Crispnotes-Consumer Behaviour - West Bengal State University by Swaranava Mondal (2nd Sem)
Crispnotes-Consumer Behaviour - West Bengal State University by Swaranava Mondal (2nd Sem)
Crispnotes-Consumer Behaviour - West Bengal State University by Swaranava Mondal (2nd Sem)
CONSUMER
BEHAVIOUR
CONCEPTS & OVERVIEW
03
DEFINITION OF
CONSUMER BEHAVIOUR:
Importance of Understanding
Consumer Behaviour:
03
FACTORS INFLUENCING
CONSUMER BEHAVIOUR:
Cultural Factors:
Culture: The set of basic values, perceptions, wants, and
behaviours learned by a member of society from family and
other important institutions.
Subculture: Groups of people within a culture with shared
value systems based on common life experiences and
situations.
Social Class: Relatively permanent and ordered divisions in
a society whose members share similar values, interests,
and behaviours.
Social Factors:
Reference Groups: Groups that have a direct or indirect
influence on a person’s attitudes or behaviour.
Family: The most important consumer buying organization
in society.
Roles and Status: The position of an individual within a
group that defines expected activities and behaviours.
03
Psychological Factors:
Motivation: The drive to satisfy needs and wants.
Perception: The process by which people select, organize,
and interpret information to form a meaningful picture of
the world.
Beliefs and Attitudes: Descriptive thoughts about
something and a person’s consistently favourable or
unfavourable evaluations, feelings, and tendencies towards
an object or idea.
Personal Factors:
Age and Life-Cycle Stage: The consumer’s age and the
stage of the family life cycle.
Occupation: Influences the goods and services bought by
consumers.
Economic Situation: Affects product choice and spending
patterns.
Lifestyle: A person’s pattern of living as expressed in their
activities, interests, and opinions.
03
Input:
Marketing Mix:
Product: The good or service being
offered.
Price: The cost to the consumer.
Place: Distribution channels to make the
product available.
Promotion: Advertising, sales
promotions, public relations, and
personal selling.
Sociocultural Environment:
Family: Immediate influences from
family members.
Reference Groups: Groups that
influence consumer decisions.
Social Class: Economic divisions
influencing preferences.
Culture/Subculture: Shared beliefs and
values influencing consumption.
03
Process:
Psychological Processes:
Motivation: Drives behind consumer
actions.
Perception: How consumers interpret
information.
Learning: Acquiring information that
influences behaviour.
Memory: Storing and recalling
information.
Attitudes: Predispositions towards
products and brands.
Decision-Making Process:
Problem Recognition: Realizing the
need for a product or service.
Information Search: Seeking
information about how to meet the need.
Evaluation of Alternatives: Comparing
different products or brands.
Purchase Decision: Deciding on the
product to buy.
Post-Purchase Behaviour: Reactions
after the purchase, including satisfaction
or dissatisfaction.
03
Output:
Purchase Behaviour:
The actual buying of the product.
Post-Purchase Behaviour:
Evaluating the decision and its outcomes.
Satisfaction leading to repeat purchases
or dissatisfaction leading to returns and
complaints.
03
Need Identification:
·Recognizing a gap or deficiency between the
current state and a desired state.
·Triggered by internal or external stimuli.
·Initiates the decision-making process.
Types of Needs:
Functional Needs: Practical benefits like
safety, convenience.
Emotional Needs: Psychological benefits
like status, love.
Social Needs: Benefits related to social
acceptance.
03
Information Search:
·Gathering information to solve the identified
need.
·Can involve internal search (memory, past
experiences) and external search (friends,
reviews, advertisements).
·Aims to find available options and relevant data.
Decision Rules:
Compensatory: Weighing the pros and
cons.
Non-Compensatory: Setting minimum
criteria.
03
Purchase Decision:
·Selecting a product or service from the
evaluated alternatives.
Cognitive Dissonance:
Discomfort from holding conflicting
thoughts.
Occurs if the purchase doesn’t meet
expectations.
Post-Purchase Actions:
Complaints: Expressing dissatisfaction.
Returns: Returning the product.
Word-of-Mouth: Sharing experiences with
others.
03
Example of Consumer Behaviour:
03
CONSUMER DECISION-MAKING
PROCESS
Step Description
Need Recognizing
Identification the need for a product or service
Information Seeking
Search information from various sources
Comparing
Evaluation
different products or brands based on specific
of Alternatives
criteria
Evaluating
Post-Purchase
the decision after purchase, leading to
Behaviour
satisfaction or dissatisfaction
03
FACTORS INFLUENCING
CONSUMER BEHAVIOUR
Factor Description
Influence
Social
from family, friends, and social groups
Internal
Psychological factors including motivation, perception,
learning, and attitudes
03
Chapter-Wise
09
PREVIOUS YEAR
QUESTIONS
1. Define the term Consumer Behavior.
Definition: Study of how individuals make decisions to
spend resources on consumption-related items.
2. Define the term Dissonance.
Definition: Psychological discomfort experienced when
holding conflicting thoughts or beliefs, particularly after
making a purchase.
3. Differentiate between Consumer and Customer.
Consumer: End user of a product.
Customer: Purchaser of a product.
4. What is the significance of Consumer Behavior to
Marketers?
Significance: Helps understand needs, preferences, and
buying patterns, guiding product development,
marketing strategies, and customer satisfaction.
5. Discuss the Post-Purchase behavior of a Consumer.
Behavior: Evaluation of product satisfaction, cognitive
dissonance, feedback and reviews, repurchase
intentions.
MUST DO TOPICS
(if any topics here, or in PYQ’s, aren't cover in the
notes above, then just do it by yourself :)
CONSUMER BEHAVIOUR:-MEANING,
SIGNIFICANCE,FACTORS
DISSONANCE
CONSUMER INVOLVEMENT
CONSUMER DECISION***
INFORMATION SEARCH
UNIT: 2
FACTORS
AFFECTING
CONSUMER BEHAVIOR
03
INTERNAL FACTORS INFLUENCING
CONSUMER BEHAVIOUR
Types of Needs:
Physiological Needs: Basic needs for
survival such as food, water, shelter, and
clothing.
Safety Needs: Protection from physical
harm, security, stability.
Social Needs: Need for belonging, love,
and social interaction.
Esteem Needs: Desire for self-respect,
recognition, and status.
Self-Actualization Needs: Desire for
personal growth, self-fulfillment, and
reaching one's potential.
Types of Motives:
Primary Motives: Related to physiological
needs (e.g., hunger, thirst).
Secondary Motives: Related to
psychological needs (e.g., achievement,
affiliation).
Motivation Process:
Need Recognition: Realizing an
unsatisfied need.
Tension: Feeling of discomfort due to
unsatisfied need.
Drive: Energy to reduce tension.
Behavior: Actions taken to fulfill the need.
Goal Fulfillment: Satisfaction of the need,
reducing tension.
PERCEPTION
Definition:
The process by which individuals select, organize, and
interpret sensory information to form a meaningful
picture of the world.
Elements of Perception:
1. Sensory Input: Information received through senses.
2. Exposure: Contact with stimuli.
3. Attention: Focusing on specific stimuli.
4. Interpretation: Assigning meaning to stimuli.
Perceptual Process:
1. Selection: Filtering information through selective
exposure, attention, and retention.
2. Organization: Categorizing information using
principles like figure-ground, grouping, and closure.
3. Interpretation: Influenced by individual factors like
past experiences, expectations, and cultural
background.
Perceptual Distortion:
1. Stereotyping: Assigning characteristics based on
group affiliation.
2. Halo Effect: Generalizing from one attribute to an
overall impression.
3. Selective Perception: Interpreting information
consistent with existing beliefs.
LEARNING
Definition:
A change in behavior resulting from experience.
Types of Learning:
Classical Conditioning: Learning by associating a
neutral stimulus with an unconditioned stimulus
to elicit a conditioned response (e.g., Pavlov's
dogs).
Operant Conditioning: Learning based on the
consequences of behavior (e.g., rewards and
punishments).
Cognitive Learning: Involves thinking,
understanding, and problem-solving.
Learning Theories:
Behavioral Theories: Focus on observable
behaviors and their relationship with stimuli.
Cognitive Theories: Focus on internal processes
and understanding.
Components of Attitudes:
Cognitive Component: Beliefs and knowledge
about an object.
Affective Component: Feelings and emotions
toward an object.
Behavioral Component: Actions or intentions to
act toward an object.
Attitude Formation:
Direct Experience: Personal interaction with the
object.
Social Influence: Influence from family, friends,
and society.
Learning Processes: Conditioning and cognitive
learning.
Changing Attitudes:
Persuasion Techniques: Using messages to alter
attitudes (e.g., advertising, marketing).
Cognitive Dissonance Theory: Changing attitudes
to reduce discomfort from conflicting beliefs and
behaviors.
Elaboration Likelihood Model (ELM): Central and
peripheral routes to attitude change.
PERSONALITY AND LIFESTYLE
Personality:
Definition:
Theories of Personality:
Components of Lifestyle:
Activities: What people do (e.g., work,
hobbies, social events).
Interests: What people consider
important (e.g., family, fashion, health).
Opinions: What people think about
themselves and the world.
Psychographics:
The study of lifestyle and personality
characteristics.
VALS Framework:
Segments consumers into groups based on their
values, attitudes, and lifestyles.
External Factors Influencing
Consumer Behaviour
Family
Definition:
The immediate social group of parents, siblings,
and other relatives that influences an
individual’s behavior.
Roles in Family:
Definition:
Groups that serve as a point of comparison or
reference for individuals in forming their
behaviors and attitudes.
Definition:
A division of society based on social and
economic status.
Components:
1. Income: Financial earnings and wealth.
2. Occupation: Type and level of work.
3. Education: Level of education attained.
4. Wealth: Accumulated financial assets and
property.
Components of Culture:
1. Values: Core principles and standards that
guide behavior.
2. Beliefs: Convictions or acceptance that
certain things are true or real.
3. Customs: Traditional practices and
behaviors.
4. Norms: Rules and expectations by which
society guides behavior.
5. Subculture: A group within a culture that
differentiates itself with distinct values and
lifestyles (e.g., ethnic, religious, geographic
subcultures).
- Components: Income,
Occupation,
Division based on Education, Wealth - Categories:
Social Class social and Upper, Middle, Working, Lower -
economic status Influence:
Preferences, shopping behavior,
brand loyalty
09
PREVIOUS YEAR
QUESTIONS
1. Define Consumer Behaviour. Discuss the various factors
influencing Consumer Behavior
Definition: Study of how individuals make decisions to
spend resources on consumption-related items.
Factors: Cultural, social, personal, psychological,
situational, marketing mix.
2. What is Consumer Life Style?
Definition: Way individuals live and spend their time
and money.
3. What is Reference Group?
Definition: Group influencing an individual’s attitudes,
values, and behavior.
4. What is Personality?
Definition: Unique psychological traits influencing
consistent behavior.
5. Define Social Class.
Definition: Society's divisions based on socio-economic
status.
6. What do you mean by Family Life Cycle?
Definition: Stages a family goes through over time
affecting purchasing behavior.
7. Explain briefly the various elements of Consumer
Learning.
Elements: Motivation, cues, response, reinforcement.
MUST DO TOPICS
(if any topics here, or in PYQ’s, aren't cover in the
notes above, then just do it by yourself :)
CONSUMER LIFESTYLE
REFERENCE GROUP***
PERSONALITY*****
SOCIAL CLASS**
CONSUMER LEARNING**
PERCEPTION****
CULTURE*
LEARNING**
ATTITUDE**
UNIT: 3
CONSUMER
VS
ORGANISATION BB
03
Characteristics of Consumer Buying
Behavior
Consumer buying behavior refers to the
purchasing activities of individuals and
households who buy goods and services for
personal use. Key characteristics include:
Production, resale, or
Purpose Personal consumption
operational needs
Influence of
High Low to moderate
Emotions
Frequency of
More frequent Less frequent but in bulk
Purchase
External Factors:
Market Conditions: Supply and demand
dynamics.
Economic Environment: Overall
economic health and trends.
Technological Changes: Advances that
can affect product requirements.
Regulatory Environment: Legal and
regulatory constraints.
Individual Factors:
Role and Influence: Roles of individuals in
the buying center.
Experience and Expertise: Knowledge and
expertise of the buyers.
Personal Preferences: Personal biases
and risk tolerance.
Cultural Factors:
Culture: Broadest influence on behavior,
includes values, perceptions, preferences,
and behaviors.
Subculture: Subgroups within the larger
culture with unique values and lifestyles.
Social Class: Relatively permanent and
ordered divisions in society.
Social Factors:
Reference Groups: Groups that influence
an individual’s attitudes or behavior.
Family: Direct influence on purchasing
decisions.
Roles and Status: The role an individual
holds within groups.
Personal Factors:
Age and Life-Cycle Stage: Changes in
preferences and buying habits over time.
Occupation: Job roles affecting purchase
decisions.
Economic Situation: Financial status
influencing buying power.
Lifestyle: A person's way of living as
expressed by activities, interests, and
opinions.
Personality and Self-Concept: Individual
characteristics influencing behavior.
Psychological Factors:
Motivation: Drives behind purchases.
Perception: How information is selected,
organized, and interpreted.
Learning: Changes in behavior arising
from experience.
Beliefs and Attitudes: Personal beliefs and
attitudes towards products.
Chapter-Wise
09
PREVIOUS YEAR
QUESTIONS
1. Organizational Buying Behavior
Decision-making process
Multiple participants
Long decision times
Formal procedures
Evaluating alternatives
2. Differences between Individual and Organizational
Buying Behavior
Decision-Making Process
Individual: Single person, personal preferences
Organizational: Multiple stakeholders, detailed
analysis
Purchase Volume and Frequency
Individual: Small quantities, frequent purchases
Organizational: Large volumes, less frequent
Decision Criteria
Individual: Personal taste, emotional response
Organizational: Cost-effectiveness, quality, reliability
Buyer-Seller Relationship
Individual: Transactional, short-term
Organizational: Collaborative, long-term
Complexity and Formality
Individual: Less complex, informal
Organizational: Highly complex, formal procedures
MUST DO TOPICS
(if any topics here, or in PYQ’s, aren't cover in the
notes above, then just do it by yourself :)
To the Procrastinators:
Cramming is an art form. Just remember to sleep before the exam.
Power naps count!
To the Overachievers:
We get it, you’ve cross-referenced everything. Save some glory for
the rest of us.
To the Planners:
Your study schedule is a thing of beauty. May your highlighters never
run dry!
To Everyone:
Good luck with your exams! Remember, we’ve got each other’s backs.
If all else fails, we can always start a band or sell “Chop”.
May your answers be sharp, your grades high, and your WiFi strong
during those late-night study sessions. Go ace those exams!
Cheers,
SWARANAVA MONDAL
(B.COM (2nd Sem), BARASAT COLLEGE
(27.06.2024)