Consumer Behaviour

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INTRODUCTION
TO CONSUMER BEHAVIOUR

Consumer behavior is affected by a host of variables ranging from personal, professional needs, attitudes and values, personality characteristics, social economic and cultural background, age, gender, professional status to social influences of various kinds exerted a family, friends, colleagues, and society as a whole. The combination of these factors help the consumer in decision making further Psychological factors that as individual consumer needs, motivations, perceptions attitudes, the learning process personality characteristics are the similarities, which operate across the different types of people and influence their behavior.

Definition of Consumer Behavior

1. According to Walter & Yana – “Consumer behaviour is that process by which consumer decides to purchase, when do they purchase, how do they purchase and from where do they purchase”. 2. According to Vilky L. Williams – “This process related to personal, what they buy, why they buy and how do they buy. This is related to distribution – How are the product composes & planned and sold to consumers. And this is related to consumer market where millions of people every year purchase the products from lakes of selling points”.

There are four major factors which influences on the buying behavior of consumer. 1. Cultural factors
2. Social factors
3. Personal factors
4. Psychological factors

Marketing starts with the consumers and ends with the consumer. Satisfaction of the consumers becomes the most important goal of a business enterprise. The effort to ensure consumer satisfaction lies in understanding the consumer, his likes dislikes, his expectations and motivation. An analysis of the consumer’s behavior in terms of consumer consumption patterns, consumer preferences, consumer motivation, consumer buying process and shopping behavior is very much helpful to formulate a firm’s marketing strategy. So the ultimate objective of a business firm is to create a consumer who is said to be pivot around which the entire business of a firm revolves. Thus the marketing concept is consumer oriented and the emphasis is more on the consumer rather than on the product. The essence of modern marketing lies in building of profit along with creating meaningful value satisfaction for the costumers, whose needs and desires have to be coordinated with the set of products and production programmes. Therefore, marketing success an enterprise depends as its ability to create a community of satisfied consumers. All the business activities should be carried out in ways which are directed towards the satisfaction of the consumer needs.

MAJOR FACTORS INFLUENCING BUYING BEHAVIOR
Consumer behavior is affected by a host of variables ranging from personal, professional needs, attitudes and values, personality characteristics, social economic and cultural background, age, gender, professional status to social influences of various kinds exerted a family, friends, colleagues, and society as a whole. The combination of these factors help the consumer in decision making further Psychological factors that as individual consumer needs, motivations, perceptions attitudes, the learning process personality characteristics are the similarities, which operate across the different types of people and influence their behavior. There are four major factors which influences on the buying behavior of consumer. 1. Cultural factors

2. Social factors
3. Personal factors
4. Psychological factors
1. Cultural factors:
Consumer behavior cultural can be defined as the some total of learned belief, values and customs that serve to guide and direct the consumer behavior of all members of that society. Cultural is a learned through the following three ways:-

1. Formal learning
2. Informal learning
3. Technical learning.
Cultural is a most fundamental determinant person’s wants and behavior, the growing child acquires a set of values,...
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