Consumer behaviour entails all activities linked with the purchase, use and scrapping of goods and services. It also includes the consumer’s emotional, mental and behavioural responses that precede or follow these activities. The term consumer can refer to an individual consumer as well as organisational consumers, and more specifically, “an end user, and not necessarily a purchaser, in the distribution chain of a good or service”.
Consumer behaviour is concerned with the following
It refers to the purchase of goods or services and how consumers acquire products and services. All these activities lead up to a purchase decision which includes information search, evaluation of goods and services and payment methods. This payment method includes the purchase experience.
Use or Consumption Activities
It concerns the who, where, when and how of consumption and the usage experience. This includes the symbolic connections and the way that goods are distributed within families or consumption units
Concerns the way in which the consumers disposes products and packaging. It may also include reselling activities such as eBay and second-hand markets.
The following are the Consumer responses
- Emotional (or affective) responses: refer to the emotions such as feelings or moods
- Mental (or cognitive) responses: refer to the consumer’s thought processes
- Behavioural (or conative) responses: refer to the consumer’s observable responses in relation to the purchase and dumping of goods and services.
As a field of study, consumer behaviour is an applied social science. Consumer behaviour is the study of use of behaviour principles, usually gained experimentally, to interpret human economic consumption. Moreover, as a discipline, consumer behaviour stands at the intersection of economic psychology and marketing science.
5 buying factors of our customer
These are the 5 qualities that you will get in each and every customer. Now its your job that how you can keep a customer with you.
In every family there is a guy who always looking for new things , which can be beneficial for him or his family . So here you can capture this guy mind through your exciting advertisements . The more attractive and creative the ad the more initiator customer you will get .
This is the person who will influence the idea given by the initiator and will also urge the initiator to take the product or service.
Now it’s time for this person that he will buy or not because he is the person who will take all the decisions about the product or the service . He also has the power to drop the plan or idea .
He is the person who will buy that product like he will spent the money for it . He can take the decision but that will be difficult for him . Because he is working to earn money .
Now the right person is here . He is going to us that product or utilize the service. So he can also take all the decisions or these are the people who can take decision for him. In India these qualities you can get in every family .