INTRODUCTION TO CONSUMER BEHAVIOUR

Consumer behaviour It is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires.

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Categories of consumers is industrial (organizational) consumer and group consumer

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Industrial consumer include the profit and non profit businesses, government agencies, business corporation and even educational institutions

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Marketing discipline in consumer behavior include production concept, product concept, seller concept, operation concept and societal marketing concept.

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Societal Marketing concept stresses that the marketing strategy should deliver value to consumers in a way that enhances both the consumer’s and society’s well-being.

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Selling concept is companies focus on individual customers. They provide individual offers, services, and establish direct channels of communication with them

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There are three categories of consumer which is industrial consumer, individual consumer and group consumer.

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Individual consumer refer to consumers who are buying and disposing products for the purposes of business / running of their organization’s activities

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Marketing concept is consumers prefer to buy those products that are widely available and inexpensive

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The selling concept emphasizes building long-term relationships with customers by delivering superior value and customer satisfaction.

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