This action might not be possible to undo. Are you sure you want to continue?
equipment and services in order to run their organization. where. Marketers can better predict how consumers will respond to marketing strategies. Not all decision processes lead to a purchase. The marketing concept stresses that a firm should create a Marketing Mix (MM) that satisfies (gives utility to) customers. . encompasses for profit and not for profit business.. A firm needs to analyze buying behavior for: Buyers reactions to a firms marketing strategy has a great impact on the firms success.” the term „consumer‟ can be described as a person who acquires goods and services for self satisfaction is often used to describe two different kinds of consuming entities: the personal consumers and the organizational consumers.601) is defined as “The buying behavior consumers – individuals and households who buy goods and services for personal consumption. Definition of buying behavior Consumer Buying Behavior refers to the buying behavior of the ultimate consumer. government agencies. all of them must buy products. institutions. who are organizational consumers. Need to understand: why consumers make the purchases that they make? what factors influence consumer purchases? the changing factors in our society.. Actual purchasing is only one stage of the process.CHAPTER 1 Introduction: Consumer-buying behavior according to Kotler (2004.discussed next. p. therefore need to analyze the what. determined by the degree of complexity. The personal consumers buy goods and services for his/her own use. Stages of the Consumer Buying Process Six Stages to the Consumer Buying Decision Process (For complex decisions). All consumer decisions do not always include all 6 stages. In this context the goods are bought for final use by individual. when and how consumers buy. What is Consumer Buying Behavior? Definition of buying behavior Buying Behavior is the decision processes and acts of people involved in buying and using products.
Marketer dominated sources. Cognitive Dissonance. A successful information search leaves a buyer with possible alternatives. Purchase--May differ from decision. Purchase decision--Choose buying alternative. Types of risk: . Hunger stimulates your need to eat. includes product. products visible to others.The 6 stages are: 1. memory. public sources etc. Deficit in assortment of products. time lapse between 4 & 5. Indian gets highest rank etc. comparison shopping. high priced goods. features the buyer wants or does not want. Information from different sources may be treated differently. Importance and intensity of interest in a product in a particular situation. Can be stimulated by the marketer through product information--did not know you were deficient? I. after sales communication etc. see a commercial for a new pair of shoes. After eating an Indian meal. and the higher the risk the higher the involvement. This can be reduced by warranties. Types of Consumer Buying Behavior Types of consumer buying behavior are determined by: Level of Involvement in purchase decision. o External search if you need more information. Hunger--Food. 4. High involvement purchases--Honda Motorbike. method of purchase etc.E. 2. have you made the right decision. Problem Recognition(awareness of need)--difference between the desired state and the actual condition. may think that really you wanted a Chinese meal instead. the evoked set. If not satisfied with your choice then return to the search phase. Can you think of another restaurant? Look in the yellow pages etc. Information search-o Internal search. store. want to go out and eat. product availability.. package. Rank/weight alternatives or resume search. Marketers try to influence by "framing" alternatives. Buyers level of involvement determines why he/she is motivated to seek information about a certain products and brands but virtually ignores others. Hungry. stimulates your recognition that you need a new pair of shoes. 5. Friends and relatives (word of mouth). Post-Purchase Evaluation--outcome: Satisfaction or Dissatisfaction. evoked set is Chinese food Indian food burger king klondike kates etc Evaluation of Alternatives--need to establish criteria for evaluation. May decide that you want to eat something spicy. o o o o 3. 6.
When you need to obtain information about unfamiliar brand in a familiar product category. Go through all six stages of the buying process. The purchase of the same product does not always elicit the same Buying behaviour. Examples include cars. perhaps. High degree of economic/performance/psychological risk. Personal risk Social risk Economic risk The four type of consumer buying behavior are: Routine Response/Programmed Behavior--buying low involvement frequently purchased low cost items. Examples include Clothes--know product class but not the brand. Examples include soft drinks. Spend a lot of time seeking information and deciding. milk etc. snack foods. Product can shift from one category to the next. education. Information from the companies MM. need very little search and decision effort. no conscious planning. store personnel etc. . expensive and/or infrequently bought products. computers. Limited Decision Making--buying product occasionally. purchased almost automatically. Extensive Decision Making/Complex high involvement. Requires a moderate amount of time for information gathering. unfamiliar. Impulse buying. homes. friends and relatives.
Uniformity in perceptions among teens has strengthened the brand‟s image and worldwide position.CHAPTER 2 Review of Literature 1. such as coloring the masthead of the daily mirror blue and using celebrities like Cindy Crawford and Andre Agassi in its ads. Wiedermann et al (2007) classified them into internal and external factor. A number of researches have been carried out by academics and scholars on identifying and analyzing those factors affecting the consumers‟ buying behaviour and as a result. Since the Pepsi blue project stopped making headlines. These factors have been classified into different types and categories in different ways by different authors. consumer around the world have watched Pepsi change from its familiar red. is increasingly global through access to the internet.) Factors Impacting Consumer Buyer Behaviour It has been established that the consumer buying behaviour is the outcome of the needs and wants of the consumer and they purchase to satisfy these needs and wants. cable channels like MTV. Pepsi huge advertising and promotions during the change.” The idea for the change evolved from Pepsi‟s desire to improve its sales overseas. 2007). In the united kingdom. and travel. Pepsi‟s core consumer group. and blue cans to a blue background with the Pepsi globe. led to close to a 70% recognition rate just 48hrs after the launch of the camping. and also its consumption. personal and psychological factors. Pepsi claimed to have rolled out the blue can in 190 world markets. Despite the fact that they have been classified into different groups by different authors they are similar in scope and purpose (Rao. teens. The planned $300 million campaign was designed to create global conformity in design and consistency in brand image. . Winer (2009) divided them into social. psychology and personality. two years after the initial launch. For instance. On the other hand. Pepsi continues to believe that it made the right long term decision. white.) Pepsi Tries to Change Consumer Perceptions Henry Assael State that at a time marketers seek to strengthen a brand‟s image through change. As one recent example. Pepsi described the decision to revise the well-known packaging as a way for its global brand to “have one look and one feel around the world. these needs can be various depending on the personal factors such as age. Although it sounds simple and clear. By 1998. Also there are some other external factors which are broad and beyond the control of the consumer. Pepsi has used a joy of cola campaign globally to buy more and more Pepsi product 2. various types of factors have been identified.
buy use and dispose the goods and the factors such as their previous experience. 2002). Another view suggests that understanding consumer behaviour has become crucial especially due to fierce competition in retail industry in the UK and worldwide (Lancaster et al. The aim of the study was to analyze the impact of previous experience on buying behaviour of fresh foods. taste. groups or organizations choose. One of such studies of consumer buying behaviour has been conducted by Acebron et al (2000). Their findings show that personal habits and previous experience on of the consumers have a direct impact on the consumers‟ purchase decision in the example of purchasing fresh mussels. They also found that the image of the product has a crucial impact on the purchasing decision of the consumer and further recommended that the product image should continuously be improved in order to encourage the consumers towards purchasing. particularly mussels. One of the common views is that understanding consumer behaviour has become a factor that has a direct impact on the overall performance of the businesses (Kotler and Keller.3. price and branding on which the consumers base their purchasing decisions (Kotler and Keller. Researchers show different reasons as to why consumer behaviour has been the topic of many academics and researchers. It is worth noting that consumer buying behaviour is studied as a part of the marketing and its main objective it to learn the way how the individuals. 2012). In their studies the authors used structural equation model in order to identify the relationship between the habits and previous experience on the consumer buying decision.) Review on Consumer Buying Behaviour: The topic of consumer behaviour is one of the massively studied topics by the researchers and marketers in the past and still being studied. . 2012).
This action might not be possible to undo. Are you sure you want to continue?
We've moved you to where you read on your other device.
Get the full title to continue listening from where you left off, or restart the preview.