Consumer Behaviour : An Overview

Consumer behaviour is a rapidly growing discipline of study. In means more than just how a person buys products. It is a complex and multidimensional process and reflects disposal activies. We, as consumers, exhibit very significant differences in our buying behaviour and play an important role in local, national or international economic conditions. One of the very few aspects common to all of us is that we are all consumers and the reason for a business firm to come into being is the presence of  consume or use a regular basis food, shelter, clothing, education, entertainment, brooms, toothbrushes, vehicles, domestic help, healthcare and other services, necessities, comforts, luxuries and even ideas etc. Our consumption related behaviour influences the development of technology and introduction of new improved product and services.

CONSUMER BEHAVIOUR DEFINED
"Consumer Behaviour refers to the actions and decision process of people who purchase goods and services for personal consumption."
                                          James F Engel, Roger D Blacwell and Paul W Miniard,
                                                  "Consumer Behaviour" (Dryden Press, 1990).

"Consumer behaviour refers to the mental and emotional processes and the observable behaviour of consumers during searching, purchasing and post consumption of a product of service."

Consumer behaviour has two aspects: the final purchase activity which is visible to us and the decision process which may involve the interplay of a number of  complex variables not visible to us. In fact, purchase behaviour is the end result of a long process of consumer decision making. the study involves what consumers buy, why they buy it, how they buy it, when they buy it, where they buy it, how frequently they buy it and how they dispose of the product after use. For example, consider the product computer, a relatively new but big business in our coutntry. A sturdy of consumer behaviour in this area whoud investigate what kinds of consumers buy it or would buy for  home and personal use? what features do the look for? what benefits they seek? How much are they willing to pay? How many are likely to buy now? Do they wait for price to come down? Do they look for some freebies? The answer to these can be investigated  through consumer research and provide manufacturers with important data for determining computer features and promotional  strategy etc.