1.

4 Scope and Nature of Consumer Behavior

Scope of Consumer Behavior

In modern marketing, the scope of consumer behavior is pervasive as businesses become

increasingly customer-centric. Companies strive to produce highly customized products tailored
to their customers' needs. The scope of consumer behavior addresses several key questions:

● ‘What’ do consumers buy?

○ Consumers purchase products that they believe will best satisfy their needs. This
includes not only physical goods but also services that provide utility and
satisfaction.
● ‘Why’ do they buy it?
○ Consumers buy goods and services to fulfill their needs and desires. These
needs can range from basic physiological necessities to complex psychological
wants.
● ‘When’ do they buy it?
○ Consumers buy products on different occasions, influenced by the nature of the
product and the timing of the need. Seasonal factors, life events, and promotions
can significantly affect the timing of purchases.
● ‘Where’ do they buy it?
○ Consumers buy from various sales points such as nearby stores, large
department stores, or online platforms, depending on convenience and price. The
location of purchase is influenced by factors such as accessibility, availability, and
consumer preferences.
● ‘How often do they use it?
○ The frequency of product use depends on factors like family size, product nature,
and consumer preferences. High-frequency products require regular
replenishment, while durable goods have a longer usage cycle.

Nature of Consumer Behavior

● Consumer Behavior as a Process:

○ Consumer buying behavior is a systematic process involving several steps before
making a purchase decision. The five steps are:
■ Recognition of a problem: Identifying a need or gap between the current
state and the desired state.
■ Search for product information: Gathering information about possible
solutions and alternatives.
■ Evaluation of alternatives: Comparing different products based on various
criteria such as features, price, and quality.
■ Purchase decision: Making the final decision to buy a specific product.
 ■ Post-purchase behavior: Evaluating the satisfaction level after the
purchase and its impact on future buying decisions.
● Influence of Various Factors:
○ Consumer behavior is influenced by numerous factors, including cultural, social,
personal, psychological, and marketing factors. Each customer responds
differently based on these influences. Marketers need to understand these
factors to predict consumer behavior accurately.
● Diverse Behaviors for Different Products:
○ Consumers exhibit different behaviors for different product categories. For
example, buying a car involves high involvement, while purchasing soap involves
low involvement. High-involvement purchases require extensive decision-making,
while low-involvement purchases are often routine.
● Regional Specificity:
○ Consumer behavior varies by region, state, and nationality. Urban consumers
often spend more on lifestyle products than rural consumers. Regional
preferences, cultural differences, and economic conditions play a significant role
in shaping consumer behavior.
● Importance for Marketers:
○ Understanding consumer behavior is crucial for marketers to develop effective
strategies and make informed marketing decisions. It helps in targeting the right
audience, crafting compelling messages, and designing suitable products.
● Demonstration of Consumer Status:
○ Consumer behavior reflects social and economic status. Owning luxury items can
indicate a higher status. Consumers use products as a means to express their
identity and social standing.
● Influential Effect:
○ Consumers can influence others' behaviors. This is why companies use
celebrities to endorse products. Word-of-mouth, social proof, and peer influence
are powerful tools in shaping consumer decisions.
● Changes Over Time:
○ Consumer behavior evolves with changes in age, education, income, etc. Life
stages, technological advancements, and societal shifts contribute to the
dynamic nature of consumer behavior.

1.5 Application of Consumer Behavior

1.6 Importance of Consumer Behavior

Understanding consumer behavior is fundamental to marketing as it helps businesses grasp the
dynamics of the marketplace and the intricate ways in which consumers make purchasing
decisions. This understanding aids companies in formulating strategies that align with consumer
needs and preferences, thereby driving growth and ensuring customer satisfaction. The
importance of consumer behavior can be delineated into several key areas:
Modern Philosophy for Identifying Consumer Needs

● Effective Need Identification:

○ Studying consumer behavior enables businesses to identify and understand the
needs of consumers more effectively than competitors. By comprehensively
analyzing consumer behavior, companies can pinpoint exact needs and wants,
allowing them to tailor their products and services to meet these demands
precisely.
● Customized Marketing Efforts:
○ With detailed insights into consumer behavior, companies can craft marketing
strategies that are specifically designed to address the identified needs, leading
to more effective marketing campaigns and higher customer satisfaction.

Enhancing Dealer and Salesman Effectiveness

● Improved Customer Understanding:

○ Dealers and salespeople equipped with knowledge about consumer behavior are
better positioned to understand their customers. This understanding enables
them to meet consumer needs and wants more effectively, resulting in improved
performance and higher sales.
● Efficient Distribution System:
○ An in-depth understanding of consumer behavior enhances the overall
performance of the distribution system. By knowing what drives consumer
purchases, sales teams can optimize their efforts, ensuring that products reach
the right customers at the right time.

Relevance of Marketing Programs

● Alignment with Consumer Behavior:

○ Marketing programs designed with a keen understanding of consumer behavior
are more relevant and impactful. These programs utilize organizational resources
more efficiently, ensuring that marketing efforts resonate with the target audience.
● Adaptability to Market Changes:
○ A profound understanding of consumer consumption patterns enables companies
to quickly adjust their marketing programs in response to changes in market
conditions or consumer requirements. This adaptability ensures sustained
relevance in a dynamic market.

Predicting Market Trends and Seizing Opportunities

● Market Trend Prediction:

○ Consumer behavior analysis provides valuable insights that help predict market
trends. By understanding the evolving preferences and behaviors of consumers,
 companies can anticipate market shifts and act proactively to leverage emerging
opportunities.
● Strategic Decision Making:
○ Companies can make informed strategic decisions based on consumer behavior
insights, ensuring that they are well-positioned to capitalize on new trends and
stay ahead of competitors.

Retaining Customers and Fostering Loyalty

● Meeting Changing Needs:

○ Continuous study of consumer behavior helps companies stay attuned to the
changing needs of their customers. By consistently meeting these evolving
needs, businesses can retain their customer base over the long term.
● Building Customer Loyalty:
○ Companies that understand and cater to consumer behavior effectively foster
strong customer loyalty. Satisfied customers are more likely to remain loyal to the
brand and engage in repeat purchases, contributing to sustained business
success.

Gaining a Competitive Edge

● Customized Offerings:
○ Insights into consumer behavior enable companies to develop customized goods
and services that meet the specific needs and preferences of their target
audience. This customization provides a significant competitive advantage in the
marketplace.
● Enhanced Market Position:
○ Businesses that leverage consumer behavior insights to tailor their offerings are
better positioned to stand out in a crowded market. This differentiation helps
attract and retain customers, ensuring a stronger market presence.

Facilitating New Product Development

● Informed Innovation:
○ Access to detailed consumer behavior insights aids in the development of new
products that align with market demands. Companies can innovate more
effectively by understanding what consumers need and want, ensuring that new
products are well-received.
● Successful Product Launches:
○ By aligning new product development with consumer behavior, companies can
increase the likelihood of successful product launches. Products that meet
consumer expectations are more likely to gain rapid acceptance and achieve
market success.
Evaluating Market Opportunities

● Understanding Consumer Needs:

○ Studying consumer behavior helps identify changing consumer needs, requiring
analysis of trends, consumption patterns, lifestyles, purchasing power, and
environmental influences. This understanding aids in discovering unmet needs
and potential market gaps.
● Example:
○ Increasing internet connectivity and smartphone usage have led to a rise in
online shopping for products like fashion apparel and gadgets. Companies that
recognize these trends can capitalize on digital marketing and e-commerce
opportunities.

Target Market Selection

● Segmenting the Market:

○ Consumer behavior knowledge enables marketers to segment the market based
on distinct consumer needs and characteristics, leading to better targeting.
Effective segmentation allows for personalized marketing strategies that resonate
with specific groups.
● Example:
○ Consumers seeking convenience in home food preparation buy instant food
mixes and packaged food products. Marketers can target these consumers with
easy-to-prepare meal solutions and time-saving kitchen gadgets.

Formulating Marketing Mix Strategy

● Product:
○ Developing a product mix strategy based on consumer needs involves
considering features, quality, packaging, color, and design. The product should
meet the functional and emotional needs of the target market.
● Price:
○ Pricing should align with the purchasing power of the target customer to ensure
affordability and profitability. Pricing strategies such as discounts, bundling, and
premium pricing can be employed based on consumer behavior insights.
● Place:
○ Placement strategy should focus on customer convenience. Products should be
easily accessible through various channels, including physical stores and online
platforms. The choice of distribution channels should reflect consumer shopping
preferences.
● Promotion:
○ Effective promotion requires understanding where and how to communicate with
target customers. Promotional strategies can include advertising, sales
promotions, public relations, and direct marketing tailored to consumer behavior.
Marketing for Government and NGOs

● Government Campaigns:
○ Consumer behavior studies inform strategies for government social campaigns
(e.g., education, health awareness) and NGO initiatives (e.g., UNICEF, CRY) to
promote social causes. Understanding the target audience helps in designing
impactful campaigns that drive behavioral change.

Importance of Consumer Behavior

● Identifying and Satisfying Needs:

○ The study helps companies understand consumer needs better than competitors,
leading to more effective marketing. By addressing specific needs, companies
can enhance customer satisfaction and loyalty.
● Improving Performance:
○ Dealers and salespeople benefit from understanding target customers, improving
the entire distribution system. Knowledge of consumer behavior leads to better
customer interactions and service quality.
● Relevant Marketing Programs:
○ Aligning marketing programs with consumer behavior ensures effective use of
resources. Customized marketing initiatives resonate more with the audience,
resulting in higher engagement and conversion rates.
● Predicting Market Trends:
○ Understanding consumer behavior helps predict market trends and seize
opportunities. Companies can anticipate shifts in consumer preferences and
adapt their strategies accordingly.
● Retaining Customers:
○ Meeting changing consumer needs fosters customer loyalty. Continuous
engagement and personalized experiences contribute to long-term customer
relationships.
● Competitive Edge:
○ Customized goods and services based on consumer behavior provide a
competitive advantage. Companies that align their offerings with consumer
expectations stand out in the marketplace.
● New Product Development:
○ Accessing consumer needs aids in successful new product development.
Insights from consumer behavior research guide the innovation process,
ensuring new products meet market demands.

4.4 Objectives of Consumer Research

The primary objective of consumer research is to provide valuable consumer-related information
to the marketing department. This information is critical for making informed marketing decisions
and addressing various marketing challenges. Below are the key objectives of consumer
research:

● Understanding Consumer Response to Products:

○ Consumer research helps in understanding how consumers respond to the
company's products. This includes their preferences, dislikes, and areas of
improvement. Knowing consumer responses allows companies to make
necessary adjustments to their products to better meet consumer needs.
● Identifying Changing Consumer Needs:
○ Consumer needs and expectations evolve with changing trends and societal
shifts. Consumer research helps identify these changes, enabling companies to
stay ahead of the curve and innovate accordingly.
● Gathering Maximum Consumer Information:
○ Companies aim to gather as much information as possible about consumer
buying behavior through research. This includes understanding purchasing
patterns, decision-making processes, and factors influencing consumer choices.
● Evaluating Brand Value:
○ Consumer research is used to evaluate the brand value of a company among its
customers. This helps in understanding the brand's position in the market and the
level of consumer loyalty.
● Solving Critical Business Problems:
○ Research helps in solving critical business problems related to product design,
brand positioning, consumer usage patterns, price affordability, and promotion
effectiveness. This ensures that companies can address these issues effectively
and make strategic decisions.
● Identifying Product Uses:
○ By studying consumer usage patterns, marketers can identify the various uses of
existing products. This information can lead to the development of new marketing
strategies and product enhancements.
● Product Modification and New Product Development:
○ Research provides insights and ideas for product modification and the
development of new products. Understanding consumer needs and preferences
helps in creating products that better satisfy market demands.
● Customization of Products and Services:
○ Research enables marketers to provide more customized products and services
by identifying specific consumer needs. Customization leads to higher consumer
satisfaction and loyalty, as products are tailored to meet individual preferences.

1.10 Business Buying Behavior

Definition and Scope

Business buying behavior refers to the decision-making processes and actions of organizations
when purchasing products or services for use in the production of other goods and services,
reselling, or renting to others at a profit. This encompasses behavior exhibited by
manufacturers, wholesalers, retailers, government agencies, and non-profit organizations.
Examples include Pizza Hut purchasing pizza boxes or General Motors buying tires and
batteries .

Types of Business Buyers

1. Producers: These are organizations that purchase goods and services to produce other
products. For example, garment manufacturers buying fabric to make clothes .
2. Resellers: Retailers and wholesalers who purchase goods to resell them at a profit.
Retailers sell directly to end-users, while wholesalers sell to other businesses .
3. Government: Government agencies buy products and services at local, state, and
national levels, often through a tender process to ensure transparency and competitive
pricing .
4. Institutions: Non-profit organizations, such as schools and hospitals, which purchase
goods and services to support their operations and fulfill their missions .

Buying Situations

1. Straight Rebuy: Routine purchase of items that a company regularly needs without any
modifications .
2. Modified Rebuy: Purchase of a familiar product but with modifications in terms of
specifications, price, or supplier .
3. New Task Buying: The purchase of a product or service for the first time, involving
significant research and decision-making due to unfamiliarity and higher perceived risk .

Participants in the Business Buying Process

1. Gatekeepers: Individuals who control the flow of information within the organization,
such as purchasing officers .
2. Influencers: Technical experts or specialists who provide input and recommendations
on purchases .
3. Deciders: Individuals with the authority to make the final purchasing decision .
4. Buyers: People who handle the procurement process, including negotiations and
contracts .
5. Users: Individuals who will actually use the purchased product or service within the
organization .

1.11 Business Buying Process

The business buying process involves a series of steps that organizations follow when making
purchasing decisions. This process ensures that businesses make informed and strategic
purchases to meet their needs effectively.
Steps in the Business Buying Process

1. Problem Recognition: The process begins when a company identifies a need that can
be met by acquiring a product or service. This need can arise from internal stimuli, such
as a machine breakdown, or external stimuli, like a new market opportunity .
2. General Need Description: Once the problem is recognized, the organization defines
the general characteristics and quantity of the needed items. This step involves
collaboration between different departments to ensure all aspects of the need are
considered .
3. Product Specification: A detailed list of the technical specifications of the required
product is prepared by a team of experts. This stage also includes determining the cost
implications and other related expenses .
4. Supplier Search: The organization seeks out potential suppliers through various means,
including supplier directories and online platforms like Alibaba or Indiamart. This step is
crucial for identifying reliable and cost-effective suppliers .
5. Proposal Solicitation: The company invites suppliers to submit proposals. For complex
or high-value purchases, suppliers may be asked to present detailed proposals or even
conduct demonstrations .
6. Supplier Selection: The purchasing team evaluates the submitted proposals based on
criteria such as product quality, price, delivery time, and supplier reputation. The
proposals are ranked, and the most suitable supplier is selected .
7. Order Specification: Before placing the order, the company drafts a detailed order
specification that includes all the terms and conditions, quantities, prices, and delivery
schedules .
8. Performance Review: After the product is received and used, the company conducts a
performance review to assess whether it meets the required standards and satisfaction
levels. This review helps in making future purchasing decisions and supplier evaluations
.

2.5.1 Bases of Consumer Market Segments

Market segmentation in consumer markets can be approached through two main ways:
Customer-Oriented Segmentation and Product-Oriented Segmentation.

Customer-Oriented Segmentation

1. Geographic Variable:
○ Region: Markets can be segmented by geographic regions such as Asia,
Europe, Australia, and the USA.
○ City Population: Segmentation can be based on city population sizes, such as
under 25,000; 25,001-100,000; and 100,001-500,000.
○ Location Type: Urban, suburban, and rural locations can be used to segment
the market.
○ Climate: Climate conditions such as hot, cold, sunny, rainy, and cloudy can
influence consumer behavior and market segmentation.
 2. Demographic Variable:
○ Income: Segmentation by income levels, such as under Rs 20,000; Rs.
20,001-40,000; and over Rs. 60,000 per month.
○ Age: Segmentation by age groups, such as under 20, 21-40 years, and over 60
years.
○ Gender: Segmentation by gender, such as male and female.
○ Family Life Cycle: Segmentation based on family life stages, such as young
unmarried, young couples with no children, etc.
○ Social Class: Segmentation by social class, such as upper class, upper middle,
lower middle, and upper lower.
○ Education: Segmentation based on education levels, such as high school
graduate, post-graduate, etc.
○ Occupation: Segmentation by occupation, such as professional, manager,
clerical, sales, student, homemaker, and unemployed.
○ Ethnic Background: Segmentation based on ethnic backgrounds, such as
African, Asian, and European.
3. Psychographic Variable:
○ Personality: Segmentation by personality traits, such as ambitious,
self-confident, aggressive, introverted, extroverted, and sociable.
○ Lifestyle: Segmentation based on lifestyle aspects, such as activities (e.g., golf
and travel), interests (e.g., politics and art), and opinions (e.g., conservation and
capitalism).
○ Values: Segmentation by values, such as strivers (material and professional
goals), devouts (tradition and duty), altruists (social issues), intimates (personal
relationships and family), fun seekers (younger, usually male), and creatives
(education, knowledge, technology).

Product-Oriented Segmentation

1. Occasion of Use: Products can be marketed for specific occasions, such as promoting
a health drink for breakfast, lunch, or dinner.
2. Product Benefits: Customers can be grouped based on the benefits they seek from a
product, such as oral freshness, germ protection, or teeth whitening from toothpaste.
3. User Status and Usage Rate: Customers can be classified based on their user status
(regular, potential, ex-user, non-user) and usage rate (light user, heavy user).
4. Loyalty Status: Consumers can be categorized based on brand loyalty, ranging from
hard-core loyal to switchers.

2.5.2 Bases of Business Market Segments

Business markets are segmented using several variables, many of which are similar to those
used in consumer market segmentation. The most important variables include demographic and
operating variables.

Demographic Variable
 1. Industry Type: Segmentation by industry type, such as government sector,
semi-government sector, and private sector.
2. Location: Segmentation by geographic location, such as local, regional, national, and
global markets.
3. Size of Company: Segmentation by company size, such as large scale, medium scale,
and small scale.

Operating Variable

1. User Status: Segmentation based on user status, such as heavy users, medium users,
light users, or non-users.
2. Customer's Capabilities: Segmentation based on the level of services required by the
customer, such as many services or fewer services.

Purchasing Approaches

1. Purchasing System: Segmentation by purchasing system, such as centralized or

decentralized purchasing.
2. Power Structure: Segmentation based on the dominant function in the purchasing
decision, such as engineering-driven, financially-driven, or marketing-driven.
3. Purchasing Criteria: Segmentation based on purchasing criteria, such as
price-conscious, quality-conscious, and service-conscious customers.

Situational Factors

1. Delivery Time: Segmentation based on required delivery time, such as quick, slow, or
sudden.
2. Size of Order: Segmentation by order size, such as large orders or small orders.

2.5.3 Effective Market Segmentation

Companies need to understand that not all segments are useful. The effectiveness of market
segmentation depends on several factors:

1. Measurable: The characteristics of the segment, such as size and purchasing power,
must be measurable.
2. Substantial: The segment should be large and profitable enough to serve.
3. Accessible: The segment should be reachable and serviceable effectively by the firm.
4. Differentiable: The segments should respond differently to different marketing
strategies.
5. Actionable: The segments should be actionable, allowing the development of effective
marketing programs to attract and serve customers.

Market segmentation is a fundamental strategy that enables companies to target specific groups
of consumers with tailored marketing efforts, leading to better satisfaction of consumer needs
and improved business performance.
The business buying process involves a series of steps that organizations follow when making
purchasing decisions. This process ensures that businesses make informed and strategic
purchases to meet their needs effectively.

VALS

The VALS (Values, Attitudes, and Lifestyles) framework is a well-established psychographic

segmentation tool that divides consumers into distinct groups based on their values, attitudes,
and lifestyle choices. Developed by SRI International in 1978, VALS helps businesses and
marketers understand how different consumer groups behave, make purchasing decisions, and
how to target them effectively. The system is based on the belief that the best way to predict
consumer behavior is by analyzing the underlying motivations that drive individuals to act in
specific ways.

Core Dimensions of VALS

There are two primary dimensions that form the basis of the VALS model: motivation and
resources.

1. Motivation: This dimension reflects what drives an individual to make decisions. There
are three primary motivations identified in the VALS framework:
○ Ideals: Consumers motivated by ideals are driven by a desire for knowledge and
personal growth. These individuals value stability, integrity, and logic. They are
typically drawn to products and services that align with their ideals and provide
long-term benefits.
○ Achievement: Achievement-driven consumers are focused on success,
accomplishment, and recognition. They often seek products that help them attain
a specific status or reflect their accomplishments. They tend to value material
possessions that symbolize their social standing.
○ Self-Expression: Self-expression motivates consumers to pursue products,
services, and activities that allow them to express their unique identities and
individuality. These consumers value creativity, freedom, and experiences that
make them feel empowered.
2. Resources: Resources encompass the assets a consumer has, including financial
wealth, education, energy, and self-confidence. Individuals with higher resources
typically have more freedom in making choices, while those with fewer resources may
have to prioritize basic needs or make more conservative purchasing decisions.
Resources also affect the consumer's ability to take risks, adopt new products, and stay
informed about trends.

The Eight Segments of VALS

The VALS framework divides consumers into eight distinct groups based on their motivations
and resources. These segments help businesses tailor their marketing strategies to target
specific consumer profiles more effectively.
1. Innovators

● Motivation: Innovators are motivated by a combination of all three motivations—ideals,

achievement, and self-expression. They are open to new ideas and seek out innovative
products and experiences.
● Characteristics: Innovators are high-resource individuals who are comfortable with
technology, well-educated, and willing to take risks. They tend to be leaders in their
fields, setting trends rather than following them.
● Behavior: Innovators are often early adopters of new technologies, sophisticated in their
preferences, and highly influenced by both new information and their sense of personal
style.
● Example: Wealthy entrepreneurs or executives who stay at the forefront of technological
innovations and social trends.

2. Thinkers

● Motivation: Thinkers are primarily motivated by ideals. They value knowledge,

education, and responsibility, making decisions based on careful thought and analysis.
● Characteristics: They have high resources and are typically well-educated and
well-informed. Thinkers prefer brands that offer quality, reliability, and value for money.
● Behavior: They seek products that help them solve problems or improve their
understanding of the world. They are not driven by status but by rational and practical
considerations.
● Example: Academics, scientists, and professionals who prioritize practicality, durability,
and information over trends.

3. Believers

● Motivation: Like Thinkers, Believers are motivated by ideals but tend to adhere to
conventional beliefs. They value family, religion, and community and prefer products that
are tried and true.
● Characteristics: Believers have moderate resources, and they seek stability in their
lives. They are often loyal to brands they trust and tend to avoid risks in their consumer
behavior.
● Behavior: They favor products that align with traditional values and avoid innovations
that may seem unnecessary or too radical.
● Example: Middle-income individuals who have strong community ties and prefer familiar,
established brands.

4. Achievers

● Motivation: Achievers are motivated by the desire to succeed and gain recognition.
They strive for accomplishment and prefer products that enhance their status and show
their success.
 ● Characteristics: Achievers have high resources and are often work-oriented and
goal-driven. They value efficiency, order, and products that convey a sense of
professionalism and success.
● Behavior: They gravitate toward brands that help reinforce their sense of achievement
and are willing to invest in products that project success and status.
● Example: Corporate executives or professionals who focus on work and social image,
choosing high-end cars, luxury goods, or premium services.

5. Strivers

● Motivation: Strivers are also motivated by achievement but tend to have fewer
resources than Achievers. They desire status and success, often looking for ways to
improve their social standing.
● Characteristics: Strivers are more price-sensitive than Achievers and may base their
purchases on trends or the desire for social validation. They are less secure financially
and may not have the resources to match their aspirations.
● Behavior: Strivers often invest in visible products that reflect success, even if it strains
their financial situation. They tend to gravitate toward brands that symbolize social
upward mobility.
● Example: Young professionals or those just starting their careers, who buy trendy or
aspirational products to project success.

6. Experiencers

● Motivation: Experiencers are motivated by self-expression and the need for excitement.
They seek new experiences and enjoy spending money on products that offer sensory
appeal and adventure.
● Characteristics: Experiencers tend to have moderate resources, but their lifestyle is
defined by a desire for new, unique, and exciting experiences. They are younger, active,
and open to trying new things.
● Behavior: They prioritize products and services that offer novelty, excitement, and
self-expression. These consumers are often impulsive, spontaneous, and willing to try
the latest trends.
● Example: Young adults who enjoy outdoor activities, entertainment, travel, and
socializing in unique settings.

7. Makers

● Motivation: Makers are also motivated by self-expression but in a more practical way.
They value independence, self-sufficiency, and prefer products that enable them to
create or build things on their own.
● Characteristics: Makers have moderate resources and tend to value practicality over
aesthetics. They prefer DIY products and services that help them take control of their
environment.
 ● Behavior: Makers are less likely to follow trends but prefer products that offer functional
utility, such as tools, home improvement products, or outdoor gear.
● Example: Individuals who enjoy building things, working on cars, or gardening.

8. Survivors

● Motivation: Survivors are motivated by basic needs and security. They seek stability
and are not driven by external aspirations like status or success.
● Characteristics: Survivors have low resources and often struggle with limited
purchasing power. Their focus is on meeting basic needs rather than indulging in
luxuries or trends.
● Behavior: Survivors make practical, conservative purchases. They prioritize products
that meet their immediate needs over indulgence.
● Example: Retired individuals on fixed incomes or people with limited financial resources.
Consumer Behavior: An Interdisciplinary Approach

Consumer behavior refers to the actions and decision-making processes that individuals,
groups, or organizations undertake when purchasing goods and services. Understanding
consumer behavior is crucial for marketers, as it helps in predicting and influencing buying
decisions. The interdisciplinary approach to studying consumer behavior incorporates insights
from various fields such as psychology, sociology, economics, anthropology, and marketing.
This approach enables a holistic understanding of the factors that influence consumer choices,
from internal psychological motivations to external social and cultural influences.

Key Disciplines in the Interdisciplinary Approach

1. Psychology:
○ Role: Psychology examines the internal processes that drive consumers,
including their thoughts, emotions, perceptions, and attitudes toward products
and brands. It helps explain why consumers have different needs, preferences,
and behaviors.
○ Influences: Psychological factors such as motivation, perception, learning, and
personality are key elements. Theories like Maslow’s hierarchy of needs explain
how consumer priorities shift from basic needs to more complex desires.
Additionally, concepts like consumer attitudes, beliefs, and perception of value
play a role in shaping buying decisions.
2. Sociology:
○ Role: Sociology focuses on how social structures and interactions influence
consumer behavior. This includes family roles, social class, reference groups,
and cultural norms.
○ Influences: Consumers are influenced by societal norms, peer pressure, and the
expectations of their social circles. For example, the concept of status
consumption suggests that individuals purchase products to reflect their social
standing. Furthermore, group dynamics (such as family influence) and
subcultures (e.g., youth culture, tech enthusiasts) can heavily influence
purchasing decisions.
3. Economics:
○ Role: Economics provides insights into the rational decision-making processes of
consumers, focusing on factors like utility, scarcity, and consumer choice in
response to prices and income.
○ Influences: Economic theories such as microeconomics (focusing on individual
choice and market demand) and macroeconomics (examining broader
economic conditions) shape how consumers allocate their resources. The law of
demand, for instance, shows that as the price of a product increases, the
demand for that product generally decreases, all else being equal.
4. Anthropology:
○ Role: Anthropology studies consumer behavior from a cultural perspective,
examining how culture, customs, traditions, and rituals shape consumer choices.
 ○ Influences: Cultural factors like values, norms, and beliefs play a significant role
in shaping consumption patterns. For example, consumer preferences can be
shaped by religious beliefs (e.g., food preferences during festivals) or cultural
rituals (e.g., gifting traditions). This discipline helps marketers understand how
culture-specific practices can influence purchasing habits and brand loyalty.
5. Marketing:
○ Role: Marketing itself is an important discipline in understanding consumer
behavior as it directly studies how products, advertising, and brand strategies
affect consumer decisions.
○ Influences: Marketing focuses on segmenting consumers based on various
criteria like demographics, psychographics, and behavioral patterns. It also
studies the impact of product positioning, advertising campaigns, and pricing
strategies on consumer perceptions and choices.