Consumer Buying Behaviour

Nitika Mittal Neha Rai Namrata Gupta

 Marketers success in influencing purchase behavior depends in large part on how well they understand consumer behavior

Factors influencing consumer buying process CULTURAL: culture Subculture Social class SOCIAL: Reference groups Family Roles and Status

Factors influencing buying behavior

PERSONAL: Age and life cycle stage Occupation Economic situation Lifestyle Personality and self concept

Factors influencing buying behavior

PSYCHOLOGICAL: Motivation Perception Learning Beliefs and attitudes

BUYER

 Culture: Subculture Social class

Upper class Middle class Lower class

Social
Reference groups: Opinion leader Roles and status Family decision making: The initiator The information provider The influencer The decision maker The purchasing agent The consumer

PERSONAL:
Personal influences LIFESTYLE IDENTIFICATION: Activities Interest opinion

PSYCHOLOGICAL
motivation

believes

learning

perception

attitude

Buying process
Problem recognition Information search Alternative evaluation Purchase decision

Post purchase evaluation

PROBLEM RECOGNITION
Out of stock Dissatisfaction New needs/wants Related products/purchases New products

INFORMATION SEARCH
Personal sources Marketer-controlled sources Public sources Personal experience

ALTERNATIVE EVALUATION
Evaluation criterion: Functional consequences Pshychological consequences

PURCHASE DECISION
Purchase intention: What to buy When to buy Where to buy How much money to spend

ACTUAL PURCHASE

POST-PURCHASE EVALUATION
Is important because the feedback acquired from actual use of the product will influence the likelihood of future purchases.