Consumer behaviour can be defined as the decision making process and physical activity involved acquiring, evaluating, using and disposing of goods and services. Consumer behaviour refers to the behaviour that consumer display in searching, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs.
According to Walter – “Consumer behaviour is the process where by individual decides what, where, when, how, from whom to purchase the goods and services.”
According to Webster – “Consumer behaviour is the psychological, social & physical behaviour or potential customer as they become aware of evaluation, purchase, consume and tell others about product and services.
Consumer behaviour focuses on how individuals make decisions to spend their available resources to satisfy their consumption needs. This includes questions like: What to buy? When to buy? Where to buy? How often to buy? How much to buy?
Table of Contents:
- Introduction to Consumer Behaviour
- Determinants & Factors Influencing Consumer Behaviour
- Consumer Decision Making Process
- Consumer Behaviour Models
- Segmentation of Market
- Consumer Involvement and Motivation
- Cultural & Social Factors Influencing Consumer Behaviour
- Family Influence on Consumer Behaviour
- Ethics, Ethical Behaviour & Ethical Issues
- Lifestyle Segmentation – Psychographics
- Attitude & Consumer Behaviour
- Consumer Adoption
- Consumer Research
- Organization Buying Behaviour
- Buyer Centre & Buying Situation
- Organizational Buying Process
- Changing Consumer Behaviour in India