Amity International Business School

AMITY INTERNATIONAL
BUSINESS SCHOOL
MBAIB/IMBA/3CMBA, Semester IV
CONSUMER BEHAVIOUR
INTRODUCTION SESSION 1&2
KOKIL JAIN 1
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“MEET THE NEW CONSUMER

and smile when you do because she is your boss. It may
not be the person you thought you knew. Instead of
choosing from what you have to offer, she tells you what
she wants. You figure it out how to give it to her.”
-Fortune Editor

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Dominant forces shaping Consumer Research

• Factors that move an economy from Production-

driven to Market-driven
• Level of sophistication with which human behaviour
is understood in psychology and other behavioural
sciences

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What is Consumer Behavior?

The study of individuals, groups, or organizations and the
processes they use to select, secure, use, and dispose of
products, services, experiences, or ideas to satisfy needs and
the impacts that these processes have on the consumer and
society.

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Why study Consumer Behaviour?

• Consumer behaviour theory provides the manager

with the proper questions to ask
• Marketing practice designed to influence
consumer behavior influences the firm, the
individual, and society
• All marketing decisions and regulations are based
on assumptions about consumer behaviour.

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The advice to footwear salesmen

should be ‘Don’t sell shoes – sell
lovely feet’
Marketers must contend with small
changing segments of highly selective
buyers intent on receiving genuine
value at the lowest price

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All managers must become astute analysts of

Consumer motivation and Behaviour

Three foundations for marketing decisions

• Experience
• Intuition
• Research

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Enhancing Consumer Value-

added

Marketers have to constantly innovate

after understanding their consumers to
strip out costs permanently by focusing
on what adds value for the customer
and eliminating what doesn’t.

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 Individualised Marketing
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• A very personal form of marketing that recognises,

acknowledges, appreciates and serves individuals
who become or are known to the marketer.
• Data – based marketing; DM
• Customized marketing

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Variables involved in understanding consumer

behaviour

• Stimulus – ads, products, hungerpangs

• Response – physical/mental reaction to
the stimulus
• Intervening variables – mood, knowledge,
attitude, values, situations, etc.

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Marketing
Strategy &
Consumer
Behaviour

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Marketing Strategy
Providing superior customer value to our
target market-

•Marketing Mix
•The Product
•Communications
•Price
•Distribution
•Service

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Outcomes
Firm:
•Product positioning
•Sales
•Customer Satisfaction
Individual:
•Need Satisfaction
•Injurious Consumption
Society:
Economic
Physical Environment
Social Welfare

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Creating Satisfied Customers

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Consumer Behavior is Product – Person – Situation Specific

Personal
Characteristics

Product Consumer Marketing

Characteristics Behavior Strategy

Consumption
Situation
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Consumer Lifestyles and Consumer Decisions

Needs/Attitudes
That Influence
Consumption Decisions

Consumer Consumer
Lifestyle Choices

Behavior/Experiences
That Influence
Consumption Decisions

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Overall
Model Of
Consumer
Behavior

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