Types of Consumer Buying

Behavior
 What is Consumer Buying
Behavior
 Buying Behavior is the decision processes and acts of people
involved in buying and using products.
Need to understand:
 why consumers make the purchases that they make?
 what factors influence consumer purchases?
 the changing factors in our society.
 Consumer Buying Behavior refers to the buying behavior of
the ultimate consumer. A firm needs to analyze buying
behavior for: Buyers reactions to a firms marketing strategy
has a great impact on the firms success.
 The marketing concept stresses that a firm should create
a Marketing Mix (MM) that satisfies (gives utility to)
customers, therefore need to analyze the what, where,
when and how consumers buy.
 Marketers can better predict how consumers will
respond to marketing strategies.
Stages of the Consumer Buying
Process
 Problem Recognition(awareness of need)--difference between the
desired state and the actual condition. Deficit in assortment of
products. Hunger--Food. Hunger stimulates your need to eat.
Can be stimulated by the marketer through product information--
did not know you were deficient? I.E., see a commercial for a new
pair of shoes, stimulates your recognition that you need a new pair
of shoes.

 Information search--
◦ Internal search, memory.
◦ External search if you need more information. Friends and relatives
(word of mouth). Marketer dominated sources; comparison shopping;
public sources etc.

 Evaluation of Alternatives--need to establish criteria for

evaluation, features the buyer wants or does not want.
 Rank/weight alternatives or resume search. May decide that you
want to eat something spicy, indian gets highest rank etc.
If not satisfied with your choice then return to the search phase.
Can you think of another restaurant? Look in the yellow pages etc.
Information from different sources may be treated differently.
Marketers try to influence by "framing" alternatives.
 Purchase decision--Choose buying alternative, includes product,
package, store, method of purchase etc.
 Purchase--May differ from decision, time lapse between 4 & 5,
product availability.
 Post-Purchase Evaluation--outcome: Satisfaction or
Dissatisfaction. Cognitive Dissonance, have you made the right
decision. This can be reduced by warranties, after sales
communication etc.
After eating an indian meal, may think that really you wanted a
chinese meal instead.
Types of Consumer Buying Behavior
The four type of consumer buying behavior are:
 Routine Response
Consumers purchase commonly used products like juice, milk, toothpaste,
socks, eggs and bread with little decision involved in making their
purchases. It's often as simple as running out of a product and needing to
replenish it with their preferred brand. These are usually small purchases,
on the lower end of the pricing spectrum.

 Impulse Buying
Trips to the supermarket, discount stores and even the drugstore can often
result in consumers purchasing items they didn't originally intend on
buying. Impulse buying is a type of consumer buying behavior that results
in an unplanned purchase. A consumer may purchase an items while at the
checkout from a point-of-purchase display. The decision to buy is instant,
and usually not based on need.
Limited Decision Making
Limited decision making is a mixture of an extensive purchase
decision and a routine one. Consumers who participate in this type
of buyer behavior typically know what kind of product they want,
but they are trying to decide which brand they want. Making a jeans
purchase is a good example of how limited decision making works.
A customer who needs a new pair of jeans goes into a store looking
for jeans, but investigates various brands to determine which is the
best fit. The consumer may consult with friends or family, but he
won't ask as many questions about the product or service, or take as
long to decide as he would with an extensive, high-priced item.
Extensive Decision Making
When consumers purchase a high-ticket item, such as a vacation package
or time share, electronics, a car or a home, they spend time researching
their options. They may use the Internet to find information, speak with
credible family, friends or colleagues, or even consult with trusted sales
professionals to get the features and benefits of the product or service
they're considering purchasing. Consumers participating in the extensive
decision-making process, typically take longer to make a final decision to
buy and spend more time researching their options.
Categories that Effect the Consumer
Buying Decision Process
A consumer, making a purchase decision will be
affected by the following three factors:
1. Personal
2. Psychological
3. Social
1. PERSONAL
Unique to a particular person. Demographic Factors. Sex, Race, Age etc.
Who in the family is responsible for the decision making.
Young people purchase things for different reasons than older people.

2. PSYCHOLOGICAL FACTORS
 Motives(satisfying a need or achieving a goal)
 Perception(selecting, organizing and interpreting information inputs to
produce meaning)
 Ability and Knowledge(understand individuals capacity to learn)
 Attitudes(positive and negative feelings about an object or activity)
 Personality(Compulsiveness,Selfconfidence,Friendliness,Adaptability)
 Lifestyles(personal independence and individualism and a preference for
a healthy, natural lifestyle)
3. SOCIAL FACTORS
 Opinion leaders(spokespeople)
 Roles and Family Influences(expectations of you from your
position within a group)
 Reference Groups(values, attitudes or behaviors of the group
members)
 Social Class( quality, quantity of products that a person buys
or uses)
 Culture and Sub-culture(values, ideas, and attitudes)
Thank you
Sujan(08d1550)
Suraj(08d1551)
Tanzil(08d1552)
Tarunesh(08d1553)