What is Consumer Behavior? Consumer behavior is the study of how and

why people acquire and use products for themselves and/or their household.

CHARACTERSTICS1) Process by which individual decide whether, what,

when, from whom, where & how much to buy.2) It comprises both mental & physical activities of a

consumer.3) An individual Behavior is influenced by internal &

external factors.4) It is influenced by a No. of marketing stimuli offered by

marketer.5) They learn & thereby change their attitudes &

behavior.

BUYING MOTIVES

Motive is inner urge that moves or prompts a person to some action.

It can be a strong desire, feeling, a drive, stimulus or emotion which plays a role in the consumer’s decision to purchase a product or service.

TYPES

i. Personal Motives

a) Role Playing

b) Diversion

c) Learning about new trends

ii. Social Motives

a) Social Experience

b) Status & Authority

c) Pleasure of Bargaining

Consumer Decision Making Process

The Buying process by a consumer is triggered by his specific needs.

Consumer Distinctive Behavior Pattern Towards Services

Consumer rely more on information from personal services

Engage in greater post purchase evaluation and information seeking.

Consumer Perceive greater risk.Mood plays an important role.

Factors Influencing Consumer Behavior1. Culture

2. Subculture

3. Social class

4. Reference groups

5. Family

Implication for service providersMarketers should be careful in satisfying existing

customers.Assistance of service providers plays an important

role.Customer becomes a part of service delivery

process.Time taken to deliver the service forms the basis of

competition.Demand for both quality and customization poses

a challenge to service providers.