Buying Behavior of a Rickshaw pullers

Md. Misir Ali

 Name: Md. Misir Ali Age: 60 Educational level: Educated up

to primary level and have basic counting knowledge Village :Taan Hashadia, Paranganj union under sadar upazila District: Mymensingh. Freedom fighter came to Dhaka city in 1978 In this job from 1982

Gross earnings

500tk

Net earning
Saving mood

100tk
Shopkeeper or rickshaw owner Basic Need Food, cloth, shampoo, soap, toothpowder, detergent, cooking fuel, rent bill etc TV, DVD player, Mobile phone etc

Consumed Product: Basic

Luxury

 Psychologicol Core (Internal Influences):

a) MOTIVATION According to maslows heirarchy theory Misir Ali feels motivated when his physiological needs and safety needs are fulfilled.

 Risk: when buying products he things about performance risk.

For example:

VS

Nokia 1100 reduces the performance risk

 Explored by media outlets,

posters, bill boards etc

Took the stimuli for exposure

from selective exposure like The Daily Amader SHOMOY

 have a tendency to only retain that information

which they believe is relevant. Selective retention works on a rickshaw puller They got learning by habituation Differential threshold works on them. For example: buy 8 get 2 free

 Classical Conditioning. - Every day he goes to bazaar and

bought the same thing. Positive reinforcement: - If any shop keeper gives discount then others Negative reinforcement: - If ever any shopkeeper take more price then the original price or give the low quality product.

 They store buying experiences in long

term memory for future responses.

have iconic memory.

They can store and retrieve the image

of a product in his memory.

 Misir Ali buy Fair & lovely for his wife because his wife

wants to be Fair and got Lovely skin and his wife beliefs that it works. So can say before purchase they categorize their products.

Cultural Factor Culture: Misir Ali is the cultural follower. They follows all the festivals, Bengali cultural, tradition though they havent enough money.

Religion: religion follower. Every Friday Misir Ali goes to Mosque for Jumma.

Income: Income level is low.

Social Class: Lower Lower.

Social and Personal factors

Group: Personally influenced by reference group. For example: Rickshaw pullers level people
influenced personally if they find their favorite actor actress to the advertisement for any product.

Lifestyle: Hand to mouth situation. Though they haven't enough money but they goes cinema, park for recreation. Economic condition: poor

 Cognitive attitudes shows in their behavior. They like to

purchase actual product and the product which completes their imagination. They often use Cigarettes, drugs like: Tamak, Pan, Gaja motivated by cheap product and reward Tendency to buy those products which gives discount or free. High demand tuni pack of soap, shampoo etc. Want to consume the luxury product but in a cheap price. Ex: Walton TV

 Decoy: dont have educational knowledge. Thats why

they sometimes became fooled by some products.

For example:

 Pre Purchase Behavior:

the lower level people always feel excited when they buy something thats why pre purchase behavior shows a lot.
Post Purchase:

Post purchase behavior not generally found in this level peoples purchase behavior.