UNDERSTANDING OF CB (CONSUMER

BEHAVIOR) :

Buying Motives, Factors Influencing Buying

Behavior, Stages In Consumer Buying Decision
Process

By:
Udit Kumar Chauhan
&
Ritika Maheshwari
Consumer Behavior:

Meaning: Consumer behavior refers to the study of individuals, groups, or organizations and
the processes they use to select, secure, use, and dispose of products, services, experiences, or
ideas to satisfy their needs and desires. It encompasses the actions, decisions, and reactions of
consumers in the marketplace, including their motivations, preferences, attitudes, perceptions,
and behaviors.

Definition: Consumer behavior can be defined as the process by which individuals, groups,
or organizations make decisions and take actions to acquire, use, and dispose of products or
services in the marketplace. It involves the examination of various factors, both internal and
external, that influence consumer decision-making, including psychological, social, cultural,
economic, and situational factors. Understanding consumer behavior is essential for
marketers to develop effective marketing strategies, product offerings, and communication
tactics that resonate with target consumers and drive business success.

Here are definitions of consumer behavior from four authors:

1. Philip Kotler: "Consumer behavior is the study of how individuals, groups, and
organizations select, buy, use, and dispose of goods, services, ideas, or experiences to
satisfy their needs and wants."

2. Leon G. Schiffman and Leslie Lazar Kanuk: "Consumer behavior refers to the
behavior that consumers display in searching for, purchasing, using, evaluating, and
disposing of products and services that they expect will satisfy their needs."

3. Michael R. Solomon: "Consumer behavior is the study of the processes involved

when individuals or groups select, purchase, use, or dispose of products, services,
ideas, or experiences to satisfy needs and desires."

4. G. J. B. Sheth: "Consumer behavior is the process individuals or groups go through

to select, secure, use, and dispose of products, services, experiences, or ideas to
satisfy needs and the impacts that these processes have on the consumer and society."

Applications of Consumer Behaviour in Marketing:

Understanding consumer behavior is essential for marketers to develop effective marketing

strategies, product offerings, and communication tactics that resonate with target consumers.
By analyzing consumer motivations, preferences, and decision-making processes, marketers
can create tailored marketing campaigns, personalized experiences, and innovative products
that meet consumer needs and drive business success in the marketplace.

Factors Influencing Buying Behavior: Understanding Why We Buy

When we talk about buying behavior, we're essentially looking at why people choose to
purchase certain products or services. There are various factors that influence this decision-
making process, and they can be grouped into several categories:
 1. Personal Factors: These are characteristics specific to each individual that influence
their buying decisions. This includes things like age, gender, income level,
occupation, lifestyle, and personality. For example, a young professional might prefer
trendy and convenient products, while an older person might prioritize reliability and
durability.

2. Psychological Factors: These factors delve into the deeper workings of our minds
and emotions. They include perceptions, attitudes, beliefs, motivations, and learning
experiences. Our perceptions of a product's quality, our attitudes towards certain
brands, or our motivations behind buying something all play a role in our decision-
making process.

3. Social Factors: Humans are social creatures, and our buying behavior is often
influenced by the people around us. This includes family, friends, peers, and even
societal norms and cultural values. For instance, we might be influenced by
recommendations from friends, or we might buy certain products to fit in with a
particular social group.

4. Cultural Factors: Culture encompasses our shared beliefs, values, customs, and
traditions. It plays a significant role in shaping our preferences and behaviors.
Cultural factors such as religion, language, and societal norms can influence what we
buy and how we use products. For example, certain cultures may place a strong
emphasis on family-oriented products or environmentally-friendly choices.

5. Economic Factors: Economic factors refer to the financial aspects that influence
buying behavior. This includes factors such as income level, disposable income,
prices of goods and services, and overall economic conditions. For example, during
times of economic uncertainty, people might be more cautious with their spending
and prioritize essential items over luxury purchases.

6. Environmental Factors: Environmental factors encompass the physical surroundings

and contexts in which buying decisions are made. This includes factors such as the
location of stores, the layout of shopping environments, and even the weather. For
instance, a warm and sunny day might encourage people to go out and shop, while a
rainy day might deter them.

By understanding these factors, marketers can better tailor their products, services, and
marketing strategies to meet the needs and preferences of consumers. Ultimately, buying
behavior is a complex interplay of personal, psychological, social, cultural, economic, and
environmental influences that shape our decisions as consumers.

Stages In Consumer Buying Decision Process

The consumer buying decision process consists of several stages through which individuals
go before making a purchase. These stages are commonly known as the consumer buying
decision process or the consumer decision-making process. Here's a breakdown of each stage:
 1. Problem Recognition:

 This is the first stage where consumers recognize a need or a problem that
needs to be addressed. It could be triggered by internal factors such as hunger
or thirst, or external factors like advertisements or recommendations from
friends.

2. Information Search:

 Once the need is recognized, consumers embark on a search for information

about possible solutions. They may gather information from various sources
such as friends, family, online reviews, advertisements, or personal
experiences.

3. Evaluation of Alternatives:

 After gathering information, consumers evaluate the available options based

on various criteria such as price, quality, features, brand reputation, and past
experiences. They compare the different alternatives to determine which one
best meets their needs and preferences.

4. Purchase Decision:

 In this stage, consumers make their final decision and choose the product or
service they intend to purchase. Factors such as availability, pricing,
promotions, and personal preferences may influence the purchase decision.

5. Post-Purchase Evaluation:

 After the purchase, consumers evaluate their decision and the product's
performance based on their expectations and experiences. If they are satisfied,
it reinforces their decision and may lead to repeat purchases and brand loyalty.
However, if they are dissatisfied, it could result in complaints, returns, or
negative word-of-mouth.

These stages are not always linear and may vary depending on the product or service, as well
as individual preferences and circumstances. Additionally, the consumer decision-making
process can be influenced by factors such as marketing efforts, social influences, and
situational factors. Understanding these stages can help marketers develop targeted strategies
to effectively reach and engage consumers throughout their buying journey.

Meaning of Buying Motive:

A buying motive refers to the underlying reason or motivation that drives an individual's
decision to make a purchase. It is the psychological trigger or incentive that influences
consumers to buy a particular product or service. Understanding buying motives is essential
for marketers to develop effective marketing strategies that resonate with consumers' needs,
desires, and preferences.
Product Buying Motives:

Product buying motives refer to the reasons or motivations that drive consumers to purchase
specific products or services. These motives can be classified into different categories based
on the underlying factors influencing consumer behavior. Here are some common types of
product buying motives:

1. Functional or Rational Motives:

 Functional or rational motives are based on practical considerations such as

quality, price, features, and performance of the product. Consumers are
motivated to purchase products that fulfill their basic needs and provide
tangible benefits. For example, buying a smartphone with advanced features
and a long battery life to meet communication and productivity needs.

2. Emotional or Psychological Motives:

 Emotional or psychological motives are driven by feelings, desires, and

emotional needs. Consumers may be motivated to purchase products that
evoke positive emotions such as happiness, excitement, or pleasure. These
motives can be related to self-expression, identity, or emotional fulfillment.
For example, buying luxury goods to enhance social status or purchasing
comfort food for emotional comfort.

3. Social Motives:

 Social motives are influenced by social interactions, relationships, and group

norms. Consumers may be motivated to purchase products to fit in with a
particular social group, gain social approval, or maintain social status. These
motives can be driven by peer pressure, social trends, or cultural influences.
For example, buying trendy clothing or accessories to align with current
fashion trends or purchasing products endorsed by celebrities or influencers.

4. Cultural or Symbolic Motives:

 Cultural or symbolic motives are shaped by cultural values, beliefs, traditions,

and customs. Consumers may be motivated to purchase products that reflect
their cultural identity, heritage, or symbolic significance. These motives can
be related to cultural rituals, traditions, or symbolic meanings attached to
certain products. For example, buying traditional clothing or artifacts to
celebrate cultural festivals or following cultural traditions associated with
specific products or services.

Patronage Buying Motives:

Patronage buying motives refer to the reasons or motivations that influence consumers'
decisions to patronize a particular store, brand, or service provider. These motives are related
to the overall shopping experience, brand loyalty, and the relationship between the consumer
and the seller. Here are some common types of patronage buying motives:

1. Convenience: Convenience motives are driven by the desire for ease and
convenience in the shopping experience. Consumers may patronize stores or service
providers that offer convenient locations, extended hours, easy accessibility, and
hassle-free shopping experiences. For example, choosing a supermarket that is located
near their home or workplace for regular grocery shopping.

2. Brand Loyalty: Brand loyalty motives are based on consumers' emotional attachment
and loyalty to a particular brand or company. Consumers may patronize brands that
they trust, value, and have positive experiences with over time. Brand loyalty motives
can be influenced by factors such as product quality, reliability, reputation, and brand
image. For example, consistently choosing a specific brand of coffee because of its
consistent taste and quality.

3. Personalized Service: Personalized service motives are driven by the desire for
personalized attention, assistance, and service from retailers or service providers.
Consumers may patronize stores or businesses that offer personalized
recommendations, tailored solutions, and attentive customer service. Personalized
service motives can enhance the overall shopping experience and foster stronger
customer relationships. For example, preferring to shop at a boutique where the staff
provides personalized styling advice and recommendations.

4. Value for Money: Value for money motives are based on consumers' perceptions of
the overall value offered by a store or service provider in relation to the price paid.
Consumers may patronize stores or businesses that offer competitive prices,
discounts, promotions, and value-added services. Value for money motives are
influenced by factors such as product quality, price competitiveness, and perceived
benefits. For example, choosing a store that offers a loyalty program with discounts
and rewards for frequent shoppers.

Understanding both product buying motives and patronage buying motives is essential for
marketers to develop targeted marketing strategies, enhance the shopping experience, and
build stronger relationships with customers. By addressing consumers' underlying
motivations and preferences, businesses can effectively attract and retain customers, drive
brand loyalty, and achieve long-term success in the marketplace.