Consumer Behavior

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Consumer Behavior


The term consumer behavior is defined as the behavior that consumers display in searching for, purchasing, using evaluating, and disposing of focuses on how individuals make decisions to spend their available resources (time, money, effort) on consumption-related items. That includes that they buy, why they but it, when they buy it, there they buy it, how often they buy it, how often they use it, how they evaluate it after the purchase and the impact of such evaluations on future purchases, and how they dispose of it

Consumer Behaviour Defined:

“Consumer behavior refers to the actions and decision process of people who purchase goods and services for personal consumption”.James F Engel, Roger D Blackwell and Paul W Miniard,“Consumer Behavior”.

Consumer behavior refers to “ the mental and emotional process and the physical activities of people who purchase and use goods and services to satisfy particular needs and wants”. Bearden et al, “Marketing Principles and Perspectives”.

Content Covered in the Study Material

Consumer Behaviour – Meaning, Definition, Application

  • Attitude – Meaning and Definition,
  • Characteristics of Attitude
  • Types of Attitude,
  • Function of Attitudes,
  • Development and Functions,
  • Attitude Formation
  • Attitude Behaviour Consistency
  • Attitude Theories and Models – Congruity Theory, Balance theory, Cognitive Dissonance, Tri-component Attitude Model,
  • Attitude Measurement
  • Changing Attitudes
  • Perception
  • Meaning and Definition
  • Factors Influencing Perception
  • Perceptual Process
  • Distortion in Person Perception

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