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CONSUMER BEHAVIOR


                      CONSUMER BEHAVIOR
      
Consumer Behavior has become highly volatile in the present are of globalization. Changes in consumer’s exposure, income, education, experience, easy availability of foreign products and hallow effect have cast their shadow on their behavior. Changes in perceptions play significant role in consumer behavior, car which was deemed as luxury for the middle class of the society has become necessity now-a-days.

It will be appropriate here to discuss some definitions of consumer behavior. According to Walter and Paul, consumer behavior may be defined as “the process whereby individual decide whether, what, when, where, how and form where to purchase goods and service.” In the words of Schiffman and Kanuk the term consumer behavior can be defined as “the behavior that consumers display in searching for purchasing, using evaluating, and disposing of products, services, and ideas which they expect will satisfy their needs.”

According to James G. Engel, Roger D. Blockwell and David T. Kollot, “Consumer behaviors is the acts of individual in obtaining and using goods and service, including the decision process that precede and determine their acts.

According to Webster, “Buyer behavior is all psychological, social and physical behavior of potential customers as they become aware of, evaluate, purchase, consume, and tell other people about products and services.”

On the basis of above definitions, It may be said that consumer behavior is the reaction on individual in obtaining and buying goods and services of a particular type. It is an orderly process whereby the consumers interacts with his purchasing and consumption behavior. Consumer behavior is basically social in nature. Hence, socio-psychological environment plays an important role in shaping consumer behavior that determine the consumer’s behavior pattern. It also indicates awareness, purchasing power and consumption behavior. In a wider sense, consumer behavior may be termed as the decision process and physical activities concerning evaluating, acquiring, using or disposing goods and service. With the help of the following characteristics the consumer behaviour can be studied in a better way:

1. Consumers may be divided into two categories Personal Consumer and Organisational Consumer. The personal consumer is the individual who buys goods and services for his or her personal use. Organisational consumer, encompasses private business firms, government departments and institutions.

2. Consumer behavior of organisational consumer would be different from the personal consumer.

3. The buying behavior of consumers is based on the decision process. This process may involve- need recognition, product, awareness, interest, evaluation, purchase and feedback.

4. Consumer behavior is affected by several factors. These factors are consumer needs, motivation, personality, perception, attitudes learning, family, group dynamics, culture and social group influence.

5. Consumer behavior is different from consumption behavior. Consumer behavior relates to an individual person, whereas consumption behavior relates to mass or aggregate of individual.

6. A purchase is rarely the result of single motive. Thus usually a purchase decision is affected by multiple motives.

7. The study of consumer behavior is difficult task, because each consumer is a separate individual with a unique personality. Thus, it is a complex area of study.

8. Consumer behavior in not static in nature. Consumer behavior changes over a period of time because of changes in income, experience, life style, life stage and other factors.

9. A marketing company may shape and design consumer behavior with the help of appealing and effective promotional campaigns.

10. With the help of behavioral scientist the marketing company may obtain some success in developing generalization about individual and group factors which influence the buying behavior of the consumers.

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