INTRODUCTION

Possibly the most challenging concept in marketing deals with understanding why buyers
do what they do(or do not). But such knowledge is critical for marketer since having a
strong understyanding buyers behaviour will help shed light on ehat is important to the
customer and also suggest yhe important influences on customer decision making usinh
this informayion marketer can create marketing program that they believe will be of
interest to customers.
As you might guess, factors affecting how customers make decision are extremely
complex.buyer behaviour is deeply routed in psychology with dashes of sociology thrown
in just to make things more interseting.since every person in the world is differet it is
impossible to have simple roles that explain how buying decisions are made. But those
who have spent many years aanalysing customer activity have presented us with useful
guidelines in how someone decides whether or not to make a purchase.
In fact pick up any test book that examine customer behaviour and each seems to
approach it from a diffetrnt angle. The perspectyive we take is to touch on just the basics
concept that appear to be commonly accepted as influencing customer behivour. We will
devpote two section of the princiles of marketing tutorial customer behaviour in this
section we willexamine the buuing behiouvr of consumers(i.e, when people buy for
personal reason) while in the businee buying behiour we will examine factors that
influence buyers decisions in the business market.
CUSTOMER SATISFACTION
Product means all the goods & services, Tangible or Intengible of any size or quality or
colour or packing or price which may be accepted by the consumer to satisfy their needs
and wants. Product is the vehicle by which a company provides consumer satisfaction. It
is the engine that pulls the rest of the marketing program. A product may be a good,
services, a good plus services, or just or idea.
Today there are many companies which provides tetra pak that arre equivalent to the cold
drink, which we are more preferable, then these tetrs packed fruit juices. The reason
behind is quantity and changing trend of life style. But even then many companies are
manufacturing tetra packs and making a considerabke profits.
The demand of these tetra packs in the urban area is more than the rural area due to
many factors. The companies like paste, godrej, Hindustan, coca cola and amul have
excellence in the field of fruit juices tetra packs. Parle is carrying a good name due to its
reasonable price.
CONSUMER BUYING BEHAVIOUR
The modern marketing concept makes customer at the center stage of organization
efforts. The focus, within the marketing concept to reach the target customer, sets the
ball rolling for analyzing each of the conditions of the target market. The first being to
find out interest of such person as would become prospective customers. Then comes the
willingness oof such interested persons to buy the offered product. But since customer
needs come first and then yhe organization offers the product, as imperative of the
marketing concept, customers willingness to buy cannot be studied in isolation of the
interst of such prospect to satisfy a basic need from different satisfiers. Every consumer is
unique and this uniqueness is manifest in search, purchasing, consuming, reacting etc.
thus, consumer behaviour must be property understood my marketers.

CONSUMER: the term consumer is generally used to connote two difeerent types of
entities. Individual/personal/consumer and organization/business /industrial consumer.
BUYER/USEe user of product. in the above definition, two terms have been used
;buyer/user. The term buyer refers to one who buys a product. Buy, buyer might not be
the user of the product. For example, Vichirta buys Shawls for her mother. Vichirta is the
buyer but her mother is th euser of shawl.
Behaviour : Behaviour refers the way of acting of functioning. Behaviour is the
interaction with the ambient surrounding environment, inherent in living creatures.
Behaviour is generally mediated by needs, motives, personality, learning, involvement,
attitude, communication, persuasion, culture, reference group, family and social class.
CONSUMER BEHAVOUR :Ostrow and Smith have defined consumer behaviour as
actions of consumers in the market place and the underlying motives for those actions.
Markets expect that by understanding what cause consumer to buy particular goods and
services, they will be able to determine which products are needed in the markrtplace,
which are obsolete, and how best to present those goods to the consumer. It is the
behaviour that consumers display in serching for, purchasing, using evaluating, and
disposing of products, services, and ideas that the expect will satisfy their needs.

STUDY
A number of reasons make the study of consumer behavoiur relevant for effective
marketing management. These are as follows:
1. Consumers do not always act or react as the theory would suggest. For example,
consumer of the past reacted to price levels as if price and quality had positive relation.
Today, consumers seek value for money, less price but with superior features.
2. Consumer preferences are changing and becoming highly diversified.
3. Consumers research has vividly pointed out that consumers dislike using identical
products and prefer differentiated products to reflect their special needs, prsonalities and
lifestyle.
4. Meeting of special needs of customers requires market segmentation.
5. Rapid introduction of new products with technological advancement had made the job
of study consumer behaviour more imperative.
6. Consumer behaviour can be used to sell products that might not sell easily because
some other products has been satisfying the customer, even if the new product sales lifemuch quicker than the old products.

DETERMINANTS OF CONSUMER BEHAVIOUR

DETERMINANTS
OF CONSUMER
BEHAVIOUR

PERSONAL FACTOR

PSYCHOLOGICAL
FACTOR

SOCIAL
FACTOR

There are many categories that effect the Consumer Buying

Decision Process :
1)Personal factor : Unique to a particular person .It includes
demographic factor like :
Sex
Income
Age
Life-style
2)Psychological factor : It is the study of individual ,which
includes the :
Motivation
Learning
Perception

 Personality
Attitude
Motives
A motive is an internal energizing force that orients a persons
activities toward satisfying a need or achieving a goal.
Actions are effected by a set of motives, not just one. If marketers
can identify motives then they can better develop a maketing mix.
MASLOW HIERARCHY OF NEEDS !!
o Physological :It includes hunger, thirst, shelter, sex, and other
bodily needs.
o Safety : Security and protection from physical and emotional
harm.
o Social : Affection, belongingness, acceptance, and friendship.
o Esteem : Internal factors such as self-respect, autonomy,and
achievement and external factors such as status, recognition,
and attention.
o Self-actualization : Drive to become what we are capable of
becoming; includes growth, achieving our potential and selffulfillment.
Need to determine what level of the hierarchy the consumers are at
to determine what motivates their purchase.
Personality : The sum total of ways in which an individual
reacts to and interacts with others.
Perception : A process by which individuals organize and
interpret their sensory impressions in order to give meaning
to their environment.

SOCIAL FACTOR : Consumer wants, learning, motives etc. are

influenced by opinion leaders, persons family, reference groups,
social class and culture.

WHY CONSUMER BUY

WHY refers to buying motive. A person buys the product to
fulfill his want. As we discussed in the what is Marketing ?tutorial,
customers make purchase in order to satisfy needs. Some of these
needs are basic and must be filled by everyone on the planet (e.g.
food, shelter) while others are not required for basic survival and
vary depending on the person. It probably makes senses to classify
needs that are not a necessity as wants or desires. In fact, in many
countries where the standard of living is very high, a large portion
of the populations income is spent on wants and desires rather on
basic needs.
In this tutorial when we mention the consumer we are referring to
the actual buyer, the person spending the money. But is should also
be pointed out that the one who does the buying is not necessarily
the user of what is bought and that others may be involved in the
buying decision in addition to the actual buyer. While the
purchasing process in the consumer market is not as complex as
the business market, having multiple people involved in a purchase
decision is not unusual.
For example: in planning for a family vacation the mother may
make the hotel reservations but others in the family may have input
on the hotel choice. Similarly, a father may purchase snacks at the
grocery store but his young child may be the one who selected it
from the store shelf.
So understanding consumer purchase behaviour involves not only
understanding how decisions are made but also understanding the
dynamics that influence purchase.

WHAT INFLUENCES PURCHASING

As we discussed the decision-making process for consumer is
anything but straight forward. There are many factors that can
effect this process as a person works through the purchase
decision. The number of potential influences on consumer
behaviour is limitless. However, marketers are well served to
understand the key influences. By doing so they may be in a
position to tailor their marketing efforts to take advantage of these
influences in a way that will satisfy the customer and the marketer
(remember this is a key part of the definition of marketing).

Influences on Consumer Purchasing

INTERNAL
EXTERNAL

Perceptual filter

Culture

Attitudes

Groups

Knowledge

Situation

Personality ,Roles

MARKETING
Product
Promotion
Price ,Service

Distribution

INTERNAL INFLUENCES : We start our examination of the

influences on consumer purchase decisions by first looking inside
ourselves to see which are the most important internal factors that
affect how we make choices.
PERCEPTUAL FILTER
Perception is how we see ourselves and the world we live in.
However, what ends up being stored inside us doesnt alwaya get
there in a direct manner. Often our mental makeup results from
information that has ben consciously or subconsciously filtered as
we experience it, a process we refer to as a perceptual filter. To us
this is our reality, though it does not mean it is an accurate stimuli
(e.g.,someone talking to us, reading a newspaper story )and then
make sense out of it.
Perception has several steps :
Exposure sensing a stimuli (e.g. seeing an ad )
Attention - an effort to recognize the nature of a stimuli (e.g.
recognizing it is an ad )
Awareness assigning meaning to a stimuli (e.g. humorous
ad for particular product )
Retention adding the meaning to ones internal makeup
(i.e. product has fun ads

MARKETING IMPLICATIONS
Marketers spend large sums of money in an attempt to get
customers to have a positive impression of their product. But
clearly the existence of a perceptual filter suggest that getting to
this stage is not easy. Exposing consumers to product can be very
challenging considering the amount of competing product
messages (ads) that are also trying to accomplish the same

objective (i.e., advertising clutter ). So marketers must be creative

and use various means to deliver their message .Once the message
reaches consumer it must be interesting enough to capture their
attention (e.g. talk about the products benefits ). But attending to
the message is not enough. For marketers the most critical step is
the one that occurs with awareness. Here marketers must
continually monitor and respond if their message becomes
distorted in ways that will negatively shape its meaning. This can
often happen due in part to competitive activity (e.g. comparison,
advertisements ). Finally, getting the consumer to give positive
meaning to the message they have retained requires the marketer
make sure that consumer accurately interpret the facts about the
people.