Why Study Consumer Behavior?

1. To increase a manager’s confidence to predict consumer  responses to their marketing strategy

2. To understand the consumer decision process for goods, services, and ideas

3. To implement the Marketing Concept . . a plan to influence buyer – seller exchanges to meet organizational goals

4. To understand complex influences on consumption processes

5. To conceptualize basic models of consumer behavior

6. To avoid “the Self-Reference Criterion”

7. To produce customarily product.

8. To know consumer need.

9. To increase sales.

What is Consumer Behavior?

The Consumer Behavior

What is Consumer Behaviour?

Consumer Behavior is the "Processes a consumer uses to make a purchase decisions, as well as to use and dispose of purchased consumer's or customer's goods or services; and also includes factors that influence in the purchase decisions and the product use."

The actions a person takes in purchasing and using products and services, including the mental and social processes that precede and follow these actions. The behavioral sciences help answer questions such as: 

• Why people choose one product or brand over another? 
• How they make these choices? and 
• How companies use this knowledge to provide value to consumers?

Consumer Behaviour in Consumer Decision Process

Multiple Participants in the Consumer’s Decision Process. Such as: Initiators, Users, Deciders, Influencers (Gatekeeper)and Buyer.