1. CONSUMER
BEHAVIOR
By Mudit Sharma
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2. What is Consumer
Behavior
⢠Study of how people buy, what they
buy, when they buy and why they buy.
⢠Attempts to understand the buyer
decision making process, both
individually and in groups.
⢠Studies characteristics of individual
consumers such as demographics,
psychographics, and behavioural
variables
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3. Customers versus
Consumers
⢠âCustomerâ is specific in terms of brand,
company, or shop.
⢠A person who customarily or regularly
purchases particular brand.
⢠âConsumerâ a person engaged in - search,
select, use and dispose of products,
services, experience, or ideas.
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4. Consumerâs decision making
process
1. Need Recognition
2. Information Search
3. Evaluation of Alternatives
4. Purchase Decision
5. Post-Purchase Behavior
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5. Need recognition
Stage between the desired state and the
actual condition.
⢠Ex-Hunger stimulates need to eat.
⢠A commercial stimulates need recognition
that you need a particular product.
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6. Information Search
⢠Internal search : Memory
⢠External search: Friends and Relatives
Ex-Hungry, want to go out and eat, evoked set is
1. Chinese food
2. South Indian food
3. Baked food
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7. Evaluation of Alternatives
Need to establish criteria for
evaluation, features the buyer wants or
does not want.
Rank/weight alternatives.
Ex-If you want to eat something
healthy, then South Indian food gets
the highest rank
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8. Purchase Decision
⢠To Choose buying alternative
⢠Product
⢠Package
⢠Store
⢠Method of purchase
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9. Purchase
Depends on:
⢠Decision,
⢠Time lapse between purchase decision and
the actual purchase.
⢠Product availability.
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10. Post-Purchase Behavior
⢠The outcomes: Satisfaction or
Dissatisfaction.
⢠Can be reduced by warranties, after sales
communication
⢠Ex-After eating a South Indian meal, you
may think that really you wanted a Chinese
meal instead.
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11. Factors affecting consumer
behavior
⢠Pride
⢠Fear
⢠Fashion
⢠Possession
⢠Health
⢠Comfort
⢠Love and affection
⢠Information
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12. Consumer Involvement
⢠State of awareness motivating consumers to think
about product information prior to purchase.
⢠Consumer more involved in products and shopping
than others.
⢠Highly involved with a product
⢠Interested in knowing a lot about it
⢠Reads brochures thoroughly
⢠Compares brands and models
⢠Asks questions, and looks for recommendations.
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13. Effects of consumer
involvement
⢠Makes consumers process product-related
information more readily
⢠Information is retained for a longtime.
⢠Consumers become emotionally high and
tend to engage
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14. Decision making of a
Consumer
⢠Four types of consumer decisions
1. Routine Response/Programmed
Behavior
2. Limited Decision Making
3. Extensive Decision Making
4. Impulse buying
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15. Routine Response/Programmed
Behavior
⢠Buying low involvement, frequently
purchased, low cost items.
⢠Examples
Soft drinks, snack foods, milk etc.
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16. Limited Decision Making
⢠Buying product occasionally.
⢠That is when you need to obtain
information about unfamiliar brand in a
familiar product category.
⢠Example- Clothes--know product class but
not the brand.
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17. Extensive Decision Making
⢠Complex high involvement, unfamiliar, expensive
and infrequently bought products.
⢠Spend a lot of time seeking information and
deciding. High degree of risk.
⢠Example-Cars, homes, computers, education.
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18. Impulse buying
⢠No conscious planning.
⢠Found a shirt looking nice,
immediately purchased it!
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19. The purchase of the same
oduct does not always elicit the
ame Buying Behavior. Product
an shift from one category to
the next.
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20. AcroPDF - A Quality PDF Writer and PDF Converter to create PDF files. To remove the line, buy a license.