CONSUMER BEHAVIOUR

Author Details:-

A kalki
3rd year
Chennai Dr ambedkar government law college pudupakkam

Introduction:

We consume the product to desire fulfill our needs, wants and desire by own decision to live the standard of life. The consumers consume the products to be safety, physiological, love and self actualizations. The most essential for business is to create the marketing is consumer behavior. Ostrow & Smith professors are about consumer behavior can be defined as “ Actions of consumers in the market place and underlying motives of those actions”. Walters and Paul said about “Consumer behavior is the process whereby individuals decide what, when, where, how and from whom to purchase goods and services”.

Features of consumer behaviour:

It found behaviour of buyers. As the Indian buyer doesn’t framing the fixed prices because they are their economical issues. So, they are trends to bargaining in the Indian markets. The buyers focus on price and also the quality of the product. Behaviours of buyers are must aware the branding for the buying products. Consumers have rights to information about the products.

Objectives of the study:

Consumers are well- beings or welfare files in the fulfilment of their normal, legitimate, interest, expectation and avidity as to good, service they are need.

Customers worried about the quality, quantity, price of the products are unfair practices.
Customers are must about details of the protect and all informations like trading, manufacturer dates, brands and marketing.
They have rights to choose the valuable goods.
Finds where the product of the business stands in the current market.
Consumer has chosen the products and also buyer can satisfied the goods and fulfilling their needs and wants.

Factors:

Psychological factors: Ability to understand information, perception, motivation, needs, taste and learning are the major determination of consumer behaviour. A person have many needs are social, basic, security, esteem and self actualization. Consumer sees advertisements, promotions and social media feedback are relating to the product to consume.
Social factors: The social factors family, roles, status and reference group ethnic, sexual orientation are around them. Varying customers are based on different cultures.
Culture factors: its belief, value, perfection wants, learning and environmental based the consumers Behaviours are changes.
Personal factors: Age, incomes, occupation, lifestyle, demography and gender these are included the personal factors the changes in the consumer behavior.
Economic factors: Family, personal income, consumer credit and liquidity assets these basis the consumer Behaviours are changes in the economic factor. ^{^[1]}

Importance of consumer behaviour:

Providing the valuable things for products and services as based on desire needs and motivator, target and consequences
Identity the strong branding relation.
Avoid the adulterations products.
According the false advertisement.
As the consumer Behaviours as helps the develop the companies and also better to reach the consumers.
Consumer known about why, how where, when are any circumstances about product and services from the customer perspective .
Nature of markets are predicting
Consumers are satisfied the product and fulfill their needs and wants that product has quality, quantity and pricing are below the moderate.

Consumers are analysis the product details
Scope of consumer behaviour is to identify the decisions as individual likes dislike the products.
Once the consumers are dislike any one products taste, preference, adulteration of the products, promotions and distribution are have means if the product company’s are mostly reduced the many product so, loss that resolving has many challenges.
Marketing and communication are standard of living, technology, trends, consumer’s choice customer loyalty high sale and strong brands.
Consumer behaviour is indicating their psychology, biology, chemistry and economics.
Consumer’s mandatory known about the market difference.^{^[2]}

Consumer behaviour analysis:

Segmentation:

It helps the market to search consumer behaviour segmentation and all this process has to sorting. The consumers into district groups like purchase behaviour, usages, occasion purchase, customer, and journey stage and customer loyalty.

Production design:

Consumer are focus the products, which are unique products and differentiate from any another commercial markets.
Product design plays a vital role to the consumers design initial stage for the product to affection the consumers. Example: Sony, Denon Company.
These companies are tough to develop a powerful design in the competitive marketing. As, the input of the product designs that related to the values and features of the products.
Product design is doorsill to the marketing. It is important to develop the product.
Product designs are regulating as based on environmentally, attracting consumers and also that designs make some information to the consumers. And product design is develop the business that create different from others. Like the colour, image, labels and typography. This based the consumer’s judge the products and that creates communication the consumer’s mindset, branding names and marketing in the competitive world.
Design target impacts of the consumers decision and brand choise attitude.
Intension to purchase the product.
It made profilication of product .

Branding:

Branding penetration the attitude feeling people have with the product. Brand chase emotionally attachment to the consumers and create the consumer favour. Branding elements are product logo, colour, shape, letters and images. Brand derivers old Norse brand “to burn” it refors in the market the products are produce to burn. Italians are used the branding name first to form watermarks on paper in 1200 ‘s in the 19^th century this concepts are origin.In the industrial area they are manufacturing many household brandings like soaps, utilizes(cooker, stove) mostly many of the people’s using only branding items to use lifetimes.It’s resolvent the any tangible products and bending helps to develop the products. People’s are thinking about branding perception to create the feelings and experience about the products of goods and services. At recently 80% of companies create the great offers but only 8% of customers agree that.

Survey: The product owners ask them to about the product experience and opinion.

Social media: Nowadays all are surveying social medias the owner using social media to upload the branding and hashtags are used helps to conversation about the branding experiences and feelings.

Example: As 2023 Tesla company is primary and strong branding. Uniquely recognise branding innovations are creating difference compared to other brands.

Price important factors:

Price affects perception and also determine the worth of the products of goods and services.
Valuable price is fixing the product. That most useful to the product.
The luxury products has expensive price.
High quality product price are fixed at highly.
Lesser quality product are gets cheaper price.
Pricing is the most important factor for consumer.^{^[3]}

Consumer Protection Act 1986:

As pressures are largely from various groups. So, the Central Government enacted the law Consumer Protection Act in 1986. But came into effect 15.4.1987 and amendment in 1993. But now, consumer protection act 1986 has replaced at 2019.

Its effects into force with extend whole India except Jammu & Kashmir. It is promoting and protecting the consumers and provide safeguard consumers, unfair trade service and other exploitations.

Consumer Protection Act gives more importance for consumers and it is favourable also the public services and financial. In 2019 Consumer Protection Act includes the e -commerce, safe guards, consumer from unfair trade practice.

Protecting consumers from any harmful products
Protection against precarious goods.
Consumers have rights about products information, quality, quantity, degree of the products and price purify.
Prohibition about anti-competitive and oppose dominate to abuse.
Avoiding monopoly in modern marketing that affects the consumers to satisfied their needs
To prevent misconduct from the businessmen.
Preventing the deceptive advertisements.
Protect the consumer against the pollutions.
Ensure the standard of life to consume.

This consumer protection Act about Rights, Responsibility and duties of the consumers. Section 2(7)^{^[4]} of the consumer protection Act, 2019 defines a “consumer as any person who buys goods or services in exchange for consideration and utilities such goods and services for personal use and for the purpose of resale or commercial use”.

Consumer Rights:

The consumer rights are most important. One for consumers, that known about the quality and quantity of products. Product the healthy life. Government give priority to the consumer protection it encourage to speak about defeats and inadequate of the products and service.

Consumer must protect the health & safety of our daily products. Which protects an against the market that are dangerous to our health. So, consumer must see the quality and quantity of the products. Eg: colour, emulsifiers.

Right to inform:

Informed about the products potency purity & price of the good. The purchasing products are taken as the intelligent decisions. If the consumer purchase the any one product means they informed all details about that manufacturer date, expired date, manufacturer place, company names, ingredients, batch numbers, the prices with tax without taxes and also the weights of the products these are must mentioning in the products. That must be authorised by the food security (FSSAI).

Right to choose:

Consumers are accessible the various type of products in the competition marketing in the events of monopolies means the consumers are busy the products unsatisfactory at the fair price that monopoly have means restricted the choose the product. Consumers satisfactions are increase by giving the widest choose. That is most benefit for the consumer and satisfaction to fulfill the needs and wants. Eg: variety is size, colour, quality and designs.

Right to be heard:

It represents the various forms that formed the consumers’ welfare. The consumers must be non- political & non – commercial members. Consumers have rights to ventilate and register dissatisfaction, disagreements and more complicate to be heard. This right to heard is vital to consumers. All business enterprises have separate departments and segment is addressing the consumers.

Right to seek redressal:

This is against the unfair trade practice unscrupulous exploitation for the consumer’s heir settlement of genuine grievances of consumers. These rights to seek redressal boost up the consumer confidence and render justice to buyer. The markets are globalizations so, that are directly link below the manufacture and financial user.

Right to consumer education:

The rights have acquired knowledge about the products and skill to be an informed consumer throughout life. Ignorance of consumers, particularly rural consumers, is mainly responsible for exploitation. He should be aware of the rights where the products or services fall short of his expectations.^{^[5]}

Consumer’s responsibility:

Consumers must watch the product ISI, AGMAR, FPO and label (standard quality certificate). Consumers are following the terms and conditions to pay the price of the products and collect complete information about products.

Consumers have rights to safety, right to inform, right to choose, right to represent and right to redressal. If these rights are violate means the consumer have responsibility to complaint legal appropriate authority (consumer protection Act 2019)

Responsibility to be aware:

Consumers are aware about the products safety, quality, quantity and price of the products & service before purchasing the product. Aware of the product is most helpful for our health and safety. Consumers are not fully blind about the product to the seller.

Responsibility to think independently:

Consumers are choosing the product independently under the influence of the seller. Consumers only know which things fulfill our needs and wants. They can make their own decisions and fulfill them.

Responsibility to speak out:

Consumers should experts their grievances and complaints about the contaminate or substandard products even they are loss small. Consumers have rights to speak about the product in case of any loss damage means complaints against the manufacturer.

Responsibility to complaint:

Consumers have Responsibility to fair complaints to raise the voice against the manufacturer and seller. If the products are any dangerous to our health and not safe to live means we consumers have rights to complaints in the consumer court. The complaints must be reasonable and the products affect the consumer.

Responsibility to ethical consumer:

Consumers should be honest and engage any misleading products. Consumers must be ethical and fair, refrain from filing false complaints against the sellers or manufacturers for her personal benefits, which means that is illegal. Must discourse illegal trade, hoarding and black markets .

Limited product experience:

Viewing images on a webpage can provide a good sense of a product, but it’s different from experiencing the product directly, such as playing a guitar, assessing the picture quality of a television or trying on a shirt or dress. E-commerce can end up buying products that differ from their expectations and have to be returned.

Wait time:

In a store, customers pay for a product and go home with it. With e-commerce, customers must wait for the product to be shipped to them. Although shipping windows are decreasing as the next day and even same day delivery becomes common, it’s not instantaneous.

Security:

Skilled hackers can create authentic-looking websites that claim to sell well-known products. Instead the site sends customers fake or imitation versions of these products or simply steals credit card information. ^{^[6]}

Conclusion:

In marketing they implement many strategies to develop the business in the marketing side. In the ancient period before introducing the win the people fulfilled our needs through the barter system. As nowadays, there are many changes in the marketing in the technology department. The consumer’s vital source is to know their rights and responsibilities to reduce the dangerous problem of the consumers. If we reduce the crime on the marketing the consumers are aware that consumption is most important.

“BY SMART & LIVE SMART”

https://www.service.com ↑
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https://www.questionpro.com ↑
Sec 2(7) of the consumer protection Act, 2019 ↑
Consumer protection act, 2019 ↑
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