Consumer Behaviour

Analysis – Part 1

Human behaviour varies from person to person from time to time. Consumer or buyer behaviour is relatively a new field of study in marketing. Consumer or buyer behaviour are those activities which involves planning, purchasing & using economic goods and services for fulfilling their wants and desires.

Meaning & Definition

• “Consumer behaviour is the process whereby individuals decide what when, how and from whom to purchase goods and services”

- Walters & Paul• “ The act of individuals in obtaining, using and

disposing of economic goods & services, including the decision processes that precede and determine these acts”.

- Kurtz

Buyer behaviour is very complex. It’s the process by which individuals decide

whether, what, when, from whom, where & how much to buy.

Buyer behaviour is very dynamic. It comprises both mental & physical

activities of a consumer. It is an integral part of human behaviour.

Characteristics or features

In many cases, it is the sum total of the behaviour of number of persons.

Consumers act differently at different times.

Consumer behaviour is influenced by number of marketing stimuli.

A number of reasons make the study of consumer behaviour relevant for effective marketing. These are as follows: Consumer do not always act or react as the theory would suggest. Consumer preferences are changing and becoming highly

diversified. Meeting of special needs of customers requires market

segmentation Rapid introduction of technological advancement has made the

study more vital. Implementing the marketing concept calls for studying the

consumer behaviour.

Importance of consumer behaviour analysis

“ A motive may be defined as a drive or an

urge for which an individual seeks satisfaction. It becomes a buying motive when the individual seeks satisfaction through the purchase of something”.

- W. J. Stanton

Buying motives of a buyer is an influence or consideration which provides an impulse to buy. In short, it induces a buyer to buy a product.

Buying Motives

Bu

ying

M

otiv

esProduct

Emotional

Rational

PatronageEmotional

RationalInherent MotivesLearned Motives

Classification or types of Buying Motives

It refers to those influences and

reasons which induce a buyer to choose a particular product in preference to other products.

a) Emotional product buying Motive: When a buyer decides to purchase a product without thinking over the matter logically and carefully.

Product Buying Motive

Emotional product buying includes the following:

Pride or prestige Emulation or imitation Affection Comfort or desire for comfort & pleasure Sex appeal Ambition Desire for distinctiveness or individuality Hunger & thirst Habit

b) Rational product buying motive: When a buyer decides to buy certain thing after thinking over the matter consciously and logically

Rational product buying motives include the following:

• Safety or security• Economy• Relatively low price• Suitability• Utility or versatility• Durability of the product• Convenience of the product

To be continued….