CHAPTER 1
Consumer Behaviour: It is the study of the processes involved when individuals or
groups select, purchase, use, or dispose of products, services, ideas, or experiences
to satisfy needs and desires.
The concept of consumption goes beyond just buying or using goods; it's a process
that reflects how individuals, societies, or cultures engage with and derive meaning
from products, services, and experiences.
To consume:
People often buy products not for what they do, but for what they mean.
Brand: The unique identity of a company, product, or service, including its name,
logo, reputation, and the emotions it evokes in consumers.
STAGES IN THE CONSUMPTION PROCESS
Pre-Purchase Stage:
This is when a consumer recognizes a need or desire. They may
research options, compare products, seek information, or rely on
reviews and advertisements. The decision-making process during this
stage involves evaluating alternatives and determining what fits their
needs or wants best.
Purchase Stage:
This stage involves the actual buying decision. Once a consumer has
evaluated their options, they proceed to make a purchase. Factors like
price, convenience, store experience, or promotions can heavily
influence the purchase decision. At this point, the consumer commits to
the product or service.
Post-Purchase Stage:
After the purchase, consumers evaluate their satisfaction with the
product or service. This stage involves the feelings or experiences the
consumer has with the product. If they are satisfied, they may become
loyal customers or recommend the product to others. If dissatisfied,
they may return the product, leave negative reviews, or not consider
the brand in the future.
, Why we study Consumer Behaviour?
The basic marketing concept states that organizations exist to satisfy needs.
Marketers can satisfy these needs only to the extent that they understand the people
or organizations that will use the products and services they sell.
Consumers Are Different! How We Divide Them Up
Age
Gender
Family structure
Social class and Income
Race and Ethnicity
Geography
Lifestyles
Segmenting by Behaviour:
Relationships marketing- interact with customers on a regular basis and
give them solid reasons to maintain a bond with the company over time
Big Data marketing- tracks specific consumers’ buying habits closely and
tailors products and messages precisely to people’s wants and needs based
on this information.
The biggest marketing phenomenon of this decade is user-generated
content (UGC), whereby everyone can voice their opinions about products,
brands, and companies on blogs, podcasts, and social networking.
Types of relationships a person might have with a product:
• Self-concept attachment—The product helps to establish the user’s identity.
• Nostalgic attachment—The product serves as a link with a past self.
• Interdependence—The product is a part of the user’s daily routine.
• Love—The product elicits emotional bonds of warmth, passion, or other strong
emotion.
Consumer Behaviour: It is the study of the processes involved when individuals or
groups select, purchase, use, or dispose of products, services, ideas, or experiences
to satisfy needs and desires.
The concept of consumption goes beyond just buying or using goods; it's a process
that reflects how individuals, societies, or cultures engage with and derive meaning
from products, services, and experiences.
To consume:
People often buy products not for what they do, but for what they mean.
Brand: The unique identity of a company, product, or service, including its name,
logo, reputation, and the emotions it evokes in consumers.
STAGES IN THE CONSUMPTION PROCESS
Pre-Purchase Stage:
This is when a consumer recognizes a need or desire. They may
research options, compare products, seek information, or rely on
reviews and advertisements. The decision-making process during this
stage involves evaluating alternatives and determining what fits their
needs or wants best.
Purchase Stage:
This stage involves the actual buying decision. Once a consumer has
evaluated their options, they proceed to make a purchase. Factors like
price, convenience, store experience, or promotions can heavily
influence the purchase decision. At this point, the consumer commits to
the product or service.
Post-Purchase Stage:
After the purchase, consumers evaluate their satisfaction with the
product or service. This stage involves the feelings or experiences the
consumer has with the product. If they are satisfied, they may become
loyal customers or recommend the product to others. If dissatisfied,
they may return the product, leave negative reviews, or not consider
the brand in the future.
, Why we study Consumer Behaviour?
The basic marketing concept states that organizations exist to satisfy needs.
Marketers can satisfy these needs only to the extent that they understand the people
or organizations that will use the products and services they sell.
Consumers Are Different! How We Divide Them Up
Age
Gender
Family structure
Social class and Income
Race and Ethnicity
Geography
Lifestyles
Segmenting by Behaviour:
Relationships marketing- interact with customers on a regular basis and
give them solid reasons to maintain a bond with the company over time
Big Data marketing- tracks specific consumers’ buying habits closely and
tailors products and messages precisely to people’s wants and needs based
on this information.
The biggest marketing phenomenon of this decade is user-generated
content (UGC), whereby everyone can voice their opinions about products,
brands, and companies on blogs, podcasts, and social networking.
Types of relationships a person might have with a product:
• Self-concept attachment—The product helps to establish the user’s identity.
• Nostalgic attachment—The product serves as a link with a past self.
• Interdependence—The product is a part of the user’s daily routine.
• Love—The product elicits emotional bonds of warmth, passion, or other strong
emotion.
