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Consumer Behaviour
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What is Consumer Behaviour?
Those activities directly involved in obtaining , consuming and disposing of products and services, including the decision processes that precede and follow these actions
This study draws on concepts from various other disciplines
Psychology
Sociology
Anthropology
Economics
Marketing
Need to study ?
You cannot take the consumer for granted any more’
Therefore a sound understanding of consumer behaviour is essential for the long run success of any marketing program
Perspectives
Logical Positivism
Understanding and predicting consumer behaviour
Cause and effect relationships that govern persuasion and/or education
Post Modern – to understand consumption behaviour without any attempt to influence it
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Threads: 817
Joined: Feb 2012
Consumer Behaviour
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Introduction
1.1Explanation about the Topic in brief (i.e. Consumer Behavior)
1.2Reasons for selecting the Topic
1.3Importance of the Topic to the company
1.4Learning from the Topic
2. Organization Profile
2.1Company History
2.1.1 Formation of the company
2.1.2 Scope of products and services
2.1.3 Collaborations
2.1.4 Head Office and Branches
2.1.5 Organization Chart
3. Research objectives and Scope of Research project
3.1Problem definition
3.2Objectives of the Research project
3.3Product Scope
Cultural Factors
Culture, subculture and social class are particularly important influences
on consumer buying behavior. Culture is the fundamental determinant of a
person’s wants and behavior. The growing child acquires a set of vales,
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INTRODUCTION
perceptions, preferences and behaviors through his or her family and other
key institutions. A child growing up in the United States is exposed to the
following values: achievement and success, activity, efficiency and
practicality, progress, material comfort, individualism, freedom, external
comfort, humanitarianism, and youthfulness.
2. Social Factors
In addition to cultural factors, social factors such as reference groups,
family, and social roles and statuses affect the process of buying behavior.
a) Reference Groups:
A person’s reference groups are all the groups that have a direct
(face-to-face) or indirect influence on their attitudes or behavior.
Groups having a direct influence are called membership groups.
Some of these are primary groups with whom the person interact
fairly continuously and informally, such as family, friends,
neighbors, and coworkers.
3. Personal Factors
A buyer’s decisions are also influenced by personal characteristics. These
include the buyer’s age and stage in the life cycle; occupation and
economical circumstances; personality and self-concept; and lifestyle and
vales. Because many of the characteristics have a very direct impact on
consumer behavior, it is important for markets to follow them closely.