m Consumer behavior is "The study of individuals, groups,

or organizations and the processes they use to select,

secure, use, and dispose of products, services, experiences,
or ideas to satisfy needs and the impacts that these
processes have on the consumer and society."

m Consumer behavior is the study of when, why, how, and

where people do or do not buy product/Service and
dispose it.

m Consumer behavior is thus a "decision process³ engaged in

by individuals.
m i omen don¶t buy message therapy, they buy hope
m Customers don¶t buy insurance they buy security.
m Thus a marketer of service need to understand the
complete mental process of consumers while
purchasing.
m CB is a process where, a purchaser plays different
roles«
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m ¦ssume you are planning to take Coaching classes
for IIT for the young ones in your family. Describe
the decision process and physical activities,
preceding the purchase undertaken by the various
members of the family.
m ho Buys? Organization
Occupants/ Individual
m hy they Buy Objective
m hat they Buy Object
m hen they Buy Occasion
m How they buy Operation
m here they buy Outlets
m ngel-Kollat-Blackwell model

º ëroblem recognition
º Information search
º valuation of alternatives
º ëurchase decision
º ëost-purchase behavior
m Strong¶s (1925) ¦ID¦

º ¦wareness
º Interest
º Desire
º ¦ction
m Based on the assumption that buyers will pass through a cognitive,
affective, and behavioral stage when there is a high degree of
involvement with a product category which is perceived to have a high
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m Consumer wants, learning, motives etc. are influenced by
opinion leaders, person's family, reference groups, social class
and culture.
m x- Opinion leaders²spokespeople, Formal social group of
Rotary Club, Lion¶s Club

m Roles and Family Influences--

Individuals role are continuing to change therefore marketers
must continue to update information.

m Reference Groups: Individual identifies with the group to the

extent that he takes on many of the values, attitudes or
behaviors of the group members.
m x - Housewives, Celebrity, doctor.
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e.g.: In ¦ndhra ëradesh, most advertisement air in Telugu
m The human mind and its attributes. These variables
influence the way consumers proceed thro¶ a
decision making process regarding products &
services. They are :

º ëersonality & Self-concept,

º Motivation & Involvement,
º ëerception & Information ërocessing,
º Learning & Memory,
º ¦ttitudes.
º Company Controlled- Service/ ëroduct, Offers, ërice,
ëromotion, displays, Outlets.

º Social influence ± ord of moth & reference group




  
 


 

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m Describe the factors influencing Consumer
Behavior of student belong to upper
middle class and Katrina Kaif while going
for tourist package.
m ¦lthough shopping malls started making their presence
felt, consumers still had to go to the traditional stand-
alone stores, when they were purchasing specialized
products like electronics, home needs, and jewelry.
hat are the ways in which shopping malls in India can
attract more number of customers?
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Service Recovery Strategies


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m xplain Six market model and its importance in education institute.
m Consumer retention is cheaper than customer acquisition. xplain
m Kingfisher is planning to expand its business in public road transport.
¦s a marketing operation consultant advice them on STë and various
factors affecting the consumer behavior( Bus Service).
m xplain service profit chain model for new IT service.
m How customers response to Service Failure. hat are the causes
Behind Service Switching
m xplain what is service recovery strategies. ¦pply the same to HDFC
who have lost its customers to ICICI and ¦xis bank.
m hy it is important to understand and analyse consumer behavior.