Consumer Behaviour

An Introduction to
Consumer Behaviour
.understanding of the core aspects of
consumer psychology.
 Assessment Details
Assessment Task Weightage Length Due date
 What is Consumer Behaviour?
Individuals or groups acquiring, using and
disposing of products, services, ideas, or
experiences
Includes search for information and actual
purchase
Includes an understanding of consumer
thoughts, feelings, and actions
Acquisition, Consumption and Disposal

Acquisition Consumption
Receiving Collecting
Finding Nurturing
Inheriting Cleaning
Producing Preparing
purchasing Displaying
Storing
Wearing
Sharing
Acquisition, Consumption, Disposal
Disposal
Giving
Throwing away
Recycling
depleting
 What is it about?
Consumer behavior explains the reasons and
logic that underlie purchasing decisions and
consumption patterns;
it explains the processes through which buyers
make decisions
The interplay between cognition, affect and
behaviour that goes on within a consumer
during the consumption process: selecting,
using and disposing off goods and services.
 The three areas
Cognition This includes within its
ambit the knowledge,
information processing and
thinking part; It includes
the mental processes
involved in processing of
information, thinking and
interpretation of stimuli
(people, objects, things,
places and events). In our
case, stimuli would be
product or service offering;
it could be a brand or even
anything to do with the 4Ps
 The three areas
Affect This is the feelings part.
It includes the favorable
or unfavorable feelings
and corresponding
emotions towards a
stimuli (eg. towards a
product or service
offering or a brand).
These vary in direction,
intensity and persistence.
 The three areas
Behaviour This is the visible part.
In our case, this could
be the purchase
activity: to buy or not a
buy (again specific to a
product or service
offering, a brand or
even related to any of
the 4 Ps).
 How would you influence people
buying.
Shampoo Books
Holiday Automobile
Smart phones
 Contributing Disciplines
Anthropology
Sociology
Psychology
Economics
History
Political Science
 Interdisciplinary Influences
Individual Focus

Experimental Psychology
Clinical Psychology
Developmental Psychology
Human Ecology
Microeconomics
Social Psychology
Sociology
Macroeconomics
Semiotics/Literary Criticism
Demography
History
Cultural Anthropology
Social Focus
Issues During Stages in the
Consumption Process
 Consumers Impact on Marketing
Strategy
Understanding consumer behavior is good
business.
Firms exist to satisfy consumers needs, so
Firms must understand consumers needs to
satisfy them.
The Process of Marketing Segmentation:
Identifies Groups of Consumers Who are Similar to
One Another in One or More Ways, and
Devises Marketing Strategies that Appeal to One
or More of These Groups.
Advertisements gone wrong..
Unrealistic body proportions
 Ethics of Marketing:
Do Marketers Create Artificial Needs?
Response: Marketing attempts to create awareness that
these needs do exist, rather than to create them.

Are Advertising and Marketing Necessary?

Response: Yes, if approached from an information dissemination
perspective.

Do Marketers Promise Miracles?

Not if they are honest; they do not have the ability to create
miracles.
Life Style Discussion
Time : 15 minutes
Wheel of Consumer Behaviour
 Our study.

Section II: Consumers As Individuals

Section III: Consumers As Decision Makers
Section IV: Consumers and Subcultures
Section V: Consumers and Culture