Understanding Consumers and Consumption

Consumer Behavior: Every consumer is unique. His needs change with age, experience and economic conditions. The manner in which a consumer makes choices, procures, uses, disposes products/services to satisfy their needs and wants is called Consumer behavior.

 Factors Influencing Buying Behavior: Consumers buying behavior is affected by the factors mentioned below;

• Cultural Factors: While growing up, I always remember that my friends were always scolded for playing in the mud or getting themselves dirty. Me on the other hand, enjoyed every bit of building sand castles, making mud toys and playing Holi.  Culture has always stressed on the cleanliness in ones attire. The color white is treated as the color of purity and detergents have always stressed on the concept of how bright it can make your piece of cloth shine! Whiteness, gentleness on the hand and good stain removing capability have been the driving forces of the development in the detergents. Surf Excel says "Daag aache hai".  This breaks the traditional practice of avoiding dirt and breaks all the bondage you have against dirt.
• Social Factors: Parents and TV shows have always influenced how my laundry should come out. Earlier there existed detergent bars, which technological advancement, detergent powders came into existence. Today, at home we use Surf excel powder for our laundry cleaning. I have heard and seen the difference between Surf excel and other laundry detergents from family members, house maids, friends and television commercials. This is why, I choose Surf Excel.
• Personal Factors: Factors like age, location, career, spouse etc. affect a large pat of your buying behavior. It helps you take decisions considering why it would be a personal benefit to you and hence you go forward and buy it.

 Key Psychological Processes: