Consumer Buying Behaviour: Introduction, Characteristics

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 Consumer Buying Behaviour: Introduction, Characteristics


According to Engel, Blackwell, and Mansard


  • ‘Consumer behaviour is the actions and decision processes of people who purchase goods and services for personal consumption.’


According to Louden and Bitta


  • ‘Consumer behaviour is the decision process and physical activity, which individuals engage in when evaluating, acquiring, using or disposing of goods and services.’


Consumer buying behaviour


  • Consumer buying behaviour is the sum total of a consumer’s attitudes, preferences, intentions, and decisions regarding the consumer’s behaviour in the marketplace when purchasing a product or service.

  • The study of consumer behaviour draws upon social science disciplines of anthropology, psychology, sociology, and economics. 


Characteristic of consumer behaviour


  1. Process

  • Systematic process relatinig to buying decisions of the customers.

  1. Need identification to buy the product

  2. Information search relating to the product

  3. Listing of alternative brands

  4. Evaluating the alternative (Cost-benefit analysis)

  5. Purchase decision

  6. Post-purchase evaluation by the marketer

      2.   Influenced by various factors

  • Factors- marketing, personal, psychological, situational, social, cultural etc.

      3.   Different for all customer

  • The difference in consumer behaviour is due to individual factors such as nature of the consumer’s life style, culture, etc.

      4.   Different for different products

  • Who may buy more quantity of certain items and very low/no quantity of some other items.

      5.   Region Bounded

  • Varies across states, regions and countries.

  • Rural consumers are conservative (traditional) in their buying behaviour.

      6.   Vital for marketers

  • The knowledge of consumer behaviour enables marketers to take appropriate marketing decisions.

      7.   Reflects status

  • Those consumers who own luxury cars, watches and other items are considered by others as persons of higher status.

      8.   Spread- effect

  • The buying behaviour of one person may influence the buying behvious of another person. 

  • This is one of the reasons why marketers use celebrities like Shahrukh Khan, Sachin to endorse their brands.

      9.   Standard of living

  • The more a person buys the goods and services the higher is the standard of living.

    10.   Keeps on changing

  • The consumer’s behaviour undergoes a change over a period of time depending upon changes in age, education and income level etc.

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