Write a short note on consumer behaviour.

Ans.

Meaning of Consumer Behaviour:

There are two categories of buyers the individual consumer and the business buyer. The difference is that individual buyer buys commodities for his own or family consumption and business buyer buys things for manufacturing of other products or for resale. It is better to discuss these buyers separately.

Individual/Consumer Behaviour:

Modern concept of marketing gives utmost importance to consumer as the concept is based on strong belief that satisfaction of consumer should be the main objective of an organisation. A study on consumer behaviour from different angles is an imperative part of marketing research. The factors which influence consumer behaviour are described below:

1. Personal Factors: These include consumer’s age, education, financial status, self concept, his life style. Other factors remaining equally important consumer is very much concerned about his image and status in society. He has a desire for self expression and the desire is expressed through dress, ornaments, possessions and life style.

2. Cultural Factors: These include religion, language, culture etc. All these exercise an influence on the individual’s buying behaviour.

3. Psychological Factors: These include motivation perception, beliefs and attitudes. One consumer may be traditional in his way of life and another may be modern. One wears dhoti the other wears jeans.

4. Group Influence: The buyer is influenced by his intimate group, his family members, his friends, his teachers etc. These people affect his behaviour.

5. Information from Various Sources: A buyer is exposed to an out burst of information from various sources. The advertisements on television and in newspaper give him knowledge about the new product in the market and he is tempted to buy. A company’s salesman visits his place and offers a free sample of a product. He uses it and the satisfaction prompts him to search for it. Availability of a new product in a shop is a publicity in itself.

All these factors exercise great influence on his likes and dislikes and sometimes compel him to change his loyalty for a product and persuade him to go for the subsititute.