Marketing Management

Unit 5

Unit 5

Consumer Buying Behavior

Structure: 5.1 Introduction Learning Objectives 5.2 Characteristics affecting Consumer Behavior 5.3 Types of Buying Decision Behavior: Henry Assael Model 5.4 Consumer Buying Decision Process 5.5 Buyer Decision Process for New Products 5.6 Buying Motives 5.7 Buyer Behavior Models 5.8 Summary 5.9 Terminal Questions 5.10 Answers

5.1 Introduction
Consumers are individuals, households or businesses who use the products. In this unit we are limiting our study to individual and households use of products for personal consumption. Consumer characteristics vary from country to country. Therefore it has become challenging task for marketer to understand the need, buying behavior of consumer before developing product and marketing program. In this section we will discuss consumer buying behavior and his/her decision making process. We will also look into the decision process of buyer for new product. Consumer motives and behavior models are analyzed to identify buying environment. Learning Objectives After studying this unit you will be able to Identify the characteristics those affect consumer behavior. Explain different types of buyer behavior. Analyze the consumer decision making process Discuss consumer decision process for new products. Examine the buying motives and behavioral models.

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5.2 Characteristics affecting Consumer Behavior

Cultural, Social, Personal and Psychological factors influence the consumer behavior. These are external to the company and cannot be controlled. Marketer would like to understand the impact of these factors on his/her organization I. Cultural factors: 1. Culture is the combination of customs, beliefs and values of consumers in a particular nation. Majority Indians are vegetarians and a company which sells non vegetarian items should analyze these values of the consumer. For example, KFC which sells chicken dishes all over the world added vegetarian burgers in their menu to serve vegetarian consumers. Another multinational McDonald, whose majority of sales comes form selling beef lets, didnt include in the Indian menu as cow is a sacred animal. 2. Subcultures are part of culture comprising, geographic regions, religions, nationalities and racial groups. The value system of these groups differs from others. For example, Hindus in north India eat special vegetarian food during the Navaratra festival. They prefer to spend their time with their family. During this time restaurants will have lesser traffic. To attract the customers, restaurants started offering the authentic Navaratra dish. This helped the restaurant to attract the family who dont have time, bachelors and people want to spend their time with family without allotting much time for food preparation and so on. 3. Social class - these are permanent groups in the society whose members have common likings. According to Mckinsey consumer report, Indian consumers can be classifies into five different categories. They are, a. Deprived b. Aspires c. Seekers d. Strivers and e. Global Indians.

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1. Deprived are the people who earn less than Rs 90,000 annually. This group is also known as below poverty line. They are the poorest people in the country. They wont get continuous employment and they earn their lively hood from seasonal work. People in this category will do less skilled or semi skilled work. 2. Aspires belongs to the families who earn between Rs90, 000 to Rs 2, 00,000. This group consist small shop keepers, industrial workers, and small land holding farmers. Though they earn more than deprived class, but half of their money goes for basic amenities and food. 3. Seekers earn between Rs 200,000 to 500,000. This class varies largely. The group contains fresh workers, middle level employees, government employees and business people. The class varies widely on the age, attitude and other factors. 4. Strivers belong to the group who earn between Rs 500,000 to 1,000,000. People in this category are considered very successful. The group contains business people, large farmers, senior government officials and professionals. Their earnings are enough to fill their apatite of materials. They are leading the consumption led growth in India. 5. Global Indians are earning more than Rs 1,000,000. This group is comprised of senior government officials, professionals, business people and top business executives. India is witnessing the growth in this class. They are truly global; they purchase international brands and have international cuisine. II. Social factors Human beings are social animals. They live and interact with other people. Therefore there is a chance of influence by others on their opinions. Marketers like to identify such influential persons or groups of consumer. Generally such groups are classified into two major groups namely reference groups and family. Reference groups are used in order to evaluate and determine the nature of a given individual or other group's characteristics and
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sociological attributes. Reference groups provide the benchmarks and contrast needed for comparison and evaluation of group and personal characteristics. Reference groups are groups that people refer to when evaluating their own qualities, circumstances, attitudes, values and behaviors." - William Thompson & Joseph Hickey, Society in Focus, 2005 Reference groups act as a frame of reference to which people always refer to evaluate their achievements, their role performance, aspirations and ambitions Family: Indian culture gives utmost importance to the family. People discuss with their family before purchasing the valuable items. Wife, children and parents influence the decisions of the family. Therefore many companies use either whole family or kids in their promotional programs.

Figure 5.1

Figure 5.2

Godrej introduced memory back up auto washing machine. They have shown the family in the advertisement who are enjoying without any problems of washing clothes. In the second advertisement Dabur chyavanprash uses kids in their advertisements. The target customers are used with celebrity to provide necessary image and convey the attributes of the product. III. Personal factors Individual factors like age, occupation, lifestyle and personality influence the consumer decision making. We discussed age and occupation
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factors and their application earlier in the marketing environment unit. We will discuss lifestyle and its influence on the consumer in the segmentation unit. In this section we will focus on the personality and its influence on the consumer decision making process. Personality is the image of peoples traits. Traits include Self confidence, Dominance, autonomy, defensiveness, adaptability and aggressiveness. Many companies used these concepts in their marketing communications. Bajaj pulsar used muscularity to highlight its image (definitely male). Fair and lovely and stay free tried to highlight 21st century Indian girl and their aspirations in their communications. IV. Psychological factors: Motivation: Abraham Maslows Need Hierarchy Theory: One of the most widely mentioned theories of motivation is the hierarchy of needs put forth by psychologist Abraham Maslow. Maslow saw human needs in the form of a hierarchy, ascending from the lowest to the highest, and he concluded that when one set of needs is satisfied, this kind of need ceases to be a motivator. As per his theory these needs are:

i Physiological needs: These are important needs for sustaining the human life. Food, water, warmth, shelter, sleep, medicine and education are the basic physiological needs which fall in the primary
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list of need satisfaction. Maslow was of an opinion that until these needs were satisfied to a degree to maintain life, no other motivating factors will work. ii Security or Safety needs: These are the needs to be free of physical danger and of the fear of losing a job, property, food or shelter. It also includes protection against any emotional harm. iii Social needs: Human beings are social animals. They strive to be in the society. In this type of needs people will try to satisfy their needs for affection, acceptance and friendship. iv Esteem needs: According to Maslow, once the people satisfied with social needs. They would like to have esteem needs. This category includes power, prestige status and self-confidence needs. It includes both internal esteem factors like self-respect, autonomy and achievements and external esteem factors such as states, recognition and attention. v Need for self-actualization: Maslow regards this as the highest need in his hierarchy. It is the drive to become what one is capable of becoming; it includes growth, achieving ones potential and selffulfillment. It is to maximize ones potential and to accomplish something Marketer is interested in finding what state of need hierarchy the consumer is in and what type of product to be developed to suit his or her needs. If person needs security for his car than the mileage then auto companies should highlight that benefit in their marketing communications. Activity 1: You are asked to book a hotel in your city for a period of 2 weeks by your friend who is an American citizen. What are the various cultural, social and personal factors that you think will affect your friend in his choice of hotel? Perception: It is the process of acquiring, interpreting, selecting and organizing sensory information.

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Explanation of the definition: stimulus is generated by hearing, smelling, seeing, touching, and tasting. People develop stimulus about product or services through any of the above themes and creates an image in the mind. The marketing implication of the definition; Marketer researches his consumer profile and communicates the product or service messages either through radio, demo, or television. By seeing, hearing or experiencing the product or service consumer will develop an image in the mind. The message given by company may pass through three different selection procedures. a) Selective attention: The habit of the people to analyze the information completely and interpreting it. They develop the perception about the product or service only after complete analysis. This is very difficult group to handle as they request for more information. b) Selective distortion: the phenomena in which consumer will have predispositions and interpret the organizations information as they like it. This type of perception is both effective and non effective for the company. If consumer understands the wrong message in a right way it is advantageous but if he understand right message in wrong way then company will be under trouble. c) Selective retention: consumer will not remember all the points informed by the company. He/she may remember the good points of company and forget the negative points of the company.

5.3 Types of Buying Decision Behavior: Henry Assael Model

Figure 5.3 High Involvement Significant difference between brands Few differences between brands Complex behavior buying Low involvement Variety seeking buying behavior Habitual buying behavior.

Dissonance reducing buying behavior

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Complex buying behavior: Customers who are representing this behavior are highly involved in the purchase of the product or service. The process became complex as difference between brands are very high. For example, customer who wants to purchase refrigerator would like to know the meanings of defrosting, door lock, digital temperature control etc. The price of the product usually high let me show you the comparison of three brands and significant difference between them.
Table 5.1 LG GR T-282 GV/GE Defrost system Door Lock Adjustable Shelves Moisture and Humidity Control Deodorizing Ability Water Dispenser Defrost system Akai D186 TT DX Electrolux Kelvinator 386

From the above example it is clear that marketer should first develop the belief about the brand, provide the information and differentiate the company brand from others. In the above example you can see both Akai and LG dont have water dispenser while Electrolux have. Both LG and Electrolux have moisture and humidity control while Akai lacks it. Customer would like to know what these features are and how they add value to the product. Dissonance reducing buying behavior: The behavior exhibited by the customer when product purchase requires high involvement but only few differences exist. For example, customers who want to purchase CTV will not find many differences between the brands but the price of the product and its technicality makes customer to involve more. One of the major disadvantages of this type of behavior is customer will show post purchase dissonance which is very difficult to control.
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Variety - seeking buying behavior When there are significant difference between the brands existing but customer will not involve more while purchasing, marketer identify this behavior as variety seeking buying behavior. Let us discuss the purchasing behavior of customer for biscuits. There are many varieties of biscuits available. One can purchase salt biscuits, cream biscuits, Marie biscuits, and milk biscuits of Britannia, Parle, ITC sun feast and others. The customer who purchased Britannia tiger earlier may purchase Sun feast cream biscuit next time. This doesnt mean that quality of Britannia tiger is inferior to other brands but customer would like to try the varieties available in the market. In this situations marketer should undertake following steps a. The market leader should encourage customers to buy repeatedly. b. Make the product available and visible to the customer in the shopping places. c. The firm who are not market leader should come out with sales promotion techniques to encourage customer to purchase the product. Habitual buying behavior: The low involvement between the brands and few differences between the brands leads to the habitual buying behavior. For example spice powder marketed by MDH, Everest or MTR have very few difference between them and customer do not search the information to purchase particular product. Marketers whose customer represents this category should follow below listed strategies a. Use price and sales promotions to stimulate product trial. b. Use more visual aspects than the wordings in the advertisements c. Television is the better media for this type of products. d. Use classical conditioning theory to create advertisements. Activity 2: When you have to buy toothpaste, what factors do you consider before making a decision to buy a particular brand? What kind of perception do you have about the particular toothpaste?

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Self Assessment Questions 1. Religion is one of the __________ factor that influence consumer behavior a. Cultural b. Social c. Personal d. Psychological 2. Seekers income varies between a. 90,000 to 200,000 b. 200,000 to 500,000 c. 500,000 to 1,000,000 d. None of these 3. The habit of the people to analyze the information completely and interpreting it is called as _____________ 4. Dissonance reducing behavior is a. Significant difference between brands and high involvement b. Significant difference between brands and low involvement c. Few difference between the brands and high involvement d. Few difference between the brands and low involvement 5. The process of acquiring, interpreting, selecting and organizing sensory information is called as _____________

5.4 Consumer Buying Decision Process

After discussing the factors those influence the buying behavior, now, we will discuss the consumer decision making process. Consumer passes through five different stages while purchasing the product.

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Figure 5.4

1. Need recognition: customer posses two type of stimuli at this juncture. One is driven by the internal stimuli and another is external stimuli. The examples of internal stimuli are customers desire, attitude or perception and external stimuli are advertising etc. From both stimuli customers understand the need for the product. Here marketer should understand what customers needs have that drew customers towards the product and should highlight those in the communication strategy. 2. Information search: In this stage customer wants to find out the information about the product, place, price and point of purchase. Customer collects the information from different sources like a. Personal sources: Family, friends and neighbors b. Commercial sources: Advertising, sales people, dealers, packaging and displays. c. Public sources: mass media and consumer rating agencies. d. Experiential sources: Demonstration, examining the product.

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In this stage marketer should give detailed information about the product. The communication should highlight the attributes and advantages of the product in this stage so that he created the positive image about the product. 3. Evaluation of alternatives: After collecting the information, consumers arrive at some conclusion about the product. In this stage he will compare different brands on set parameters which he or she thinks required in the product. The evaluation process varies from person to person. In general Indian consumer evaluate on the following parameters a. Price b. Features c. Availability d. Quality e. Durability At this stage marketer should provide comparative advertisements to evaluate the different brands. The advertisement should be different for different segments and highlight the attribute according to the segment. 4. Purchase decision In this stage consumer buy the most preferred brand. In India affordability plays an important role at this stage. Organizations bring many varieties of the products to cater to the needs of customers. 5. Post purchase behavior After purchasing the product the consumer will experience some level of satisfaction and dissatisfaction. The consumer will also engage in post purchase actions and product uses of interest to the marketer. The marketers job does not end when the product is bought but continues into the post purchase period. Customer would like to see the performance of the product as he perceived before purchase. If the performance of the product is not as he expected then he develops dissatisfactions. Marketer should keep an eye on how consumer uses and disposes the product. In some durable goods Indian consumer want resale value also. Many automobile brands that were not able to get resale value lost their market positions.

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5.5 Buyer Decision Process for New Products

The buyers decision for existing products and new products varies. You already seen in the existing product buying decision process consumers have the option to search for the information and evaluate them. In the new product such options dont exist. Therefore we should understand how consumer comes to know about the product. Kotler defined this process as adoption process. According to Philip Kotler Adoption is The mental process through which an individual passes from first hearing about an innovation to final adoption. Adoption process

Figure 5.5

1. Awareness: the consumer became aware of the product but lacks information about it. 2. Interest: By this stage previous information is available, consumer shows interest to get the information about the product. 3. Evaluation: After receiving the information consumer analyzes the benefits of new products over any existing products or substitutes and decides whether to buy or not. 4. Trial: The consumer tries the new product on a small scale to improve his or her estimate of its value. 5. Adoption: In this stage consumer decides to make full and regular use of the product.

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Adoption rate:

Figure 5.6

The adoption of new product varies from individual to individual. 1. 2.5% of the consumers adopt any new product that enters to the market. These consumers are status conscious people. Marketer should highlight how the new product will bring the esteem to the consumer. 2. 13.5% of the customers fall into the early adopter categories. In this categories customer observed the advantage of the new product and the moment the price of the product falls into the affordable category they buy the product. 3. The next group is the biggest one in the adoption process. These group customers are attracted towards the benefits of the product. They make sure that there are no technical or general problems associated with the product. This group contains 34% of the total customers. 4. This group consist 34% of customers. The group looks for the quality product at the affordable prices. 5. The final group is called as laggards. These are traditional and price conscious people. They often take lot of time to adoption of the product. Activity 3: List out the factors that would make you or your neighbors to watch movies in multiplexes rather than go to cinema theaters.
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Self Assessment Questions 6. Sales people are _______________sources of information a. Public b. Personal c. Commercial d. Experiential 7. The third stage in the adoption process is a. Awareness b. Interest c. Evaluation d. Trial. 8. The customer group who adopt the new product at the end are called as_______________ 9. ________________% of consumers belongs to early adopter category 10. Customer satisfaction or dissatisfaction is determined in _______ stage of consumer decision process a. Information search b. Evaluation of alternative c. Purchase d. Post purchase.

5.6 Buying Motives

The thoughts, feelings, emotions and instincts that induces customer to buy a product are called as buying motives According to Prof D.J. Duncan buying motives are those influences or considerations which provide the impulse to buy, induce action and determine choice in the purchase of goods and services.

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Classification of buying motives:

Emotional patronage buying motive

Figure 5.7

1. Product buying motives are those influences and reasons which prompt a buyer to choose a particular product in preference to others. It may be design, shape, dimension, size, color, package etc Product buying motives are further classified as a. Emotional product buying motive and b. Rational product buying motive a. Emotional product buying motives in which buyer decides to purchase a product without thinking over the matter logically and carefully. Buyer takes the decisions on the emotions. Following factors provides the list that influence the emotional product buying motives 1. Customer attaches the pride with the product. 2. Customer try to imitate form others 3. Purchase d the goods for affection on any family member. 4. Products that provide comfort are usually purchased on the emotions. 5. Sexual appeal products are brought on emotional product motives
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6. The product those used as recreation, hunger or habit products are usually bought emotionally. 7. Products those provide distinctiveness or individuality. b. Rational product buying motives: When buyer examines pros and cons of purchasing a product and takes decisions then the behavior is called as rational product buying motives. Buyers will be looking for any of the following factors before taking rational decisions 1. The safety or security features provided by the product. 2. The value for money provided by the product. 3. Suitability and utility of the product. 4. Durability of the product. 5. Convenience of the product. 2. Patronage buying motives are those considerations or reasons that make a buyer patronage a particular shop in preference to other shops while buying a product. Patronage buying motives are classified into two categories. They are a. Emotional patronage buying motives. b. Rational patronage buying motives. a. Emotional patronage buying motives are patronizing a particular shop without logical thinking or reasoning. Emotional patronize buying motives include the following decisions 1. Appearance of the shop 2. Visual merchandising in the shop. 3. Reference groups influence about one particular shop. 4. Shopping in a big mall is a prestige issue. 5. Imitating the other reference groups members.

b. Rational patronage buying motive will arises after buyer analyzing the shop carefully and providing the information to reference group members. Rational patronage buying motives include the following 1. Convenience of the shop to the buyers. 2. Value for money provided by the shops. 3. Financial schemes and facilities provided by the shop. 4. Availability of wide range of goods. 5. Reputation of the shop in the area.
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6. Sales force efficiency to convince the customer. 7. Services provided by the sales executives. Activity 4: Point out the buying motives of a person known to you who is interested to purchase a mobile phone or has recently purchased one.

5.7 Buyer Behavior Models

The influence of social sciences on buyer behavior has prompted marketing experts to propound certain models for explaining buyer behavior. Broadly, they include the economic model, the learning model, the psychoanalytical model and the sociological model. 1) The Economic Model: According to the economic model of buyer behavior, the buyer is a rational man and his buying decisions are totally governed by the concept of utility. If he has a certain amount of purchasing power, a set of needs to be met and a set of products to choose from, he will allocate the amount over the set of products in a very rational manner with the intention of maximizing the utility or benefits. 2) The Learning Model: According to the learning model which takes its cue from the Pavlovian stimulus response theory, buyer behavior can be influenced by manipulating the drives, stimuli and responses of the buyer. The model rests on mans ability at learning, forgetting and discriminating. The stimulus response learning theory states that there develops a bond between behavior producing stimulus and a behavior response (S. R. Bond) on account of the conditioning of behavior and formation of habits. This theory may be traced to Pavlov and his experiments on salivating dogs. Pavlovs experiments brought out associations by conditioning. In his well known research with dogs, a bell was rung every time food was served to a dog. Eventually, the dog started salivating each time upon hearing the bell though no food was served. The dogs behavior is conditioned; it is related to behavior-producing stimulus (bell ringing) and behavior response (salivation). The S.R. bond so established causes a set
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pattern of behavior learnt by the object dog. In terms of consumer behavior, an advertisement would be a stimulus whereas purchase would be a response. Learning Process: According to the stimulus-response theory, learning is dependent on drive, cue (stimulus), response and reinforcement. Drive: Drive may be defined as any strong stimulus that impels action. It arouses an individual and keeps him prepared to respond. The drives may be classified as primary drives and secondary drives. Primary drives are based upon innate physiological needs such as thirst, hunger, pain avoidance, and sex. The secondary drives are based upon learning. They are not innate and are derived from the primary drives. These include the desire for money, fear, pride, rivalry, etc. Cue: Cue or stimulus may be defined as any object in the environment perceived by the individual. The aim of the marketing man is to find out or create the cue of sufficient importance that it becomes the drive stimulus or elicits other responses appropriate to his objective. Here, the objective is to find out those conditions under which a stimulus will enhance the chances of eliciting a particular kind of response. Response: Response is an answer to a given drive or cue. When a man feels thirsty, he attempts to get water at any cost. Here attempt to get water is a response to the primary drive of thirst. Response also includes attitudes, familiarity, perception and other complex phenomena. Responses may be generalized or discriminatory. Generalized response refers to a uniform response to similar though not identical stimuli. Discriminatory response refers to the selective response to similar stimuli. Undifferentiated products such as cigarettes and detergents normally elicit generalized consumer responses but by huge advertising outlays companies try to induce consumers to perceive differences in brands and to make discriminatory responses. Reinforcement: Reinforcement or reward means reduction in drive and stimulus. It has been defined as environmental events exhibiting the property of increasing the probability of occurrence of responses they accompany. Thus, when consumption of a product or a brand of product leads to satisfaction of the initiating need (drive/stimulus) there is
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reinforcement. If at some later date the same needs are aroused, the individual will tend to repeat the process of selecting and getting the same product or brand of product. Each succeeding time that product or brand brings satisfaction, further reinforcement takes place, thus, further increasing the possibility that in future also, the same product or brand will be bought. This type of behavioral change, increasing possibility that an act will be repeated, is called learning; reinforcement increases the rapidity and vigor of learning. 3) The Psychoanalytical Model: The psychoanalytical model draws from Freudian Psychology. According to this model, the individual consumer has a complex set of deep-seated motives which drive him towards certain buying decisions. The buyer has a private world with all his hidden fears, suppressed desires and totally subjective longings. His buying action can be influenced by appealing to these desires and longings. The psychoanalytical theory is attributed to the work of eminent psychologist Sigmund Freud. Freud introduced personality as a motivating force in human behavior. According to this theory, the mental framework of a human being is composed of three elements, namely, 1. The id or the instinctive, pleasure-seeking element. It is the reservoir of the instinctive impulses that a man is born with and whose processes are entirely subconscious. It includes the aggressive, destructive and sexual impulses of man. 2. The superego or the internal filter that presents to the individual the behavioral expectations of society. It develops out of the id, dominates the ego and represents the inhibitions of instinct which is characteristic of man. It represents the moral and ethical elements, the conscience. 3. The ego or the control device that maintains a balance between the id and the superego. It is the most superficial portion of the id. It is modified by the influence of the outside world. Its processes are entirely conscious because it is concerned with the perception of the outside world. The basic theme of the theory is the belief that a person is unable to satisfy all his needs within the bounds of society. Consequently, such unsatisfied needs create tension within an individual which have to be
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repressed. Such repressed tension is always said to exist in the subconscious and continues to influence consumer behavior. 4. The Sociological Model: According to the sociological model, the individual buyer is influenced by society or intimate groups as well as social classes. His buying decisions are not totally governed by utility; he has a desire to emulate, follow and fit in with his immediate environment. 5. The Nicosia Model: In recent years, some efforts have been made by marketing scholars to build buyer behavior models totally from the marketing mans standpoint. The Nicosia model and the Howard and Sheth model are two important models in this category. Both of them belong to the category called the systems model, where the human being is analyzed as a system with stimuli as the input to the system and behavior as the output of the system. Francesco Nicosia, an expert in consumer motivation and behavior put forward his model of buyer behavior in 1966. The model tries to establish the linkages between a firm and its consumer how the activities of the firm influence the consumer and result in his decision to buy. The messages from the firm first influence the pre-disposition of the consumer towards the product. Depending on the situation, he develops a certain attitude towards the product. It may lead to a search for the product or an evaluation of the product. If these steps have a positive impact on him, it may result in a decision to buy. This is the sum and substance of the activity explanations in the Nicosia Model. The Nicosia Model groups these activities into four basic fields. Field one has two sub-fields the firms attributes and the consumers attributes. An advertising message from the firm reaches the consumers attributes. Depending on the way the message is received by the consumer, a certain attribute may develop, and this becomes the input for Field Two. Field Two is the area of search and evaluation of the advertised product and other alternatives. If this process results in a motivation to buy, it becomes the input for Field Three. Field Three consists of the act of purchase. And Field Four consists of the use of the purchased item.

5.8 Summary
Mckinsey consultancy classified Indian consumers into five categories namely deprived, aspires, seekers, strivers and global Indians.
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Individual factors like age, occupation, lifestyle and personality influence the consumer decision making. People have two types of buying motives - rational buying motives and patronage buying motives. There are five important Consumer behavior models namely the Economic model, the Learning model, the Psychoanalytic model, Sociological model and Nicosia model.

List of Key Terms Buyer behavior Need hierarchy Consumer dissonance Buying motives Consumer decision-making process Adoption rate Buyer behavior models

5.9 Terminal Questions

1. Explain the characteristics that affect consumer behavior. 2. Discuss the types of consumer buyer behavior with the help of Henry Assael model. 3. Explain the consumer decision making process. 4. Discuss the buyer decision strategies for new products. 5. Write a note on buying motives

5.10 Answers
Answers to Self Assessment Questions: 1. 2. 3. 4. 5. 6. 7. 8. Cultural 200,000 to 500,000 Selective attention Few difference between the brands and high involvement Perception Commercial Evaluation Laggards
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9. 13.5% 10. Post purchase Answer to Terminal Questions: 1. 2. 3. 4. 5. Refer 5.2 Refer 5.3 Refer 5.4 Refer 5.5 Refer 5.6

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