CONSUMER BEHAVIOUR

Defined..
Dictionary of Mktg. & Advtng. observable activities chosen to maximize satisfaction through the attainment of economic goods & srvces. Ostrow & Smiththe actions of consumers in the mkt. place & the underlying motives for those actions.

 Loudon & Della Bitta the decision process & physical activity individuals engage in when evaluating, acquiring, using or disposing of goods & services.

CB ROLES
Initiator individual who determines that some need or want is not being met Influencer who by some intentional or unintentional word or action influences the purchase decision,actual purchase or use of product. Buyer who actually makes the purchase decision User most directly involved in the consumption or use of purchase.

WHY STUDY CB ?
Consumers do not always act or react as the theory would suggest Consumer preferences are changing & have become highly diversified Research shows that consumers dislike using identical products & prefer differentiated products. To meet specific/special needs. Rapid introduction of new products/advanced technology To sell the products that might not sell easily.

MODULE 1

MARKETING IMPLICATIONS OF CB

CB ENABLES MARKETERS TO..

understand issues such as: The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products); The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media); Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome;

CONTI..
How consumer motivation and decision strategies differ between products that differ in their level of importance or interest How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer.

WHAT CB INVOLVES: It involves services and ideas as well as tangible products. It involves the use and disposal of products as well as the study of how they are purchased, because this may influence : how a product is best positioned or how we can encourage increased consumption.

 Since many environmental problems result from product disposal (e.g., motor oil being sent into sewage systems to save the recycling fee, or garbage piling up at landfills) CB becomes indispensible. The impact of consumer behavior on society is also of relevance. Eg. high fat foods, easy credit, may have serious repercussions for the national health and economy.