CONSUMER BEHAVIOUR DEFINED
The Dictionary of Marketing and Advertising defines consumer behaviour as "observable activities chosen to maxi mise satisfaction through the attainment of economic goods and services such as choice of retail outlet, preference for particular brands, and so on."
The 70'S framework
70's framework is very useful in the study of consumer behaviour :
1. Who is the consumer (occupants)- understand his geographic, demographic, psychographic and media . graphics profile:
2. What does he buy (object). This is in terms of product (e.g. soft drinks, Soft drinks concentrate, syrups, etc.), product forms.
3. Why is the consumer buying (objective) ? What benefits is he seeking ? What motive is he trying to satisfy?
4. When do they buy, how often do they buy, when do they use, and now often do they use (occasion) ? 5. Where do they buy (outlets) ? For example, consumers buy soaps from grocery and general stores or more from chemists .
6. How do they buy (operations). What kind of background information do consumers collect before 'buying and from whom do they seek information ?
7. Who is involved (organisation), Le. who performs which buying role.
FACTORS INFLUENCING CONSUMER BEHAVIOR
Psychological factors :
1. Motivation
2. Perception
3. Learning
4. Attitudes
S. Personality and self-concept Sociol-cultural influence
1. Culture
Some Indian cultural values and consumer behavior
(a) Tolerance, (b) Individuality, (c) Equality,
2. Demographic
It includes the following factors which influence the
consumer behavior :
(a) Age,
(b) Income
(c) Language,
(d) Education, and
(e) Sex
3. Social Class
4. Reference groups
5. Family influence - family life-cycle and consumer behaviour
PARTICIPANTS IN THE BUYING PROCESS
There are the following five different roles that persons can play in a buying decision which are as follows:
1. Initiator: The initiator is a person who first suggests or thinks of the idea of buying the particular product.
2. Influence : The influencer is a person who explicitly or implicitly has some influence on the final buying decision of others.
3. Decider: The decider is a person who ultimately determines any part or whole of the buying decision, Le., whether to buy, what to buy, how to buy, when to by or where to buy.
4. Buyer : The buyer is the person who actually purchases.
5. User : The user is the person who actually uses or consumes the services or products.
