BUYER , CO N S U M E R A ND

O N B E HA V IO U R
CONSUMPTI
NAME- JITESH KUMAR
ROLL NO. – 19\2605
T – PR INCIPLE S OF MA NAGEMENT
SUBJEC
CONTENTS

1. BUYER AND CONSUMER

2.CONSUMPTION BEHAVIOR
3.DETERMINANTS OF CONSUMPTION
4.STEPS IN CONSUMER BUYING PROCESS FOR LAPTOP
WHAT IS BUYER AND CONSUMER?

•BUYER IS THE PERSON WHO PURCHASES GOODS

EITHER FOR RESALE OR FOR USE OF SOMEBODY
ELSE.
•CONSUMER IS ANY INDIVIDUAL WHO PURCHASES
PRODUCTS OR SERVICES FOR HIS PERSONAL USE
AND NOT FOR MANUFACTURING OR RESALE.
 WHAT IS CONSUMPTION BEHAVIOUR ?

• CONSUMPTION BEHAVIOR IS HOW AN AUDIENCE REACTS TO A CERTAIN

PRODUCT.
• IT AIMS TO HAVE A BETTER UNDERSTANDING OF CONSUMER ACTIONS AND
PROCESSES USED IN THEIR PURCHASE DECISIONS, AS WELL AS THE USAGE OF
PRODUCTS AND SERVICES AND HOW THEY ARE DISPOSED OF.
• EXPLORING HOW THE CONSUMER’S EMOTIONS, ATTITUDES AND PREFERENCES
AFFECT BUYING BEHAVIOR, CONSUMPTION BEHAVIOR DRAWS UPON IDEAS
FROM SEVERAL FIELDS INCLUDING PSYCHOLOGY, SOCIOLOGY,
ANTHROPOLOGY, BIOLOGY, MARKETING AND ECONOMICS.
DETERMINANTS OF CONSUMPTION

•INCOME : CURRENT REAL INCOME IS THE MOST IMPORTANT

DETERMINANT OF CONSUMPTION IN THE SHORT RUN. WE SPEND
ACCORDING TO THE INCOME COMING IN.
•PRICES : IF PRICES ARE HIGHER, THEN A PERSON’S TOTAL LEVEL OF
CONSUMPTION WILL BE LOWER, BECAUSE CONSUMING WILL USE UP A
HIGHER PERCENTAGE OF A PERSON’S INCOME.
•TAXES : AS TAXES ON GOODS AND SERVICES RISE, PEOPLE MAY NOT BE
ABLE TO AFFORD AS MUCH AS THEY USED TO AND AS A RESULT WILL
CONSUME LESS. HIGHER TAX RATES WILL LEAD TO LESS DISPOSABLE
INCOME LEFT.
• SAVING : PEOPLE GENERALLY HAVE TWO THINGS THEY CAN DO
WITH THEIR MONEY. THEY CAN SAVE OR THEY CAN SPEND. THE
MORE MONEY PEOPLE SAVE, THE LESS THEY HAVE TO CONSUME IN
THE SHORT RUN.

• CONSUMER PREFERENCES : CONSUMER CHOICE, TASTE AND

PREFERENCES ALSO AFFECTS OUR CONSUMPTION PATTERN.

• CONSUMER CONFIDENCE : IF PEOPLE ARE WORRIED ABOUT THE

ECONOMY OR THEIR OWN FUTURE INCOME, THEY MAY DELAY
MAKING PURCHASES IN ORDER TO PROVIDE SOME SAFETY AND
EXTRA CASH FOR FUTURE EXPENSES.
STEPS IN CONSUMER BUYING PROCESS FOR LAPTOP
PROBLEM RECOGNITION
↓
INFORMATION GATHERING
↓
EVALUATION OF ALTERNATIVES
↓
PURCHASE OF PRODUCT
↓
POST PURCHASE EVALUATION
1. PROBLEM RECOGNITION: THE FIRST STEP IN CONSUMERS’ DECISION MAKING
PROCESS IS THE PROBLEM RECOGNITION. JUST LIKE OTHER PURCHASE
DECISION, CONSUMER’S DECISION TO BUY A LAPTOP USUALLY STARTS BY
DISCOVERING THAT THEY REALLY NEED THE PRODUCT.
2. INFORMATION GATHERING: THIS IS WHERE THE INDIVIDUAL STARTS SEARCHING
INFORMATION ABOUT THE LAPTOP . THIS STAGE END WHEN THE
CONSUMERS GET ENOUGH INFORMATION IN REGARDS TO ALL THE
ALTERNATIVES THEY HAVE.
3. EVALUATION OF ALTERNATIVES: THE THIRD STAGE IN CONSUMERS’ DECISION
MAKING IS WHERE THE CUSTOMERS EVALUATED THE ALTERNATIVES AND
TRIES TO CHOSE THE BEST OPTION ACCORDING TO THE FACTORS LIKE
PRICE, QUALITY, DURABILITY, PERFORMANCE ETC.
4. PURCHASE OF PRODUCT: THIS STAGE INVOLVES SELECTING THE BEST ALTERNATIVE OF
LAPTOPS AND EVENTUALLY PURCHASING IT. FOR EXAMPLE AFTER EVALUATION OF
ALL THE BRANDS THE INDIVIDUALS DECIDES TO GO FOR A LENOVO LAPTOP
BECAUSE IT FULFILLS ALL THEIR NEEDS.
5. POST PURCHASE EVALUATION: THIS IS THE FINAL STAGE IN CONSUMERS’ DECISION
MAKING PROCESS.  IT IS AT THIS STAGE THAT THE CUSTOMERS GET TO EVALUATE
WHETHER THE PRODUCT THEY PURCHASED SATISFIES THEIR NEEDS OR NOT. THIS
STAGE IS VERY IMPORTANT TO A LAPTOP MANUFACTURER AS CUSTOMERS’
EXPERIENCE WITH THE PRODUCT GOES A LONG WAY. IF CUSTOMERS ARE SATISFIED
WITH THE PRODUCT THEY BECOME LOYAL AS WELL AS SPREAD POSITIVE WORD. ON
THE OTHER SIDE, IF THE PRODUCT FAIL TO LIVE UP TO THE EXPECTATION,  THEY 
WOULD HOLD A NEGATIVE FEEDBACK AND SPREAD THE INFORMATION TO FRIENDS,
FAMILY, AS WELL AS THE GENERAL PUBLIC  THROUGH  ONLINE PRODUCTS REVIEWS 
AND RATING.
THE END

THANK YOU