FREE IGNOU MMPM 001 Study Material Download The Indira Gandhi National Open University (IGNOU) offers a Master of Business Administration (MBA) program through distance learning. IGNOU free MMPM 001 Study Material Download.
FREE MMPM 001 Study Material Download Hardcopy : The study material for the program is provided to students in the form of self-learning study modules. The modules are designed to provide students with a comprehensive understanding of the various concepts and topics covered in the MBA Consumer Behaviour program.
Course Code : MMPM 001
Programme Name : Consumer Behaviour
FREE IGNOU MMPM 001 Study Material
Block-2 Individual Influences on Buying Behaviour
Block-3 Group Influences on Consumer Behaviour
Consumer behavior refers to the actions and decisions made by individuals and households when acquiring, using, and disposing of goods and services. It encompasses the entire process of purchasing and consuming, including the pre-purchase, purchase, and post-purchase stages.
The study of consumer behavior is interdisciplinary, drawing on knowledge and theories from fields such as psychology, sociology, anthropology, marketing, and economics. It helps to understand the factors that influence consumer decisions, such as individual characteristics, social factors, cultural influences, and marketing efforts.
Some key concepts in consumer behavior include:
- Motivation: The psychological drivers that influence consumer behavior, such as needs, wants, and desires.
- Perception: The way in which consumers interpret and make sense of information, such as product features and advertising messages.
- Attitude: A consumer’s overall evaluation of a product or brand, including their beliefs, feelings, and intentions towards it.
- Learning: The process by which consumers acquire knowledge and skills through experience and exposure to information.
- Memory: The way in which consumers store and retrieve information about products, brands, and experiences.
- Culture and subculture: The values, beliefs, and norms of a particular group or society, and how they influence consumer behavior.
- Social influences: The way in which consumers are influenced by their family, friends, and other members of their social network.
- Personal factors: The individual characteristics of consumers, such as their demographics, personality, and lifestyle, that influence their behavior.
Understanding consumer behavior is essential for businesses, as it helps them to identify consumer needs and preferences, and to develop effective marketing strategies. It can also help to create
Individual Influences on Buying Behaviour
Individual influences on buying behavior refer to the various factors that affect a consumer’s decision-making process. These can include personal, psychological, and demographic factors.
- Personal factors: These include a consumer’s age, gender, income, occupation, education level, and family status. These factors can influence a consumer’s purchasing decisions, as they often reflect their needs, wants, and interests.
- Psychological factors: These include a consumer’s motivation, perception, attitudes, beliefs, and values. These factors can influence how a consumer interprets and makes sense of information, and how they evaluate products and brands.
- Lifestyle: It refers to the pattern of living that a consumer adopts in relation to their activities, interests, and opinions. It can influence the consumer’s purchasing decisions, as it reflects their interests, hobbies, and values.
- Personality: It refers to the unique combination of characteristics that define a consumer’s behavior, attitude and decision-making style.
- Self-concept: It refers to how a consumer sees themselves and how they want to be perceived by others. It can influence their purchasing decisions as it shapes their self-esteem and self-image.
- Attitude: It refers to a consumer’s overall evaluation of a product or brand, including their beliefs, feelings, and intentions towards it. It can influence their purchasing decisions, as it shapes their preferences and loyalty towards a brand.
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Social influences: It refers to the way in which consumers are influenced by their family, friends, and other members of their family.
IGNOU MMPM 001 FREE Study Material
The Buying Process
The buying process refers to the series of steps that a consumer goes through when making a purchase decision. It encompasses the pre-purchase, purchase, and post-purchase stages. The buying process can vary depending on the type of product or service, and the consumer’s level of involvement.
The typical buying process includes the following stages:
- Problem recognition: The consumer recognizes a need or want for a product or service.
- Information search: The consumer actively seeks information about products or services that might satisfy the recognized need or want.
- Evaluation of alternatives: The consumer compares the information gathered during the information search stage and evaluates the different options.
- Purchase decision: The consumer decides which product or service to buy and where to buy it from.
- Post-purchase evaluation: The consumer evaluates the product or service after the purchase, and decides whether or not they are satisfied with their decision.
It is important to note that the buying process can be influenced by various factors such as consumer’s personal characteristics, motivations, lifestyle, cultural values, and social influences.
Marketers and businesses can influence the buying process by creating awareness about their products and services, providing relevant information and promoting their products through various channels, and building a positive brand image and reputation. By understanding the buying process, businesses can develop effective marketing strategies and improve their sales and customer satisfaction.
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