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CONSUMER DECISION PROCESS IN BUYING BEHAVIOR

A report submitted to the Department of Management
In partial fulfillment for the Bachelor in Management

Submitted by
Ujjwal Devkota

Faculty of management
Modern Nepal College, Bagbazar
Kathmandu, Nepal
2014
OBJECTIVES OF STUDIES
To define about consumer role in different
buying condition.
 To find out about consumer buying decision
process.
 To
measure about changing consumer
behavior
according
to
changing
environmental condition.

GENERAL BACKGROUND






Consumers are the decision makers regarding the purchase
of goods and services that can provide current and future
satisfaction. Consumers purchase several products in
different situations.
Consumer behavior is the decision process and physical
activity individuals engage in when evaluating, acquiring,
using or disposing of goods and services.
The consumer buying decision can be classified into routine
purchase/low
involvement
decision,
extensive
purchase/high involvement decision and limited purchase
decision.
CONSUMER BEHAVIOR ROLES
Initiator
 Influencer
 Buyer
 User

CONSUMER BUYINGDECISION
PROCESS
PROBLEM
RECOGNITION

CONSUMER
INFORMATION
PROCESSING

PURCHASE

EVALUATION OF
ALTERNATIVES

POST PURCHASE
EVALUATION

FOCUS: help people provide
solutions to their problems
(satisfying needs)
1. Need/Problem Recognition
Problem recognition results when a consumer
recognizes differences between actual state
and desire state.
The actual state refers to the ways in which a need
is already met.
Desire state is the way a person would like to
satisfy the need.
When collecting the data consumer have selected one of the
major situations of problem solving which are shown below
as per the view of interviewed consumers:
Problem solving
situation

Number of
respondents
…..out of
20……..

a.

Depleted or
inadequate
stock of goods

4

a.

Discontentme
nt with the
stock of goods

3

a.

Changing
environmenta
l circumstance

5

a.

Changing
financial
circumstance

6

a.

Marketing
activities

2

Depleted or
inadequate stock of
goods
Discontentment with
the stock of goods
Changing
environmental
circumstance
Changing financial
circumstance
Marketing activities
2.Information Search:
After the need has been realized, the person tries to search for the product. The
search can be classified in terms of purpose, sources and the extent of search.
On the basis of
purposes

Pre-purchase
search

Ongoing search

Number of
respondents
……..out of
20………..
13

7

On the basis of
Extent of search

Number of respondent
….out of 20….
Minor purchase

Major purchase

High search

0

16

Low search

13

0

7

4

Selective search
3. EVALUATION OF ALTERNATING:
A consumer evaluates a brand on the basis of a number of
choice criteria. The number and type of evaluative criteria
may vary by product.
 The processes of evaluation of alternating:
Brand processing:
In brand processing, the buyer assesses one brand at a time.
Thus, the consumer may decide to look at a particular
brand, examine several attributes of it, and then assess
several attributes of a second and third brand.
Attribute processing:


In attribute processing, the consumer examines a specific
attribute and then compares several other brands on that
attribute. Then, a second attribute may be selected for
comparison and so on.
4. PURCHASE (DECISION):





This stage involves the selection of best
supplier and placing an order after negotiation.
It is then received and approved and payment is
made. It would be wise to select two or three
suppliers to avoid dependency on one supplier.
This step of taking decision are:
Factor affecting brand choice
Factor affecting store choice
Factor affecting brand
The consumer can choose choice:types of brand according to the
different
different factor which affect in the selection of brand. The following are
the major factor which will affect in brand choice and the number of
respondent considering same factor as the major one:
Factor influencing
brand decisions

Number of
respondent
…….out of 20…….

Point of purchase
displays

7

Price reduction

4

Store layout

3

Stock out

2

Sales personnel

4

8
7
6
5
4
3
2
1
0
Factor affecting store choice:
The consumer can choose different store according to the different
factor which affect in the selection of store. The following are the major
factors which will affect in store choice and the number of respondent
considering same factor as the major one:

Factor
influencing store
choice
Store location

Number of
respondent
…..out of 20…….
6

Physical design
and layout
Merchandise

2

Advertising and
sales promotion
Personnel

5

Customer
services

3

0

4

7
6
5
4
3
2
1
0
5. POST PURCHASE EVALUATION


Cognitive dissonance:

It occur as a result of a discrepancy
between a consumer’s decision and consumer’s prior evaluation. The way of
reducing cognitive dissonance are:




Changing the ways of evolution
Seek new information
Changes attitudes



Satisfaction and Dis-satisfaction:



Complaint behavior:



Product disposal:

Satisfaction is a kind of
stepping away from an experience and evaluating it …… one could have a
pleasurable experience that caused dissatisfaction because even though
pleasurable, it wasn’t as pleasurable as it was supposed or expected to be.
It is the unfavorable attitude toward the product
and sharing unfavorable word of mouth to customer and service provider

Disposal of product often occurs in connection with

the changing role of consumer and changing status. The ways of product disposal
can be:




Keep it
Get rid of it permanently
Get rid of it temporarily
FINDING
The research has help to define about
consumer role in different buying condition
and how they react over there.
 It provides an idea about consumer buying
decision process and step involve on it.
 Research has provided knowledge about
changing consumer behavior according to
changing environmental condition.
 It helps to know consumers decision
regarding brand choice and store choice
decision.
 Help to get idea about problem solving
situation in buying condition.

RECOMMENDATIONS:
Consumer must have to collect knowledge
about the product.
 Before choosing any product or service
consumer must have to do analysis about
attribute and characteristics of the product.
 Before choosing the store or brand
consumer has to know about price related
and service related factor.

Consumer behavior in buying process
Consumer behavior in buying process

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Consumer behavior in buying process

  • 1. CONSUMER DECISION PROCESS IN BUYING BEHAVIOR A report submitted to the Department of Management In partial fulfillment for the Bachelor in Management Submitted by Ujjwal Devkota Faculty of management Modern Nepal College, Bagbazar Kathmandu, Nepal 2014
  • 2. OBJECTIVES OF STUDIES To define about consumer role in different buying condition.  To find out about consumer buying decision process.  To measure about changing consumer behavior according to changing environmental condition. 
  • 3. GENERAL BACKGROUND    Consumers are the decision makers regarding the purchase of goods and services that can provide current and future satisfaction. Consumers purchase several products in different situations. Consumer behavior is the decision process and physical activity individuals engage in when evaluating, acquiring, using or disposing of goods and services. The consumer buying decision can be classified into routine purchase/low involvement decision, extensive purchase/high involvement decision and limited purchase decision.
  • 4. CONSUMER BEHAVIOR ROLES Initiator  Influencer  Buyer  User 
  • 5. CONSUMER BUYINGDECISION PROCESS PROBLEM RECOGNITION CONSUMER INFORMATION PROCESSING PURCHASE EVALUATION OF ALTERNATIVES POST PURCHASE EVALUATION FOCUS: help people provide solutions to their problems (satisfying needs)
  • 6. 1. Need/Problem Recognition Problem recognition results when a consumer recognizes differences between actual state and desire state. The actual state refers to the ways in which a need is already met. Desire state is the way a person would like to satisfy the need.
  • 7. When collecting the data consumer have selected one of the major situations of problem solving which are shown below as per the view of interviewed consumers: Problem solving situation Number of respondents …..out of 20…….. a. Depleted or inadequate stock of goods 4 a. Discontentme nt with the stock of goods 3 a. Changing environmenta l circumstance 5 a. Changing financial circumstance 6 a. Marketing activities 2 Depleted or inadequate stock of goods Discontentment with the stock of goods Changing environmental circumstance Changing financial circumstance Marketing activities
  • 8. 2.Information Search: After the need has been realized, the person tries to search for the product. The search can be classified in terms of purpose, sources and the extent of search. On the basis of purposes Pre-purchase search Ongoing search Number of respondents ……..out of 20……….. 13 7 On the basis of Extent of search Number of respondent ….out of 20…. Minor purchase Major purchase High search 0 16 Low search 13 0 7 4 Selective search
  • 9. 3. EVALUATION OF ALTERNATING: A consumer evaluates a brand on the basis of a number of choice criteria. The number and type of evaluative criteria may vary by product.  The processes of evaluation of alternating: Brand processing: In brand processing, the buyer assesses one brand at a time. Thus, the consumer may decide to look at a particular brand, examine several attributes of it, and then assess several attributes of a second and third brand. Attribute processing:  In attribute processing, the consumer examines a specific attribute and then compares several other brands on that attribute. Then, a second attribute may be selected for comparison and so on.
  • 10. 4. PURCHASE (DECISION):    This stage involves the selection of best supplier and placing an order after negotiation. It is then received and approved and payment is made. It would be wise to select two or three suppliers to avoid dependency on one supplier. This step of taking decision are: Factor affecting brand choice Factor affecting store choice
  • 11. Factor affecting brand The consumer can choose choice:types of brand according to the different different factor which affect in the selection of brand. The following are the major factor which will affect in brand choice and the number of respondent considering same factor as the major one: Factor influencing brand decisions Number of respondent …….out of 20……. Point of purchase displays 7 Price reduction 4 Store layout 3 Stock out 2 Sales personnel 4 8 7 6 5 4 3 2 1 0
  • 12. Factor affecting store choice: The consumer can choose different store according to the different factor which affect in the selection of store. The following are the major factors which will affect in store choice and the number of respondent considering same factor as the major one: Factor influencing store choice Store location Number of respondent …..out of 20……. 6 Physical design and layout Merchandise 2 Advertising and sales promotion Personnel 5 Customer services 3 0 4 7 6 5 4 3 2 1 0
  • 13. 5. POST PURCHASE EVALUATION  Cognitive dissonance: It occur as a result of a discrepancy between a consumer’s decision and consumer’s prior evaluation. The way of reducing cognitive dissonance are:    Changing the ways of evolution Seek new information Changes attitudes  Satisfaction and Dis-satisfaction:  Complaint behavior:  Product disposal: Satisfaction is a kind of stepping away from an experience and evaluating it …… one could have a pleasurable experience that caused dissatisfaction because even though pleasurable, it wasn’t as pleasurable as it was supposed or expected to be. It is the unfavorable attitude toward the product and sharing unfavorable word of mouth to customer and service provider Disposal of product often occurs in connection with the changing role of consumer and changing status. The ways of product disposal can be:    Keep it Get rid of it permanently Get rid of it temporarily
  • 14. FINDING The research has help to define about consumer role in different buying condition and how they react over there.  It provides an idea about consumer buying decision process and step involve on it.  Research has provided knowledge about changing consumer behavior according to changing environmental condition.  It helps to know consumers decision regarding brand choice and store choice decision.  Help to get idea about problem solving situation in buying condition. 
  • 15. RECOMMENDATIONS: Consumer must have to collect knowledge about the product.  Before choosing any product or service consumer must have to do analysis about attribute and characteristics of the product.  Before choosing the store or brand consumer has to know about price related and service related factor. 