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Consumer Behaviour

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Submitted By therasasaghith
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UNIT -V
PREPURCHASE BEHAVIOUR OF CONSUMER Consumer behavior is the study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, idea, or experiences to satisfy their needs and wants. Consumers are responsible factors for the sales of any product or services. So, when a new product is launched in the market, understanding consumer’s buying behavior becomes very essential. For this marketer has to study and understand various factors which influences the customers thoughts while buying any product or service.
Basically there are two reasons for buying any product/service :
1) Necessity driven buying behavior – Every human being has certain basic needs to fulfill those basic needs, one has to buy related products. It varies from person to person.
2) Impulse buying behavior – Sometimes, there is no pre conceived notion in the minds of the consumer, however certain products, packaging, promotional schemes etc force the consumers to buy them.
A consumer’s buying behavior is influenced by cultural, social, and personal factors.
Cultural factors Culture, subculture, and social class are particularly important influences on consumer buying behavior. Culture is the fundamental determinant of person’s wants and behavior. The growing child acquires a set of value, perceptions, preferences, and behaviors through his or her family and other key institutions. For eg, A child growing in India is exposed to the following values like respect and care for elders, honesty and integrity, hard work, achievement and success, humanitarianism and sacrifice. Each culture consists of smaller subcultures that provide more specific identification and socialization for their members. Subcultures include nationalities, religions, and racial groups and geographic

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