consumer behaviour

2. NAME : VYAS ASHUTOSH J.
R.NO : 28.
ENROLL NO. : 010001143727
NAME : SOMPURA HARSH N.
R.NO : 20.
ENROLL NO. : 01001143722.
NAME : DHARAJIYA BHARAT G.
R.NO : 05
ENROLL NO : 01001144373.
`

3. Consumer behaviour.
Customer
Buying
Process.

4. INTRODUCTION
Marketing scholars have developed a “stages
model” of the buying decision process. The consumer
pass through five stages. Clearly the buying process
start before actual purchase. But consumer do not
always pass through all five stages in buying a
product. They may skip or reverse some stages. For
example, a women buying her regular brand of
toothpaste goes directly from the need for the
toothpaste to purchase decision, skipping information
search and evaluation.


5. DEFINITION.
Consumer behaviour include mental activity,
emotional and physical that people use during
selection, purchase, use and dispose of products and
services that satisfy their needs and desires.
- Philip Kotler, 1999. 
A buying decision process describes the process
a customer goes through when buying a product.
Although the models vary, there is a common theme
of five stages in the decision process.

6. Customer Buying
Process.

8. Need recognition
Need is the mother of buying process.
Without need buying process is not begin.
Find out the need and wants it means
recognition of need.
Mainly need become by two things :
1. Internal Stimuli &
2. External Stimuli.

9. Internal Stimuli.
An internal stimuli means when
person feel something from inside and
then he try to satisfy his need it is
known as an internal stimuli. In an
internal stimuli a person feel hunger,
thirsty & tired etc.

10. External Stimuli.
A need which can aroused by an
external stimuli and then person want
to satisfy his need it is known as an
external stimuli. In an external stimuli
when person see new car of neighbour
and then he decide to buy a new car
better then the neighbour it is known
as external stimuli.

11. Internal VS External stimuli.

12. Information Search.
Information search is second step
of consumer buying process. After need
recognition to fulfil the need or want of
person, he is trying to get information
about the specific product or service it
is called information search.
Mainly four types of information sources
and they are as follows :

13. Information
Search
Personal
Commercial
Public
Experiential

14. Personal : In Personal source customer get
information from Family, Friends, Neighbours,
Acquaintances.
Commercial : In Commercial source person get
information from Advertising, Web sites, Sales
person, Dealers, Display, Packaging.
Public : In public source person get information from
Mass media, Consumer Rating, Organizations.
Experiential : In Experiential source person collect
information about the product by Using, Handling &
Examining. ….

15. Evaluation of alternatives.
Evaluation of alternative is third and very important step
of buying process because after the collect data of different
brands to analyse and find out that which one is better and
which one brand satisfy the need or want.
Different customer will have different evaluation process
because of every customer does not want same feature, price,
safety, advantages and not similar aim also to buy a specific
brand. Let’s see about it in deep with example.
For example a person want to buy a new mobile then
evaluation of alternative as follows :

16. Name Price Features safety
I-phone 6 57,500* 1. IOS System.
2. 2500 MAH battery
3. 8 MP camera
4. 2 GB RAM
Gorilla glass is
available
Microsoft
Lumia-640
13,500-
14500*
1. OS system-windows
8
2. 3000 MAH battery
3. 1 GB RAM
Gorilla glass is not
available
Samsung 14,000-
15,000*
1. Android jellybean
2. 2000 MAH Battery
3. 1 GB RAM
4. 5 MP Camera
Gorilla Glass is not
available
Lenovo 12,000*12.5
4 Cr*
1. Android kitkat
2. 3500 MAH Battery
3. 8 MP Camara
4. 1 GB RAM
Gorilla Glass is not
available
Geony 7,000-
13,000*
1. Android kitkat
2. 2300 MAH battery
3. 5 MP Camera
4. 1 GB RAM
Gorilla Glass is not
available

17. From the evaluation of alternatives a customer can take
decision that which one phone is batter for him. What is his
expectation and which one Phone is able to satisfy his wants
and need. Every time price of product is not important because
some customers available in market who are pay more for the
batter features and the want good quality product quantity is
not matter. So if one person want to increase his status so he’ll
purchase I-phone 6, if he want some features of Microsoft then
he’ll buy Microsoft Lumia 640, if that customer have simple use
of mobile then he’ll go for Samsung & Geony or if a customer
want long life of battery then he’ll go for Lenovo.
So according to this type of evaluation customer can take
easily decision related to buy a specific product.

18. Purchase decision.
After the evaluation of alternatives a customer can
take decision to purchase a specific product. there are
two barriers also available in purchase decision and
they are as follows. :
1. Attitude of other person &,
2. Unanticipated situational factor.

19. Types of barriers in purchase decision
Attitude of other person.
sometimes point of view of
some close friends and
relatives prevent the customer
to buy according to their point
of view like a person want to
buy expansive car but his wife
became barrier to buy that car
because her point of view
about it to save money and
buy inexpensive car which
one easily satisfy their need.
Unanticipated situation
Unanticipated situation is
second barrier in purchase
decision. When a customer trying
to buy a specific product and
suddenly his family member
became illness so he should post
pond his purchase decision and at
that time customer feel that he
have need of other product also
and that product s more
important to buy compare to a
car so at this time also he should
post pond his purchase decision
that known as unanticipated
situation.

20. When customer implement his purchase
decision, he is required to take few sub-
decisions also and they are as follows: .
1. From which dealer to purchase ?
2. How much to purchase ?
3. How to pay for it ?


21. Post purchase decision
• After the purchase the product the
consumer got some experience from product
and that experience is good as well as bad. If
customer got good experience from use of
product thane he will buy that product again
while if consumer got bad experience from
the product than he will never purchase that
product again

22. There are three types of reaction in post
purchase decision from the customer hey are
as follows.
1. Post purchase satisfaction.
2. Post purchase action.
3. Post purchase use & disposal.

23. Thank You