Submitted By: Group-“4”

Ayush 09PG371
Kamini 09PG380
Nishant 09PG391
Rani Shweta 09PG402
Subhasree 09PG412
 Consumer behaviour referred to as
the study of when, why, how, where
and what people do or do not buy
products.
 It blends elements from psychology,
sociology, social , anthropology and
economics.
 It attempts to understand the buyer
decision making process, both
individually and in groups.
 It studies characteristics of
individual consumers such as
demographics and behavioural
variables in an attempt to
understand people's wants.
 It also tries to assess influences on
the consumer from groups such as
family, friends, reference groups,
and society in general.
Because no longer can we take the
customer/consumer for granted.
 No.
Because cross - cultural styles, habits, tastes,
prevents such standardization.
 Nishant- Ramachandaran

 Kamini- Seetha

 Shweta- Grand-Mother, Padma

 Ayush- Hari, Narasimhan

 Subhasree- Radha, Rukmani, Madhu

Mommy, I need
my special
uniform
Boy goes to school Mommy goes to work

Papa goes to work

 Idea of buying
washing machine is
conveyed
 Experience of using
washing machine is shared
Decision of buying washing
machine is taken
 Shopping for
washing machine
 Initiator
 Influencer
 Blocker
 Opinion Leader
 Decider
 Buyer/ Purchaser
 Consumer/ User

14
Culture: Shared customs, Beliefs, Values
and Artifacts that are transmitted from
Generation to Generation.
Respect and care for elders and sacrifice
of needs.
Sub Culture: Nationality, Religious beliefs,
Racial, Geographical regions.
CLASS CHARACTERSTICS ATTRIBUTES

UPPER Graceful, Individuals Brands, Art

Book, Travel

MIDDLE Respectability, Fashion, Self

Conformity Presentation

WORKING Fun oriented, New Appliance,

Unsophisticated, New and Big,
Focus on Economic
possessions
LOWER Neighborhood Status Symbol
oriented, Immediate
gratification
1.Reference Groups:-
 Primary
 Secondary
 Aspirational
 Dissociative

2. Family:-
 Parents
 Kids

3. Roles and Status

1.Need & Motivation

2.Personal Factors

3.Perception

4.Learning

5.Attitude and Self Belief

 Problem
Recognition

Information
Search

Evaluation
Of
Alternatives

Purchase
Decision

Post
Purchase
Behavior
Consumers often search for
limited amounts of
information.
Information Sources:-
1. Personal –
family,friends,neighbours
2. Commercial –
advertising(VANISH ad),
websites
3. Experiential – examining,
using the product
 Total Awareness Consideration Choice Decision
set set set set set

Videocon Videocon ??
Videocon Videocon
Whirlpool LG Samsung LG
Godrej Samsung LG
Samsung Godrej
LG
Some basic concepts involved in understanding
consumer evaluation processes:
The consumer is trying to satisfy a need.
The consumer is looking for certain benefits

from the product solution.

The consumer sees each product as a bundle

of attributes with varying abilities for delivering

the benefits sought to satisfy this need.
BRANDS APPEARANCE MARKET AFTER SALES Price
VALUE SERVICE
Videocon 8 9 5 8
Godrej 7 6 7 7
LG 8 6 9 5
BPL 6 8 7 9

Importance Assigned:
Appearance- 20% After Sales Service- 20%
Market Value-30% Price-30%
------------------------------------------------------------
Videocon=0.2(8)+0.3(9)+0.2(5)+0.3(8) = 7.7
Godrej =0.2(7)+0.3(6)+0.2(7)+0.3(7) = 6.7
LG =0.2(8)+0.3(6)+0.2(9)+0.3(8) = 7.6
BPL =0.2(6)+0.3(8)+0.2(7)+0.3(9) = 7.7
INDIVIDUAL

Family
Friends

Social Class

Sub Culture

CULTURE
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POST PURCHASE BEHAVIOUR Level of Satisfaction

Recommend
Post Purchase Action Cognitive Dissonance
Abandon/ Return
Legal Action
Back
1.Age & Life Cycle Stage
Life Cycle Stage Needs/ orientation

Bachelor Stage Recreation

Newly married Durable purchase
Full Nest I (Young Child under 6) Home purchase at peak

Full Nest II (Young Child above 6) Durables, child

preference
Full Nest III (dependent children) Unnecessary appliances,
high Durables

Empty Nest I (children independent) Travel, recreation

Empty Nest II (head retired) Medical Care

Solitary Survivor Necessity Items
Solitary Survivor Medical, Grand children
driven
2.Economy/ Income

3.Lifestyle

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