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 facto rs
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
Bibliography: * Indian journal of Marketing Vol. 40, No. 10 Oct. 2010 * Indian journal of Marketing Vol