IMPORTANCE OF CONSUMER BEHAVIOUR AND CONSUMER DECISSION
MAKING
Consumer behaviour is the decision process and physical activity where
individuals engaged in when evaluating, acquiring or disposing of goods and
services to satisfy their needs and wants.
Importance of consumer behaviour
A) Importance of consumer behaviour to consumers
B) Importance of consumer behaviour to marketers
C) Importance of consumer behaviour to students and scientist
D) Implementation of marketing concept
E) Planning product differention and market segmentation
F) Selection of distribution channel
G) Designing promotional technique
By understanding the behaviour of consumers the marketers can focus on
increasing consumer loyalty thereby increasing customer satisfaction ,improve
consumer retention rates, improve the perception of consumer service ,increase
sales , launch innovative products ,increase the quality of the existing
product,understanding the nature and attitude of consumers for buying
products.
By studying the consumer behaviour the marketers get an idea to market their
product and they can place or position their products successfully and also help
the marketers to optimize marketing strategies.
NATURE OF CONSUMER BEHAVIOUR
1) COMPLEX NATURE
2) VARIES FOR DIFFERENT CONSUMERS
3) DYNAMIC NATURE
4) INFLUENCED BY VARIOUS FACTORS
5) IMPORTANT FOR MARKETER 6) BRAND LOYALTY
MAKING
Consumer behaviour is the decision process and physical activity where
individuals engaged in when evaluating, acquiring or disposing of goods and
services to satisfy their needs and wants.
Importance of consumer behaviour
A) Importance of consumer behaviour to consumers
B) Importance of consumer behaviour to marketers
C) Importance of consumer behaviour to students and scientist
D) Implementation of marketing concept
E) Planning product differention and market segmentation
F) Selection of distribution channel
G) Designing promotional technique
By understanding the behaviour of consumers the marketers can focus on
increasing consumer loyalty thereby increasing customer satisfaction ,improve
consumer retention rates, improve the perception of consumer service ,increase
sales , launch innovative products ,increase the quality of the existing
product,understanding the nature and attitude of consumers for buying
products.
By studying the consumer behaviour the marketers get an idea to market their
product and they can place or position their products successfully and also help
the marketers to optimize marketing strategies.
NATURE OF CONSUMER BEHAVIOUR
1) COMPLEX NATURE
2) VARIES FOR DIFFERENT CONSUMERS
3) DYNAMIC NATURE
4) INFLUENCED BY VARIOUS FACTORS
5) IMPORTANT FOR MARKETER 6) BRAND LOYALTY
