Consumer behaviour is a field of marketing that deals with an understanding of how consumers make decisions, what they think and feel while going for a product, what makes them buy a particular product or service or brand and so on. In this, the complete market orientation is towards the consumer and it functions by putting the consumer in the centre of marketing. Therefore, consumer behaviour is defined as the behaviour that consumers display for purchasing, using, evaluating and disposing products and services that they expect will satisfy their needs.
The marketing concept stresses that it is far easier to sell those products and services to the consumers which ‘they’ want, rather than trying to persuade the consumer to buy what has already been produced. Marketing concept therefore stresses upon the need to research and study consumer behaviour to identify what a consumer wants. This philosophy of marketing concept focuses on consumer needs and wants. This concept also covers consumers’ expectations and satisfaction of the present day consumers.
Consumer behaviour is an outcome of interaction between their personal, psychological, social and environmental factors. Over and above this, the amount and type of marketing activity also contributes in influencing consumer buying behaviour. Identifying the needs and wants of the consumer become the fundamental responsibility of the marketing manager. It is important to understand that consumers are only willing to attend an event over others and spend their available resources like time, money and effort when the event is able to satisfy their range of functional and emotional needs. For continued success of an event, it is very essential that the event marketer is able to anticipate the future needs and wants of existing and potential consumers, and not just current needs and wants.
The study of consumer behaviour focuses on the following aspects:
• What consumers buy
• Why do they buy it
• When do they buy it
• Where do they buy it from
• How often do they buy it
• How often do they use it
• How they evaluate it after the purchase
• Impact of these evaluations on future purchases
• How do they dispose it
All of us are consumers of various products and services. However, all consumers can be broadly divided as personal consumers and organizational consumers. Personal consumers are those individuals who make purchases for selfconsumption. Their personal characteristics like age, sex, social status, education in addition to their needs and wants govern their decisions. For example, an individual hiring an event organisation to hold his anniversary party is a personal consumer.
On the other hand, organizational consumers include business organizations, NGOs, government agencies and so on. They make purchases on behalf of their organization and their buying decisions are governed by the organizational needs and objectives. For example, a company organizing a product-launch event is an organizational consumer
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