MBA-Marketing
Consumer Behaviour
Unit – II
1
UNIT - I
CONSUMER BEHAVIOUR AND MARKETING ACTION
LEARNING OBJECTIVES
After studying this chapter, you will be able to understand:
• The terms ‘consumer’ , ‘customer’, ‘industrial buyer’ and ‘motives’
• Need of consumer behavioural study, differences between oganisational
buying behaviour and consumer buying behaviour
• The nature and model of consumer involvement
• Consumer and industrial decision making process and decision rules
• Marketing implications of consumer behaviour
• Study of consumer behaviour modelling
An Overview
Consumer behaviour is comparatively a new field of study which evolved just
after the Second World War. The sellers market has disappeared and buyers
market has come up. This led to paradigm shift of the manufacturer’s attention
from product to consumer and specially focused on the consumer behaviour.
The evaluation of marketing concept from mere selling concept to consumer-
oriented marketing has resulted in buyer behaviour becoming an independent
discipline. The growth of consumerism and consumer legislation emphasizes the
importance that is given to the consumer. Consumer behaviour is a study of how
individuals make decision to spend their available resources (time, money and
effort) or consumption related aspects (What they buy? When they buy?, How
they buy? etc.).
The heterogeneity among people makes understanding consumer behaviour a
challenging task to marketers. Hence marketers felt the need to obtain an in-
(Mr. Henry Babu, Sr. Lecturer, Bharthi Vidhyapeeth Inst. of Management Studies & Research, Navi Mumbai – 400 614)
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MBA-Marketing
Consumer Behaviour
Unit – II
2
depth knowledge of consumers buying behaviour. Finally this knowledge acted
as an imperative tool in the hands of marketers to forecast the future buying
behavior of customers and devise four marketing strategies in order to create
long term customer relationship.
Consumer B