1. Consumer Buying Decision
Process
Urmish B.

2. FACTORS AFFECTING CONSUMER BEHAVIOR
Cultural:
Culture, Sub Culture(race,
religion, geography) and
Social Class(wealth,
education, occupation)
Social:
Reference Group
Family and Neighbours
Roles and Status
Personal:
Age
Occupation
Life Style
Economic Situation
Psychological:
Motivation
Perception
Belief

3. The Product: Toothpaste
The Sample Place: Big Bazaar
Sample Size: Two
Names: 1. Mr. Calvin, 29 , IT Professional
2. Mr. Prasad, 47, Self Employed

4. Mr. Calvin
• Colgate Max Fresh Gel
• Colgate Max Fresh Gel: 150 gm Rs.90
Mr. Prasad
• Pepsodent 2 in 1
• Pepsodent 2 in 1: 150 gm Rs.85

5. Need Recognition
External Stimuli: Mr. Calvin was more affected by it.
Internal Stimuli: Mr. Prasad is more of an internal stimulus driven
person.
Why this conclusion will be explained further!!!

6. INFORMATION SEARCH
•Sample
•Handling
•Mass Media
•Consumer Rating
Groups
•Advertising
•Sales People
•Family
•Friends
•Neighbours
•Colleagues
Personal
Commercial
ExperimentalPublic
Mr. Calvin
Mr. Prasad

7. Basic Comparison:
• Colgate
• Pepsodent
PRICE
150gm – Rs 90
150 gm - Rs. 85
Taste
Better
Taste hardly
mattered
PACKAGING
Attractive and Handy
Old fashioned.
Doesn’t mattered
though

8. DECISION MAKING UNIT – Mr. Calvin
Who bought the
product?
• Mr. Calvin
For whom the
product was
bought?
• Self.
Role of various people in
buying -
Nothing as such

9. DECISION MAKING UNIT – Mr. Prasad
Who bought the
product?
• Mr. Prasad
For whom the
product was
bought?
• Family Members.
Role of various people in
buying -
Well, Mr. Prasad is the
influencer as well as the
consumer. He is adamant of
NOT changing the brand

10. CHARACTERIZING THE DECISION PROCESS
Calvin
IS THIS THE ONLY BRAND YOU
PURCHASE?
Mostly
PREVIOUS EXPERIENCE WITH OTHER
BRAND
I experimented with any, but liked
this one
IF YOU GET ANY OTHER BRAND FOR
FREE, WILL YOU USE
Yes
Prasad
IS THIS IS THE ONLY BRAND YOU
PURCHASE?
Yes
PREVIOUS EXPERIENCE WITH OTHER
BRAND
We have been using Pepsodent since
ages.
IF YOU GET ANY OTHER BRAND FOR
FREE, WILL YOU USE
No

11. POST PURCHASE REVIEW
• Calvin – Yes
• Prasad– Yes
Fulfillment of
Requirements
• Calvin – Yes I would love to recommend the product.
• Prasad– Yes I would love to recommend the product.
Recommendation to
friends/relatives
• Calvin – Yes I would LIKE to buy the product again
• Prasad– Yes I would DEFINITELY buy the product
again.
Product
Repurchase
• Calvin – once/twice a day
• Prasad – twice
No of times of
product usage

12. LEARNINGS