R

BEHAVIOU
R
Prof Prashant Kumar
Gupta
Jain College Of MBA and
MCA

CONSUMER MARKET
The consumer market consists of all

individuals and
households who acquire goods
and services for personal use .
those

CONSUMER BEHAVIOUR

Is the process, a consumer goes

through to make decisions
regarding the purchase, use and
disposal of goods and services.

WHY STUDY CONSUMER

BEHAVIOUR?

How do consumers respond to

marketing efforts the company
might use?
The most important thing is to
forecast where customers are
moving, and be in front of them.

WHY DOES A CONSUMER BUY

GOODS?
To satisfy needs through
wants
Needs and Wants change
>>>Time
>>>Person
>>>Age
>>>Income
>>>Education
>>>Culture
>>>Marital Status and so on

WHAT DO CONSUMERS ACTUAL

BUY?
Example 1: Shoes

For Comfort
For Protection
For Show-Of

Example 2: Cars

For Commuting
For Social Status
For Safety
(compared to 2-Wheelers)

WHAT IS A CONSUMER ACTUAL

BUYING?

A consumer does not buy a

product, he/she buys

benefits

Point to be noted:
1.Benefits and features are two diferent
concepts.
2.Features are important only in terms of how
they benefit the customer.
3.The feature is meaningless if it doesnt

BUYING MOTIVES

Those influences or
considerations which provide
the impulse to buy, induce
action or determine choice in
purchase of goods or services.
In simple words it is the reason
why a consumer purchases a

DIFFERENT BUYING MOTIVES

Primary

Related to basic needs of human

being which motivate the buyer to
take a purchase decision.

Hunger
Secondar
Thirst
y
Sleep
Shelter
Entertainment

DIFFERENT BUYING MOTIVES

Primary
Influenced by society where he
is born and lives.

Secondar Emotional
Rational
y

Patronage

SECONDARY BUYING MOTIVE:

EMOTIONAL

EMOTIONAL
MOTIVES

Change/Variety
Comfort/Convenien
ce Fear
Health
Afection
Adventure
Pleasure

Feelings, Emotions,
Impulses

Recognition

Leisure
time
Recreation

Social or group
Security approval

Based on feelings.
Not based on judgment
1. Love and Af ection
2. Curiosity
3.Fashion
4.Pride and Prestige
5.Romance
6.Fear and many more

SECONDARY BUYING MOTIVE:

RATIONAL
MOTIVES

RATIONAL
Dependability

Economy Efficiency
Increased
Health production
Knowledge
Low
cost/maintenance

Profit

Durability Accuracy

Reason, Judgment,
Logic

Service

Safety
Simplicity Versatility

Based on sound judgment.

Based on proper testing, observing &
comparing.
1. Economy
2. Utility
3.Comfort & Convenience
4.Durability
5.Security
6.Maintenance and many more

SECONDARY BUYING MOTIVE:

PATRONAGE

PATRONAGE
MOTIVES

Particular Place

Present
Price

Special
Discount

Decoration

Choices

Behaviour

Based choice of particular person

Certain motive to patronise or support
Can be on rational or emotional basis
1.
2.
3.
4.
5.
6.

Service
Special Discount
Location
Store loyalty
Friendliness
Habit and many more

COMBINATION OF MOTIVES
Emotional and Rational
Rational and Patronage
Patronage and Emotional
Rational
Motives
Ease of
operation
Economy
Time savings

Emotional
Motive

Increased
leisure time

THANK YOU!

Thats it For Today