Case Study

Only available on StudyMode
  • Download(s) : 42
  • Published : March 19, 2013
Open Document
Text Preview
IMC
ASSIGNMENT 1
Consumer Behavior

Who is a Consumer?
Any individual who purchases goods and services from the market for his/her end-use is called a consumer. In simpler words a consumer is one who consumes goods and services available in the market. What is Consumer Interest?

Every customer shows inclination towards particular products and services. Consumer interest is nothing but willingness of consumers to purchase products and services as per their taste, need and of course pocket. About

Consumer Behavior
Consumer Behavior is a branch which deals with the various stages a consumer goes through before purchasing products or services for his end use. Why do you think an individual buys a product ?
* Need
* Social Status
* Gifting Purpose
Why do you think an individual does not buy a product ?
* No requirement
* Income/Budget/Financial constraints
* Taste
When do you think consumers purchase products ?
* Festive season
* Birthday
* Anniversary
* Marriage or other special occasions
There are infact several factors which influence buying decision of a consumer ranging from psychological, social, economic and so on. The study of consumer behaviour explains as to:
* Why and why not a consumer buys a product ?
* When a consumer buys a product ?
* How a consumer buys a product ?
During Christmas, the buying tendencies of consumers increase as compared to other months. In the same way during Valentines week, individuals are often seen purchasing gifts for their partners. Fluctuations in the financial markets and recession decrease the buying capacity of individuals. In a layman’s language consumer behavior deals with the buying behavior of individuals. The main catalyst which triggers the buying decision of an individual is need for a particular product/service. Consumers purchase products and services as and when need arises. According to Belch and Belch, whenever need arises; a consumer searches for several information which would help him in his purchase. Following are the sources of information:

* Personal Sources
* Commercial Sources
* Public Sources
* Personal Experience
Perception also plays an important role in influencing the buying decision of consumers. Buying decisions of consumers also depend on the following factors: * Messages, advertisements, promotional materials, a consumer goes through also called selective exposure. * Not all promotional materials and advertisements excite a consumer. A consumer does not pay attention to everything he sees. He is interested in only what he wants to see. Such behaviour is called selective attention. * Consumer interpretation refers to how an individual perceives a particular message. * A consumer would certainly buy something which appeals him the most. He would remember the most relevant and meaningful message also called as selective retention. He would obviously not remember something which has nothing to do with his need.

Consumer Psychology
Consumer psychology is a specialty area that studies how our thoughts, beliefs, feelings and perceptions influence how people buy and relate to goods and services. One formal definition of the field describes it as "the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society"."Professionals in this field look at things like the decision making-process, social persuasion and motivation to help understand why shoppers buy some things but notothers. In this overview of the profession, learn more about what consumer psychologists do and where they work. The Consumer Behavior Theory

An understanding of how the theory of consumer behaviour and its application tools evolved over the years will enable us to appreciate the validity of the theory and give us a...
tracking img