Customer Behaviour

Customer Behaviour

Marketing and environmental stimuli enter the consumer’s thinking and a set of psychological processes combine with certain consumer characteristics to result in decision processes and purchase decisions. The marketer’s task is to understand the behaviour of the customer.

MARKET STIMULI :-

·         Products and services – Honda stunner  and what services it has to offer

·         Price – stunner’s price as compared to rest of the bikes in the segment

·         Distribution – How convenient is it to me to get the bike. Is the showroom closer to my place.

·         Communications – Stunner has been promoted well keeping the target audience in mind.

OTHER STIMULI :-

·         Economic  - Is the bike within my budget?

·         Technological – Is the bike technically superior or at par with the other bikes in the segment?

These two lead to Consumer Psychology and Consumer Characteristics

CONSUMER PSYCHOLOGY :-

·         Motivation – Stunner’s technical superiority and along with sturdiness and high mileage motivated me to buy this bike

·         Perception – Stunner has always been perceived as a low maintenance bike

CONSUMER CHARACTERISTICS :-

·         Social – Stunner was a big seller in this area. I saw many Stunner on the road. That also played a factor in purchase of this bike

·         Personal – As an avid bike lover, Stunner attracted me with its looks, engine, average and sturdiness

These two factors lead to Buying decision process (already discussed) and Purchase Decision

PURCHASE DECISION :-

·         Product Choice – Had to choose between Honda stunner CBF And CBFi. Decided on Stunner CBF as it fitted into my requirements well

·         Brand Choice – HONDA has always been a trustworthy brand

·         Dealer Choice – Upon recommendation from my peers, I chose the HONDA dealer in KHAMLA for the purchase of my STUNNER.

·         Purchase timing – Heavy traffic and rising fuel costs

·         Payment method – cash payment as they didn’t allow cheques.