Professional Documents
Culture Documents
Consumer Behavior
Consumer Behavior
Evaluation of
Alternatives
Post purchase
behavior
Consumer Behaviour
• Study of when, why, how, and where people do
or do not buy a product
Influencing Factors
• Cultural
• Social
• Personal
• Psychological
How Buying Behavior Changed
Over Time
• Consumers of Pre-liberalization
phase-stable, inward looking, risk averse
and limited choices
• Consumers of Transient Phase-
Experienced multi-choices, risk takers ,
better off than parents
• New millennium Consumers-Enjoy life,
greater self control, exposure to products,
personal style and preference, etc
How Gender Difference
Determines Buying Behaviour
• Women are considered as being warm,
expressive, compassionate, and
understanding.
• Approach problems with similar goals but
different consideration.
• Women are concerned about how problem
is solved-share and discuss the problem.
• For men solving a problem demonstrate
their competency-commitment to a
relationship.
Reason Behind Gender
buyer Behaviour ?
Alternative methods-:
• Colours
• Themes
• Music
WOMEN-
"I love shopping even when I have a deadline"
MEN-
"We buy, and we leave…"
Feeling Important vs.
Checking Out
fast
• “Lack of help when needed” is the
top problem for women
• Women shoppers values sales
associates who make them feel
important
• Men value the sales associate’s effort in
getting them through checkout quickly
• Difficulty in finding parking close to the
store’s entrance is the top problem for
men
Men and online
• Influence of advertisements
• Marketing overload:
– Traditional approach to purchasing decision
– Open sided
– Single brand approach
Gender marketing