CONSUMER BEHAVIOUR: NATURE, OF CONSUMER BEHAVIOUR

 

CONSUMER BEHAVIOUR: NATURE,   OF CONSUMER BEHAVIOUR

MBA / BBA MARKETING MANAGEMENT 

                                QUESTION PAPER OCTOBER 2019    

                PUNE UNIVERSITY 

 Nature of Consumer Behaviour

1. Complex Nature: Since every individual has different needs and desires, and marketers have to target customers as per their needs. Therefore, it becomes a complex task for the marketers to find the pattern of every individual.

2. Varies for different consumers: Different consumers have different needs and desires. Hence, It is impossible for marketers to target each and every consumer for their products. Therefore, Marketers try to identify their target consumers for the products and services.

 

3. Dynamic Nature: The behaviour and mentality of each consumer evolves with the time. Therefore, the marketers may find any potential customer for their products and services who once hated them.

4. Influenced by various factors: Consumer behaviour is also influenced by certain factors like friends, family, culture, lifestyle etc.

EX: People promoting different products among their peers due to the satisfaction they achieved by using it.

5. Important for Marketers: Consumer Behaviour is very important for marketers as they have to develop their products as per the behaviour of consumers that whether they are willing to purchase it or not.

6. Brand Loyalty: Consumers have a tendency to buy products and services from a certain organization which they may like due to certain reasons. They develop a brand loyalty towards these organizations and tends to buy only their products even if their rival is performing better in the market.