Consumer Behaviour

In this article, we begin our journey of understanding consumer behavior in marketing, the importance of consumer behavior, factors influencing consumer behavior, and other important related topics.

In this chapter, we will understand the nature of consumer behavior and its importance and relevance for marketers.

It is in a brand’s best interest to try and prevent legal implications that arise out of an offensive marketing campaign. To avoid this complication, brands keep in mind the cultural factors affecting consumer behavior.

Social factors affecting consumer behavior have to be kept in mind while marketing because society also vastly shapes consumer behavior. Let’s take a look at these factors.

When marketers study their target markets, they make sure to understand that each consumer has some personal factors affecting their consumer behavior in addition to social and cultural factors. Let’s study these personal factors affecting consumer behavior.

It is a well-known fact that marketers use psychology to influence consumer behavior through advertisements, discounts, offers, etc. In this chapter, we will study the psychological factors affecting consumer behavior.

Till now, we have studied the different types of factors affecting consumer behavior. For each individual, all these factors will play an important role in differently affecting their consumer behavior. In turn, all these individuals will have different types of buying decision behaviors. In essence, there will be a different environment for each consumer to […]

As consumers, we don’t randomly buy products and services. We use a specific buyer decision process, whether consciously or unconsciously, to make the final decision regarding which product or service can best satisfy our needs. To understand this better, let us take our instant noodles example from earlier. This process is called the buyer decision […]

The B2B purchase decision process is similar to the individual consumer’s buyer decision process we saw in the previous chapter. But since the B2B purchase will affect a much larger number of people and even organizations, there are some differences in the two processes as well. Let us first define the B2B purchase decision process. […]

There have obviously been countless times in every consumer’s life when they had to try a new product. The buyer decision process for new products varies vastly from the one for products the consumer has consumed before (refer to Chapter 8). Let us tweak our instant noodles example to understand this process better. Let us […]

Globalization is not a new concept. It is old news now that an event in one country impacts every single country in the globe. It is important to understand consumer behavior across international borders, because this globalization comes with a lot of challenges. But it also means that consumers of your products are spread worldwide. […]

The only constant thing in life is change itself. Staying true to this famous saying, there were changes in consumer behavior due to the pandemic globally and drastically. Be it the tourism sector or the pharmaceutical industry, each industry was hard hit by the pandemic in some way or the other. But what is the […]