TOPIC:“CONSUMER BUYING BEHAVIOR” INTRODUCTION

Consumer buying behavior is the behavior that a consumer display while buying the product or a service. Each and every consumer has his/her own buying behavior that he displays it during purchase of different products. This behavior displayed by the consumer is the result of a number of influences which he/she receives from the environment. These influences can be categorized into four factors viz. Cultural factors, Social factors, personal factors and Psychological factors Cultural factors: - culture subculture and social classes are particularly important in buying behavior. Culture is the fundamental determinant of a person’s wants and behavior. Each culture consists of smaller subcultures that provide more specific identification and socialization of its members. Subculture includes nationalities, religions, racial groups and geographic regions. Social Factors: - In addition to cultural factors a consumer’s behavior is influenced by such social factors as reference groups, family and social roles and statues. A person’s reference group consists of all the groups that have direct or indirect influence on the person’s attitudes or behavior. Groups that have direct influence on a person is called as membership groups. Aspirational groups are those a person hopes to join. Dissociative groups are those whose values and behavior an individual rejects. Personal Factors: - A buyer’s decisions are also influenced by personal characteristics. These include the buyer’s age in lifecycle, occupation economic circumstances’ lifestyle and personality and self-concept. People buy different goods and services over a lifetime. They eat baby food in the early years, most foods in the growing matured years and special diet in the later years. Occupation also influences consumption patterns. A blue collar worker may buy work clothes, work shoes and lunch boxes. A company president may buy expensive suits, air travel and country club memberships. A lifestyle is a

. Hunger-Food. and attitudes.discussed next. Problem Recognition--difference between the desired state and the actual condition. motivation. interest and opinions. In the light of growing competition in the Indian fashion market each and every company is trying to attract new customers as well as at the same time retain the existing customers. perception. Marketer dominated sources.A person’s buying choices are influenced by four major factor viz.Can be stimulated by the marketer thr ough productinformation--did not know you were deficient? I. 2.. Information search Internal search. Actual purchasing is only one stage of the process. Friends and relatives (word of mouth).E. Not all decision processes lead to a purchase. believes. determined by the degree of complexity. Psychological Factors: .. Hunger stimulates your need to eat. stimulates your recognition that you need a new pair of shoes. see a commercial for a new pair of shoes. Therefore my topic on buying behavior of consumer shows the different factors which influence the consumer buying behavior while shopping STAGES OF THE CONSUMER BUYING PROCESS: Six Stages to the Consumer Buying Decision Process (For complex decisions). Deficit in assortment of products. comparison . memory. All consumer decisions do not always include all 6 stages.person’s pattern of living in the world expressed in activities. learning. The 6 stages are: 1. External search if you need more information.

A successful information search leaves a buyer with possible alternatives. includes product. the Evoked set . 6. May decide that you want to eat something spicy. product availability. public sources etc. features the buyer wants or does not want. This can be reduced by warranties. After eating an Indian meal. time lapse between 4 &5. may think that really you wanted a Chinese meal instead. Problem recognition Information search TYPES OF CONSUMER BUYING BEHAVIOUR Types of consumer buying behaviour are determined by: . store. evoked set is Chinese food Indian food Burger king 3. Post-Purchase Evaluation--outcome: Satisfaction or Dissatisfaction. Purchase-May differs from decision. 4. have you made the right decision. Evaluation of Alternatives--need to establish criteria for evaluation.If not satisfied with your choices then return to the search phase. Information from different sources may be treated differently. Indian gets highest rank etc.Hungry. Marketers try to influence by "framing “alternatives. Rank/weight alternatives or resume search.shopping. Can you think of another restaurant? Look in the yellow pages etc. Purchase decision--Choose buying alternative. method of purchase etc. package. want to go out and eat. 5. Cognitive Dissonance. after sales communication etc.

expensive and/or infrequently bought products. and the higher the risk the higher the involvement. computers.unfamiliar. homes. Types of risk: •Personal risk •Social risk •Economic risk The four type of consumer buying behaviour are: •Routine Response/Programmed Behaviour--Buying low involvement frequently purchased low cost items .•Level of Involvement in purchase decision. •Buyers level of involvement determines why he/she is motivated to seek information about a certain products and brands but virtually ignores others. •Limited Decision Making--Buying product occasionally. need very little search and decision effort. perhaps. Examples include soft drinks. . Examples include Clothes--know product class but not the brand. Importance and intensity of interest in a product in a particular situation. Go through all six stages of the buying process. high priced goods. milk etc. When you need to obtain information about unfamiliar brand in a familiar product category. friends and relatives. Spenda lot of time seeking information and deciding. education.Examples include cars. products visible to others. snack foods.High degree of economic/performance/psy chological risk. Information from the companies MM. purchased almost automatically. Requires a moderate amount of time for information gathering. High involvement purchases--Honda Motorbike. •Extensive Decision Making/Complex high involvement. store personnel etc.

•Impulse buying. The result of these studies have been useful to the provide solution to various marketing problem. or a meal with a couple of friends will also determine the extent of the decision making. How can we grow our business while retaining a core of the loyal customer? . whether it is an anniversary celebration. Understanding buying behaviour pattern per se is not enough without understanding the composition and origin of the customer. but limiteddecision making for someone else. NEED OF THE STUDY There are different national & international products present inIndia. So the objectives of the study are – 1. So that most of the Indian company product loses their credibility and loyalty in domestic customers. The purchase of the same product does not always elicit the same Buying Behaviour. So to identify the customer & their buying behaviour have been the focus of a number of international and national product. For example: Going out for dinner for one person may be extensive decision making (for someone that does not go out often at all). How can we stand out in a highly competitive market where consumers have so many choices? 2. Today most of the Indian customers are attracted by the imported goods because of their high quality. The reason for the dinner. Product can shift from one category to the next. How we can provide best loyalty to our customer while earning a fair profit? 3. no conscious planning.

. its ranges. advantages. customers choice.STATEMENT OF THE PROBLEM To determine the buying behavior of the consumer with respect to ladies ethnic section SIGNIFICANCE OF THE STUDY The study done on the topic OBJECTIVE OF THE PROJECT  To build a good relationship with the customers and to create a conducive climate for both the customers and the sellers.  To gain awareness regarding customers relationship. preferences and every details about the mode of operation of the company. benefits of products. lunch of new products.  To make the customer aware of the product. buying pattern of the consumers etc.

 To better understand the need of the customers and try to harmonize the relationship between the customers and the goods and service providers. nine specific hypotheses are developed within these components from the overall frame work. H2= Self-concept will have a significant negative effect on fashion adoption. H3= Product quality will have a significant relationship with fashion adoption. H4= All the variables will have a significant effect on fashion adoption RESEARCH METHODOLOGY Research problems: To study buying behavior of consumer for indigenous and imported product Data source: Primary data and secondary data Research approach: Survey approach Research methodology: Exploratory method Research Instruments: Questionnaire .  To learn to build a worm and cordial relationship between the staffs HYPOTHESES Based on the literature review and research framework formed. The null hypotheses are: H1=Brand awareness will have a significant positive effect on fashion adoption.

SAMPLING PLAN Population definition Sample: Malls. Super Markets Extent: Delhi Sample Methods Sample Size Primary Data Random simple sampling 80 questionnaire and interview .

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