Consumer Behaviour Scope and Importance

Consumer Behaviour focuses on how individuals, groups, or organizations decide to purchase, use, or dispose of products and services. It studies the psychological, social, and economic factors that influence the process of purchasing by focusing on the motivations, attitudes, preferences, and decision-making factors of consumers.

Consumer behaviour enables companies to identify the strengths and weaknesses of their products and services, giving them the opportunity to improve and increase sales effectively.

Key Aspects of Consumer Behaviour

• Consumer Behaviour studies the key aspects that influence consumers' behaviour towards a particular product or service. 
• The decision-making process studies how a consumer recognizes their need and make purchases accordingly.
• Psychological factors involve a consumer's motivation, perception, attitude, and belief towards a particular product or service, which makes them buy it.
• Social influence focuses on how family, friends, reference groups, and other societal norms influence a consumer's behaviour towards a particular product or service.
• Consumer’s culture, subculture, and social class play an important role in influencing consumers behaviour towards a particular product.
• Personal factors like age, gender, economic income, level, education, and occupation affect a person’s choice towards a particular service or product.
• Post-purchase behaviour consists of satisfaction level, repeat purchase behaviour, word of mouth, and recommendations after a consumer has purchased the product.

Also Read: Highest Paying MBA Specializations in India

Scope of Consumer Behaviour

The scope of consumer behaviour studies various aspects and dimensions that are involved in understanding patterns and processes behind how consumers make decisions. It extends beyond buying behaviour and includes psychological, social, and cultural factors that influence why and how consumers interact with product services and brands. 

• Demand Forecasting: This allows the company to divide the products into various groups based on consumers' needs and preferences. 
• Product Positioning: It helps businesses to position the products based on which are sold most, which are needed by the people most, and which are most relevant to the consumers. 

• Consumer Needs and Wants: It helps businesses to understand the needs of the consumer and make the products and services that can meet the market demands.

• Decision-making processes help to analyze consumers' decisions towards purchasing a product or service, thus improving the quality of the products and services using post-purchase evaluation

• Cultural and social influence helps businesses understand how social cultural environmental factors impact behaviour of the consumers.

• Changing consumer trends helps businesses stay updated with consumers changing preferences through digital experiences and sustainability.

• Educating Customers: Marketers can guide and suggest a way for consumers to save their money and give them better options, which can influence their behaviour towards a particular product and service. 

• Impact of Technology: Marketing through digital platforms, social media, and e-commerce can influence Consumer behaviour. 

Also Read: How to Choose the Right Management Course?

Importance of Consumer Behaviour

It is very important to understand the consumer's behaviour to identify what factors cause profit and loss for a specific product or service. It also helps the marketer to enhance the production and sales of the product and service. Some of the key reasons highlighting the importance of consumer behaviour are given below.  

• Product development and innovation: It helps the marketer to understand the unmet needs and desires of the consumers, which helps in the development of new products and the improvement of the existing ones.
• Effective marketing strategies: marketers can improve their marketing strategies by understanding what influences consumers' decisions. It can help them create personalized and targeted marketing campaigns that can reach the right audience. 
• Customer retention and loyalty: Understanding customer's post-purchase satisfaction and repeat purchasing patterns can help companies build long-term relationships, improve customer service, and implement loyalty programs to retain valuable customers.
• Influence of Digital Behaviour: In the era of digitization using e-commerce, social media understanding consumer behavior can help the marketers create better digital marketing strategies, optimize websites of user experience, and increase engagement on social platforms. Staying updated to changing consumer preferences
• Understanding the shift in preferences of consumers can help marketers grow and bring relevant changes in the products and services.

Also Read: Different Types of MBA Courses in 2024

Types of Nature of Consumer Behaviour

Consumer behaviour can be referred to as a systematic process describing and comparing the customers buying decisions. The different types of nature of consumer behaviour are given below. 

• Complex Buying Behaviour: This type of consumer has complex choices and compares a product or service among various brands. 

• Nature Varies for Different Consumers: Consumers have different desires and needs, which the marketer should keep in mind while manufacturing a product or service. 

• Consumer Behaviour Vary Across Regions: The behaviour of consumers varies across countries, states, and regions. For example, consumers' behaviour in the city differs from that of rural consumers because of the traditional attire.

• Behaviour Influenced by Different Factors: Consumers are influenced by different factors like family, culture, friends, lifestyle, and many more.

• Loyalty of Brand: Most consumers tend to buy products or services from a particular brand they may like for specific reasons. In this case, it develops brand loyalty towards these organisations.

Also Read: One Year MBA Programs in India