Consumer behaviour … Brand knowledge is a very important factor. If it’s bright and shiny that everyone’s after, give it to them. (1990: 22) and Schiffman & Kanuk (1997: 8), consumer behaviour is regarded as a relatively new field of study with no historical body of research of its own. Consumer behaviour is the study of how individuals, groups and Organisation select buy, use and dispose of goods and services, ideas or experiences to satisfy their needs and wants. For this reason such consumer behaviour is said to be an applied discipline. Chapter 2: Consumer Behaviour 96 Consumers are often studied because certain discussions are significantly affected by their behaviour or expected actions. Common features of consumer behaviour models Consumer behaviour as a decision process Behaviour is rational and can be explained Behaviour is purposive involving search, evaluation and storing of data Preferences develop based on more limited use of information Outcomes from purchase decisions, whether satisfaction or 2.

The need and importance of organisational behaviour are as under: 1. It helps to understand human behavior and various internal and external motives that influence human behavior. which help them to estimate demand for a product or service. What is the Importance of consumer buying behavior? If it’s the right influencer marketing strategy using a popular personality, go for it. Many factors, specificities and characteristics influence the individual in what he is and the consumer in his decision making process, shopping habits, purchasing behavior, the brands he buys or the retailers he goes. which help them to estimate demand for a product or service. The main focus of this assignment will be consumer behaviour and how important is for marketer to understand process of buyer decision making. This paper explores the role of consumer behavior in present marketing management scenario.

Skill Improvement: Study of Organisational Behaviour helps to improve skills.

(ii) It helps marketers to understand consumer buying behaviour and make better marketing decisions. 53 and is influenced by cultural trends as well as his social and societal environment. 2.2.2 The origin and importance of consumer behaviour . Factors influencing consumer behaviour Pinki Rani* Institute of Law Kurukshetra, University Kurukshetra, India Corresponding author . Importance of Consumer behaviour It helps to understand human behavior and various internal and external motives that influence human behavior. the research paper is about the impact of branding on consumer behavior. This includes the ability of employees and use of knowledge to become more efficient. Even though, the succeeding movement of consumer protection has enabled the urgent needs to detain the buying decisions of consumers and how consumers make their consumption decisions. As the buying process is very important in marketing, it would be ideal to have a complete idea on buyer behavior model. Consumer behaviour is a physiological process it is all related to the emotions of the consumer.

Consumer behaviour refers to the actions of consumers in the market place and the underlying motives for those actions.. 1) Increase revenue – The importance of consumer buying behavior lies in the fact, that we can improve our sales figures when we study the customers. According to Engel et al. It also improves managers, as well as other employees, work skill. Consumers’ preferences have been transforming over a prior of time with evolving trends and fashions. the research paper is about the impact of branding on consumer behavior. It helps marketers to determine customer needs, expectations, problems, preferences etc. 1) Increase revenue – The importance of consumer buying behavior lies in the fact, that we can improve our sales figures when we study the customers. Marketers expect that by understanding what causes consumers to buy particular goods and services they will be able to determine which products are needed in the market place, which is obsolete, and how best to present the goods to the consumers. Consumer Buying Behaviour refers to the buying behaviour of the ultimate consumer.

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