Lesson 15 : Analyzing Consumer Market and Buyer Behavior
Consumer behaviour meaning
Consumer or buyer behaviour is an attempt to understand and predict human actions in the buying role. In the context of social marketing also consumer behaviour can be defined as “all psychological, social & physical behaviour of potential customers as they become aware of, evaluate, purchase, consume, & tell others about product & services”.
Each element in this definition is important.
Consumer behaviour involves both individual (psychological) processes and group (social processes).
Consumer behavior is reflected from awareness right through post-purchase evaluation indicating satisfaction or non-satisfaction, from purchases.
Consumer behaviour includes communication, purchasing & consumption behaviour.
Consumer behaviour is basically social in nature. Hence social environment plays an important role in shaping buyer behaviour.
Consumer behaviour includes both consumer and business buyer behaviour.
In the context of social marketing consumer behaviour is in the future of changed behaviour. An understanding of the buyer behaviour is essential in social marketing planning and programmes.
Participants