E X E C U T I V E S U M M A RY

In todays marketing world, we consider customer as the King or the Queen of the
entire business process. Consumer Buying Behavior is defined as Buying behavior of
individuals and households that buy products for personal consumption. The
consumer market represents individuals and families purchasing goods and services
for personal consumption. The consumer market excludes business or government
purchases, or other non-personal investments.
Characteristics Affecting Consumer Behavior: are Cultural Factors, Social Factors,
Psychological Factors, and Personal Factors. Consumer Buying Behavior refers to the
buying behavior of final consumers individuals & households who buy goods and
services for personal consumption. All these consumers make up the consumer market
In this concept we also go through Lifetime Customer Value which views each
customer as an asset or a series of interactions thats why it use acquisition and
retention rates to compute lifetime customer value .
On the other hand, Consumer Buying Behavior is defined as Buying behavior of
individuals and households that buy products for personal consumption.
Types of consumer buying behavior are determined by Level of Involvement in
purchase decision. Importance and intensity of interest in a product in a particular
situation. Buyers level of involvement determines why he/she is motivated to seek
information about a certain products and brands but virtually ignores others.
The purchase of the same product does not always elicit the same Buying Behavior.
Product can shift from one category to the next. Different society, different levels of
needs, different cultural values all shape down those patterns. Its essential that
companies and marketers understand the true motivations of consumers. Marketing
departments and marketing agencies need to be able to segment their customers, gain
exposure, and increase consumption.
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