1. Consumer Behaviour
Define consumer behavior and explain its nature/features.
Explain the factors influencing consumer behaviour.
Explain the steps in consumer buying decision process.

2. Introduction
Consumer psychology needs a special attention in the present highly competitive and consumer-oriented marketing system.
Consumer is the cause & purpose of all production and marketing activities.

3. Meaning of Consumer/Buyer Behavior
Consumer is the most important person in business. His attitude, behavior, needs and reactions play an important role in regard to marketing plans and policies of companies.
Companies study the behaviours of consumers constantly for their benefits.
Consumer behavior is comparatively new area within the scope of business management.
The purpose of study of consumer behavior is to understand human actions and reactions (consumer behaviour) in the best possible manner.

4. Definition of Consumer/Buyer behaviour
Consumer behavior is the process whereby individuals decide what, when, where, how and from whom to purchase goods and services.
Walters and Paul
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

5. Types of Buyers Friendly/co-operative buyer. Timid/reserved/shy buyer.
Silent buyer.
Undecided buyer.
Price or quality conscious buyer.
Argumentative buyer.
Suspicious buyer.
Impatient buyer.
Bargain buyer.
Impulsive buyer.
Over-cautious buyer.
Slow-thinking buyer
Rude/ill-mannered buyer.
Clever/intelligent buyer.

6. Factors influencing buyer behaviour
Social factors.-Family, roles and status, ref. groups
Economic factors.-size of family, disposable Pincome
propensity to consume, consumer credit, dis. income
Cultural factors.-sub culture, soc. Class (wealth, income)
Personal factors.-age, occ., life style, personality
Physiological factors.-basic needs
Psychological factors.-motivation, perception, learning, beliefs, attitude

7. Decisions taken by the buyer while purchasing
Need recognition
Information search
Evaluation of
alternatives
Purchase decision
Post-purchase
Behaviour

8. Buying Motives of Consumer/Customers
Fear.
Profit/Gain.
Vanity.
Pride.
Fashion.
Love and Affection.
Curiosity.
Admiration.
Jealousy.
Patronage.
Comfort and Convenience.
Health.

9. Types of Buyer behaviour
Complex buying behaviour.
Dissonance-reducing buying behaviour.
Habitual buying behaviour.
Variety-seeking buying behaviour.

10. Importance of consumer/buyer behaviour in marketing management
Study of consumer behaviour has special importance in the present competitve marketing management system.
Understanding buyer/consumer behaviour is very important for successful marketing.

11. Meaning & Importance of Buyer/Consumer Psychology
Knowledge
Attitudes & Emotions
Images
Intentions
Buying Motives

12. Steps in Selling/Buying Process
Prospecting.
Pre-approach.
Attention.
Interest.
Desire.
Action.