We all know that consumer is the king of the market. Therefore a sound marketing programme is necessary with analysis of habits, attitude, motives and need of the consumer. Each aspect of this is related to consumer and buying behavior.
Consumer behavior has been defined as the acquisition, consumption and deposition of goods, services, time and ideas by decision making units. Since we spend so much of our life consuming economic products like house, clothing, food, cosmetics and recreation services etc. Consumer cannot be separated from it except by arbitrary and largely meaningless distinction.
Buyer behaviour is involved in planning, purchasing and using economic goods and services. Both consumer and buyer are pervasive. A variety of factors influence the people before they buy any product. They are: 1) Personal
Unique to a particular person. Personal factors can also affect the consumer behavior. Some of the important personal factors that influence the buying behavior are lifestyle, economic situation, occupation, age, personality and self concept Young people purchase things for different reasons than older people.
2) Psychological factors
Psychological factors include
•Ability and knowledge
3) Social Factors
Consumer wants, learning, motives etc. are influenced by opinion leaders, person’s family, reference groups, social class and culture.
Whether the goods purchased are durable in nature. Whether they can survive the heat, climate etc. Eg: cars
5) GOOD BRAND
The items purchased should be of well known brand.
Eg: puma, adidas,etc.
The above factors influence people before they buy any particular product.
Mordern marketing concept lies in the fact that the business should be directed towards the satisfaction of consumers. The adoption of consumers focus is the real difference between the traditional concept of selling and modern concept of marketing. Thus modern marketing requires a through understanding of consumer behavior motivations.
A consumer buys a particular product because he/she is influenced by certain motives and thus comes the word buyer motive. A motive is strong feeling, urge instinct, desire or emotions that makes the buyer react in the form of a decision to buy. Following are the primary and secondary buying motives:
Primary motives are those motives or basic reasons which influence a customer to buy a product of a particular brand. Following are some primary motives:
Secondary motives are those motives or reasons which influence the customer to buy a particular product after primary motives.Following are secondary