The marketing strategies are getting sophisticated and fine-tuned, to suit

the market, consumer and competition. Consumers play a very important

role in the economy. They are the largest economic group in any country.
All present day activities are because of consumer only.
Consumers are the pillars of the economy. They are free to buy goods of
the kind they like and the producers have to ascertain the tastes and
preferences of this group and produce only those goods that will help
them to satisfy their needs and desires.
The heart of a marketing strategy revolves around the consumer. The
critical inputs required for the design of a consumer based marketing
strategy should invariable flow from a systematic study of consumer
behavior.
CONSUMER OF CONSUMER BEHAVIOUR
Consumer is the central point of all marketing activities. The consumer
behaviour differs from person to person. Consumer behaviour may be
defined ad people exhibit that in planning, purchasing and using economic
goods and services. The consumer behaviour is an integral part of human
behaviour and cannot be separated from it. In the specific sense,
consumer behaviour is tins act of consuming or using goods or services.
Buyer behaviour on the other hand, leads to an end in the process of
purchasing. Consumer behaviour is the process by which individuals
decide whether, what, when, where, how and from whom to purchase
goods and services. The whole process of buying takes place in the mind
of the buyer. To understand these attitudes of mind, marketing had drawn
concept

and

ideas

heavily

from

other

disciplines

like

sociology,

psychology, leading theory and others.

According to Webster, "Buyer behaviour is all psychological, social and
physical behaviour of potential customers as they become aware of,
evaluate, purchase, consume and tell other people about products and
services". Buyer behaviour emphasizes that this behaviour is both
individual (Psychological) process and group (social) process. It follows the
buyer from awareness through to post purchase evaluation. It includes
communication, purchasing and consumption behaviours. It is broad

enough for both cOnsumer (individual or home held) and industrial

(organization) buyer behaviour.
a) The psychological needs, which includes needs for satisfying, hunger, *
thirst, sleep shelter and sex gratification. These are the most basic needs
and until they are satisfied, other needs are of little importance.
b) The safety needs are related to economic and social security, such as
economic security, protection and family stability.
c) The belongingness and love needs are to be satisfied to avoid
frustration and make adjustments in life. These relate to affection and
belongingness to a group, love and acceptance by some one.
d) The esteem needs comprise self-esteem, a high evaluation of selfrespect, prestige and status in the esteatl of others in society. Fulfillment
of these needs provide feeling of self-confidence and usefulness to a
group Failure to fulfill these needs produces feeling of inferiority and
helplessness.
e) The need for self-actualization is the desire to achieve the maximum of
one's capabilities. Fulfillment of these needs depend upon the prior
fulfillment of the more basic needs.
f) The desire to know and understand refers to the process of searching
for meaning in things around as.
g) The aesthetic needs may not appear to be present among many
individuals because of their failure to satisfy more basic needs but among
others the need for beauty is important.
The marketing management successful in making good business his
products has the ability to satisfy several needs of an individual.
CONSUMER BEHAVIOUR THEORIES
All social sciences have contributed separate theories and tried to find mis
phenomenon. These theories for convenience may be grouped as under
a) Economic theories
b) Psychological theories
c) Psycho-analytical theories
d) Socio-cultural theories
A) Economic Theories
I) Marginal utility Theory

Classical Economists developed this theory. According to them a consumer

will continue to buy such products that will deliver him the most utility or
maximum satisfaction at relative prices. In this view that, man is rational
in all his activities and purchasing decisions are the results of economic
calculation. Marketers however do not accept this theory.
2) Income and savings Theory
This theory is based on the fact that purchasing power is the real
determinant of buying. Purchasing power on the other hand is dependent
on disposable income. To facilitate how people allocate changes in their
total income between spending and savings, there two concepts given by
economists.
Marginal propensity to consume and
(i) Marginal propensity to save.
B) Psychological Theories
These theories are also called as learning theories. This importance of
brand and repeat purchase makes learning theory more relevant in the
field of marketing.
1) Stimulus- Response Theory
According to Kotler and others "Learning occurs as a person responds to
some stimulus and is rewarded with need satisfaction for a correct
response'.
2) Cognitive Theory
According to it, stimulation of want is conditional by a customers
knowledge, his perception beliefs and attitudes.
3) Gestalt and field Theories
According to this theory, learning and consequent behaviour is not
dependent but is a total process. Behaviour should be explained in terms
of all the factors that are operating when an event happens. Thus buying
is not motivated by a single element, but is the sum-total of many
elements.
Field theory is a useful refinement of Gestalt psychology, formulated by
Kurt Lewin. The essence of this theory is that buyer a behaviour is the
result of one's "psychological field" existing at the time of taking buying
decisions. Thus according to this theory a person makes the decision to

buy, taking into consideration product, quality, price, advertising, retails

etc., all combined into a particular pattern consistent with buyer's
expectations.
4) Social groups
Psychologists are of opinion that behaviour has influence on individual
behavior. Groups may be formal or informal. Groups may be organised on
friendship, age, common interest etc,
MASLOWS VIEW FOR INTERPRETING BUYER BEHAVIOUR ON THE
BASIS OF NEEDS
a) Psychological Needs
These are considered to be basis needs and have the first priority. Need
for food, drink, sex etc., come under this group.
b) Safety Needs
The need consists of economic and social security
c) Esteem Needs
Needs are arising out of the desire to achieve self respect and prestige in
society.
d) Social Needs
It is also termed as belongingness and love needs. The act of purchasing
gifts is the result of such needs.
e) Self- Actualisation
This is perhaps the final type of need and depends more on prior
fulfillment of basic needs, such needs are the result of one's capabilities.
C) Psycho-Analytical Theories
Sigmud Frend developed this theory. He postulated that the personality
has three basis dimensions, the id, the ego and Super ego. The id refers to
the free mechanism that leads to strong drivers. Ego refers to the act of
weighing consequences and tries to reconcile with reality. Super ego is a
person's conscience. It is highly rational and tries to keep the activities
morally right. In essence, the id urges an enjoyed act, the super ego
present's the moral issues involved and the ego is the arbitrator in
determining whether to produce or not.
D) Socio- Cultural Theories

This theory is also known as "Vebelenian model". Man is primarily a social

animal and the group of which he is a member largely influences his
wants and behaviour. Most of the luxury goods are bought primarily
because one's neighbour or friend of the states bought it. Culture, sub
culture, social classes, reference groups, family are the different factor
groups that influence buyer behaviour.
The present day marketing is consumer oriented and consumer's
psychology, their social and economic characteristics etc., therefore form
the corner stone for marketing decisions.
Further "Man is a perpetual wanting animal", and therefore when one
need is satisfied a new need at a high lead emerges. It is then the
marketers try to discern the nature of these wants and attempt to satisfy
them.