Page 15 - DMGT506_CONSUMER_BEHAVIOUR

Consumer Behaviour

Notes In light of this truth the above described aggressive behaviour by consumers clearly
defies any logical deduction from reality. An even more intriguing aspect is the consumer
behaviour before all this. Ten years ago, when the linesman from the State-owned BSNL
came and installed the telephone after a month-and-a-half, most consumers very happily
offered him sweets. That time has now been cut down to 12-24 hours but agitated consumers
are chiding the hapless new service providers for taking so long. Today our pizzas are
getting delivered in 30 minutes, our bills are being collected from our doorsteps and the
service brands are treating the consumer as a king. Yet we're becoming more and more
aggressive.
Clearly, we are seeing the emergence of an extremely intolerant breed of consumers who
are forever threatening and bullying the service brands. While the choices available to the
consumers and the service standards have improved in absolute terms the consumer's
behaviour towards the service brands has progressively deteriorated.
Question
Do you agree with the point put across in this case? Why? Or, Why not?

Source: www.thehindubusinessline.com

1.7 Summary

Our consumption related behavior influences new product development and success and
failures of business.
Consumer Behaviour refers to the observable behavior of consumers during searching,
purchasing and post consumption of products or services.
There are two important group of consumers: personal consumer and organizational
consumers.
The study of consumer behavior involves interplay of number of variables that are not
visible to an observer. The study of consumer behavior involves what they buy, how they
buy it, when they buy it, where they buy it, and what are the post purchase activities.
The study of consumer behavior is deeply rooted in the marketing concept. Consumer
behavior activities can help unearth much information to help marketers to segment
markets, selection of the target segments, developing the positioning strategy and develop
appropriate marketing mixes for different markets.
1.8 Keywords

Consumer behavior: How consumers make purchasing decisions with available resources.
Consumer: Anyone who is engaged in purchasing process.
Cultural anthropology: Study of humans in a society.

Customer: This is regular purchaser form a specific store or company.
Marketing concept: Consumer oriented marketing approach.
Organizational consumer: Buys goods and services for profit and non-profit organizations.
Personal consumer: Buys goods and services for personal use.

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