Consumer Behaviour
Understanding the Psychology and
Patterns of Buyers
Presented by: [Your Name] | Date:
[Insert Date]
Introduction to Consumer
Behaviour
• Consumer behaviour is the study of how
individuals, groups, and organizations select,
buy, use, and dispose of goods, services, ideas,
or experiences. It includes emotional, mental,
and behavioural responses before, during, and
after purchase. Understanding consumer
behaviour helps businesses tailor marketing
efforts, improve customer satisfaction, and
boost sales.
Importance of Studying Consumer
Behaviour
• - Understand consumer needs and buying
motives
• - Predict market trends and purchasing
patterns
• - Develop effective marketing strategies
• - Build customer loyalty and retention
• - Design better products and services
Factors Influencing Consumer
Behaviour
• 1. Cultural Factors: culture, subculture, and
social class
• 2. Social Factors: family, reference groups,
roles and status
• 3. Personal Factors: age, occupation, lifestyle,
economic situation
• 4. Psychological Factors: motivation,
perception, learning, beliefs and attitudes
Types of Buying Decisions
• 1. Complex Buying: high involvement,
expensive items
• 2. Dissonance-Reducing: high involvement,
few differences
• 3. Habitual Buying: low involvement, brand
loyalty
• 4. Variety-Seeking: low involvement, many
choices
Consumer Decision-Making
Process
• 1. Problem Recognition: consumer realizes a
need
• 2. Information Search: internal and external
sources
• 3. Evaluation of Alternatives: comparing
options
• 4. Purchase Decision: selection and buying
• 5. Post-Purchase Behaviour: satisfaction,
feedback, repeat buying
Role of Perception in Consumer
Behaviour
• Perception is the process through which a
consumer selects, organizes, and interprets
information. It shapes how a consumer views
a brand or product. Perception can be
influenced by:
• - Marketing messages
• - Packaging
• - Customer reviews
• - Personal experiences
Psychological Influences on Buying
Behaviour
• Motivation: Maslow’s hierarchy from
physiological to self-actualization
• Learning: result of experience and practice
• Beliefs: convictions about products/brands
• Attitudes: lasting evaluations that shape
behaviour
Online Consumer Behaviour
• Modern consumers rely heavily on digital
platforms. Influencing factors include:
• - Website design and user experience
• - Online reviews and ratings
• - Influencer and social media marketing
• - Mobile app convenience and personalization
Brand Loyalty and Consumer
Behaviour
• Brand loyalty is when a customer consistently
prefers a specific brand. It's influenced by:
• - Product quality and consistency
• - Emotional connection and trust
• - Effective loyalty programs
• - Post-purchase service and experience
Consumer Behaviour in Rural vs
Urban Markets
• Urban Consumers:
• - Tech-savvy and value convenience
• - Influenced by ads and digital content
• Rural Consumers:
• - More price-conscious
• - Rely on word-of-mouth and trust
• - Prefer traditional and simple marketing
Applications in Marketing Strategy
• - Market Segmentation: grouping consumers
by behaviour
• - Product Positioning: creating distinct image
in consumer's mind
• - Advertising: tailoring messages to emotional
and rational needs
• - Distribution: choosing appropriate channels
based on buying habits
Conclusion
• Understanding consumer behaviour is vital for
business success. It enables marketers to
connect with their audience, improve product
offerings, and build long-term relationships.
With the rise of digital platforms, analyzing
and predicting consumer behaviour is more
important than ever.
