TIME SPENT (in mins)

Respondents
R1
R2
R3
R4
R5
R6
R7
R8
R9
R10
R11
R12
R13
R14
R15
R16
R17
R18
R19
R20
R21
R22
R23
R24
R25
R26
R27
R28
R29
R30
R31
R32
R33
R34
R35
R36
R37
R38
R39
R40

NEED

INFORMATION
SEARCH
10
12
8
7
10
12
15
10
8
15
12
10
8
10
7
5
8
15
5
7
5
8
10
15
12
5
10
10
8
6
10
5
10
5
10
8
7
20
12
10

5
10
5
5
5
10
2
5
20
5
5
10
5
10
5
10
5
5
5
10
10
2
2
5
2
2
5
2
10
5
10
10
5
10
15
5
10
15
10
5

EVALUTION OF
ALTERNATIVES

PURCHASE
10
10
15
10
10
20
10
5
20
10
5
5
5
10
10
5
15
5
10
10
15
15
10
5
5
10
5
10
10
10
10
15
10
10
15
5
10
15
10
5

2
2
5
2
5
5
2
5
5
2
5
10
5
10
15
10
10
5
15
10
5
5
2
2
5
15
5
10
5
5
15
10
5
10
10
5
15
10
10
10

Total time Taken

Average time taken

380
9.5

282
7.05

400
10

289
7.225

NEED
25
20
15
NEED

10
5
0
R2 R4 R6 R8 R10R12R14R16R18R20R22R24R26R28R30R32R34R36R38R40

EVALUTION OF ALTERNATIVES
25

16
14

20

12
10

15
EVALUTION OF
ALTERNATIVES

10
5

R40

R38

R36

R34

R32

R30

R28

R26

R24

R22

R20

R18

R16

R14

R12

R8

R10

R6

R4

R2

POST PURCHASE
12
10
8
6
4
2

POST PURCHASE

R2
R4
R6
R8
R10
R12
R14
R16
R18
R20
R22
R24
R26
R28
R30
R32
R34
R36
R38
R40

CUMULATIVE TIME SPENT (in mins)

POST PURCHASE
5
8
3
4
7
7
6
4
4
5
5
10
10
5
5
5
5
6
6
3
7
5
5
6
9
10
6
5
10
10
6
10
10
4
5
5
3
3
7
3

NEED

INFORMATION
SEARCH
10
22
30
37
10
59
74
84
8
107
119
129
8
147
154
159
8
182
187
194
5
207
217
232
12
249
259
269
8
283
293
298
10
313
323
331
7
358
370
380

5
15
15
25
25
40
37
47
62
72
72
87
87
102
102
117
117
127
127
142
147
154
151
161
158
165
165
172
177
187
192
207
207
222
232
242
247
267
272
282

EVALUTION OF
ALTERNATIVES

PURCHASE POST PURCHASE

10
20
25
45
45
75
75
90
100
120
115
130
125
145
145
160
165
180
180
200
205
230
230
245
240
260
255
275
275
295
295
320
320
340
345
360
360
385
385
400

2
4
7
11
14
21
21
28
31
35
38
50
53
65
78
90
98
105
118
130
133
140
140
144
147
164
167
179
182
189
202
214
217
229
237
244
257
269
277
289

5
13
11
20
22
34
35
44
43
53
53
68
73
83
83
93
93
104
105
113
115
125
125
136
140
155
156
166
171
186
187
202
207
216
216
226
224
232
234
242

242
6.05

INFORMATION SEARCH
25
20
15
NEED

INFORMATION SEARCH

10
5
0
R2 R4 R6 R8 R10 R12 R14 R16 R18 R20 R22 R24 R26 R28 R30 R32 R34 R36 R38 R40

PURCHASE
16
14
12
10
8

PURCHASE

6
4
2
0
R2 R4 R6 R8 R10R12R14R16R18R20R22R24R26R28R30R32R34R36R38R40

INFORMATION SEARCH

Stage
S1
S2
S3
S4
S5

Time Spent (in mins)

380
282
400
289
242

Buying Decis
RESPONDENTS
R1
R2
R3
R4
R5
R6
R7
R8
R9
R10
R11
R12
R13
R14
R15
R16
R17
R18
R19
R20
R21
R22
R23
R24
R25
R26
R27
R28
R29
R30
R31
R32
R33
R34
R35
R36
R37
R38
R39

CAVITY

1
1

NEED
BAD BREATH TOOTHACHE
1
1
1
1
1

TASTE
1
1

1
1
1

INFORMATION S
NEWS PAPER PERSONAL

1
1
1
1
1
1

1
1
1
1
1
1

1
1
1

1
1
1

1
1
1
1
1

1
1
1

1
1

1
1
1

1
1

1
1

1
1
1
1

1
1
1

1
1

R40
RESPONDENTS
Frequency
% level of importance

1
CAVITY
12
20.00

NEED
BAD BREATH TOOTHACHE
20
13
33.33
21.67

TASTE
15
25.00

INFORMATION S
NEWS PAPER PERSONAL
3
4
5.88
7.84

Buying Decision Process Model

INFORMATION SEARCH
COMMERCIAL PUBLIC (T.V)
1
1
1

EXPERIENCAL

BRAND
1
1

1
1
1
1

1
1
1
1
1
1
1
1

1
1
1
1

1
1
1
1
1
1
1
1
1
1
1

1
1
1
1
1
1

1
1
1
1

1
1
1
1
1

1
1
1
1
1
1
1

1
1
1
1

1
1
1

1
1
1
1
1
1
1

1
1
1
1
1
1

1
1

1
1
1

1
1

1
1
1
1
1

PURC
PRICE
1
1

1
1
1

1
1

1
1

1
1

EVALUATION OF ALTERNATIVES
PRICE
PACKAGE INGREDIENTS

1
1

1
1
1

1
1

1
INFORMATION SEARCH
COMMERCIAL PUBLIC (T.V)
9
32
17.65
62.75

1
EXPERIENCAL
3
5.88

BRAND
24
44.44

1
EVALUATION OF ALTERNATIVES
PRICE
PACKAGE INGREDIENTS
25
2
3
46.30
3.70
5.56

PURC
PRICE
23
46.00

PURCHASE
AVAILABITY OFFERS
1
1
1

OTHERS

SATISFIED
1
1
1

POST PURCHASE
UNSATISFIED DELIGHTED

1
1

1
1
1

1
1
1
1

1
1
1
1
1
1
1
1
1
1

1
1

1
1
1
1
1
1

1
1
1
1
1

1
1

1
1

1
1

1
1

1
1
1

1
1
1
1
1
1

1
1

1
1
1

1
1
1

1
PURCHASE
AVAILABITY OFFERS
11
13
22.00
26.00

OTHERS
3
6.00

SATISFIED
30
75.00

POST PURCHASE
UNSATISFIED DELIGHTED
6
4
15.00
10

Buyer's Different roles in Consumer Mar

Friends
Family Members
Advertisements

Family Members - 65%

Friends & Relatives - 20
Advertisement - 15%

INITIATOR

INFLUENCER

BUYING CENTER

DECIDER
Whole Family - 40%
Head of the Family - 25%
Individuals - 35%

s in Consumer Market
Friends - 20%
Family Members - 40%
Advertisements - 40 %

INITIATOR

USER

Whole Family - 65%

Individuals - 35%

BUYING CENTER

BUYER
Any member of The Family 85%
Inviduals - 15%

SOURCE OF INFORMATION
RESPONDENTS
R1
R2
R3
R4
R5
R6
R7
R8
R9
R10
R11
R12
R13
R14
R15
R16
R17
R18
R19
R20
R21
R22
R23
R24
R25
R26
R27
R28
R29
R30
R31
R32
R33
R34
R35
R36
R37
R38
R39
R40
TOTAL

PERSONAL EXPERIENTIAL COMMERCIAL

PUBLIC
NEWS PAPER TELEVISION
1
1
1

1
1

1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1

1
1
1
1

1
1
1
1
1
1
1
4

32

RESPONDENTS
TOTAL
%

PERSONAL EXPERIENTIAL COMMERCIAL

4
9.52

3
7.14

1
2.38

PUBLIC
NEWS PAPER TELEVISION
4
30
9.52
71.43

Respondents
Time taken

NEED

INFORMATION EVALUTION OF PURCHASE

SEARCH
ALTERNATIVES
9.5
7.05
10
7.225

POST PURCHASE
6.05

Buying Decisio
RESPONDENTS
R4
R16
R17
R26
R35
R36
Unsatisfied customer
% of unsatisfied customer

CAVITY BAD BREATH

1
1
1
1

TASTE

INFORMATION SEAR
NEWS PAPERPERSONAL
1
1
1

1
1
1

4
66.67

NEED
TOOTHACHE
1
1
1

0.00

83.33

16.67

16.67

33.33

uying Decision Process Model

INFORMATION SEARCH
EVALUATION OF ALTERNATIVES
COMMERCIAL
PUBLIC (T.V)
EXPERIENCAL BRAND
PRICE
PACKAGEINGREDIENTS PRICE
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1

PURCHASE
AVAILABITY

1
1
1

50.00

66.67

16.67

66.67

50.00

0.00

16.67

33.33

50.00

PURCHASE
OFFERS

OTHERS

0.00

16.67

POST PURCHASE
SATISFIEDUNSATISFIEDDELIGHTED
1
1
1
1
1
1