Presented By:
Sem Shaikh

Outline
 Definition
 Need to analyze behavior
 Types
 Influencing factors
 Consumer buying process

Buying Behavior
 Definition :
 The decision process and acts of people involved in
buying and using products.
 How does the buyer make purchasing decision?
 What factors influence consumer purchases?

Need to analyze buying behavior
 What, Where, When & How – Marketing Mix.
 Helps predict how consumers will respond to
marketing strategies.
 Great impact on the success of firms marketing
strategy.

Types of consumer buying behavior
 Routine Response/Programmed Behavior
 Limited Decision Making
 Extensive Decision Making
 Impulse Buying

Routine Response / Programmed
Behavior
 Frequently purchased low cost items.
 Low involvement required.
 Little search and decision effort
 Purchased almost automatically.

Examples- routine response

Limited Decision Making
 Occasional buying.
 When information is needed for a unfamiliar brand in
a familiar product category.
 Requires a moderate amount of time for information
gathering.
 Loyalty to a brand

Examples- limited decision

Extensive Decision Making
 Complex process- requires high involvement
 unfamiliar, expensive, infrequently bought products.
 High degree of economic/performance/psychological
risk.
 Lot of time spent seeking information and deciding.

Examples- extensive decision

Impulse Buying
 Basis - purchase of the same product does not always
elicit the same Buying Behavior.
 Reason determines the extent of decision-making.

Examples- impulse buying
THIS or THIS ??
going for the dinner- reason can be an anniversary
celebration, or a meal with a couple of friends.

Influencing factors:
 Cultural Factors
 Social Factors
 Psychological Factors
The marketer must be aware of these factors in order to
develop a appropriate marketing mix for its target market.

Cultural Factors
 Cultural factors exert the broadest and deepest
influence
 a) Culture
b) Subculture,
c) Social class
are particularly important in buying behavior.

Social Factors
 Consumer’s wants, learning, motives etc. are
influenced by family, reference groups, social class
 A) Roles and Status
B) Family
C) Reference group

Psychological Factors
 A person’s buying choices are influenced by 4 major
psychological factors
1. Motivation
2. Perception
3. Learning
4. Beliefs & attitudes

Consumer Buying Process

Evaluation of Alternatives
Purchase Decision
Post-purchase Behavior
5 Stage Model of
the Consumer
Buying Process
Need Recognition
Information Search

Need Recognition (awareness of need)
 The buying process starts when the buyer
recognizes a problem or need.
 The need can be triggered by internal ,external,
marketing stimuli.
 Ex.- person’s normal needs-hunger/ thrust –rises
to threshold level and becomes a drive.

Information search
 An aroused consumer will be inclined to search for
more information
 Internal search- memory.
 External search- if he needs more information.
 Friends and relatives (word of mouth); Marketer
dominated sources; comparison shopping; public
sources etc.

Contd..
 Helps buyer find possible alternatives- i.e- the evoked
set.
 Hungry- want to go out and eat,
evoked set is
 Chinese food
 Indian food etc.

Evaluation of Alternatives-
 Competitor brand information
 Consumer evaluation process
1. The consumer is trying to satisfy the needs.
2. The consumer is looking for certain benefits from
the product solution.
3. The consumer sees each product as a bundle of
attributes for delivering the benefits sought to
satisfy these needs

Contd..
 Attributes of interests to buyer :
Cameras : picture, sharpness, size ,price
Hotels: Location ,cleanliness, atmosphere, price
 If not satisfied with your choice then return to the
search phase.

Purchase decision-
 In evaluation stage the consumer form preferences
among the brands
 In this phase-Choose buying alternative
 includes product, package, store, method of purchase ,
Incentives offered, out of stock, budget etc.

Consumer

Post-Purchase Evaluation-outcome:
 Satisfaction or Dissatisfaction.
 Have you made the right decision?
 This can be reduced by warranties, after sales
communication etc.
 Ex: After eating an Indian meal, may think that really
you wanted a Chinese meal instead of Indian.

Thank you for the patience