Outline

Definition
Need to analyze behavior Types

Influencing factors
Consumer buying process

Buying Behavior
Definition : The decision process and acts of people involved in

buying and using products.

How does the buyer make purchasing decision? What factors influence consumer purchases?

Need to analyze buying behavior

What, Where, When & How Marketing Mix. Helps predict how consumers will respond to marketing strategies. Great impact on the success of firms marketing strategy.

Types of consumer buying behavior

Routine Response/Programmed Behavior
Limited Decision Making

Extensive Decision Making

Impulse Buying

Routine Response / Programmed Behavior

Frequently purchased low cost items. Low involvement required. Little search and decision effort Purchased almost automatically.

Examples- routine response

Limited Decision Making

Occasional buying.
When information is needed for a unfamiliar brand in

a familiar product category.

Requires a moderate amount of time for information

gathering.
Loyalty to a brand

Examples- limited decision

Extensive Decision Making

Complex process- requires high involvement
unfamiliar, expensive, infrequently bought products. High degree of economic/performance/psychological

risk.
Lot of time spent seeking information and deciding.

Examples- extensive decision

Impulse Buying
Basis - purchase of the same product does not always

elicit the same Buying Behavior.

Reason determines the extent of decision-making.

Examples- impulse buying

THIS

or

THIS ??

going for the dinner- reason can be an anniversary celebration, or meal with a couple of friends.

Influencing factors:
Cultural Factors
Social Factors Psychological Factors

The marketer must be aware of these factors in order to

develop an appropriate marketing mix for its target market.

Cultural Factors
Cultural factors exert the broadest and deepest

influence
a) Culture

b) Subculture, c) Social class are particularly important in buying behavior.

Social Factors
Consumers wants, learning, motives etc. are

influenced by family, reference groups, social class

A) Roles and Status

B) Family C) Reference group

Psychological Factors
A persons buying choices are influenced by 4 major
psychological factors
1.

Motivation

2. Perception 3. Learning 4. Beliefs & attitudes

Consumer Buying Process

Need Recognition

Information Search

5 Stage Model of the Consumer Buying Process

Evaluation of Alternatives

Purchase Decision

Post-purchase Behavior

Need Recognition (awareness of need)

The buying process starts when the buyer

recognizes a problem or need.

The need can be triggered by internal ,external,

marketing stimuli. Ex.- persons normal needs-hunger/ thrust rises to threshold level and becomes a drive.

Information search
An aroused consumer will be inclined to search for more

information
Internal search- memory. External search- if he needs more information. Friends and relatives (word of mouth); Marketer dominated

sources; comparison shopping; public sources etc.

Contd..
Helps buyer find possible alternatives- i.e- the evoked

set.
Hungry- want to go out and eat,

evoked set is
Chinese food Indian food etc.

Evaluation of Alternatives Competitor brand information

Consumer evaluation process 1. 2.

The consumer is trying to satisfy the needs. The consumer is looking for certain benefits from the product solution.

3.

The consumer sees each product as a bundle of attributes

for delivering the benefits sought to satisfy these needs

Contd..
Attributes of interests to buyer :
Cameras : picture, sharpness, size ,price Hotels: Location ,cleanliness, atmosphere, price

If not satisfied with your choice then return to the

search phase.

Purchase decision In evaluation stage the consumer form preferences

among the brands

In this phase-Choose buying alternative includes product, package, store, method of purchase ,

Incentives offered, out of stock, budget etc.

Post-Purchase Evaluation-outcome:
Satisfaction or Dissatisfaction.
Have you made the right decision? This can be reduced by warranties, after sales

communication etc.

Ex: After eating an Indian meal, may think that really

you wanted a Chinese meal instead of Indian.

Thank you for the patience