Consumer Behavior. its Features. & Characteristics.

 

Consumer Behaviour. its Features. & 

Characteristics.

 Consumer Behaviour (Meaning : Consumer behaviour is comparatively a new field of study. It is an attempt to understand and predict human actions in the buying role. It has assumed growing importance under market oriented or customer oriented marketing planning and management.

Buyer's market for many products and the growth of consumerism and consumer legislation since 1960 have created special interest in consumers behaviour.

Consumer behaviour is the act of individuals in obtaining and using goods and services, including the decision processes that precedes and determine these acts.

Consumer behaviour is a changing process. Proper understanding of consumer behaviour is essential in marketing planning.

Consumer behaviour is defined   "All psychological, social and physical behaviour of potential customers  

Philip Kotler : consumer behaviour refers to buying behaviour of the final consumer individual  and household ,who buy goods and services

 

Features/Characteristics of Consumer Behaviour :

 

(a) consumer behaviour involves both individual (psychological) processes and group (social) processes.

(b) Consumer behaviour is reflected from awareness right through Post purchase evaluation indicating satisfaction or non-satisfaction from purchases.

(c) Consumer behaviour includes communication, consumption and purchasing behaviour.

(d) consumer behaviour is basically social in nature' Hence, environment plays an important role in shaping the consumer's behaviour'

(e) consumer behaviour includes both consumer and business buyer

behaviour.