Consumer Behaviour – Consumer Perception and Decision Making

Consumer Behaviour – Consumer Perception and Decision Making

The organizations across the globe produce goods and services for their ultimate buyers who are termed as Consumers, in the business world. Ever-changing technology and an urge to deliver the best and unique products and services is what every organization, big or small, aim. This is not an easy task. It requires consistent efforts put in by the people backstage, i.e., the employees of the organization, who are specialists in their respective fields. Every organization studies its target market and audience in detail. This includes their demand patterns, family structure, age and gender, educational and work background, income, geographical area, etc. These factors cumulatively are termed as Consumer Behaviour.

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Consumer is the king. Therefore, studying consumer behaviour will give you an edge and help the organization work towards the retention of loyal customers and attracting the new ones. Consumer Behaviour is required to be studied and analysed not just by the production department so as to produce quality goods and services, but also by the:

• Statisticians to know the changing trends of the economy.
• Sociologists to study the growth and development of the society.
• Marketers to assess the demand patterns and changing needs of the target audience.

Therefore, undergoing a specialized training program for Consumer Behaviour can get you more and better career options to explore and unfurl your skills and talent.

Consumer Behaviour – Consumer Perception and Decision Making

What is Consumer Behaviour?

Consumer Behavior is defined as “the dynamic interaction of affect and cognition, behavior and the environment by the human beings conduct the exchange aspects of lives”. It means that the buying habits of the consumer are greatly affected by their thought process and their feelings experienced. Human beings are greatly influenced in their buying actions by various factors like opinions of others, marketing stimuli like product, advertising, packaging and product appearance.

Consumer Behavior is a branch which deals with the various stages a consumer goes through before purchasing products or services for his end use.

Any individual who purchases goods and services from the market for his/her end-use is called a consumer. In simpler words, a consumer is one who consumes goods and services available in the market. Every customer shows an inclination towards particular products and services. Consumer interest is nothing but the willingness of consumers to purchase products and services as per their taste, need and of course pocket.

Scope of Consumer Behaviour

Consumer Behaviour has very wide scope due to the following reasons:

• Ever-increasing intensifying competition.
• More aggressive competitors emerging with greater frequency.
• Changes based on competition
• Geographic sources of competition are becoming wider.
• Niche attacks are becoming frequent.
• The pace of innovation is rapid.
• Price competition becoming more aggressive.
• Product differentiation is declining.

This training course provides an insight to every professional from every field of the industry, as each employee works for an organization to produce best results thereby maximizing its profits. Therefore, this course is designed for everyone in general. However, it is best recommended for people who want to further pursue careers as buyer behaviour analysts, sociologists, statisticians, etc mainly include professionals and executives. The list of target audience for the training module is:

• Young Marketing Executives and Non-Marketing Professionals;
• Marketing Students;
• Sales Professionals;
• Strategists and Sociologists;
• Statisticians;
• Researchers.

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