AA Abubakar

Consumer may be anyone who is engaged in evaluating, acquiring and using of services.  a person who purchases goods and services for personal use. a person or thing that eats or uses something. Gaurav Bhut 2

Consumer behaviour can be define as the process whereby individuals decides whether, what, when, where, how and from whom to purchase goods or services.  Consumer behaviour is the study of how individual customers, groups or organizations select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants.  Gaurav Bhut 3

Broader View of Consumer behaviour  Consumer behaviour refers to the actions of the consumers in the marketplace and the underlying motives for those actions. Broader View of Consumer behaviour  It encompasses all of the consumer displays in behaviour searching that for, purchasing, using, evaluating and disposing of product and services. Gaurav Bhut 3

To emerge as a winner in highly competitive environment.  To implement properly the modern marketing concept in action.  A competitive environment is the dynamic external system in which a business competes and functions. The more sellers of a similar product or service, the more competitive the environment in which you compete. Look at fast food restaurants - there are so many to choose from; the competition is high. Modern Marketing is a holistic, adaptive methodology that connects brands with real customers and drives business results by blending strategy, creative, technology, and analysis.   Gaurav Bhut 4

To be able to predict consumer response in case of new services. To develop data bank related to consumer behaviour and make it competitive edge.     Gaurav Bhut 4

Consumer purchases are highly influence by two factors.

Culture The set of basic values, perceptions, wants and behavior by a member of society from family and other important institution Culture is the characteristics of a particular group of people, defined by everything from language, religion, cuisine, social habits, music 

Sub-Culture A group of people with shared value system based on common life experiences and situation. a cultural group within a larger culture, often having beliefs or interests at variance with those of the larger culture. Example are football fans

Social Class Relatively permanent and ordered divisions in a society whose members share similar values, interests and behavior. a division of a society based on social and economic status. social class often assume three general categories: a very wealthy and powerful upper class that owns and controls the means of production; a middle class of professional workers, small business owners and low-level managers; and a lower class, who rely on low-paying wage jobs for their livelihood

Social factors play an essential role in influencing the buying decisions of consumers.

Reference groups A person’s reference groups consists of all the groups that have a direct (face- to-face) or indirect influence on his/her attitudes or behavior. A reference group is a group of individuals whom you compare yourself against and may strive to be like.  Examples include Bank dress code, celebrities and heroes.

Family members can strongly buyer influence behaviour. Marketers are interested in the roles, and influence of the husband, wife and children on the purchase of different products and services.

Roles and Status A role consists of the activities people are expected to perform according to persons around them Status is our relative social position within a group, while a role is the part our society expects us to play in a given status. For example, a man may have the status of father in his family.

Roles in buying process Initiator Influencer Decider Buyer User Initiator is a person who identifies a need and triggers a purchase decision. He is the person who starts the decision making process by recognizing that a particular problem needs to be addressed to satisfy a specific need. Influencer a person or thing that influences: The most powerful influencer of beliefs is direct experience. A decider is someone who makes decisions on issues using a lack of judgment and intelligence. A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.   A user is a person who utilizes a products or services.

The Personal Factors are the individual factors to the consumers that strongly influences their buying behaviors. These factors vary from person to person that results in a different set of perceptions, attitudes and behavior towards certain goods and services.

consumption pattern of people vary with advancement in age Age and life cycle Needs and consumption pattern of people vary with advancement in age Classification of different age groups of a target market on the basis of their life cycle stages, because consumer needs and desires change with age. The four basic 'Age and life cycle' categories are child, young adult, adult, and older adult.

influence the behavior of individuals. Occupation influence the behavior of individuals. The occupation of the individual also influences his buying behavior. The people tend to buy those products and services that advocate their profession and role in the society.

A person’s economic situation will affect product and service choice. The Economic Factors are the factors that talk about the level of financial position of the consumer, i.e. how much an individual spends on the purchase of goods and services that contribute to the overall sales of the company.

Life Style Lifestyle is an individual’s way or pattern of living which is reflected in his activities, interest and opinions. Lifestyle is the interests, opinions, behaviours, and behavioural orientations of an individual, group, or culture.

Psychological Factors are the factors that talk about the psychology of an individual that drive his actions to seek satisfaction.

Motivation Motive or (drive) A need that is sufficiently pressing to direct the person to seek satisfaction of the need. Maslow proposed that motivation is the result of a person's attempt at fulfilling five basic needs: physiological, safety, social, esteem and self-actualization.

Perception The process by which people select, organize and information meaningful world. interpret to from a picture of The ability to see, hear, or become aware of something through the senses. The way in which something is regarded, understood, or interpreted

Learning Changes in an individual’s behavior arising from experience. Learning is the process of acquiring new, or modifying existing, knowledge, behaviors, skills, values, or preferences. 

Beliefs A descriptive thought or conviction that a person holds about something. An acceptance that something exists or is true, especially one without proof., Example, going to Mekkah or Jerusalam

Attitude A person’s relatively consistent evaluation, feelings and tendencies towards an object or an idea. A settled way of thinking or feeling about something. For example: “ladies are scared of Lizard”.  For example: “ A lady can avoid lizad and scream if I see one”.

Conclusion Consumer Behavior is a Process through which buyers make purchase decisions: Marketers borrow extensively from psychology and sociology to better understand consumer behavior Consumer behavior is understood as a function of interpersonal influences and personal factors

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