1. CONSUMER BEHAVIOUR
Buying Roles & Family Influences
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2. Factors Influencing Consumer Behavior
Marketing
Individual Mix Interpersonal
Influences Influences
-Perception -Reference Group
Consumer Purchase
-Learning Decision Process -Social Class
-High Involvement -Culture
-Motivation
-Low Involvement
-Values -Subculture
-Personality Situational Influences -Family
-Lifestyle -Physical Surroundings -Social
Surroundings
-Time Constraints -Task Definition
-Antecedent States
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3. Influence in Purchase Decision
INDIVIDUAL
Family
Friends
Social Class
Selected Culture
CULTURE
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4.  Culture: Shared customs, beliefs,
values and artifacts that are
transmitted from Generation to
generation
 Sub Culture: nationality, religious
beliefs, racial, geographical area
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5. Social Factors
1.Reference Groups-
 Membership
 Primary
 Secondary
 Aspirational
 Dissociative
2. Family
3. Roles and Status
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6. Personal Factors
Life Cycle Stage Needs/ orientation
 Age & Life Bachelor Stage Recreation
Cycle Stage
Newly married Durable purchase
Full Nest I (Young Home purchase at peak
 Economy/ Child under 6)
Income Full Nest II (Young Durables, child
Child above 6) preference
 Lifestyle Full Nest III Unnecessary appliances,
(dependent children) high Durables
Empty Nest I (children Travel, recreation
 Personality independent)
and Self Empty Nest II (head Medical Care
Concept retired)
Solitary Survivor Necessity Items
Solitary Survivor Medical, Grand children
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driven

7. Psychological
 Motivation
 Learning
 Perception
 Attitude and Self Belief
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8. Buying Roles
 Initiator
 Influencer
 Decider
 Buyer/ Purchaser
 Consumer/ User
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9. Buying Behavior
High Involvement Low Involvement
Complex Buying Variety Seeking
Significant Behavior Behavior
Difference
in Brands
FEW
Dissonance Habitual Buying
Difference Reducing
in Brands
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10. Buying Behavior
Buying Product / Consumer Marketer Role
Behavior Behavior
Complex  Expensive Product, Inform, compare, personal
Buying  Consumer is unaware Selling
Behavior  Develop belief attitude
Variety  Consumer switch Brands Dominate advertise, sales
Seeking  Evaluation promotion
Behavior
Dissonance  Highly Involved Information, Psychological
Reducing  Expensive Product temptation, Availability and
 Fast Decision Consumer acts first, fast delivery, habituate, free
acquire new beliefs, set attitudes trial
Habitual  Purchase Out of Habit Advertise, availability,
Buying  do not go for exhaustive search Competitive Pricing and
 Familiarity and Conviction sales promotion
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11. Process/ Stages of Buying Decision
 Recognition of the Problem
 Information Search
 Evaluation of Alternatives
 Purchase Decision
 Post Purchase Behavior
 Post Purchase use and Disposal
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12. Process of Buying Decisions
Personal Source
INFRORMATION SEARCH Experiential Source
Public Source
Commercials
Awareness Set Consideration Set Choice Set
Cognitive orientation
Evaluation Of Alternatives
Benefits
Bundle of Attributes
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13. Process of Buying Decisions
Purchase Decisions Brand Decision
Quantity Decision
Vendor Decision
Timing Decision
Payment method Criteria
POST PURCHASE BEHAVIOUR Level of Satisfaction
RE- Purchase
Post Purchase Action Recommend
Cognitive Dissonance
Abandon/ Return
Legal Action
KEEP IN CLOSET
Post Purchase Use and Disposal
Resell/ trade
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Throw away

14. Thanks
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