Consumer Behaviour
Introduction
·
Consumer Behaviour refers to the study of how
individuals, groups, and organizations select, purchase, use, and dispose of
goods, services, ideas, or experiences to satisfy their needs and desires.
It focuses on the decision-making process of buyers, what motivates them, and
how external/internal factors influence their choices.
- According
to Schiffman and Kanuk: “Consumer behaviour is the behaviour that
consumers display in searching for, purchasing, using, evaluating, and
disposing of products and services that they expect will satisfy their
needs.”
- It
is a multidisciplinary field drawing from psychology, sociology,
anthropology, and economics.
Factors Influencing Consumer Behaviour
1. Cultural Factors
- Culture:
The set of values, beliefs, customs, and traditions that shape preferences
and behaviour.
- Example:
In India, vegetarian culture influences food purchase patterns.
- Sub-culture:
Smaller cultural groups (religion, caste, region).
- Example:
South Indian food habits vs. North Indian food habits.
- Social
class: People in the same class share similar
lifestyles, income levels, and consumption patterns.
2. Social Factors
- Reference
Groups: Groups that influence consumer
behaviour (friends, colleagues, celebrities).
- Aspirational
group (we want to belong to), membership group (we are part of),
dissociative group (we avoid).
- Family:
Primary influence on buying decisions (parents influencing children’s food
or clothing purchases).
- Roles
and Status: A person’s role in society and
workplace affects buying decisions.
- Example:
A manager buying formal suits, an artist buying creative tools.
3. Personal Factors
- Age
and Life Cycle Stage: Needs change with life stages.
- Example:
Teenagers buy gadgets; middle-aged buy insurance; old age focuses on
healthcare.
- Occupation:
A doctor, engineer, or farmer will have different purchasing patterns.
- Economic
Situation: Disposable income, savings, and
credit availability.
- Lifestyle:
Activities, interests, and opinions (AIO analysis).
- Personality
& Self-concept: Personality traits
(extrovert/introvert) and self-image affect choices.
4. Psychological Factors
- Motivation:
The inner drive that directs behaviour (Maslow’s hierarchy).
- Perception:
How consumers interpret and make sense of marketing messages.
- Learning:
Experiences change future behaviour (brand loyalty).
- Beliefs
and Attitudes: Belief (knowledge held about a
product), Attitude (favourable/unfavourable feelings).
Basic Model of Consumer Decision Making
- Input
(External influences)
- Marketing
stimuli (product, price, place, promotion).
- Socio-cultural
influences (family, friends, culture, social class).
- Process
(Decision-making stages)
- Need
recognition → Information search → Evaluation of alternatives → Purchase
decision.
- Output
(Post-purchase behaviour)
- Purchase
decision (trial, repeat purchase, brand loyalty).
- Post-purchase
evaluation (satisfaction/dissatisfaction).
Buying Process (Consumer Decision-Making
Process)
- Problem/Need
Recognition – Buyer realizes a need or problem.
- Example:
Feeling hungry → Need for food.
- Information
Search – Internal (memory, past experience)
& external (advertisements, friends, internet).
- Evaluation
of Alternatives – Comparing brands, features,
quality, price.
- Purchase
Decision – Choosing a product/brand and
completing the transaction.
- Post-Purchase
Behaviour – Satisfaction leads to loyalty;
dissatisfaction leads to complaints or switching.
Theories of Consumer Behaviour
1. Economic Theory of Consumer Behaviour
- Consumers
are rational decision-makers who aim to maximize utility
(satisfaction) with limited income.
- Based
on law of diminishing marginal utility and equilibrium where
consumers balance wants with budget.
- Limitations:
Assumes rationality, ignores emotions, social influence, and psychological
factors.
2. Maslow’s Hierarchy of Needs
- Human
needs are arranged in a hierarchy, and consumers satisfy lower-level needs
before moving to higher ones:
- Physiological
Needs – food, clothing, shelter.
- Safety
Needs – insurance, healthcare, security.
- Social
Needs – belongingness, friendship,
acceptance.
- Esteem
Needs – luxury goods, recognition,
status.
- Self-Actualization
Needs – self-development, creativity,
achieving potential.
- Marketers
align their products to these levels (e.g., gyms promote fitness for
self-actualization).
3. Learning Theory
- Consumer
behaviour is shaped by learning from experiences.
- Classical
Conditioning (Pavlov): Linking product with positive
stimulus (e.g., music in ads).
- Operant
Conditioning (Skinner): Behaviour shaped
by rewards/punishments (loyalty programs, discounts).
- Cognitive
Learning: Based on reasoning and
problem-solving (consumers evaluate before purchase).
4. Psychoanalytical Theory (Freudian
Theory)
- Developed
by Sigmund Freud.
- Consumer
behaviour is driven by unconscious motives and desires.
- Structure
of personality:
- Id:
Instincts, pleasure-seeking.
- Ego:
Reality-oriented, balances Id and Superego.
- Superego:
Morals, social values.
- Example:
Buying luxury cars may represent deeper psychological desires like power,
status, or recognition.
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