Consumer behaviour

color:windowtext">About the Tutorial

Consumer
behavior is about the approach of how people buy and the use merchandise and
services. Understanding consumer behavior will assist business entities to be
more practical at selling, designing, development of products or services, and
every other different initiative that impacts their customers.

mso-ascii-theme-font:minor-latin;mso-fareast-font-family:Calibri;mso-fareast-theme-font:
minor-latin;mso-hansi-theme-font:minor-latin;mso-bidi-font-family:"Times New Roman";
mso-bidi-theme-font:minor-bidi;mso-ansi-language:EN-GB;mso-fareast-language:
EN-US;mso-bidi-language:AR-SA">In this tutorial, it has been our endeavor to
cover the multidimensional aspects of Consumer Behavior in an
easy-to-understand manner

Table of Contents

About the Tutorial
..........................................................................................................................................
i

Audience
.........................................................................................................................................................
i

Prerequisites
...................................................................................................................................................
i

Copyright & Disclaimer
...................................................................................................................................
i

Table of Contents
..........................................................................................................................................
ii

UNIT 1 – INTRODUCTION TO
CONSUMER BEHAVIOR ..................................................................
1

1. Consumerism
..........................................................................................................................................
2

What is Consumerism?
..................................................................................................................................
2

Features of Consumerism
...............................................................................................................................
3

2. Significance of Consumer
Behavior
...........................................................................................................
5

Dimensions of Consumer Behavior
.................................................................................................................
6

3. Demand Analysis
....................................................................................................................................
7

The
.................................................................................................................................................................
7

Demand Curve
...............................................................................................................................................
7

Determinants of Demand
...............................................................................................................................
8

Demand Function
...........................................................................................................................................
8

4. Buying Decision PRocess
.........................................................................................................................
10

Consumer Buying Behavior
...........................................................................................................................
10

Stages of Purchasing Process
........................................................................................................................
11

5. Developing Marketing Concepts
.............................................................................................................
13

Production Concept
.....................................................................................................................................
13

Product Concept
..........................................................................................................................................
13

Selling Concept
............................................................................................................................................
13

Customer Concept
.......................................................................................................................................
14

6. Marketing Strategies
...............................................................................................................................
15

Analyzing Market Opportunity
......................................................................................................................
15

Selecting Target Market
...............................................................................................................................
15

Marketing-Mix Decisions
...............................................................................................................................
15

7. Market Segmentation
.............................................................................................................................
17

Geographic Segmentation
.............................................................................................................................
17

Demographic Segmentation
..........................................................................................................................
18

Psychographic Segmentation
........................................................................................................................
18

Behavioralistic Segmentation
........................................................................................................................
18

8. Market Positioning
...............................................................................................................................
19

UNIT 2 – ROLE OF RESEARCH
....................................................................................................
20

9. Problem Recognition
..............................................................................................................................
21

Maslow’s Hierarchy of Needs
........................................................................................................................
21

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10. Consumer Research
Paradigm.................................................................................................................
23

Quantitative Research
.................................................................................................................................
23

Qualitative Research
...................................................................................................................................
24

11. Consumer Research Process
....................................................................................................................
26

Developing Research Objectives
...................................................................................................................
27

Data Collection Instruments for
Quantitative Research Data
....................................................................... 28

Projective Techniques
.................................................................................................................................
29

12. Consumer Decision Making
.....................................................................................................................
30

Types of Consumer Decision
Making.............................................................................................................
30

Views of Consumer Decision
Making ............................................................................................................
31

13. Pre-Purchase and
Post-Purchase Behavior
..............................................................................................
32

Pre-Purchase Behavior
................................................................................................................................
33

Types of Search Activities
..............................................................................................................................
33

Post-Purchase Behavior
...............................................................................................................................
33

UNIT 3 – INDIVIDUAL DETERMINANTS
......................................................................................
35

14. Motivation
............................................................................................................................................
36

Theories of Motivation
................................................................................................................................
37

Maslow’s Need Hierarchy Theory
.................................................................................................................
37

Motivational Theory and
Marketing Strategies
.............................................................................................
38

15. Personality and Self Concept
..................................................................................................................
39

Personality
...................................................................................................................................................
39

Trait Theory
.................................................................................................................................................
39

The Psychoanalytic Theory of
Freud
..............................................................................................................
40

Neo-Freudian Theory
...................................................................................................................................
40

Self Concept
.................................................................................................................................................
41

What is Self-Concept?
.................................................................................................................................
41

16. Attention and
Perception......................................................................................................................
43

Perception ...................................................................................................................................................
43

Perception Influencers
................................................................................................................................
43

Elements of Perception
...............................................................................................................................
44

Attention
.....................................................................................................................................................
44

Functions of Attention
.................................................................................................................................
44

17. Consumer Learning
...............................................................................................................................
46

Elements of Consumer
Learning....................................................................................................................
46

Consumer Behavioral Learning
Theories
.......................................................................................................
46

18. Consumer Attitudes
...............................................................................................................................
48

Functions of Attitudes
.................................................................................................................................
49

Models of Attitude
......................................................................................................................................
49

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UNIT
4 – EXTERNAL INFLUENCE ................................................................................................
50

19. Influence of Culture and
Social Class
.......................................................................................................
51

Culture
.........................................................................................................................................................
51

Social Classes
...............................................................................................................................................
51

Family
..........................................................................................................................................................
52

Social Status
.................................................................................................................................................
52

20. Relationship Marketing
...........................................................................................................................
53

Factors affecting Business and
Relationship Marketing
................................................................................
53

Possibilities for Mutual Benefit
.....................................................................................................................
54

21. Reference Groups
.................................................................................................................................
55

Primary Groups
............................................................................................................................................
55

Secondary Groups
.......................................................................................................................................
55

Aspirational Group
......................................................................................................................................
55

Dissociative Group
.......................................................................................................................................
56

Family
..........................................................................................................................................................
56

UNIT 5 – MODELS OF CONSUMER
BEHAVIOR
........................................................................... 57

22. Types of Consumer Behavior
Models ......................................................................................................
58

Industrial and Individual
Consumer Behavior Models
..................................................................................
58

Economic Man
Model...................................................................................................................................
59

Learning Model
.............................................................................................................................................
60

23. Implications of Marketing
Models
..........................................................................................................
61

Example of ABC Fancy Dream
Stores
............................................................................................................
61

Implications
.................................................................................................................................................
61

24. Online Customer Behavior
......................................................................................................................
64

Online Customer Behavior Process
...............................................................................................................
64

Factors of Online Customer Behavior
............................................................................................................
65

Filtering Elements
........................................................................................................................................
65

25. Consumer
Expectations.........................................................................................................................
66

Services and Products
..................................................................................................................................
66

Working towards Enhancing
Customer Satisfaction
.....................................................................................
66

Customer Expectation and
Satisfaction .........................................................................................................
67

UNIT 6 – EMERGING TRENDS
....................................................................................................
69

26. Emerging Issues ....................................................................................................................................
70

Consumer Behavior – Past and the
Present
..................................................................................................
70

Issues in Consumer Behavior
.........................................................................................................................
72

Marketing Apps
...........................................................................................................................................
72

27. Cross-Cultural Consumer
Behavior ..........................................................................................................
74

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APA

Emeka, U. (2018). Consumer behaviour. Afribary. Retrieved from https://afribary.com/books/consumer-behaviour-5989

MLA 8th

Emeka, Uchefuna "Consumer behaviour" Afribary. Afribary, 29 Jan. 2018, https://afribary.com/books/consumer-behaviour-5989. Accessed 24 Apr. 2024.

MLA7

Emeka, Uchefuna . "Consumer behaviour". Afribary, Afribary, 29 Jan. 2018. Web. 24 Apr. 2024. < https://afribary.com/books/consumer-behaviour-5989 >.

Chicago

Emeka, Uchefuna . "Consumer behaviour" Afribary (2018). Accessed April 24, 2024. https://afribary.com/books/consumer-behaviour-5989

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