Consumer Behaviour

The study of consumers and how they make decisions. 

• Consumer behavior 
• Final consumer 
• Business consumer 

The consumer decision making process begins when consumers:

• recognize a need
• identify possible solutions

What is consumer behavior ?
(Ch. 3)

• The mental and emotional processes and the physical activities of people who purchase and use goods to satisfy needs and wants.
• include every person or organization that has products, services or ideas to sell.
• refers to ecological, social, political, technical, economic, household, and point-of-sale location.
• marketing activities must be planned with the consumer’s time clock in mind.

Buying behaviour process includes, 1. Need recognition, 2. _____________ , 3. evaluation of alternatives, 4. purchase decision, 5. consumption and 6. Post-purchase behaviour

• waiting for advice

• information search

• enjoying the product

• all of above

The buyer decision process starts with:

• Need/problem recognition

• Information search

• Evaluation of alternatives

• Purchase decision

• Purchase

The recognition of the problem or need starts because the person finds a difference between:

• Actual state and Perceived discrepancy

• Actual state and Desired state

• Desired state and Problem recognition

• Perceived discrepancy and Problem recognition

Some of the external sources of information to which a person can go are:

• Reports of companies, business statistics and press

• Press articles, academic information and consumer studies

• Personal resources, Social networks and commercial sources

• Reports of companies, academic information and press

The definition "individuals passing on information, experiences or promotional messages to each other" refers to:

• Point of sale

• Word of mouth

• Purchase decision

• The unexpected

Buys a product or service for personal use

• Final consumer 
• Consumer behavior 
• Business consumer 

Unfulfilled desire

• Want
• Need