Q3 - Q3 Define Consumer Behaviour and describe its relation...

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Q3. Define Consumer Behaviour and describe its relation in purchase decision making. Consumer behavior is of perennial interest to the marketing man. This is because it is around this where marketing strategies and strategies on product and promotion revolve. In his strategies and plans, he makes assumptions regarding consumer behavior and how the consumer will respond to his marketing programs. Knowledge of the consumer, his buying motives and buying habits is of fundamental importance to the marketing man. There are two categories of consumers (1) the individual consumer and (2) the business consumer. The individual consumer buys for his own personal and family consumption and the business consumer buys things for manufacturing other products, or for reselling or for use in running of his enterprise. The consumer is a riddle. He is a highly complex entity. His needs and desires are innumerable. And they vary from security needs to aesthetic needs. These needs and desires are often at different stages of emergence and actualization. Some are latent, some manifest, while some others are highly dominant. And they have different priorities in his scheme of things. The consumer has his own ideas and plans about realizing these needs and desires. The first task of the marketer is to get close to the consumer and understand his need-structure and priorities. The consumer is exposed to a world of information about new products, new services, and new uses for existing products, new ideas and new styles. His attitude towards this literal bombardment of information, however, is peculiar. He may ignore certain pieces of information, whereas he may actively seek out some other information. He may read certain messages, but he may not digest them. He may merely overhear some message about some product and it may register in his mind. In other words, he filters the information in a rather unconscious manner. His perception is selective in the sense that he perceives and retains only what he would normally like to. When the consumer takes a buying decision, no rigid rule binds him. Sometimes the decision is taken on the spot. That does not necessarily mean that it is an irrational decision. Sometimes, he may decide after a long search after evaluating the various alternatives available and after
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reassuring himself with the opinion of those who have already purchased the product. Still, he may subsequently feel that his purchase was impulsive or even foolish! He may go to a shop after having taken the decision to buy a product; but he may not buy. For no apparent reason, he may postpone the purchase or even drop the very idea of purchasing the product. The consumer is also influenced by his social environment, which consists of his family, his society, his neighbour, his friends, his job and his colleagues. Every component of his social environment leaves some imprint on him and influences him in his day-to-day life. It influences his buying behaviour, too.
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Q3 - Q3 Define Consumer Behaviour and describe its relation...

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