R

BUYING
BEHAVIOR
Presented
by:
Divya
 CONSUMER
 Every consumer is like a finger print. No
two are the same.
 From a marketers prospective we need to
understand where is the itch and where we
should scratch.
 As a marketing communication person we
need to understand that external
communication should also be in the sync of
overall communication of the organization.
 TYPES OF CONSUMER
BUYING BEHAVIOR
 Routine Response
 Limited Decision Making
 Extensive Decision Making
 Impulsive Buying
Classification
 FACTORS
INFLUENCING
CONSUMER BEHAVIOR
External

Internal
 Environmental
Need Influences
Recognition
•Culture
Internal •Social Class
Search Search
Stimuli Exposure •Personal
• Marketer Influences
Dominated •Family
• Non •Situation
Attention
Marketer
Dominated Individual
Comprehensi Differences
on Memory
•Consumer
Resources
Acceptance •Motivation and
Involvement
•Knowledge
Retention •Attitudes
External •Personality,
Search Values and
Pre-Purchase
Evaluation of Lifestyle
Alternatives
FACTORS
Cultural Influences

Sub-Cultural Influences

Social Class Influences

Social Group Influences

Family Influences

Personal Influences

Other Influences
 CULTURAL INFLUENCES
 Defined as complex sum total of knowledge, belief,
traditions, customs, art, moral law or any other habit
acquired by people.
 Different emphasis is given by different cultures for
buying, using and disposing of products.
 For e.g.. People in South India have a certain style of
consumption of food, clothing, savings etc. which is
entirely different from people in North India.
 Therefore, in Consumer behavior culture plays a very
important role.
 The significance of culture in understanding the
consumer behavior is that it extends our
CHARACTERISTICS OF
CULTURE
 Invented
 Learned
 Socially shared
 Are similar but different
 Adaptive
 Organized and Integrated
 SUB-CULTURE
INFLUENCES
 Within a culture, there are many groups or segments
of people with distinct customs, traditions and
behavior.
 In Indian culture itself, we have many sub-culture
of the South, North, East and West.
 Hindu Culture, Muslim Culture, Hindus of South
are different from Hindus in North.
 Products are designed to suit a target group of
customers which have similar cultural backgrounds
and are homogeneous in many respects.
SOME ETHNIC DIMENSIONS
OF SUB-CULTURE
 Race: Racial sub-cultures are made up of
people with a common biological heritage
involving certain physical distinctions. For
e.g. In U.S. there are African Americans and
Asian Americans.
 Nationality: People with a common national
origin constitute another ethnic sub-culture.
The nationality grouping is usually
characterized by a distinctive language or
accent.
 Religion: Religious sub-cultures are
 SOCIAL CLASS
 By social class we refer to the group of people
who share equal positions in society.
 Social class is defined by parameters like
Income, education, occupation etc.
 Within social class people share the same
values and beliefs and tend to purchase similar
kind of products.
 The knowledge of social class and their
consumer behavior is of great value to a
marketer.
CLASSIFICATION
 Multi-  Upper-Class
dimensional  Middle-Class
 Hierarchical  Working-Class
 Restrict
behavior
 Homogeneous
 Dynamic
 SOCIAL GROUP
INFLUENCES
 A group is a collection of individuals
who share some consumer relationships,
attitudes and have the same interest.
Such groups are prevalent in societies.
 The behavior of the group is influenced
by different members of the group.
 It exerts different influences on his
consumption.
CLASSIFICATION
 Content or function
 Degree of Organization
 Degree of Personal
Involvement
 FAMILY INFLUENCES
 The family is the most important of the
primary group and is the strongest source of
influence on consumer behavior.
 The family tradition and customs are learnt by
children, and they imbibe many behavioral
patterns from their family members.
CONSUMER
CHARACTE
RISTICS
 singlehood Newly
single
Childhood Adolescence married
•Values and Couples
•All needs •Basic needs practices
•Expectations
provided by provided by unclear.
of Financial
parents. parents. •Experimentat •Resolution of
support by
•Little or no •Luxuries ion in lifestyle and
near relatives
understandin increasingly lifestyle. values
possible.
g of market provided •Highly concerning
•Discretionar
place. through part- mobile. consumption.
y income
•It is limited time work. •Few financial •Lack of
very high.
to that of •Tastes and burdens. financial
•Full market
parents. preferences •Fashion- planning.
place
•Limited evolving. opinion •Financial
accessible.
cognitive •Suspected to leaders. condition
•Wide
ability. peer-pressure. •Marketplace better now
product
•Limited and •Limited not limited by than for near
knowledge in
unorganized product parents or future,
depth likely.
product knowledge. legal •High
•Independent
knowledge. •Limited restrictions. purchase or
-decision
understanding •Wide product durables.
making.
of knowledge •Wide product
marketplace. but little knowledge.
PERSONAL INFLUENCES
 Each individual processes the information
received in different ways and evaluates the
products in his own personal way.
 This is irrespective of the influence of the
family, social class, cultural heritage, etc.
 One can have his personal reasons for likes,
dislikes, price, convenience or status.
 Personal influences go a long way in the
purchase of a product.
 MODEL OF
COMMUNICATION
Consum
er 1

Market Opinion Consum Consum

er Leader er 2 er 4

Consum Consum
er 3 er 5

Consum
er 6
 ADOPTION
DECISION PROCESS
Adoption

Trial

Legitimating

Attitude

Comprehens
ion

Awareness
 OTHER INFLUENCES
 Consumers are also influenced by national or
regional events which could be like the Asiad,
the Olympics, cricket test matches, World Cup,
the war or a calamity.
 These leave permanent or temporary
impressions on the mind of the consumer and
affect his behavior. In these events, products
are advertised and sometimes use of the
product like drugs, etc.
 Situation variables such as product display,
price reduction, free gifts and attractive offers
THAN
K YOU
ALL…