Consumer Buying Behaviour

Presented by

Harshil Shah

09/09/09

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Factors Influencing Buying Behaviour

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Factors Influencing Buying Behaviour

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• Buying Roles
       Initiator Influencer Decider Buyer User Maintainer Disposer

Buying Decision

• Buying Behaviour
 Extensive problem solving buying behaviour  Routinized buying behaviour  Variety Seeking behaviour
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Buying Decision Process
Identify the problem / Need Recognition Gather Information about the product that brands

Evaluate the alternatives & Select the best possible alternatives

Purchase Decision/ Buying the product

Post Purchase Evaluation.

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Gather Information About The Product
Personal
Family, Friends, Neighbors, Acquaintances

Commercial Public

Advertising, Web Sites, Sales Persons, Dealers, Displays Mass Media, Consumer – rating Organization Handling, Examining & using the product.

Experiential

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Alternatives
Total Set - Onida - Whirlpool - LG - Samsung - Videocon - Haier - TCL - Godrej - Sansui - Kenstar - IFB Awareness Set - Onida - Whirlpool - LG - Samsung - Videocon - Haier - Godrej - IFB Consideration Set - Whirlpool - LG - Samsung - Videocon - Godrej - IFB Choice Set - Whirlpool - LG - Videocon - IFB Decision

?

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Evaluation of Alternatives
A- Whirlpool C- Videocon
Attribute W. M. A B C D Provision for Hot Water Drying Time

B - LG D - IFB
Differentiation for different Cloths Price

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Customer Value Analysis
Customer Value = Customer Benefits – Customer Costs
Attribute A 15000 250 100 250 300 B 14000 100 150 500 500 C 12000 200 125 250 500 D 18000 300 100 150 250

Price Acquisition Cost Usage Cost Maintenance Cost Disposal Cost Total Cost

15900

15250

13050

18800

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Steps between Evaluation of Alternatives & Purchase Decision
Evaluation of Alternatives

Purchase Intension Attitudes of Other Unanticipated Situational Factors

Purchase Decision
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Post Purchase Behaviour
• Post Purchase Dissatisfaction
Performance < Expectations Disappointment

• Post Purchase Satisfaction
Performance = Expectations Satisfaction

• Post Purchase Delight
Performance > Expectations Delight

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Customer Use & Disposal
Rent it Get rid of it Temporarily Lend It Trade It To Be Used Give it away To Be (Re) Sold

Product

Get rid of it Permanently Use it to serve original Purpose Convert it to serve a new purpose Sell It Direct to Consumer Through Middleman

Throw it Away

Keep It

To Intermediary Store It

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Consumer Psychology
1. Motivation 2. Learning - Cognitive Dissonance 3. Perception - Selective Attention
- Exception - Rewarding or Beneficial

- Selective Distortion - Selective Retention
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Motivation
• • • • Sigmund Fraud Maslow’s Herzberg Two Factor MacLean's + Need for Belonging + Need for Power + Need for Achievement
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Maslow’s Hierarchy of Needs Theory
Self Actualization Esteem Affiliation Security Needs Basic Needs

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a h T
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k n

u o y
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