CONSUMER BEHAVIOR

Module II : Consumer As An Individual

MOTIVATION

Dr. Simi Kapoor

Topics to be covered 27.10.2010

• WHAT IS CONSUMER BEHAVIOR• CONSUMER AS AN INDIVIDUAL• MOTIVATION• MODELS OF MOTIVATION• NEEDS• APPLICATIONS

Definition Of Consumer Behavior

According to the American Marketing Association, Consumer Behavior has been defined as the dynamic interaction of affect and cognition, behavior and the environment by which human beings conduct the exchange aspects of their lives (Bennett, 1995).

Consumer Behavior is defined as activities people undertake when obtaining, consuming, and disposing of products and services (Blackwell, Miniard & Engell, 2004) . It asks the question

“ Why do people buy ?”

The function of this paper is that it becomes easier to develop strategies to influence consumers once a marketer knows why people buy certain products or brands.

There are several activities involved in the definition of consumer behavior : obtaining, consuming and disposingObtaining : refers to the activities leading up to and including the purchase or receipt of a product.Consuming : refers to how, where and when and under what circumstances consumers use products. Disposing : include how consumers get rid of products and packaging

Nature of Consumer BehaviorConsumer Behavior has two aspects :• the final purchase activity - which is visible to us and• the decision process which may involve the interplay of a number of complex variables not available to us. Purchase behavior is the end result of a long process of consumer decision-making. The study involves what consumers buy, why they buy it, how frequently they buy it and how they dispose off the product after use.

Nature of the Consumer

• A consumer is anyone who typically engages in anyone or all of the activities mentioned in the definition of consumer behavior.

• A personal consumer buys goods and services for his personal use or for household consumption or for just one member of the family. In all these cases, the goods are bought for final use, referred to as “end users” or “ultimate consumers”.

• Organizational consumers are consumer who fulfill the need of the organization.

Consumer as an individual

This view explains the basic concepts that account for individual behavior and demonstrate how these concepts influence the individual’s consumption related behavior.

Motivation is said to be the driving force within individuals produced by a state of tension caused by unfulfilled needs and wants. Individuals strive to reduce this tension through appropriate behaviour that they expect will satisfy their needs