Consumer behaviour explains why, how, when and where consumers buy products/services. It covers both:
the mental process (thinking, feelings, perception, attitudes), and
the action (searching, purchasing, using, recommending).
For marketers, understanding consumer behaviour helps answer:
What motivates the customer?
Which factors influence brand choice?
How can we reduce consumer risk and increase satisfaction?
Meaning and importance of consumer behaviour
Consumer behaviour is the study of individuals/groups and the processes they use to select, purchase, use and dispose products, services and experiences.
Importance (exam-friendly points)
helps in designing products that match customer needs
helps in segmentation and targeting (different consumers behave differently)
Complete Youtube Videos for this Subject - Marketing Management
Marketing management is “planning, organising, controlling and implementing of marketing programmes, policies, strategies and tactics designed to create and satisfy the demand for the firms' product offerings or services as a means of generating an acceptable profit.”
Consumer behaviour explains why, how, when and where consumers buy products/services. It covers both:
the mental process (thinking, feelings, perception, attitudes), and
the action (searching, purchasing, using, recommending).
For marketers, understanding consumer behaviour helps answer:
What motivates the customer?
Which factors influence brand choice?
How can we reduce consumer risk and increase satisfaction?
Meaning and importance of consumer behaviour
Consumer behaviour is the study of individuals/groups and the processes they use to select, purchase, use and dispose products, services and experiences.
Importance (exam-friendly points)
helps in designing products that match customer needs
helps in segmentation and targeting (different consumers behave differently)
Q1. Differentiate between rational and emotional buying motives with examples.
3 marks
Answer
Rational motives are logic-based and relate to economy, quality, utility and safety. Examples: buying a water purifier for health and safety; choosing a phone for battery life and warranty.
Emotional motives are feeling-based and relate to status, pride, fashion, fear, love and enjoyment. Examples: buying a premium watch for prestige; buying branded clothes to feel confident.
In practice, many purchases involve both rational and emotional motives; marketing messages often combine both.
Q2. Explain the consumer decision-making process (any six steps).
3 marks
Answer
Consumer decision process is the sequence of steps followed while buying. Steps (any six) are:
Need recognition (problem felt).
Information search (internal memory + external sources).
Evaluation of alternatives (compare brands on attributes).
Purchase decision (choose brand/store/payment).
Purchase (actual transaction).
Post-purchase behaviour (satisfaction/dissatisfaction and word-of-mouth).
Disposal (resale/recycle/replace).
For high-involvement products, information search and evaluation are more detailed and risk-reducing.
Q3. Explain the consumer decision-making process in detail and mention how marketers can influence each stage.
5 marks
Answer
Consumer decision-making process (with marketing implications):
Need recognition
Consumer feels a problem/need (hunger, old phone slow).
