What do you mean by consumer behavior. How marketing department study these behaviors.

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 Consumer behaviors can be defined as: 

The decision process and physical activity engaged in when evaluating, acquiring, using or disposing of goods and services.

This definition raises two important issues: a) What or who are consumers? b) What is the decision process that they engage in? Answers to these questions help define the broad nature of consumer behavior.

Consumer behavior and marketing go hand-in-hand. A sound understanding of consumer behavior is essential to the long-run success of any marketing program. In fact, it is seen as a cornerstone of the marketing concept, an important orientation of philosophy of many marketing managers. Consumer behavior has a number of applications in the area of marketing.

1. Analyzing Market Opportunity: Study of consumer behavior helps in identifying needs and wants which are unfulfilled. This is done by examining trends in income consumers lifestyles and emerging influences.

2. Selecting the Target Market: The study of the consumer trends would reveal distinct groups of consumers with very distinct needs and wants. Knowing who these groups are, how they behave, how they decide to buy enables the marketer to market products services especially suited to their needs.

3. Determining the Marketing Mix:

a) Product: The marketer has the product that will satisfy hitherto unfulfilled consumer need, but he must decide the size, and attributes of the product. Among decisions that are influenced by consumer behavior are:

 What size, shape, and features should the product have?

 How should it be packaged?

 What aspects of service are most important to consumers?

 What types of warranties and service programs should be provided?

 What types of accessories and associated products should be offered?

b) Price: A few of the factors involving consumer behavior are: 

 How price-aware are consumers in the relevant product category?

 How sensitive are consumers to price differences among brands?

 Should any price discounts be offered?

 What is the consumer perception of a lower or higher price?

 Is a lower price associated with poor quality? Would a lower price stimulate sales?

c) Place and Distribution: Having determined the product size, shape, packaging and price, the next decision the marketer has to make is regarding the distribution channel.

 What type of retail outlets should sell the products? 

 Should it be sold through all the retail outlet or only through a selected few?

 How critical is the location of the retail outlets from the consumers viewpoint?

 Does the consumer look for the nearest convenient location or is he willing to travel some distance for buying the product?

d) Promotion: The marketer here is concerned with finding the most effective methods of promotion which will make the product stand out against others. Of concern here are the goals and methods of communicating aspects of the firm and its offering to target consumers. Consumer-related decisions include: 

 What methods of promotion are best for each specific situation?

 What are the most effective means for gaining consumers attention?

 What methods best convey the intended message?

 How often should a given advertisement  be repeated?

4. Use in Non-profit and Social Marketing:

The knowledge of consumer behavior is also useful in the marketing of non-profit or social or governmental services of institution such as hospitals, voluntary agencies, law enforcement and tax collection agencies. Various social and non- profit organization can be viewed as having senders or ideas that they are attempting to market to target groups of consumers or constituents. Such organizations include governmental agencies, religious orders, universities, and charitable institutions. Often these groups must also appeal to the public for support in addition to attempting to satisfy some want or need in society.

5. Consumer Behavior and Governmental Decision Making:

Relevance of consumer-behavior principles to governmental decision making has become quite evident. Two major areas of activity have been affected:

(1) government policies that provide services to the public or result in decisions that influence consumer behavior and

(2) the design of legislation to protect consumer or to assist them in evaluating products and services.


 

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