04-10-2019
Unit-2
Introduction and Characteristics
What is consumer buying behaviour?
• Consumer buying behaviour “refers to the buying behaviour of final consumers,
both individuals and households, who buy goods and services for personal
consumption”
• Consumer behaviour is the study of how people buy, what they buy,
when they buy and why they buy.
• Consumer buying behaviour “is the behaviour that consumers display in
searching, purchasing, using, evaluating, and disposing of products and services
that they expect will satisfy their needs”
• Consumer buying behaviour is defined as a set of activities which involves the
purchase and use of goods and services which resulted from the customers’
emotional and mental needs and behavioural responses.
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Characteristics of consumer buying
behaviour
Characteristics Behaviour is a psychological concept: Widely used in market
of consumer Different people , Different behaviour segmentation & Brand Positioning
buying
behaviour Behaviour is affected by multiple Factors like culture, family, age,
personal and social factors gender affect buying decisions
Behaviour affect consumptions What motivate a consumer to buy
expensive brands like Nike
Consumer Behaviour change with Consumers’ exposure, thinking
time and actions are not constant.
Consumer behaviour is a result of Learning and Memory shape the
past decisions behaviour
Purchase
Involvement
The level of concern
or interest related to
particular purchase
triggered by some
need
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Model of Consumer Behaviour:
Stimulus –Respond Model
The task of marketer is to understand what happens in the consumer’s
consciousness between receiving of stimulus and the final purchase decision
Types of consumer Decisions
Continuum of Consumer Buying Decisions
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When does a consumer realize need for a product?
When a current product isn’t performing properly
When the consumer is running out of the product (in quantity
term, due to aging of product or breakdown)
When another product seems superior to the one currently
used
Pankaj Chauhan on Marketing Management
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Five Stage Model of Consumer Buying Process
Need or Problem Recognition
• Need or problem recognition is the result of a discrepancy between a
desired state and an actual state that is sufficient to arouse and activate
the decision process.
States of Mind
Pankaj Chauhan on "Another perspective of Marketing" 10
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Need or Problem Recognition
Pankaj Chauhan on "Another perspective of Marketing" 11
What determine the consumer’s desire to resolve a
particular problem?
Consumer’s desire to resolve a particular problem depends
upon:-
Magnitude of discrepancy(Gap)
Urgency or pressure due to discrepancy (Gap)
Relative Importance of discrepancy
Budget and time constraints
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Information Search
• It is a deliberate attempt to gain appropriate knowledge about
the products, brands, their characteristics, information about
the stores etc.
• Internal Search: Use of previously stored or experienced
information
Problem Refer long term Relevant Use to If satisfactory
recognize memory information determine solution is known
• External Search: It is a planned and rational search of information for
limited or extended decision making.
Information Search: Sources
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Information Search
What is Evaluative Criteria?
• Evaluative Criteria are the various dimensions, features or
benefits a consumer looks for in response to a specific
problem.
• Out of multiple evaluative criteria, consumer will use the one
or two criteria that are associated with either the benefits
desired by consumers or are related to the cost of product.
• Evaluative Criteria can differ in type , numbers and in
importance
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Alternative Evaluation and selection Process
Purchase and post purchase behaviour
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Buying Motives : Definition
• A Motive is a construct that represent unobservable inner force
that stimulates and compel a behavioural response and provide
specific direction to that response.
Why does a person buy certain products?
A consumer does not buy a product, he/she buys benefits
( Operational Benefits and Psychological Benefits)
The reasons for a purchase can be :
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Buying Motives :Types
• Types of Buying motives
• Product Motives
• The impulses , desires and considerations that make people to buy
a particular product are PRODUCT MOTIVES
• Patronage Motives
• The impulses , desires and considerations that make people to buy
a particular company or shop are called PATRONAGE MOTIVES
Buying Motives :Types
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Factors affecting Consumer buying behaviour
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3
2
1
Effect is direct Effect is direct
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