Transcription of CONSUMER BEHAVIOR (05 MBA STUDY MATERIAL
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CONSUMER BEHAVIOR (05 MBA STUDY MATERIAL
1 CMR Institute Of Technology #132, AECS Layout, IT Park Road, BANGALORE -560 037. CONSUMER BEHAVIOR (05 MBAMM313) STUDY MATERIAL MBA II Year Semester III COURSE FACILITATOR MR. BHOLANATH DUTTA 2 MODULE- I INTRODUCTION TO THE CB: Definition: CB behaviour refers to the actions and decision processes of people who purchase goods and services for personal consumption. - James F Engel, Roger D Blackwell and Paul Miniard. The mental and emotional processes and the physical activities of people who purchase and use goods and services to satisfy particular needs and wants - Bearden et al. The behaviour that consumers display in searching for, purchasing, using, evaluating and disposing of, if products and services that they expect will satisfy their needs.
The Personal consumer buys goods and services for his or her own use, for the use of the household or as a gift for a friend. In each of these contexts, individuals, who are referred to as end users or ultimate consumers, buy the products for fine use. The second category of consumer- the organizational consumer- includes profit and not-for-profit
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