A presentation on consumer behaviour

Presented by:
Vandana Chandra
MBA
IVth Semester
Consumer Buying Behavior
Consumer is a broad label that refers to any individuals
or households that use goods and services generated
within the economy. A consumer is a person who uses
any product or service.

Consumer Buying Behavior refers to the buying
behavior of final consumers (individuals & households)
who buy goods and services for personal consumption.

Study consumer behavior to answer:
How do consumers respond to marketing efforts the
company might use?
Model of Consumer Behavior

Marketing and
Other Stimuli







Buyers Black Box







Buyers Response




Product
Price
Place
Promotion
Economic
Technological
Political
Cultural
Characteristics
Affecting
Consumer
Behavior
Buyers
Decision
Process
Product Choice
Brand Choice
Dealer Choice
Purchase
Timing
Purchase
Amount
Factors Affecting Consumer Behavior:
Culture
Social Class
People within a social class
tend to exhibit similar buying
behavior.
Occupation
Income
Education
Wealth
Most basic cause of a person's wants
and behavior.
Values
Perceptions
Subculture
Groups of people with shared
value systems based on common
life experiences.
North Indian Consumers
African American Consumers
Asian American Consumers
Mature Consumers
Factors Affecting Consumer Behavior:
Social
Groups
Membership
Reference
Family
Husband, wife, kids
Influencer, buyer, user
Roles and Status

Social Factors

Factors Affecting Consumer Behavior:
Personal
Personal Influences
Age and Family Life Cycle
Stage
Occupation
Economic Situation
Lifestyle Identification
Activities Opinions
Interests
Personality & Self-Concept
Factors Affecting Consumer Behavior:
Psychological
Psychological
Factors
Motivation
Perception
Learning
Beliefs and
Attitudes
Maslows Hierarchy of Needs
Esteem Needs
(self-esteem, status)
Social Needs
(sense of belonging, love)

Safety Needs
(security, protection)
Physiological Needs
(hunger, thirst)
Self
Actualization
(Self-development)
Types of Buying Decisions
Complex
Buying
Behavior
Dissonance-
Reducing Buying
Behavior
Variety-
Seeking
Behavior
Habitual
Buying
Behavior
High
Involvement
Significant
differences
between
brands
Few
differences
between
brands
Low
Involvement
The Buyer Decision Process
Need Recognition
Information Search
Evaluation of Alternatives
Purchase Decision

Postpurchase Behavior

SITUATIONS

Problem
Recognition

Information
Search

Alternative Evaluation
and Selection

Outlet Selection
and Purchases

Post-purchase
Processes

SITUATIONS

EXTERNAL INFLUENCES
Culture
Subculture
Demographics
Social Status
Reference Groups
Family
Marketing Activities
INTERNAL INFLUENCES
Perception
Learning
Memory
Motives
Personality
Emotions
Attitudes
SELF-CONCEPT
and
LIFESTYLE
Desires
Experiences and Acquisitions
Experiences and Acquisitions
Needs
DECISION MAKING PROCESSES
Need recognition
(step:1)
Difference between an
actual state and a desired
state

It is affected by 2
factors:
1. Internal Stimuli
2. External Stimuli


Information search (step:2)
Personal Sources
Commercial Sources
Public Sources
Experiential Sources
Evaluation of alternatives
(step:3)
Product attributes
Degree of importance
Brand beliefs
Total product satisfaction
Evaluation procedures
Purchase decision
(step:4)
Purchase Intention
Desire to buy the most
preferred brand

Post purchase behavior
(step:5)
Consumers
Expectations of
Products Performance
Products Perceived
Performance