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Consumer Buying Behaviour

Presented by Harshil Shah

Factors Influencing Buying Behaviour

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Factors Influencing Buying Behaviour

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Buying Decision• Buying Roles Initiator Influencer Decider Buyer User Maintainer Disposer

• Buying Behaviour Extensive problem solving buying behaviour Routinized buying behaviour Variety Seeking behaviour

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Buying Decision Process

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Identify the problem / Need

Recognition

Gather Information about the product

that brands

Evaluate the alternatives & Select

the best possible alternatives

Post Purchase Evaluation.

Purchase Decision/ Buying the product

Gather Information About The Product

Personal Family, Friends, Neighbors, Acquaintances

Commercial Advertising, Web Sites, Sales Persons,

Dealers, Displays

Public Mass Media, Consumer – rating Organization

Experiential Handling, Examining & using the product.

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Alternatives

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- Onida- Whirlpool- LG- Samsung- Videocon- Haier- TCL- Godrej- Sansui- Kenstar - IFB

Total Set

- Onida- Whirlpool- LG- Samsung- Videocon- Haier- Godrej- IFB

Awareness Set

- Whirlpool- LG- Samsung- Videocon- Godrej- IFB

Consideration Set

- Whirlpool- LG- Videocon- IFB

ChoiceSet

?

Decision

Evaluation of Alternatives

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A- Whirlpool B - LGC- Videocon D - IFB

Attribute

W. M.

Provision for Hot Water

Drying Time

Differentiation for different

Cloths

Price

A

B

C

D

Customer Value Analysis

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Customer Value = Customer Benefits – Customer Costs

Attribute A B C D

Price 15000 14000 12000 18000

Acquisition Cost 250 100 200 300

Usage Cost 100 150 125 100

Maintenance Cost 250 500 250 150

Disposal Cost 300 500 500 250

Total Cost 15900 15250 13050 18800

Steps between Evaluation of Alternatives &

Purchase Decision

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Evaluation of Alternatives

Purchase Intension

Purchase Decision

Unanticipated Situational

Factors

Attitudes ofOther

Post Purchase Behaviour• Post Purchase Dissatisfaction

• Post Purchase Satisfaction

• Post Purchase Delight

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Performance < Expectations Disappointment

Performance = Expectations Satisfaction

Performance > Expectations Delight

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Product

Get rid of it Temporarily

Keep It

Rent it

Lend It

To Be Used

Give it away

Use it to serve original Purpose

Get rid of it Permanently

Trade It

Throw it Away

Sell It

To Be (Re) Sold

Direct to Consumer

Through Middleman

To Intermediary

Convert it to serve a new purpose

Store It

Customer Use & Disposal

Consumer Psychology

1. Motivation

2. Learning - Cognitive Dissonance

3. Perception- Selective Attention- Exception

- Rewarding or Beneficial

- Selective Distortion

- Selective Retention04/08/23 13

Motivation

• Sigmund Fraud• Maslow’s• Herzberg Two Factor• MacLean's -

+ Need for Belonging+ Need for Power+ Need for Achievement

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Maslow’s Hierarchy of Needs Theory

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Basic Needs

Security Needs

Affiliation

Esteem

Self Actualization

Thank-you

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