Outline
Definition
Need to analyze behavior Types
Influencing factors
Consumer buying process
Buying Behavior
Definition : The decision process and acts of people
a familiar product category. Requires a moderate amount of time for information gathering. Loyalty to a brand
products. High degree of economic/performance/psychological risk. Lot of time spent seeking information and deciding.
Impulse Buying
Basis - purchase of the same product does not always
THIS
or
THIS ??
going for the dinner- reason can be an anniversary celebration, or a meal with a couple of friends.
Influencing factors:
Cultural Factors Social Factors Psychological Factors
The marketer must be aware of these factors in order to develop a appropriate marketing mix for its target market.
Cultural Factors
Cultural factors exert the broadest and deepest
influence a) Culture b) Subculture, c) Social class are particularly important in buying behavior.
Social Factors
Consumers wants, learning, motives etc. are
influenced by family, reference groups, social class A) Roles and Status B) Family C) Reference group
Psychological Factors
A persons buying choices are influenced by 4 major psychological factors 1. Motivation 2. Perception 3. Learning 4. Beliefs & attitudes
Need Recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Post-purchase Behavior
recognizes a problem or need. The need can be triggered by internal ,external, marketing stimuli. Ex.- persons normal needs-hunger/ thrust rises to threshold level and becomes a drive.
Information search
An aroused consumer will be inclined to search for
more information Internal search- memory. External search- if he needs more information. Friends and relatives (word of mouth); Marketer dominated sources; comparison shopping; public sources etc.
Contd..
Helps buyer find possible alternatives- i.e- the evoked
set. Hungry- want to go out and eat, evoked set is Chinese food Indian food etc.
Evaluation of Alternatives Competitor brand information Consumer evaluation process 1. The consumer is trying to satisfy the needs. 2. The consumer is looking for certain benefits from
the product solution. 3. The consumer sees each product as a bundle of attributes for delivering the benefits sought to satisfy these needs
Contd..
Attributes of interests to buyer : Cameras : picture, sharpness, size ,price Hotels: Location ,cleanliness, atmosphere, price
If not satisfied with your choice then return to the
search phase.
among the brands In this phase-Choose buying alternative includes product, package, store, method of purchase , Incentives offered, out of stock, budget etc.
Consumer
Post-Purchase Evaluation-outcome:
Satisfaction or Dissatisfaction.
Have you made the right decision? This can be reduced by warranties, after sales
communication etc.
Ex: After eating an Indian meal, may think that really
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