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Define consumer behavior and explain its nature/features. Explain the factors influencing consumer behaviour. Explain the steps in consumer buying decision process.
Introduction
Consumer psychology needs a special attention in the present highly competitive and consumeroriented marketing system. Consumer is the cause & purpose of all production and marketing activities.
Buyer behaviour is all psychological, social and physical behaviour of potential customers as they become aware of, evaluate, purchase, consume and tell others about the products and services.
Webster
Types of Buyers
Friendly/co-operative buyer. Timid/reserved/shy buyer. Silent buyer. Undecided buyer. Price or quality conscious buyer. 6. Argumentative buyer. 7. Suspicious buyer.
1. 2. 3. 4. 5.
Impatient buyer. Bargain buyer. Impulsive buyer. Over-cautious buyer. Slow-thinking buyer Rude/ill-mannered buyer. 14. Clever/intelligent buyer.
8. 9. 10. 11. 12. 13.
Evaluation of alternatives
Purchase decision
Post-purchase Behaviour
7. Curiosity.
8. Admiration. 9. Jealousy.
4. Pride.
5. Fashion. 6. Love and Affection.
10. Patronage.
11. Comfort and