Introduction:
Consumer
Behaviour has always been a field of great interest & practical
applicability which is having in its inbuilt structure a capability to produce
reliable results having implications in practical life with all its aspects
being verifiable. Behaviour differs from consumers to consumers; several
factors are responsible for this like their knowledge, income, lifestyle,
social class, background, customs &traditions. Many things are very deep
rooted in affecting consumer behaviour like degree of utility of the product, quality,
price features such as size, shape, colour, design, performance, conformance,
reparability, profitability, range etc.
All of these do affect consumer behaviour
largely this can be understood through several Examples Like while purchasing readymade garments people assess it
by touching, further boosting their decision, they take trials to check its
fitting & degree of comfort, but while purchasing food item they check it
by other taste as well as through their senses sampling as also one of the
important part of their judgments poses which enhances their decision making in
the form of acceptance or rejection of the product or services.
Definition
of Consumer Behaviour:
The term
Consumer Behaviour is defined as the “Behaviour that consumers display in
Searching for, purchasing, using, evaluating & disposing of products &
services that they expect will satisfy their needs.” It mainly focuses on how
individuals make decisions to spend their available resources (time, money,
efforts, etc.) on consumption related items. We are all consumers.
Consumers
can broadly be divided into many units namely 1)
Individuals; 2) Household; 3) Family; and 4) Organizations etc. Each unit has different backgrounds like 1) Social;
2) Economic; 3) Religious; 4) Cultural etc. Depending upon the various
categories and different backgrounds as mentioned above the consumer's show a
different buying behaviour, even they have different roles to play in decision
making process like 1) Customers; 2) Consumers; 3) Financers; 4) Deciders; and
5) Influencers. Each individual has different values, attitudes, personality,
psychology, motives, drives, demographics, taste & preferences, beliefs
etc. which affect the buying behaviour of different items like food, clothing, shelter,
transportation, education, vacations, luxuries, necessities, luxuries etc. The
consumers play a vital role in the health of Economy. They are related with
different activities which largely affect economy of the country in different
ways.
Consumer
Behaviour provides answers of all Wh Questions like:-
What to be purchased?
When to be purchased?
How to purchase?
Who to purchase?
Where to be purchased?
Why to be purchased?
Here what is
related with need, When is related with timings of that need, How is related
with the consumer's purchasing process, who is related with the Authority,
where is related with
the channels
of distribution as well as place of the product and why is related with the
reasons to make such purchases. When the marketer makes such analytical study
regarding the different buying behaviours of the different consumers he/she
will be benefited.
The
proper understanding of the consumer buying behaviour in the following ways-
1) Proper
understanding & fulfilment of the need.
2) Promoting
& managing competetenivess in the Org.
3) Achieving
customer satisfaction & delightment.
4)Better
& increased sales.
5) Increased
profitability & rate of returns on investment
6) better
market control & execution of strategies & programmes
7) better
capitalization on growth, expansion, & diversification opportunities
8) Better
distribution & market coverage.
Consumer
behaviour is the study of the behaviour of the consumer to find out its linkage
with various aspects linked to consumers. As consumers are human beings their
Gender, Personality, Motivation level, Sources of information, Decision timing
& Length, other factors all affect their consumption & purchase
decision & thus behaviour.
As far as
behaviour is concerned consumers typically show different behaviours at
different time & situation & which is also subject to variation in
product & services under consideration
Following
objectives - 1) To find out the purchasing criteria of the consumers 2) To
search the potential sources of consumer information 3) To study & measure
the effect of features of television, its price, its availability in different
places, different tools of promotion & other factors. 4) To study the scope
& challenges faced by marketers of television.
Factors
affecting purchase criteria - A) Type of television plays a major role and
it is the first factor for consideration. As television come in two types
mostly colour and Black & White.
B) Size of
television_ comes in different sizes like twenty-one inches, twenty nine
inches, fifty five inches etc.
C) Shape of
television-like traditional, flat screen etc.
D) Features
like number of channels, timer, inbuilt video games sound quality like woofer,
surround etc, picture quality etc.
E)
Technology like Golden eye, LCD etc. The other factors which a consumer takes
into consideration include Brand image, durability, quality, reparability,
performance, conformance, after sales services etc. Apart from the above
F) Price,
Schemes, Discounts etc also plays a vital role in taking a decision. Potential
sources of consumer information the various sources through which consumers
become aware and, form evaluation criteria include Newspapers, Magazines,
Internet, Neighbours, Friends and relatives etc.
Challenges
faced by marketers of television - The various challenges faced by the
marketers in the television segment are - a) High competition b) Obtaining
brand preference c) Building brand loyalty d) Improved customer satisfaction e)
Coping with the innovations and changes in technology etc.