Understanding Consumer Buying Behaviour through Observation- Vegetables(Organized Stores)

AND Music Systems- GROUP 11

• Janak Shah = 15• Miheer Kale =

• Sanket Gokhale = • Sneha Talreja = 41

What is Consumer Buying Behaviour?

Consumer Buying

Behaviour

Cultural factors

Social Factors

Personal factorsPsychologic

al factors

It refers to the buying behaviour of the ultimate customer.

Consumer Buying Behaviour is mainly determined by :

:Frequenc

y

• One Time• Continuou

s

Involvement

• High• Low

Cost

• High• Low

Types of Consumer Buying BehaviourThe 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 BazaarVENUE: Food BazaarNumber 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 ClassHousewife shopping with her maidIt is inferred that she was shopping for a large

period.ie. Monthly / Half monthlyWas 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 madeExpected 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 ClassHousewife was shopping aloneDressed formally(simple salwaar kameez) Inferred that she was shopping for routine

purchasesMost of the purchases were impulse; few

plannedExpected to have come by local public

transport/ walkingShe was more dependent on her inspection of

the product; more price sensitiveLimited 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 ClassHusband mainly did the shopping, though

wife was around tooWas 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/ ImmigrantWas shopping aloneDressed very casuallyPurchases were very limited; no impulse

purchasesPreferred to purchase branded

products/categories and a few refridgerated items

Not price sensitiveAsked sales person very few questions; about

the freshness of the productMode of payment was cash

PART 2: Music SystemsTOPIC: Observations in respect of purchase of music

systemsVENUE: Electronic stores namely: Croma and I-StoreNUMBER 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 influencerMode 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 forPurchase process completely directed by sales

personAverage 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

Routine/Programmed Behaviour

Role of sales person is negligible

Shopping is planned but actual product purchase may be impulse buying

Music System Extensive Decision

making Role of sales person

varies from information provider to heavy influencer