consumers buyers behaviour

Kanchan Kandel

BBA 8th

Kanchan.kandel399@gmail.com

Consumer Buying Behavior Consumer Buying Behavior refers to the

buying behavior of final consumers – individuals & households who buy goods and services for personal consumption.

All these consumers make up the consumer market.

The central question for marketers is: “How do consumers respond to various

marketing efforts the company might use?”

Kanchan.kandel399@gmail.com

Social

Referencegroups

Family

Rolesand

status

PersonalAge andlife-cycle

OccupationEconomicsituationLifestyle

Personalityand

self-concept

Psycho-logical

MotivationPerceptionLearning

Beliefs andattitudes

Buyer

Culture

Sub-culture

Socialclass

Cultural

Kanchan.kandel399@gmail.com

HighInvolvement

Significantdifferences

betweenbrands

Fewdifferences

betweenbrands

LowInvolvement

ComplexBuying

Behavior

Variety-SeekingBehavior

Dissonance-Reducing Buying

Behavior

HabitualBuying

Behavior

Kanchan.kandel399@gmail.com

Post-purchaseBehavior

PurchaseDecision

InformationSearch

Need Recognition

Evaluationof Alternatives

Kanchan.kandel399@gmail.com

State Where the

Buyer’s Needs are

Fulfilled and the

Buyer is Satisfied.

Needs Arising From:

Internal Stimuli –

Hunger

External Stimuli-

Friends

Buyer

Recognizes

a

Problem or a

Need.

Kanchan.kandel399@gmail.com

•Family, friends, neighbors•Most effective source of information

•Advertising, salespeople•Receives most information from these sources

•Mass Media•Consumer-rating groups

•Handling the product•Examining the product•Using the product

Personal Sources

Commercial Sources

Public Sources

Experiential Sources

Kanchan.kandel399@gmail.com

Consumer May Use Careful Calculations & Logical Thinking

Consumers May Buy on Impulse and Rely on Intuition

Consumers May Make Buying Decisionson Their Own.

Consumers May Make Buying DecisionsOnly After Consulting Others.

Marketers Must Study Buyers to Find Out How They Evaluate Brand AlternativesKanchan.kandel399@gmail.com

Purchase IntentionDesire to buy the most preferred brand

Purchase Decision

Unexpected

Situational

Factors

Attitudes

of Others

Kanchan.kandel399@gmail.com

Consumer’s Expectations of Product’s Performance.

Product’s Perceived Performance.

Dissatisfied Customer

Satisfied Customer!

Cog

nitiv

e D

isso

nanc

e

Kanchan.kandel399@gmail.com

Awareness: Consumer is aware of

product, but lacks information.

Interest: Consumer seeks Information about new product.

Evaluation: Consumer considerstrying new product.

Trial: Consumer tries new product on a small scale.

Adoption: Consumer decides to make regular use of product.

Kanchan.kandel399@gmail.com

Perc

enta

ge o

f Ado

pter

s

Time of AdoptionEarly Late

Inno

vato

rs

Early Adopters

Early Majority

2.5%13.5%

34% 34%

16%

Laggards

Late Majority

Kanchan.kandel399@gmail.com

UnexpectedSituational

Factors

Attitudes of

Others

EthicalDecision-

Making Unit

of a Buying

Organization

is Called Its

Buying

Center.

UsersInfluencers

Buyers

DecidersGatekeepers

Roles Include

Kanchan.kandel399@gmail.com

EnvironmentalEconomic developments

Supply Conditions

Technological change

Political and regulatorydevelopments

Competitive Developments

Culture and customs

OrganizationalObjectives

Policies

Procedures

OrganizationalStructure

Systems

InterpersonalAuthority

Status

Empathy

Persuasiveness

IndividualAgeEducationJob PositionPersonalityRisk Attitudes

Buyers

Kanchan.kandel399@gmail.com

Stage 1. Problem Recognition

Stage 2. General Need Description

Stage 3. Product Specification

Stage 4. Supplier Search

Stage 5. Proposal Solicitation

Stage 6. Supplier Selection

Stage 7. Order-Routine Specification

Stage 8. Performance ReviewKanchan.kandel399@gmail.com