Professional Documents
Culture Documents
09/09/09 1
Factors Influencing Buying
Behaviour
09/09/09 2
Factors Influencing Buying
Behaviour
09/09/09 3
Buying Decision
• Buying Roles
Initiator
Influencer
Decider
Buyer
User
Maintainer
Disposer
• Buying Behaviour
Extensive problem solving buying behaviour
Routinized buying behaviour
Variety Seeking behaviour
09/09/09 4
Buying Decision Process
Gather Information
Identify the problem about the product
/ Need Recognition that brands
Evaluate the
alternatives & Select
the best possible
alternatives
09/09/09 5
Gather Information About The
Product
Personal
Family, Friends, Neighbors, Acquaintances
Commercial
Advertising, Web Sites, Sales Persons, Dealers,
Displays
Public
Mass Media, Consumer – rating Organization
Experiential
Handling, Examining & using the product.
09/09/09 6
Alternatives
Awareness Consideration Choice
Total Set Set Set Set Decision
?
- Whirlpool - Onida - LG
- LG
- LG - Whirlpool - Videocon
- Samsung
- Samsung - LG - IFB
- Videocon
- Videocon - Samsung
- Godrej
- Haier - Videocon
- IFB
- TCL - Haier
- Godrej - Godrej
- Sansui - IFB
- Kenstar
- IFB
09/09/09 7
Evaluation of Alternatives
A- Whirlpool B - LG
C- Videocon D - IFB
Attribute Provision Drying Differentiation Price
for Hot Time for different
W. M. Water Cloths
09/09/09 8
Customer Value Analysis
Customer Value = Customer Benefits – Customer Costs
Attribute A B C D
09/09/09 9
Steps between Evaluation of Alternatives
&
Purchase Decision
Evaluation of
Alternatives
Purchase Intension
Attitudes of Unanticipated
Other Situational
Factors
Purchase Decision
09/09/09 10
Post Purchase Behaviour
• Post Purchase Dissatisfaction
Performance < Expectations
Disappointment
09/09/09 11
Customer Use & Disposal
Rent it
Get rid of it
Temporarily Give it away To Be (Re) Sold
Lend It
Trade It To Be Used
Get rid of it
Product Permanently
Sell It Direct to
Use it to serve Consumer
original Purpose
To Intermediary
Store It
09/09/09 12
Consumer Psychology
1. Motivation
- Selective Distortion
- Selective Retention
09/09/09 13
Motivation
• Sigmund Fraud
• Maslow’s
• Herzberg Two Factor
• MacLean's -
+ Need for Belonging
+ Need for Power
+ Need for Achievement
09/09/09 14
Maslow’s Hierarchy of
Needs Theory
Self
Actualization
Esteem
Affiliation
Security Needs
Basic Needs
09/09/09 15
y o u
n k -
T h a
09/09/09 16
09/09/09 17