Buyer Behavior in Car Accessories Market in India

WHAT INFLUENCES CONSUMER BEHAVIOUR?

Consumer behaviour is the study of how individuals, groups and organizations select, buy, use and dispose of goods, services, ideas, or experience to satisfy their needs and wants. Marketers must fully understand both the theory and reality of consumer behaviour. It is the study of when, why, how, and where people do or do not buy product. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioural variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general.
Customer behaviour study is based on consumer buying behaviour, with the customer playing the three distinct roles of user, payer and buyer.

Consumer Behaviour Model

|ENVIRONMENTAL FACTORS |BUYER'S BLACK BOX |BUYER'S RESPONSE |
|Marketing Stimuli |Environmental Stimuli |Buyer Characteristics |Decision Process | |
|Product |Economic |Attitudes |Problem recognition |Product choice |
|Price |Technological |Motivation |Information search |Brand choice |
|Place |Political |Perceptions |Alternative evaluation |Dealer choice |
|Promotion |Cultural |Personality |Purchase decision |Purchase timing |
| |Demographic |Lifestyle |Post-purchase behaviour |Purchase amount |
| |Natural |Knowledge | | |

The consumer