Professional Documents
Culture Documents
Consumer
Buying
Behaviour
Psychologi
cal factors
Personal Cultural
factors factors
Social
Factors
Consumer Buying Behaviour is mainly determined by :
:
●
One Time ●
High ●
High
●
Continuous ●
Low ●
Low
Types of Consumer Buying Behaviour
The types are:-
1. Routine Response/ Programmed Behaviour : (usually
for routine, low involvement, low cost items; like
food items)
2. Limited Decision Making : ( buying product
occasionally; like clothes)
3. Extensive Decision Making : (High involvement,
high cost, unfamiliar items, Infrequently bought
products; like cars)
4. Impulse Buying : (without any conscious decision
making)
Assignment: PART 1
TOPIC :
Purchase of Vegetables from Organized retail stores
like Big Bazaar
VENUE:
Food Bazaar
Number of Consumers Observed: 4
- Housewife from Upper Middle Income Class
- Housewife from Lower Middle Income Class
- Husband from Lower Middle Income Class
- Young Self-employed Female/ Immigrant
Observation 1: Housewife from Upper
Middle Income Class
Housewife shopping with her maid
It is inferred that she was shopping for a large period.ie.
Monthly / Half monthly
Was dressed casually(kurti)
Arrived at the store by Car ( since driver was picking up
the items)
Shopping was mainly planned; but a few POP purchases
were made
Expected to have less information/ knowledge of products
and quality(hardly any inspection)
She was mainly picking up packed and refridgerated
items; and instructed her maid to take the other
vegetables of the required quantity
She was mainly taking properly packed items (shows
quality conscious)
Most of the times, she arrived at her purchase decision
with the assistance of the sales person
Sales person provided a lot of assistance in respect of
information about a few products and choosing good
quality
Mode of payment = Credit Card
Observation 2: Housewife from Lower
Middle Income Class
Housewife was shopping alone
Dressed formally(simple salwaar kameez)
Inferred that she was shopping for routine purchases
Most of the purchases were impulse; few planned
Expected to have come by local public transport/
walking
She was more dependent on her inspection of the
product; more price sensitive
Limited her purchases to only what is sufficient
Asked the sales person only for the price of the
products and a little information about some products
that were unknown to her
Preferred to take products that were open, with her
inspection rather than products from the refridgerated
section
She took an approximate time of about 20 minutes to
complete her overall purchase decision
Mode of payment was by cash
Observation 3: Husband from Lower Middle
Income Class
Husband mainly did the shopping, though wife was
around too
Was dressed formally (shirt and trousers)
Shopping was planned (even the quantity)
Was looking across many products, asked questions
about the same, but purchased only what was planned
Rarely inspected the products; just took vegetables as
per the quantity required
Paid by cash
Observation 4: Young Self-Employed
Female/ Immigrant
Was shopping alone
Dressed very casually
Purchases were very limited; no impulse purchases
Preferred to purchase branded products/categories
and a few refridgerated items
Not price sensitive
Asked sales person very few questions; about the
freshness of the product
Mode of payment was cash
PART 2: Music Systems
TOPIC:
Observations in respect of purchase of music systems
VENUE:
Electronic stores namely: Croma and I-Store
NUMBER OF CONSUMERS OBSERVED : 4
Family of 4
Mother and son
Group of friends in twenties
Father and son
Observation 1: Family of 4
Though whole family was involved, father was in complete
control of the process
Looked at all available brand with options open for all
brands
Emphasis on features and price compatibility
Purchase decision involved views of sales person regarding
features etc. It followed logical sequence of browse,
compare and buy.
Father received all possible information from the sales
person and made the decision in consultation with his wife.
Children had limited say in the matter
As product involved is high involvement, consumer
took his time. It took almost 30-45 minutes to
complete the whole purchase
Sales person played an important role. He was the
information provider but had limited role when it
came to actual buying.
Appearance was formal
Must have come by car ( judging by appearance)
Mode of payment = Credit Card
Observation 2: Mother and son
Shopping done by son( aged 13-17) and mother.
Mother was not aware any thing but son is
Looked at various brands, more so brands of son’s
liking. But mother was also looking at other brands
( less brand conscious, more price conscious)
Purchase was planned
Son looked for brand name, features
Mother Offers/discounts, price, warranty, service
Purchase process:
Son skims through models sales guy concentrates
on him giving relevant information without even
being asked son chooses a model mom enquires
about price, warranty etc if doesn’t fit, sales guy
shows next model again trying to convince son
Average time taken was 45 min
Sales person is a powerful influencer
Mode of payment = Credit card
Observation 3: Group of friends
A guy in his twenties is doing shopping. He is
accompanied by his friends and not family
Shopping better planned than others. Aware of what
they want, aware of different brands, models
Do tend to stick to a select few brands even though
may browse through all. This normally depends upon
brand image/ name
Browse to look for latest features, compatibility with
what he wants. Here price tend to take a back seat.
Process:
Browse Go directly to concerned brand Ask sales
person for warranty, service more than features
consult friends make a decision
Friends are prime influencers rather than sales
persons
Average time taken is 30 minutes. But it can be a two
staged process
Casual to very casual dressing
Mode of payment = Credit card
Observation 4: Father & son
Father and son are doing shopping. Both unaware and
undecided about the product
Purchase planned but poorly
Go through all available brands, models. Have
extensive interaction with sales person
Not particularly sure what they are looking for
Purchase process completely directed by sales person
Average time taken approx 45-60 minutes (also
involves going to different stores)
Sales person has complete influence
Dressing is very formal
Mode of payment = Credit card
Quite gullible
Comparative Conclusion
Vegetables Music System
Routine/Programmed Extensive Decision
Behaviour making
Role of sales person is Role of sales person
negligible varies from information
Shopping is planned provider to heavy
but actual product influencer
purchase may be
impulse buying