Introduction

Consumer Behavior

Consumer Behavior is based onPsychologySociologyMarketing and Economics

We study consumer Behavior becauseConsumers are differentConsumer behave differently in different

cultures, and societiesThere are Religious, Economic, Language,

and Societal differences.

Consumer Purchasing ProcessConsumers pass through different steps

before purchasing a product.The consumer purchasing process may be

highly complex or very simple, depending:Financial Risk Physical RiskThe risk of Unknown.

Some decisions are so simple that the need is recognized in store and purchase is made.

Step 1: Need recognitionConsumers recognize the need when their

existing state is not equal to their desire state.

Consumers may recognize needs through:Internal sourcesExternal sources

Consumers recognize needs through:Physical disordersTechnological changes Personal or family changesEconomic factors etc.

….. continueOne of the major tasks of marketers are to

motivate consumers that their existing state is not equal to their desired state, through continuous research and finding new ways of consumer comfort.

Step II: Information SearchOnce consumers recognize needs, they will

search for information about how to satisfy their unmet needs.

Consumers information search stage may be very time consuming, or very short, depending on the nature and price of the product.

There are two different sources of consumer information;Consumer dominant sources andMarketing dominant sources

…. continueConsumer dominant sources includes:

Consumer past experiencesFamily and Friends

Marketing dominant sources includes:Advertising and publicityPersonal SellingUtilization of Support Media etc.

Step III: Evaluation of AlternativesAt this stage consumers evaluate the

alternatives, in his or her evoked set.Consumers evaluate products based on

multiple factor.

Step III: Evaluation of AlternativesPrice Vs Value

Step III: Evaluation of AlternativesEvaluation of alternatives based on Quality.Costly and Expansive issues

Step IV: PurchaseBrand DecisionsStore PatronagePurchase decisions may be affected by:

Reputation of the dealerCompanies and Competitors announcement

of launching a new models and versions.For example in the case of Ipad, and hp slate etc

Purchase decisions may be delayed because of economic and political conditions. Especially in the case of major and Industrial purchases.

Post Purchase BehaviorConsumers evaluate the productConsumers consider negative factors of the

product than the positive factors.Cognitive dissonance Cognitive dissonance of the consumers can

be minimized but may not be totally eliminated.

Cognitive dissonance of consumers can be minimized through follow ups.