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Consumer Behavior

Consumer behavior refers to how, why, when, where, and what people do when purchasing products. It draws from psychology, sociology, anthropology, and economics to understand individual and group decision making. Products are classified as high or low involvement based on how much consideration consumers give them. High involvement products are more expensive, complex, and risky while low involvement ones are similar, routine purchases. The consumer decision process for high involvement products involves need recognition, information search, alternative evaluation, purchase, and post-purchase evaluation. Cultural, social, demographic, and psychological factors all influence consumer buying behavior.

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Sushma Yonzen
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52 views14 pages

Consumer Behavior

Consumer behavior refers to how, why, when, where, and what people do when purchasing products. It draws from psychology, sociology, anthropology, and economics to understand individual and group decision making. Products are classified as high or low involvement based on how much consideration consumers give them. High involvement products are more expensive, complex, and risky while low involvement ones are similar, routine purchases. The consumer decision process for high involvement products involves need recognition, information search, alternative evaluation, purchase, and post-purchase evaluation. Cultural, social, demographic, and psychological factors all influence consumer buying behavior.

Uploaded by

Sushma Yonzen
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPT, PDF, TXT or read online on Scribd
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CONSUMER BEHAVIOR

What is Consumer Behavior?


 Consumer behavior referred to as the
study of when, why, how, where and what
people do or do not while buying
products. It blends elements from
psychology, sociology, anthropology and
economics. It attempts to understand the
buyer decision making process, both
individually and in groups.
Consumer behavior model

Consumer
psychology
Buying
Marketing stimuli Purchase Decision
Decision
+ Other stimuli
Process
Consumer
characteristics
TYPES OF PRODUCTS
 The types of product based on customer
involvement level in product selection-
a. High involvement products
b. Low involvement products
Characteristics of high
involvement products
 High Price
 Complex features
 Large difference between alternatives
 High perceived risks
 Reflect self concept of buyer
Characteristics of low
involvement products
 Does not reflect Buyer’s self concept
 Alternatives within the same product class
are similar
 Frequent brand switching behavior
BUYING SITUATIONS
 Routinized response behavior or straight
rebuy.
 Limited problem-solving
 Extensive problem-solving
The Consumer decision making
process(high involvement product)
1. Need Recognition
2. Information search
3. Evaluation of alternatives
4. Purchase
5. Post purchase evaluation
1. Need Recognition
Marketing helps • When a current product isn’t
consumers recognize performing properly
(or create) an imbalance
between present status • When the consumer is running
and preferred state out of a product

• When another product seems State


Preferred
superior to the one currently used
2.The information search

An internal search involves the


scanning of one's memory to recall previous Personal sources
experiences or knowledge concerning (friends and family)
solutions to the problem-- often sufficient for
frequently purchased products.
Public sources (rating
services like Consumer
An external search may be necessary Reports)
when past experience or knowledge is
insufficient, the risk of making a wrong
purchase decision is high, and/or the cost of Marketer-dominated
gathering information is low. sources (advertising
or sales people)

The evoked set: a group of


brands from which the buyer can
choose
3. Evaluation of alternatives

Customers use two types of information-


1. A list of brands or models from which
they plan to make their selection
(evoked set).
2. The criteria they will use to evaluate
each brand.
4. Purchase

Consumers make three types of purchase-


1. Trial purchase
2. Repeat purchase
3. Long term commitment purchase
5. Post purchase evaluation

Customers evaluate the product


performance with their own expectation.
There can be three possible outcomes of
these evaluations-
1. Neutral feeling
2. Positive disconfirmation of expectation
3. Negative disconfirmation of expectation
INFLUENCES ON BUYER
BEHAVIOR
 Cultural influences
 Social influences
 Opinion Leadership
 Demographic influences
 Self Concept
 Psychographic variables

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