Factorsinfluencingconsumerbehaviour

PinkiRani*

InstituteofLawKurukshetra,UniversityKurukshetra,India

Correspondingauthor
KEY
WOR
DS

Treatment

ABSTRACT
Toxopl
asma,

Pregna
ncy,

Diagn
osis,

ConsumerBuyingBehaviourreferstothe
buyingbehaviouroftheultimateconsumer.
Manyfactors,specificitiesandcharacteristics
influencetheindividualinwhatheisandthe
consumerinhisdecisionmakingprocess,
shoppinghabits,purchasingbehavior,the
brandshebuysortheretailershegoes.A
purchasedecisionistheresultofeachand
everyoneofthesefactors.Anindividualanda

consu
meris
ledby
his
culture
,his
subcult
ure,
his
social
class,
his

membershipgroups,hisfamily,his
personality,hispsychologicalfactors,etc..and
isinfluencedbyculturaltrendsaswellashis
socialandsocietalenvironment.Byidentifying
andunderstandingthefactorsthatinfluence
theircustomers,brandshavetheopportunity
todevelopastrategy,amarketingmessage
(UniqueValueProposition)andadvertising
campaignsmoreefficientandmoreinline
withtheneedsandwaysofthinkingoftheir
targetconsumers,arealassettobettermeet
theneedsofitscustomersandincreasesales.

Thechangingfactorsin
oursociety.

Introduction

BuyingBehaviouristhe
decisionprocessesand
actsofpeopleinvolvedin
buyingandusing
products.Needto
understandtheconceptis

Whyconsumersmakethe
purchases

thattheymake?

What factorsinfluence
consumer

purchases?

ConsumerBuying
Behaviourreferstothe
buyingbehaviourofthe
ultimateconsumer.Many
factors,specificitiesand
characteristicsinfluence
theindividualinwhathe
isandtheconsumerinhis
decisionmakingprocess,
shoppinghabits,
purchasingbehavior,the
brandshebuysorthe
retailershegoes.A
purchasedecisionisthe
resultofeachandevery
oneofthesefactors.An
individualanda
consumerisledbyhis
culture,hissubculture,
hissocialclass,his

membershipgroups,his
family,hispersonality,

52

hispsychologicalfactors,
etc..

andisinfluencedbyculturaltrendsaswellashissocialand
societalenvironment.

Byidentifyingandunderstandingthefactorsthatinfluence
theircustomers,brandshavetheopportunitytodevelopa
strategy,amarketingmessage(UniqueValueProposition)
andadvertisingcampaignsmoreefficientandmoreinline
withtheneedsandwaysofthinkingoftheirtarget
consumers,arealassettobettermeettheneedsofits
customersandincreasesales.

Consumerbehaviorreferstotheselection,purchaseand
consumptionofgoodsandservicesforthesatisfactionof
theirwants.Therearedifferentprocessesinvolvedinthe
consumerbehavior.Initiallytheconsumertriestofindwhat
commoditieshewouldliketoconsume,thenheselects
onlythosecommoditiesthatpromisegreaterutility.After
selectingthecommodities,theconsumermakesanestimate
oftheavailablemoneywhichhecanspend.Lastly,the
consumeranalyzestheprevailingpricesofcommodities
andtakesthedecisionaboutthecommoditiesheshould
consume.Meanwhile,therearevariousotherfactors
influencingthepurchasesof*PinkiRani,Assistant,LIC,
Kurukshetra.

Consumersuchassocial,cultural,personaland
psychological.Theexplanationofthesefactorsisgiven
below.

Consumer sbuyerbehaviourisinfluencedbyfourmajor
factors:

Cultural,
Social,

Personal,

Psychological.

Thesefactorscauseconsumerstodevelopproductand
brandpreferences.Althoughmanyofthesefactorscannot
bedirectlycontrolledbymarketers,understandingof

theirimpactisessentialasmarketingmixstrategiescanbe
developedtoappealtothepreferencesofthetargetmarket.

Whenpurchasinganyproduct,aconsumergoesthrougha
decisionprocess.Thisprocessconsistsofuptofivestages:

Stage1:problemrecognition,Stage2:informationsearch,
Stage3:evaluationofalternatives,Stage4:purchase
decision

Stage5:postpurchasebehaviour.

Thelengthofthisdecisionprocesswillvary.Aconsumer
maynotactinisolationinthepurchase,butrathermaybe
influencedbyanyofseveralpeopleinvariousroles.The
numberofpeopleinvolvedinthebuyingdecisionincreases
withthelevelofinvolvementandcomplexityofthebuying

decision
behaviour.
Consumersbuyer
behaviourandthe

resultingpurchasedecisionarestronglyinfluencedby
cultural,social,personalandpsychologicalcharacteristics.
Anunderstandingoftheinfluenceofthesefactorsis
essentialformarketersinordertodevelopsuitable
marketingmixestoappealtothetargetcustomer.

CulturalFactorsCultureandsocietalenvironment

Cultureiscrucialwhenitcomestounderstandingtheneeds
andbehaviorsofanindividual.Basically,cultureisthepart
ofeverysocietyandistheimportantcauseofpersonwants
andbehavior.Theinfluenceofcultureonbuyingbehavior
variesfromcountrytocountrythereforemarketershaveto
beverycarefulinanalyzingthecultureofdifferentgroups,
regionsorevencountries.Throughouthisexistence,an
individualwillbeinfluencedbyhisfamily,hisfriends,his
culturalenvironmentorsocietythatwill teach him
values,preferencesaswellas

53

commonbehaviorstotheir
ownculture.Forabrand,itis
importanttounderstandand
takeintoaccountthecultural
factorsinherenttoeach
marketortoeachsituationin
ordertoadaptitsproductand
itsmarketingstrategy.As
thesewillplayaroleinthe
perception,habits,behavior
orexpectationsofconsumers.

Forexample,intheWest,
itiscommontoinvite
colleaguesorfriendsat
homeforadrinkordinner.
InJapan,onthecontrary,
invitesomeonehomedoes
notusuallyfitintothe
localcustoms.Itis
preferabletodothatthis
kindofoutingwithfriends
orcolleaguesinrestaurant.

WhileifaJapaneseofferyou
agift,thecourtesyistooffer
himanequivalentgiftin
return.McDonald sisa
brilliantexampleof
adaptationtothespecificities
ofeachcultureandeach
market.Wellawareofthe
importancetohaveanoffer
withspecificproductstomeet
theneedsandtastesof
consumersfromdifferent
cultures,thefastfoodgiant
hasforexample:a
McBaguetteinFrance(with
frenchbaguetteandDijon
mustard),aChickenMaharaja
MacandaMasalaGrill
ChickeninIndia(withIndian
spices)aswellasaMega
TeriyakiBurger(withteriyaki
sauce)orGurakoro(with
macaronigratinand
croquettes)inJapan.

Marketerscanusethese
groupsbysegmentingthe
marketintovarioussmall
portions.Forexamplein
recentyears,thesegment
of ethnic

54

cosmeticshasgreatly
expanded.Theseare
productsmoresuitedto
nonCaucasianpopulations
andtotypesofskin
pigmentationforAfrican,
AraborIndianpopulations
forexample.

It sarealbrand
Subcultures

Asocietyiscomposedof
severalsubculturesinwhich
peoplecanidentify.
Subculturesaregroupsof
peoplewhosharethesame
valuesbasedonacommon
experienceorasimilar
lifestyleingeneral.Each
culturecontainsdifferent
subculturessuchasreligions,
nationalities,geographic
regions,racialgroupsetc.

positioningwithawell
definedtargetinasector
thatonlyofferedmakeup
productstoaCaucasian
targetuntilnow(withthe
exceptionofnichebrands)
andwasthenreceiving
criticsfromconsumersof
differentorigin.Brands
oftencommunicatein
differentways,sometimes
evencreatespecific
products(sometimes
withoutsignificant
intrinsicdifference)forthe
sametypeofproductin

ordertospecificallytargetan
agegroup,agenderora
specificsubculture.
Consumersareusuallymore
receptivetoproductsand
marketingstrategiesthat
specificallytargetthem.

Socialclasses

Socialclassesaredefinedas
groupsmoreorless
homogenousandranked
againsteachotheraccording
toaformofsocialhierarchy.
Evenifit sverylargegroups,
weusuallyfindsimilar
values,lifestyles,interests
andbehaviorsinindividuals
belongingtothesamesocial
class.Everysocietypossesses
someformofsocialclass

innovation,features,or
eventhe socialbenefit
thathecanobtainfromthe
product.

whichisimportanttothe
marketersbecausethe
buyingbehaviorofpeople
inagivensocialclassis
similar.Inthisway
marketingactivitiescould
betailoredaccordingto
differentsocialclasses.
Somestudieshavealso
suggestedthatthesocial
perceptionofabrandora
retailerisplayingarolein
thebehaviorand
purchasingdecisionsof
consumers.Inaddition,the
consumerbuyingbehavior
mayalsochangeaccording
tosocialclass.A
consumerfromthelower
classwillbemorefocused
onprice.Whileashopper
fromtheupperclasswill
bemoreattractedto
elementssuchasquality,
theirmerepopularityand
byconformityor
compliancewithsocial
pressure.Themore
peoplefollowatrend,the
moreotherswillwantto
followit.

Culturaltrends

Culturaltrendsor
Bandwagoneffect are
definedastrendswidely
followedbypeopleand
whichareamplifiedby

Forexample,Facebook
hasbecomeacultural
trend.Thesocialnetwork
haswidelygrewtothe
pointofbecomingamust
have,especiallyamong
youngpeople.

Itisthesamewiththe
growthofthetablet
market.Tabletssuchasi
PadorGalaxyTabhave
becomeaglobalcultural
trendleadingmany
consumerstobuyone.

membershipgroupsare
usuallyrelatedtoits
socialorigin,age,placeof
residence,work,hobbies,
leisure,etc.Reference
groupshavepotentialin
formingapersonattitude
orbehavior.Theimpact
ofreferencegroupsvaries
across

SocialFactors

Itincludesgroups
(referencegroups,
aspirationalgroupsand
membergroups),family,
rolesandstatus.This
explainstheoutside
influencesofotherson
ourpurchasedecisions
eitherdirectlyor
indirectly.Socialfactors
areamongthefactors
influencingconsumer
behaviorsignificantly.
Theyfallintothree
categories:reference
groups,familyandsocial
rolesandstatus.

Referencegroupsand
membershipgroups

Themembershipgroups
ofanindividualaresocial
groupstowhichhe
belongsandwhichwill
influencehim.The

productsandbrands.For
exampleiftheproductis
visiblesuchasdress,
shoes,caretcthenthe
influenceofreference
groupswillbehigh.
Referencegroupsalso
includeopinionleader(a
personwhoinfluences
otherbecauseofhis
specialskill,knowledge
orothercharacteristics).

Moregenerally,reference
groupsaredefinedas
thosethatprovidetothe
individualsomepointsof
comparisonmoreorless
directabouthisbehavior,
lifestyle,desiresor
consumerhabits.They
influencetheimagethat
theindividualhasof
himselfaswellashis
behavior.Whetheritisa
membershipgroupora
nonmembershipgroup.
Becausetheindividual

canalsobeinfluencedby
agrouptowhichhe
doesn tbelongyetbut
wishestobepartof.This
iscalledanaspirational
group.Thisgroupwill
haveadirectinfluenceon
theconsumerwho,
wishingtobelongtothis
groupandlooklikeits
members,willtrytobuy
thesameproducts.

Forexample,evenifhe
doesn tneedityet,a
surfingbeginnermay
wanttobuy advanced
brandsorproductsused
byexperiencedsurfers
(aspirationalgroup)in
ordertogetclosertothis
group.Whileateenmay
wanttheshoemodelor
smartphoneusedbythe

groupof popularguys
fromhishighschool
(aspirationalgroup)in
ordertobeacceptedby
thisgroup.Somebrands
haveunderstoodthisvery
wellandcommunicate,
implicitlyornot,onthe
socialbenefit provided
bytheirproducts.

Withinareferencegroup
thatinfluencesthe
consumerbuying
behavior,severalroles
havebeenidentified:

Theinitiator:theperson
whosuggestsbuyinga
productorserviceThe
influencer:theperson
whosepointofviewor
advicewill

55

influencethebuyingdecision.
Itmaybeapersonoutsidethe
group(singer,athlete,actor,
etc..)butonwhichgroup
membersrelyon.

Thedecisionmaker:the
personwhowillchoose
whichproducttobuy.In
general,it stheconsumer
butinsomecasesitmay
beanotherperson.For
example,the leader ofa
soccersupporters group

(membershipgroup)thatwill
define,forthewholegroup,
whichsupporter sscarfbuy
andbearduringthenext
game.

Thebuyer:thepersonwho
willbuytheproduct.
Generally,thiswillbethe
finalconsumer.

Family

Thefamilyismaybethemost
influencingfactorforan
individual.Itformsan
environmentofsocialization
inwhichanindividualwill
evolve,shapehispersonality,
acquirevalues.Butalso
developattitudesand
opinionsonvarioussubjects
suchaspolitics,society,
socialrelationsorhimselfand
hisdesires.Buyerbehavioris
stronglyinfluencedbythe
memberofafamily.
Thereforemarketersare
tryingtofindtherolesand
influenceofthehusband,
wifeandchildren.Ifthe
buyingdecisionofa
particularproductis
influencedbywifethenthe
marketerswilltrytotarget
thewomenintheir
advertisement.

Hereweshouldnotethat
buyingroleschangewith
changeinconsumer
lifestyles.Forexample,if
youhaveneverdrunk
Cokeduringyour
childhoodandyour
parentshavedescribedit
asaproduct fullofsugar
andnotgoodforhealth .
Thereisfarlesschance
thatyouaregoingtobuyit
whenyouwillgrowup
thatsomeonewhodrinks
Cokesincechildhood.

56

Socialrolesandstatus

Thepositionofanindividual
withinhisfamily,hiswork,
hiscountryclubandhis
groupoffriendsetc.Allthis
canbedefinedintermsof
roleandsocialstatus.A
socialroleisasetofattitudes
andactivitiesthatan
individualissupposedtohave
anddoaccordingtohis
professionandhispositionat
work,hispositioninthe
family,hisgender,etc.and
expectationsofthepeople
aroundhim..

Forexample,aconsumermay
buyaFerrarioraPorschefor
thequalityofthecarbutalso
fortheexternalsignsofsocial
successthatthiskindofcars
represents.Moreover,itis
likelythataCEOdrivinga
smallcarlikeaFordFiestaor
aVolkswagenGolfwouldbe
takenlessseriouslybyits
customersandbusiness
partnersthanifheisdrivinga
Germanluxurycar.Andthis
kindofbehaviorsand
influencescanbefoundat
everylevelandforeveryrole
andsocialstatus.Again,
manybrandshaveunderstood

itbycreatinganimage
associatedwiththeir
productsreflectingan
importantsocialroleor
status.

Personalfactors

Itincludessuchvariables
asageandlifecyclestage,
occupation,economic
circumstances,lifestyle
(activities,interests,
opinionsand
demographics),personality
andselfconcept.These
mayexplainwhyour
preferencesoftenchange
asour`situation'changes.
Decisionsandbuying
behaviorareobviously
alsoinfluencedbythe
characteristicsofeach
consumer.

Ageandwayoflife

Aconsumerdoesnotbuy
thesameproductsor
servicesat20or70years.
Hislifestyle,values,
environment,activities,
hobbiesand

consumerhabitsevolve
throughouthislife.Ageand
lifecyclehavepotential

impactontheconsumer
buyingbehavior.Itis
obviousthatthe
consumerschangethe
purchaseofgoodsand
serviceswiththepassage
oftime.Familylifecycle
consistsofdifferentstages
suchyoungsingles,
marriedcouples,
unmarriedcouplesetc
whichhelpmarketersto
developappropriate
productsforeachstage.
Forexample,duringhis
life,aconsumercould
changehisdietfrom
unhealthyproducts(fast
food,readymeals,etc.)to
ahealthierdiet,during
midlifewithfamily
beforeneedingtofollowa
littlelateralow
cholesteroldiettoavoid
healthproblems.

Thefactorsinfluencingthe
buyingdecisionprocess
mayalsochange.For
example,the socialvalue
ofabrandgenerally
playsamoreimportant
roleinthedecisionfora
consumerat25thanat65
years.Thefamilylife
cycleoftheindividualwill
alsohaveaninfluenceon
hisvalues,lifestylesand
buyingbehavior
dependingwhetherhe s

single,inarelationship,ina
relationshipwithkids,etc.as
wellastheregionofthe
countryandthekindofcity
wherehelives(largecity,
smalltown,countryside,etc.)
Forabrandoraretailer,it
maybeinterestingtoidentify,
understand,measureand
analyzewhatarethecriteria
andpersonalfactorsthat
influencetheshopping
behavioroftheircustomersin
ordertoadapt.Forexample,
itismorethanpossiblethat
consumerslivinginNew
Yorkdonothavethesame
behaviorandpurchasing
habitsthantheonesin
Nebraska.Foraretailer,have
adeepunderstandingand
adapttothesedifferenceswill
bearealassettoincrease
sales.

Lifestyle

Thelifestyleofanindividual
includesallofitsactivities,
interests,valuesandopinions.

Thelifestyleofaconsumer
willinfluenceonhisbehavior
andpurchasingdecisions.For
example,aconsumerwitha
healthyandbalancedlifestyle
willprefertoeatorganic

productsandgotospecific
grocerystores,willdo
somejoggingregularly
(andthereforewillbuy
shoes,clothesandspecific
products),etc.

whichisabletoattract
consumerswhoidentifyto
thesevaluesandwhofeel
valuedintheirselfconcept
bybuyingaproductfrom
Apple.

Personalityandself
concept

OccupationTheoccupation
ofapersonhassignificant
impactonhisbuying
behavior.Forexamplea
marketingmanagerofan
organizationwilltryto
purchasebusinesssuits,
whereasalowlevelworkerin
thesameorganizationwill
purchaseruggedwork
clothes.

Personalityisthesetof
traitsandspecific
characteristicsofeach
individual.Itistheproduct
oftheinteractionof
psychologicaland
physiological
characteristicsofthe
individualandresultsin
constantbehaviors.It
materializesintosome
traitssuchasconfidence,
sociability,autonomy,
charisma,ambition,
opennesstoothers,
shyness,curiosity,
adaptability,etc.Whilethe
selfconceptistheimage
thattheindividualhas

orwouldliketohaveof
himandheconveystohis
entourage.Forexample,
sinceitslaunch,Apple
cultivatesanimageof
innovation,creativity,
boldnessandsingularity

EconomicSituation

Consumereconomicsituation
hasgreatinfluenceonhis
buyingbehavior.Ifthe
incomeandsavingsofa
customerishighthenhewill
purchasemoreexpensive
products.Ontheotherhand,a
personwithlowincomeand
savingswillpurchase
inexpensiveproducts.

57

Lifestyle

Lifestyleofcustomersis
anotherimportfactor
affectingtheconsumer
buyingbehavior.Lifestyle
referstothewayaperson
livesinasocietyandis
expressedbythethingsin
his/hersurroundings.Itis
determinedbycustomer
interests,opinions,activities
etcandshapeshiswhole
patternofactingand
interactingintheworld.

Personality

Personalitychangesfrom
persontoperson,timetotime
andplacetoplace.Therefore
itcangreatlyinfluencethe
buyingbehaviorof
customers.Actually,
Personalityisnotwhatone
wears;ratheritisthetotality
ofbehaviorofamanin
differentcircumstances.Ithas
differentcharacteristicssuch
as:dominance,
aggressiveness,self
confidenceetcwhichcanbe
usefultodeterminethe
consumerbehaviorfor
particularproductorservice.

Pschologicalfactors

Itaffectingourpurchase
decisionincludes
motivation(Maslow's
hierarchyofneeds),
perception,learning,
beliefsandattitudes.Other
peopleofteninfluencea
consumer spurchase
decision.Themarketer
needstoknowwhich
peopleareinvolvedinthe
buyingdecisionandwhat
roleeachpersonplays,so
thatmarketingstrategies
canalsobeaimedatthese
people.Amongthefactors
influencingconsumer
behavior,psychological
factorscanbedividedinto
4categories:motivation,
perception,learningas
wellasbeliefsand
attitudes.

Motivation

Motivationiswhatwill
driveconsumersto
developapurchasing
behavior.Itisthe
expressionofaneedis
whichbecamepressing
enoughtoleadthe
consumerto

58

wanttosatisfyit.Itisusually
workingatasubconscious
levelandisoftendifficultto
measure.Thelevelof
motivationalsoaffectsthe
buyingbehaviorof
customers.Everypersonhas
differentneedssuchas
physiologicalneeds,
biologicalneeds,socialneeds
etc.Thenatureoftheneedsis
that,someofthemaremost
pressingwhileothersareleast
pressing.Thereforeaneed
becomesamotivewhenitis
morepressingtodirectthe
persontoseeksatisfaction.
Motivationisdirectlyrelated
totheneedandisexpressed
inthesametypeof
classificationasdefinedinthe
stagesoftheconsumer
buyingdecisionprocess.To
increasesalesandencourage
consumerstopurchase,
brandsshouldtrytocreate,
makeconsciousorreinforcea
needintheconsumer smind
sothathedevelopsapurchase
motivation.Hewillbemuch
moreinterestedinconsidering
andbuytheirproducts.They
mustalso,accordingto
research,thetypeofproduct
theysellandtheconsumers

theytarget,pickoutthe
motivationandtheneedto
whichtheirproduct
respondinordertomake
themappearasthe
solutiontotheconsumers
need.

Perception

Perceptionistheprocess
throughwhichan
individualselects,
organizesandinterprets
theinformationhe
receivesinordertodo
somethingthatmakes
sense.Theperceptionofa
situationatagiventime
maydecideifandhowthe
personwillact.Selecting,
organizingand
interpretinginformationin
awaytoproducea
meaningfulexperienceof
theworldiscalled
perception.Therearethree
differentperceptual
processeswhichare
selectiveattention,
selectivedistortionand
selectiveretention.Incase
ofselectiveattention,
marketerstrytoattractthe
customerattention.
Whereas,incaseof
selectivedistortion,
customerstryto

interprettheinformation
inawaythatwillsupport
whatthecustomers
alreadybelieve.

SelectiveAttention:The
individualfocusesonly
onafewdetailsor
stimulustowhichheis
subjected.Thetypeof
informationorstimulito
whichanindividualis
moresensitivedepends
ontheperson.Forbrands
andadvertisers
successfullycaptureand
retaintheattentionof
consumersisincreasingly
difficult.Forexample,
manyusersnolongerpay
anyattention,
unconsciously,tobanner
adsontheInternet.This
kindofprocessiscalled
BannerBlindness.The
attentionlevelalsovaries
dependingontheactivity
oftheindividualandthe
numberofotherstimuliin
theenvironment.For
example,anindividual
whoisboredduringa
subwaytripwillbemuch
moreattentivetoanew
addisplayedinthetube.
Itisanewstimulithat
breaksthetriproutinefor
him.Consumerswillalso
bemuchmoreattentiveto
stimulirelatedtoaneed.

Forexample,aconsumer
whowishestobuyanew
carwillpaymore
attentiontocar
manufacturers ads.
Whileneglectingthose
forcomputers.Lastly,
peoplearemorelikelyto
beattentivetostimulithat
areneworoutofthe
ordinary.Forexample,an
innovativeadvertisingor
amarketingmessage
widelydifferentfromits
competitorsismorelikely
toberememberedby
consumers.

SelectiveDistortion:In
manysituations,two
peoplearenotgoingto
interpretaninformation
orastimulusinthesame
way.Eachindividualwill
haveadifferent
perceptionbasedonhis
experience,stateofmind,
beliefsandattitudes.
Selectivedistortionleads
peopletointerpret
situationsinorderto
makethemconsistent
withtheirbeliefsand
values.

Forbrands,itmeansthat
themessagethey
communicatewillnever
beperceived

exactlyinthesameway
byconsumers.Andthat
everyonemayhavea
differentperceptionofit.
That swhyit simportant
toregularlyask
consumersinorderto
knowtheiractualbrand
perception.Selective
distortionoftenbenefits
tostrongandpopular
brands.Studieshave
shownthattheperception
andbrandimageplaysa
keyroleintheway
consumersperceivedand
judgedtheproduct.
Severalexperimentshave
shownthatevenifwe
givethemthesame
product,consumersfind
thattheproductisor
tastesbetterwhenthey
vebeentoldthatit sfrom
abrandtheylikethan
whenthey vebeentoldit
sagenericbrand.

SelectiveRetention:
Peopledonotretainall
theinformationand
stimulitheyhavebeen
exposedto.Selective
retentionmeanswhatthe
individualwillstoreand
retainfromagiven
situationoraparticular
stimulus.Asforselective

distortion,individuals
tendtomemorize
informationthatwillfit
withtheirexistingbeliefs
andperceptions.For
example,consumerswill
rememberespeciallythe
benefitsofabrandor
producttheylikeandwill
forget thedrawbacks
orcompetingproducts
advantages.

Learning

Learningisthroughaction.
Whenweact,welearn.It
impliesachangeinthe
behaviorresultingfromthe
experience.Thelearning
changesthebehaviorofan
individualasheacquires
informationand
experience.Forexample,
ifyouaresickafter
drinkingmilk,youhada
negativeexperience,you
associatethemilkwiththis
stateofdiscomfortandyou
learn thatyoushould
notdrinkmilk.Therefore,
youdon tbuymilk
anymore.Rather,ifyou
hadagoodexperience
withtheproduct,youwill
havemuchmoredesireto
buyitagainnexttime.The
learningtheoriescanbe
usedinmarketingby
brands.

59
Beliefsandattitudes

Abeliefisaconvictionthat
anindividualhason
something.Throughthe
experienceheacquires,his
learningandhisexternal
influences(family,friends,
etc..),hewilldevelopbeliefs
thatwillinfluencehisbuying
behavior.Customerpossesses
specificbeliefandattitude
towardsvariousproducts.
Sincesuchbeliefsand
attitudesmakeupbrand
imageandaffectconsumer
buyingbehaviortherefore
marketersareinterestedin
them.Marketerscanchange
thebeliefsandattitudesof
customersbylaunching
specialcampaignsinthis
regard.Tochangethebrand s
marketingmessageoradjust
itspositioninginordertoget
consumerstochangetheir
brandperception.

SixStagestothe
ConsumerBuying
DecisionProcess(For
complexdecisions).
Actualpurchasingisonly
onestageoftheprocess.
Notalldecisionprocesses
leadtoapurchase.All
consumerdecisionsdonot
alwaysincludeall6
stages,determinedbythe
degreeofcomplexity.

The6stagesare:

1.ProblemRecognition
(awarenessofneed)
differencebetweenthe
desiredstateandtheactual
condition.Deficitin
assortmentofproducts.
HungerFood.Hunger
stimulatesyourneedto
eat.

2.Informationsearch
StagesoftheConsumer
BuyingProcess

o Internalsearch,memory.

o Externalsearchifyouneed

more information.Friendsand
relatives(wordofmouth).
Marketerdominatedsources;
comparisonshopping;public
sourcesetc.

5.PurchaseMaydiffer
fromdecision,timelapse
between4&5,product
availability.

60

Asuccessfulinformation
searchleavesabuyerwith
possiblealternatives,the
evokedset.Hungry,wantto
gooutandeat,evokedsetis

o Chinesefood o Indianfood
o burgerking
o

4.Purchasedecision
Choosebuyingalternative,
includesproduct,package,
store,methodofpurchase
etc.

Klondikekatesetc

3.Evaluationof
Alternativesneedto
establishcriteriafor
evaluation,featuresthebuyer
wantsordoesnotwant.
Rank/weightalternativesor
resumesearch.Maydecide
thatyouwanttoeat
somethingspicy,Indiangets
highestranketc.

6.PostPurchase
Evaluationoutcome:
Satisfactionor
Dissatisfaction.

CognitiveDissonance,
haveyoumadetheright
decision.Thiscanbe
reducedbywarranties,
aftersalescommunication
etc.AftereatinganIndian
meal,maythinkthatreally
youwantedaChinese
mealinstead.

TypesofConsumer
BuyingBehavior

Thefourtypeofconsumer
buyingbehaviorare:

Routine
Response/Programmed
Behaviorbuyinglow
involvementfrequently
purchasedlowcostitems;
needverylittlesearchand
decisioneffort;purchased
almostautomatically.
Examplesincludesoftdrinks,
snackfoods,milketc.

LimitedDecision
Makingbuyingproduct
occasionally.Whenyou
needtoobtaininformation
aboutunfamiliarbrandina
familiar

productcategory,perhaps.Requires
5.
SocialPsychology
of
Consumer
amoderate
amountof
time
for

BehaviorbyMichaelaWanke

information
gathering.
Examples
6.
ConsumerPsychology
by
Cathrine
includeClothesknowproductclass

JanssonBoyd

butnotthebrand.

Extensive

Decision

Making/Complexhighinvolvement,

unfamiliar,
expensive
and/or

infrequently
bought
products.High

degree

of

economic/performance/psychologica

lrisk.Examplesincludecars,homes,

computers,education.Spendalotof

timeseekinginformation
and

deciding.

Information
from
the
companies

MM;friendsandrelatives,store

personneletc.Gothroughallsix

stagesofthebuyingprocess.

Impulsebuying,
no
conscious

planning.

Conclusion

Forasuccessfulconsumerorientedmarketserviceprovidershouldworkaspsychologistto
procureconsumers.Bykeepinginmindaffectingfactorsthingscanbemadefavorableandgoal
ofconsumersatisfactioncanbeachieved.Studyofconsumerbuyingbehaviourisgatewayto
successinmarket.

References

1.ConsumerBehavior:BuildingMarketingStrategy,12thEditionbyDelbertHawkinsand
DavidMothersbaugh

2.ConsumerBehaviorbyWayneD.Hoyer,DeborahJ.MacInnisandRikPieters

3.ConsumerBehavior(10thEdition)byLeonSchiffmanandLeslieKanuk

4.ConsumerBehavior(11thEdition)byLeonG.SchiffmanandJosephWisenblit

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