Consumer Behaviour

Consumer behavior is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services. Consumer behaviour consists of how the consumer's emotions, attitudes, and preferences affect buying behaviour.

Beginner 0(0 Ratings) 0 Students enrolled English
Created by DR. PREMLAL JAGATI
Last updated Fri, 05-May-2023
+ View more
Course overview

Consumer behavior is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services. Consumer behaviour consists of how the consumer's emotions, attitudes, and preferences affect buying behaviour.

behaviour emerged in the 1940–1950s as a distinct sub-discipline of marketing, but has become an interdisciplinary social science that blends elements from psychology, sociology, social anthropology, anthropology, ethnography, ethnology, marketing, and economics (especially behavioural economics).

The study of consumer behaviour formally investigates individual qualities such as demographics, personality lifestyles, and behavioural variables (such as usage rates, usage occasion, loyalty, brand advocacy, and willingness to provide referrals), in an attempt to understand people's wants and consumption patterns. Consumer behaviour also investigates on the influences on the consumer, from social groups such as family, friends, sports, and reference groups, to society in general (brand-influencers, opinion leaders).

Curriculum for this course
3 Lessons 01:10:00 Hours
Section A
3 Lessons 01:10:00 Hours
  • Introduction of consumer behaviour
    00:20:00
  • LEARNING MODAL
    00:25:00
  • Important Models Of Consumer Behavior
    00:25:00

Frequently asked question

Origins of consumer behaviour
In the 1940s and '50s, marketing was dominated by the so-called classical schools of thought which were highly descriptive and relied heavily on case study approaches with only occasional use of interview methods. At the end of the 1950s, two important reports criticized marketing for its lack of methodological rigor, especially the failure to adopt mathematically-oriented behavioral science research methods.[2] The stage was set for marketing to become more inter-disciplinary by adopting a consumer-behaviorist perspective.
Definition and explanation
Consumer behaviour entails "all activities associated with the purchase, use and disposal of goods and services, including the consumer's emotional, mental and behavioural responses that precede or follow these activities."[6] The term consumer can refer to individual consumers as well as organisational consumers, and more specifically, "an end user, and not necessarily a purchaser, in the distribution chain of a good or service."[7] Consumer behaviour is concerned with:[8] purchase activities: the purchase of goods or services; how consumers acquire products and services, and all the activities leading up to a purchase decision, including information search, evaluating goods and services, and payment methods including the purchase experience use or consumption activities: concerns the who, where, when, and how of consumption and the usage experience, including the symbolic associations and the way that goods are distributed within families or consumption units
+ View more
Other related courses
About instructor

DR. PREMLAL JAGATI

0 Reviews | 0 Students | 1 Courses
Student feedback
0
0 Reviews
  • (0)
  • (0)
  • (0)
  • (0)
  • (0)

Reviews

Free
Get enrolled
Includes: