Consumer Behavior
(RITHI)
Consumer behavior reflects the totality of Consumer decisions with respect to the acquisition, consumption,and disposition of goods, services, time and ideas by human decision making units.
Consumer behavior involves more than just products: Consumer behavior involves more than just how a person buys products like soaps,shirts, computer and homes. It also involves services, times and ideas. Marketing efforts focus on consumers' consumpton of time and ideas too. For - example TV networks andvacation resorts hope to influence how consumers spend their time.
Consumer behavior involves more than just buying: Marketers are interested in the following three behaviors of consumers. They are
(i) Aquiring : buying represents one type of consumer aquisition behavior.Aquisition involves other waysof obtainig products like leasing, trading or borrowing
(ii) Using : After a product has been aquired, it will be typically used in some manner. Usage is at the very core of Consumer behavior. Understanding consumer usage of products and services can guide marketing strategy and tactics. For-example, when Mc Donalds came to India, it launched the vegetable burger only in our country. Usage can influence other behaviors.
(iii) Disposing : Finally, Consumer behavior involves how consumers get rid of the product that they have aquired. For example, HP offers a concession forconsumers to return the empty printer ink catridges to prevent pollution.
Consumer behaviour involves decisions: It involvesunderstanding whether,why,when,how,how much, how often and how long consumers will buy, use or dispose of a product or service. Consumer make decisions about spending Rs.300 on a CD about brand like buying an A.R.Rahman or R.D.Burman CD and for new clothes Louis phillippe or Allen Solley Shirt.
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