CONSUMER BEHAVIOUR

Consumer Behavior Process

Do you want to make your business a big brand, do you want to take your product from door to door, for this you have to understand the customer's mindset and the customer's mindset and to understand the customer's mindset Customer behavior has to be known. Consumer Behavior is a technique with which we can know the likes and dislikes of the customer.

What is consumer behavior?

There are many factors affecting consumer behavior. These are cultural, social, personal, psychological, marketing campaigns, economic conditions, personal preferences etc. So first we will discuss about consumer behavior in detail.

Consumer behavior is mainly a study on the people that groups and organizations do, the consumer's ability to buy which is done by looking at goods, experiences and rejection. It tells the motives behind their action and their actions in the market In general terms, we can say that consumer behavior is a way by which we can know how the consumer decides what they want, how they buy, how Uses and how to get rid of things they don't want.

Importance of consumer behavior

Consumer behavior is a marketplace that contributes a lot to the market and by studying it, the market gets to know which products the market needs. Which product is outdated and which product to show to the consumer to understand consumer behavior. After this we can assume that the consumer is an actor and she is playing a role in the market. The consumer plays a lot of roles, he plays the role of informer, plays the role of payer from the user, this role is mainly played while shopping. This role can be different in different situations.

 Types of consumer behavior

1.Complex Buying Behavior - In this type of consumer behavior, the consumer purchases very expensive things. For this, she has done a lot of research beforehand.

2.Dissonance- reducing buying behavior - In this type of consumer behavior, the consumer is very confused. And this also goes on in his mind that I should not regret it later.

3.Habitual Buying Behavior - In this type of consumer behavior, the consumer has no meaning with the brand, it only means from the product, irrespective of the brand.

4.Variety seeking behavior - In this type of consumer behavior, every time a consumer needs a different product. This does not mean that she was not satisfied with the first product. Just want to try different product each time.

Factors affect consumer behavior

There are many factors influencing consumer behavior. There are many factors that play an important role in influencing consumer behavior.

(1) Personal Factor: There are four major factors influencing personal factor.

(A) Age or lifecycle factor: 

Age greatly affects the buying behavior of the consumer. As the age of people increases, their needs increase and some products are made on the basis of such as baby bottle is made for children, because no adult can use it. Some companies produce products keeping in mind the particular age group. People of all ages have different needs. With age, man's living habits also change. Where a young man spends money for entertainment, an old man will spend money for health.

(B) Gender: 

The buying behavior of the consumer also varies along with gender. Both a male and a female have different choices. Also, both of them have different needs, some things may have their necessary items such as movies, webseries, food, fun, technological gadgets and travel. But some products are made for either of them. For example, makeup products can only be used by women and products like shaving razer can be used only by men.

(C) Income: 

Income can also shift the consumer from one product to another product or from one brand to another. A educated man will do research before going to market which an illiterate person cannot do. As people are getting educated, they want to know more about the product they get. Now they do not depend on advertisements only. Now if an educated man is going to the market, he buys only those products that satisfy him.

(D) Education: 

Studying man changes the way he sees the world. A educated man will do research before going to the market which an illiterate man cannot do. As people are getting educated, they want to know more about the product they get. Now they do not depend on advertisements only. Now if an educated man is going to the market, he buys only those products which satisfy him.

(2) Psychological factors: 

psychological factors are those which affect the customer physically and mentally. Some of them are -

(A) Perception:

The perception is that how the consumer sees and defines your product depends on many factors such as what the consumer thinks about your brand, what hears and what the consumer thinks about a product. Decisions can change.

As we know that first impression is last impression. Therefore, if a brand promotes its product well, it can leave a long and effective impression on the customer's mind.

(B) Learning:

Learning is a process that shows what the customer remembers about a product by using it and it can also be positive and negative. Whether or not they will buy that product in the future, it also shows if the quality, price and service of the product has

Satisfied the consumer properly and fulfilled his expectations only then he will think of taking it in future.

(C) Motivation:

Motivation is an internal power that encourages the consumer to buy a particular product when a consumer decides that I should buy this product. And if I want this product in any way, then it works in favor of the product.

(D) Attitude and beliefs:

Sometimes a customer attaches his belief to a particular product. When a consumer becomes a mindset with a particular product and she believes it to be true. A belief can be positive as well as negative. The attitude shows what a customer responds to about a product that depends on his belief.

(3) Cultural factors: 

cultural factors affecting consumer behavior:

Culture is a group of those belifs and perceptions in which a person learns from his family and society at a very early stage. And follow it. Culture can also be divided into food, tradition and behavior.

For example, the culture of America is different from India, in America, female prefers western clothes while in India female prefers sari.

(A) Sub-culture:

Every culture can be divided into sab-culture such as gender, class and caste. And everyone has their own beliefs like red lehenga is worn in Hindu wedding whereas white gown is preferred in Kristen marriages. An upper class man will spend on luxurious items while a lower class man will spend on cheap products. And in a gender, it is believed that only women can use fareness cream.

(C) Social class:

When a society is divided on its social standing, aadhar of economic and its wealth, it is called social class.

Social class is created on the basis of income, education and occupation. Social class affects consumer behavior because people do their purchase, consumption and even intract on the basis of social standing.

(4) Social Factors: 

Social factors are related to society and mainly social behavior affects consumer behavior.

(A) Family:

When people are related to each other, whether it is from blood or by adoption or living together, it is called family. Family plays a big role in influencing consumer behavior because a man builds his personality, faith, perception and taste according to his family.

For example, a child makes his decisions according to his family because he is dependent on him, in whose family all decisions are taken by the male head.

(B) Reference group:

The reference group is a group of people whose advice is taken while making indivisual purchases. The reference group can influence the behavior of the consumer because a person's beliefs, perception, values ​​aur behavior are generally influenced by the reference group.

(C) Social role and status:

The role of a man is decided on the basis of his position in a group. People shop on the basis of their role and status in the society, they purchase such products which they can show as status in their group. Therefore marketers should make a product based on the status of their target customer.

Like -mobile and cars in today's time a status symbol. 

Factors Affecting Consumer Behavior

1.purchasing power:

Purchasing power plays an important role in influencing consumer behavior. Generally, before purchasing any product or service, the consumer thinks about the consumer's purchasing power as well as his savings. It does not matter how your product is. If it meets the consumer's needs, the consumer will buy it. Consumer behavior and purchasing power helps the consumer to buy better products.

2.Group effect:

Group effect plays a very important role in influencing consumer behavior. Mainly, the group effect includes family members, close friends and immediate relatives.

For example, the phone has an example of iphone group effect.

3.personal priority:

Personally, consumer behavior is influenced differently by likes, dislikes and trusts. Personal care is based on the personal thinking of the consumer, such as fashion and the Khadi industry.

Advertising can affect thinking to some extent. | The consumer's likes and dislikes affect the consumer's purchase.

4.Internal power:

Internal power plays an important role in influencing consumer thinking. The decision of the consumer affects the buying of the market. Whenever the market economy is growing, the purchase of the customer also increases. Whenever the economy goes down, the purchase of the customer is affected. Positive internal environment helps the consumer to shop with confidence.

5.Marketing campaigns:

marketing campaigns have a great impact on consumer shopping. Marketing campaigns are also known to bring a great change in the consumer's purchasing decisions and market shares. marketing campaigns can affect the consumer to the extent that the consumer can choose one brand over another or make a big purchase. Regular marketing campaigns help consumers remind consumers to buy good products, insurance policies and exciting products.