This document summarizes consumer behavior and the consumer decision-making process. It discusses how cultural, social, and personal factors influence consumers at each stage of the buying process. The stages are identified as need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Marketers aim to understand these influences and stages to most effectively reach consumers.

1. ANALYZING CONSUMER MARKETS
AND BUYER BEHAVIOR
Source: Kotler Philip, Armstrong Gary, Agnihotri Prafulla, 2018,Principles of Marketing, 17thEdition, Pearson India Education
Services; Ramaswamy V. S and Namkumari S, 2018, Marketing Management-Global Perspective Indian Context, 6th Revised
edition, Sage Publications India Pvt Ltd; Baines P, Fill C et al., Marketing, 2013, Asian Edition, Oxford University Press.
Only for class discussion purpose, DO NOT share, publish, print, or distribute
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2.  What is Consumer Behaviour?
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3. CB
Consumer behavior is the study of
 how individuals, groups, and organizations
 select, buy, use and dispose of
 goods, services, ideas, or experiences to satisfy
their needs and desires.
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4.  How to Influence Consumer Behaviour ?
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5. Influencing buyer behavior
 The starting model for understanding buyer
behaviour is ‘Stimulus–Response model’.
 The marketer’s task is to understand what happen
in the buyer’s consciousness between the arrival
of outside stimuli and the purchase decisions. (S-R
model)
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6. Model of Consumer Behavior
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7. Consumer Characteristics
Cultural Factors
Social Factors
Personal Factors
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8. 1.Cultural Factors
 Culture (fundamental determinant)
 Subculture (provides more specific
identification)
 Social Class (divisions in society)
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9. Social Classes
Upper uppers
Lower uppers
Upper middles
Middle class
Working class
Upper lowers
Lower lowers
Relatively homogeneous, enduring divisions in society which are hierarchically
ordered
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10. 2. Social Factors
Reference
groups
Social
roles
Statuses
Family
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11. Reference Groups
Membership groups
(direct influence)
Primary groups
Secondary groups
Aspirational groups
(indirect influence)
Dissociative groups
(indirect influence)
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12. Family Distinctions
Affecting Buying Decisions
 Family of Orientation
 Family of Procreation
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13. Roles and Status
What degree of status is
associated with various
occupational roles?
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14.  Buying behavior
 Henry Assael- identified 4 types of consumer buying
Based on I and B
High Involvement Low Involvement
Significant
differences
between Brands
Few differences
between Brands
Complex buying
behavior
Variety seeking
buying behavior
Dissonance reducing
buying behavior
Habitual buying
behavior
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15. Personal Factors
Age & Life cycle
stage
Occupation &
Economic Circumstances
Personality & Self Concept
Values & Lifestyle
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16. Personality and Brand Personality
Sincerity
Excitement
Competence
Sophistication
Ruggedness
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17. Key Psychological Processes
Motivation
Memory
Learning
Perception
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18. The Buying Decisions Process
 Marketers have to go beyond the various influence
on buyers and understanding how consumers
actually make their buying decisions.
 Who makes it- Buying Roles and how- Buying
Process.
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19.  Buying roles
 Initiator : the person who first suggests the idea of buying
the product or service.
 Influencer : the person whose view or advice influences the
decisions.
 Decider : the person who decides on any component of a
buying decisions : whether to buy, what to buy, how to buy,
where to buy.
 Buyer : the person who makes the actual purchase
 User : the persons who consumes or uses the product or
service.
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20. The Buying Decision Process
 The Five Stage Model
Information
search
Evaluation
Of
Alternatives
Purchase
Decisions
Post
purchase
Behaviour
Problem
Recognition
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21. Problem Recognition
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22. Information Search
 Heightened Attention
 Active Info. Search
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23. Sources of Information
Personal
Experiential
Public
Commercial
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24. Successive Sets Involved in Consumer
Decision Making
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25. Evaluation of Alternatives
 Expectancy – Value Model:
-combining ‘Brand Beliefs and Attitudes’ according
to Importance.
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26. A Consumer’s Evaluation of Brand Beliefs About
Laptops
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27. Purchase Decision
 6 Sub decisions
1. Product Class
2. Brand Choice
3. Dealer Choice
4. Purchase Amount
5. Purchase Time
6. Purchase Method
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28. Stages between Evaluation of Alternatives and Purchase
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29. Postpurchase Behaviour
 Postpurchase Satisfaction
 Postpurchase Actions
(rents// sells// trades//stores//new use// throws)
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30. Best Wishes !
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