By Pyarimohan Mohapatra
Consumer behavior is an attempt to understand & predict human actions in the buying role. It has assumed growing importance under market-oriented or customer oriented marketing planning & management. Consumer behavior is defined as “all psychological, social & physical behavior of potential customers as they become aware of, evaluate, purchase, consume, & tell others about product & services”. * Each element in this definition is important.
* Consumer behavior involves both individual (psychological) processes & group (social processes). * Consumer behavior is reflected from awareness right through post-purchase evaluation indicating satisfaction or non-satisfaction, from purchases * Consumer behavior includes communication, purchasing & consumption behavior * Consumer behavior is basically social in nature. Hence social environment plays an important role in shaping buyer behavior. * Consumer behavior includes both consumer & business buyer behavior In consumer behavior we consider not only why, how, & what people buy but other factors such as where , how often, and under what conditions the purchase is made. An understanding of the buyer behavior is essential in marketing planning & programmes. In the final analysis buyer behavior is one of the most important keys to successful marketing. MAJOR FACTORS INFLUENCING BUYER BEHAVIOUR
Cultural factors exert the broadest and deepest influence on consumer behavior. The roles played by the buyers culture, sub culture and social class are particularly important. * CULTURE- Culture is the most fundamental determinant of a person’s wants and behavior. The growing child acquires a set of values, perceptions, preferences, and behavior through his or her family or other key institutions. * SUB-CULTURE- Sub-culture includes nationalities, religions, racial...