What is Consumer Behaviour?

Consumer behaviour is an investigative study of how individuals or companies make the decision to purchase, use and/or dispose of the products.

“Consumer behavior entails all consumer activities associated with the purchase, use, and disposal of goods and services, including the consumer’s emotional, mental, and behavioral responses that precede, determine, or follow these activities”

Now there are two types of consumers

Individuals – Those who buy products or services for their personal needs.

Companies/organisations – Those who buy base products to develop their own products, and those who buy products to run an organisation

Activities of the Consumer

There are three types of activities or ‘consumer responses’ that help understand consumer behaviour better.

•Purchase Activities

All these activities go through the Marketing funnel. That is, from researching the product online or offline to finally making a decision to purchase it.

•Use Activities

These activities cover how the product is being consumed and the location. Marketers ask general questions to know whether the product is used right after the purchase, if the product was bought and never used by the consumer, and so on.

•Disposal Activities

These are the ways how consumers discard the product. They can be disposed of after the product is used thoroughly or used less. Some products can also be recycled, while others are sold to flea markets.

Responses of the Consumer

There are three types of consumer responses to know in consumer behaviour.

•Emotional Responses

These are also known as affective responses. They show how the consumer responds or connects with the product.

•Mental Responses

Also referred to as cognitive responses, they are about how the consumer thinks about the product. The consumer may want to figure out the advantages or disadvantages of the product, for instance.

•Behavioural Responses

These are the responses that directly determine what drives the consumer to come to a decision to purchase what is advertised. It can be targeted at Google Ads showing up on Google SERP, an affiliate link, etc.

Source: www.naukri.com