Consumer as Individual
Consumers as decision makers
Perception
Individual decision making
Learning and memory
The purchase situation,
Motivation and values
post purchase evaluation,
Personality and Lifestyles
and product disposal
Attitudes
 Bibliography
 Course Book:
Michael R Solomon, CONSUMER BEHAVIOUR: buying, having and
being, Publisher-Pearson Education, Eighth edition, 2009,
ISBN: o-13-515336-0

 Further recommended reading:

1. Michael R. Solomon, Gary Bermossy, Sren Askegaard,
CONSUMER BEHAVIOUR: A EUROPEAN PERSPECTIVE, 3rd 2006,
Publisher-Prentice Hall, ISBN: 978-0-273-71472-9

2. Leon G Schiffman & Leslie Lazar Kanok, CONSUMER BEHAVIOUR,

8TH Edition, Publisher –Prentice Hall, 2004, ISBN: 0-13-049175-6

3. Arnould Eric, Price Linda, Zinkhan George. CONSUMERS. McGraw

Hill Publishers:2nd Edition, 2004, ESBN: 0-07-253714-0

4. Schiffman, CONSUMER BEHAVIOUR:A EUROPIAN OUTLOOK,

2008, Publisher-Prentice Hall, ISBN: 978-0-273-70401-0