CONSUMER BEHAVIOUR

More than a century ago, the father of our nation, Mahatma Gandhi had made a visionary and deep meaningful statement at Johannesburg, South Africa at 1890 – “A customer is the most important visitor on our premises. He is not dependent on us. We are dependent on him. He is not an interruption on our work. He is the purpose of it and not an outsider on our premises. He is the part of it. We are not doing a favour by serving him. He is doing us a favour by giving us the opportunity to do so.” Though this statement was not made in the marketing concept, there is a lot of wisdom and insight into Mahatma’s words.

Today all the firms are engaged in the process of creating a life time value and relationship with their customers. This chapter deals with studying consumer behaviour as a related field of marketing.

CONSUMER BEHAVIOUR

Behaviour is the interaction with the ambient surrounding environment, inherent in living creatures and mediated by their external and inner activeness. Thus consumer behaviour is actions of consumers in the market place and the underlying motives for those actions. 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 are obsolete and how best to present those goods to the consumer.

The study of consumer behaviour is the study of how individuals make decisions to spend their available resources ( time, money, effort ) on consumption related items. In the words of Walters and Paul ― “consumer behaviour is the process whereby individuals decide what, when, where, how and from whom to purchase goods and services.” 

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