Customers versus Consumers
The term ‘customer’ is specific in terms of brand, company, or shop. It refers to person who
customarily or regularly purchases particular brand, purchases particular company’s product, or
purchases from particular shop. Thus a person who shops at Bata Stores or who uses Raymond’s
clothing is a customer of these firms. Whereas the ‘consumer’ is a person who generally engages in
the activities - search, select, use and dispose of products, services, experience, or ideas.
Consumer behaviour refers to the actions and decision processes of people who purchase
goods and services for personal consumption.” According to Roger D Blackwell et all.
“Consumer behaviour refers to The behaviour that consumers display in searching for,
purchasing, using, evaluating and disposing of, if products and services that they expect will satisfy
their needs.” Schiffman and Kanuk,
Role Description
Initiator - Initiator is the individual who determines that some need or want is not being
fulfilled and authorises a purchase to rectify the situation.
Gatekeeper- Influences the family’s processing of information. The gatekeeper has the greatest
expertise in acquiring and evaluating the information.
Influencer Influencer is a person who, by some intentional or unintentional word or action,
influences the buying decision, actual purchase and/or the use of product or service.
Decider The person or persons who actually determine which product or service will be
chosen.
Buyer Buyer is an individual who actually makes the purchase transaction.
User(s) User is a person most directly involved in the use or consumption of the purchased
product.
The term ‘customer’ is specific in terms of brand, company, or shop. It refers to person who
customarily or regularly purchases particular brand, purchases particular company’s product, or
purchases from particular shop. Thus a person who shops at Bata Stores or who uses Raymond’s
clothing is a customer of these firms. Whereas the ‘consumer’ is a person who generally engages in
the activities - search, select, use and dispose of products, services, experience, or ideas.
Consumer behaviour refers to the actions and decision processes of people who purchase
goods and services for personal consumption.” According to Roger D Blackwell et all.
“Consumer behaviour refers to The behaviour that consumers display in searching for,
purchasing, using, evaluating and disposing of, if products and services that they expect will satisfy
their needs.” Schiffman and Kanuk,
Role Description
Initiator - Initiator is the individual who determines that some need or want is not being
fulfilled and authorises a purchase to rectify the situation.
Gatekeeper- Influences the family’s processing of information. The gatekeeper has the greatest
expertise in acquiring and evaluating the information.
Influencer Influencer is a person who, by some intentional or unintentional word or action,
influences the buying decision, actual purchase and/or the use of product or service.
Decider The person or persons who actually determine which product or service will be
chosen.
Buyer Buyer is an individual who actually makes the purchase transaction.
User(s) User is a person most directly involved in the use or consumption of the purchased
product.
