Consumer Behaviour

2806 Words Mar 20th, 2014 12 Pages
Introduction:
Consumer Behavior is the study of individuals, groups, or organizations and the processes they use to select, secure, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the decision-making processes of buyers, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioral variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general.
Here we are
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* Price INR 9000 * Bought by Neeraja stays in Hyderabad. * This dress kit is purchased for some occasion like Ugadhi Festival. * This product performs Utilitarian function as accessories like handbag can be used for some other dress, other things like ear rings can be wear on some other dress and on some other occasion and kurthi can be wear on leggings. * Dress kit is purchased from Online Shopping site as designs and colors were very unique and price was reasonable to her.
Category C:
A product or service costing over $100 that, the customer feels, reveals something about the kind of person she or he is. * Product is mobile * Brand is HTC One (m8) * Bought by Srikanth stays in Australia * Bought from Vodafone store
Customer has purchased this product as it reveals his personality as he used to buy latest, new design product having extra features, that reveals his status and behave according to his reference group (his friends)

Relating with consumer behavior concept
Category A: PARK AVENUE BEER Shampoo
She buys Park Avenue beer shampoo as she is unsatisfied with earlier product that is not satisfying her current need. So here failure of satisfying earlier need motivate her to use substitute.
She is defector on the basis of consumer satisfaction as she is buying new brand when she find better qualities, features in it as compared to previous one(Dove).
Attitude toward object: Here attitude toward object is important. As she buys

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