The Need For Studying Consumer Behaviour

How the need for the product /services was determined?

How information was sought by the customer?

The process of evaluation of various product and services.

The payment process.The post purchase behaviour.

Factors influencing CustomersRange of merchandiseConvenience of shoppingTime to travelSocio-economic factorsThe stage of family lifecycle

STA

Internal (psychological)

External(sociological)

culture

social class

reference groups

family

marketing mix

needs

motives

wants

awareness perception attitude preference

behavior

learning

personality

Buyer Behavior Model

Types of buying decisions (Time and effort)Extended Problem SolvingLimited Problem SolvingHabitual decision making

Generational cohortA generational cohort has been defined as

"the aggregation of individuals (within some population definition) who experience the same event within the same time interval

MARKET SEGMENTATIONDemographic SegmentationGeographic SegmentationUsage pattternsPsychographics and lifestyle

Customer ServiceIdentify the key customer and listen and

respond to themDefine superior service and establish a

service strategySet standard and measure performanceSelect train and empower employeesRecognize and reward accomplishment