Professional Documents
Culture Documents
Consumer Buying Behaviour
Consumer Buying Behaviour
12/08/21 1
Factors Influencing Buying Behaviour
12/08/21 2
Factors Influencing Buying Behaviour
12/08/21 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
12/08/21 4
Buying Decision Process
Identify the Gather Information
problem / Need about the product
Recognition that brands
Evaluate the
alternatives & Select
the best possible
alternatives
12/08/21 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.
12/08/21 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
12/08/21 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
12/08/21 8
Customer Value Analysis
Customer Value = Customer Benefits – Customer Costs
Attribute A B C D
12/08/21 9
Steps between Evaluation of Alternatives
&
Purchase Decision
Evaluation of
Alternatives
Purchase Intension
Attitudes of Unanticipated
Other Situational
Factors
Purchase Decision
12/08/21 10
Post Purchase Behaviour
• Post Purchase Dissatisfaction
Performance < Expectations Disappointment
12/08/21 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
12/08/21 12
Consumer Psychology
1. Motivation
- Selective Distortion
- Selective Retention
12/08/21 13
Motivation
• Sigmund Fraud
• Maslow’s
• Herzberg Two Factor
• MacLean's -
+ Need for Belonging
+ Need for Power
+ Need for Achievement
12/08/21 14
Maslow’s Hierarchy of Needs
Theory
Self
Actualization
Esteem
Affiliation
Security Needs
Basic Needs
12/08/21 15
- y o u
han k
T
12/08/21 16
12/08/21 17