Professional Documents
Culture Documents
Who is a Consumer/Customer
• Individual,Personal Consumer
• Organizational/Business/Industrial Consumer
Buyer/User
CONSUMER MARKET
All the individuals and households who buy or acquire goods and services for personal
consumption.
Behavior
Consumer Behavior
Belch and Belch define consumer behavior as 'the process and activities people
engage in when searching for, selecting, purchasing, using, evaluating, and disposing
of products and services so as to satisfy their needs and desires'.'
It includes the study of:
Significance Of study of CB
Fac
Motivation
Perception
Learning
“Learning is the process by which the knowledge and experience acquired from the
purchase,consumption,use is applied to future behavior”
Need Recognition
The first stage of the buyer decision process,in which the consumer recognizes a problem
or need.
Information Search
• The stage of the buyer decision process in which the consumer is aroused to
search for more information .
• Information Can be collected from:
Personal Sources
Commercial Sources
Public Sources
Experiential Sources
Evaluation of Alternatives
In this stage the consumer uses information to evaluate alternative brands in choice set.
Purchase Decision
The stage in which consumers take further action after purchase,based on their
satisfaction/dissatisfaction.
It is a relationship between expected and actual performance.