Description
consumer behaviour
INTRODUCTION:
Marketing is the moving and exciting activity in everybody activities. The
sellers,distributors, advertising agencies, consultants, transporters, financers, store
agencies andevery one as a counter are part of the marketing system. Any
exchange process be itconsumer, goods, intermediary goods, services of ideas,
comes under the preview of marketing. It is very often regarded that the
development of markets and marketing is synonymous with the economic
development of account. Through marketing is an action discipline. In the evergrowing corporate world, marketing is being regarded as a crucial element for the
success of an Enterprise. The marketing discipline is undergoing fresh re appraisal
in the light of the vast global, technological, economic and social challenges facing
today’s companies and countries. Marketing at its best is about value creation and
raising the world's living standards. Today's winning companies are those who
succeed most in satisfying, indeed delighting their targetcustomers.As quoted by
P.P.Drucker ³Marketing is so basic that it cannot be considered a separatefunction. It
is whole business seen from the point of view of its final result, that is, from
thecustomer¶s point of view. Business success is not determined by the producer
but by thecustomer´.Philip Kotler has therefore defined marketing as ³it is a social
and managerial process by which individuals and groups obtain what they need and
want through creating, offeringand exchanging products of values with others´.
Many Indian companies espouse a satisfiedcustomer philosophy and describe
marketing as customer-satisfaction engineering. Since theeconomy in this country
has changed from a primary condition of scarcity to gradual andsteady stage of
affluence, largely giving consumers the opportunity to choose among manyvaried
alternatives, satisfaction has become a major concern of business.
INTRODUTION TO CONSUMER BEHAVIOR:
One thing that we have in common is that we all are consumers. In facteverybody in
this world is a consumer. Every day of our life we are buying andconsuming an
incredible variety of goods and services. However, we all havedifferent tastes, likes,
dislikes, and adopt different behavior patterns whilemaking purchase decisions.The
term consumer behavior refers to the behavior that consumers displayin searching
for purchasing using evaluation and disposing in searching for purchasing using
evaluating and disposing of products and services that theyexact will satisfy o how
individuals make decisions to send their availableresources (time, money and effort)
on consumption related items. It includes thestudy of ³What they buy´, ´Why they
buy´, ³When they buy it´, ³Where they buy it´, ³how often they buy it´ and ³how
often they use.
DEFINITIONS:
Consumer Behavior (or Buyer Behavior) is broadly defined by variousscholars &
researchers as:1.
It¶s the behavior displayed by the consumers during the acquisition,consumption
and disposition of products, services, time and ideas bydecision making units.2.
It is the body of knowledge which studies various aspects of purchase
andconsumption of products and services by individuals with various socialand
psychological variables at play.3.
The behavior that the consumers display in searching for, purchasing,using,
evaluating and disposing of products and services that they expectwill satisfy their
needs.
4
.
The process and activities people engage in when searching for, selecting,
purchasing, using, evaluating, and disposing of products and services soas to satisfy
their needs and desires.5.
The activities directly involved in obtaining, consuming, and disposing of products
and services, including the decision processes that precede andfollow these
actions.6.
The American Marketing Association (AMA) defines consumer behavior as ³The
dynamic interaction of cognition, behavior & environmentalevents by which human
beings conduct the exchange aspect of their lives.Consumer behavior is helpful in
understanding the purchase Behavior and preferences of different consumers. As
consumers, we differ in terms of sexage, education, occupation, income, Family
setup, religion, nationality andsocial status. Because of this different background
factors, have different needsand we have only buy those products and services,
which we think, will satisfyour needs.
A MODEL OF CONSUMER BEHAVIOUR:
A consumer decisions to purchase a particular product of service is theresult of
complex interplay of a number of variables. The starting point of thedecision
process is provided by the companies marketing stimuli in the shape of product,
promotion, price and distribution strategy. Consumer often purchasenew products
that are associated with a favorable viewed brand name.The term consumer
behavior refers to the behavior that consumer displayin searching for purchasing,
using, evaluating and disposing of products andservices that they expect will satisfy
these needs. The study of consumer behavior in the study of how individuals make
decisions to spend their available
resources (time, money, effort) on consumption related items. It includes thestudy
of ³what they buy´, ³why they buy´, ³when they buy´, ³where they buy´,³how often
they buy´ and ³how they use´.
doc_794391564.docx
consumer behaviour
INTRODUCTION:
Marketing is the moving and exciting activity in everybody activities. The
sellers,distributors, advertising agencies, consultants, transporters, financers, store
agencies andevery one as a counter are part of the marketing system. Any
exchange process be itconsumer, goods, intermediary goods, services of ideas,
comes under the preview of marketing. It is very often regarded that the
development of markets and marketing is synonymous with the economic
development of account. Through marketing is an action discipline. In the evergrowing corporate world, marketing is being regarded as a crucial element for the
success of an Enterprise. The marketing discipline is undergoing fresh re appraisal
in the light of the vast global, technological, economic and social challenges facing
today’s companies and countries. Marketing at its best is about value creation and
raising the world's living standards. Today's winning companies are those who
succeed most in satisfying, indeed delighting their targetcustomers.As quoted by
P.P.Drucker ³Marketing is so basic that it cannot be considered a separatefunction. It
is whole business seen from the point of view of its final result, that is, from
thecustomer¶s point of view. Business success is not determined by the producer
but by thecustomer´.Philip Kotler has therefore defined marketing as ³it is a social
and managerial process by which individuals and groups obtain what they need and
want through creating, offeringand exchanging products of values with others´.
Many Indian companies espouse a satisfiedcustomer philosophy and describe
marketing as customer-satisfaction engineering. Since theeconomy in this country
has changed from a primary condition of scarcity to gradual andsteady stage of
affluence, largely giving consumers the opportunity to choose among manyvaried
alternatives, satisfaction has become a major concern of business.
INTRODUTION TO CONSUMER BEHAVIOR:
One thing that we have in common is that we all are consumers. In facteverybody in
this world is a consumer. Every day of our life we are buying andconsuming an
incredible variety of goods and services. However, we all havedifferent tastes, likes,
dislikes, and adopt different behavior patterns whilemaking purchase decisions.The
term consumer behavior refers to the behavior that consumers displayin searching
for purchasing using evaluation and disposing in searching for purchasing using
evaluating and disposing of products and services that theyexact will satisfy o how
individuals make decisions to send their availableresources (time, money and effort)
on consumption related items. It includes thestudy of ³What they buy´, ´Why they
buy´, ³When they buy it´, ³Where they buy it´, ³how often they buy it´ and ³how
often they use.
DEFINITIONS:
Consumer Behavior (or Buyer Behavior) is broadly defined by variousscholars &
researchers as:1.
It¶s the behavior displayed by the consumers during the acquisition,consumption
and disposition of products, services, time and ideas bydecision making units.2.
It is the body of knowledge which studies various aspects of purchase
andconsumption of products and services by individuals with various socialand
psychological variables at play.3.
The behavior that the consumers display in searching for, purchasing,using,
evaluating and disposing of products and services that they expectwill satisfy their
needs.
4
.
The process and activities people engage in when searching for, selecting,
purchasing, using, evaluating, and disposing of products and services soas to satisfy
their needs and desires.5.
The activities directly involved in obtaining, consuming, and disposing of products
and services, including the decision processes that precede andfollow these
actions.6.
The American Marketing Association (AMA) defines consumer behavior as ³The
dynamic interaction of cognition, behavior & environmentalevents by which human
beings conduct the exchange aspect of their lives.Consumer behavior is helpful in
understanding the purchase Behavior and preferences of different consumers. As
consumers, we differ in terms of sexage, education, occupation, income, Family
setup, religion, nationality andsocial status. Because of this different background
factors, have different needsand we have only buy those products and services,
which we think, will satisfyour needs.
A MODEL OF CONSUMER BEHAVIOUR:
A consumer decisions to purchase a particular product of service is theresult of
complex interplay of a number of variables. The starting point of thedecision
process is provided by the companies marketing stimuli in the shape of product,
promotion, price and distribution strategy. Consumer often purchasenew products
that are associated with a favorable viewed brand name.The term consumer
behavior refers to the behavior that consumer displayin searching for purchasing,
using, evaluating and disposing of products andservices that they expect will satisfy
these needs. The study of consumer behavior in the study of how individuals make
decisions to spend their available
resources (time, money, effort) on consumption related items. It includes thestudy
of ³what they buy´, ³why they buy´, ³when they buy´, ³where they buy´,³how often
they buy´ and ³how they use´.
doc_794391564.docx