Concept of Consumer buying behaviour its nature and scope

 Today is 21st century.It is globalized economy age so the need,want,desire of consumers become global.It is very difficult to provide maximum satisfaction to consumers.There are many techniques help us to solve these problems.These techniques are segmentation,promotion mix,consumer buying behaviour and so on.Among all consumers buying behaviour is one of the best techniques because it gives us information about changing need,want,desire,fashion,like of consumers that help us to make strategy and provide them maximum satisfaction.

Definition-

The process in which we collect facts,figure,data of consumers,groups in before buying and after buying and use it to make policy,strategy to satisfy them maximum this process is called consumer buying behaviour.

In other words we can say that the process in which we observe a series of activities of consumers in the period of searching,buying,using and disposing products this process is called consumers buying behaviour.

Nature-

1.It is an internal activity.

2.It is a continuous activity.

3.It is a psychological activity.

4.It is a complex activity.

5.It is a systematic activity.

6.It is variable activity.

7.It is macro and micro activity.

8.It is dynamic activity.

9.It is data based approach.

10.It affects many factors.

Scope-

The scope of consumer buying behaviour is very wide.It helps us to perform all functions of marketing by effective and efficient way.Some important scope is as below.

1.It helps us to make policy,programme rules regulation of marketing.

2.It helps us in strategy making.

3.It helps us to crush competition.

4.It helps to provide maximum satisfaction to consumers.

5.It helps in demand forcasting.

6.It helps in target marketing.

7.It helps in decision making process.

8.It helps in pricing process.

9.It helps to launch new product or service.

10.It shows the changing feature of consumers in the area of fashion,brand etc.