WHAT IS CONSUMER BEHAVIOUR. FEATURES. & CHARACTERISTICS.

WHAT IS  CONSUMER BEHAVIOUR.   FEATURES. &   CHARACTERISTICS.

MBA / BBA MARKETING MANAGEMENT 

QUESTION PAPER OCTOBER 2019    

            PUNE UNIVERSITY 

 Consumer Behaviour ( 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 behavior is the act of individuals in obtaining and using

goods and services, including the decision processes that precedes and

Determine these acts. - .

Consumer behavior is a changing process. Proper understanding of

consumer behavior is essential in marketing planning.

 Definitions of Consumer Behavior :

 "All psychological, social and physical behavior of potential customers as they become aware to purchase, consume, and tell others about products and seryices".

 Philip Kotler :

 consumer behavior refers to buying behavior of the final consumer-individuals and household, who buy goods and services for Personal consumption

 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'