2. OBJECTIVES
To know the definition of buying behavior
and its types
To know the buying decision process for
old products
To know the buying decision process for
new products
3. Types of Buying-Decision Behavior
It is all about the behavior of consumer during
the buying process and also tell us about the
pattern of buying behavior among consumer.
There are
1. Routine Response Behavior
2. Limited Decision Making
3. Extensive Decision Making
4. Routine Response Behavior
This is the simplest types of buying behavior.
Consumer frequently buy the products and made little
effort on information search
The decision efforts made are also very little as most of
the products bought are low cost products
The time spent on thinking about the decision of buying
also is less.
The buyers are familiar with the brands and not really
selective in the branding aspects.
Low involvement from other people.
5. Routine Response Behavior
What should marketers do?
Must provide positive satisfaction for current
customers.
Maintain the quality, price, value and availability.
To attract new customers, marketers should introduce
new features by using bonus packs, point of
purchase, special price and also premiums.
6. Limited Decision Making
The more complicated decision made by consumers.
This type of decision making is commonly used for
products that are purchased occasionally.
The buyer needs to acquire and search for information
about the unfamiliar brand in a familiar brand category.
They need a moderate amount of time for information
gathering and deliberation.
Moderate involvement from other people
7. Limited Decision Making
What should marketers do?
Design communication program that will increase
consumers’ confidence and understanding towards
the products.
Prepare pamphlets and fliers and make them
available for the customers to read and obtain more
information.
Maintain the quality, price, value and availability.
8. Extensive Decision Making
Consumer makes a complex decision and find difficulties
in deciding to buy expensive products that they are not
familiar and have never purchase before.
Much time is spent on information gathering.
Many people are highly involved to help the customer in
deciding whether to purchase or not any product.
Product is expensive, risky, and highly self-expressive
They see significant differences among the different
brands
9. Extensive Decision Making
What should marketers do?
Facilitate the buyer by educating them
Promote the most important attributes of the
brand as compared to other available brand in
the market
Convince the customers on the killer aspects
of the products
10. The Buyer Decision Process
1. Need recognition
2. Information search
3. Formation of a criteria list
4. Evaluation of alternatives
5. Purchase decision
6. Post-purchase behavior
11. The Buyer Decision Process
1. Need recognition
– The consumer realizes that he has a need.
– The need can come form an internal stimuli or
an external stimuli.
2. Information search
– The consumer looks for information that is
related to the needs.
– The consumer can look for information from any
of the following sources-personal sources,
commercial sources, public sources and
experiential sources
12. The Buyer Decision Process
3. Formation of a criteria list
– the consumer mentally lists down the
criteria he seeks in the product he buys
4. Evaluation of alternatives
– the consumer puts the various brands of the
product on which he has collected
information against his criteria list
5. Purchase decision
– the consumer decides on the one brand that
he believes has all the criteria which he
seeks
13. The Buyer Decision Process
6. Post-purchase behavior
– after the consumer has bought and used the
product, he may face any of the following
situations:
1. Feeling of satisfaction
the consumer continues to use the brand and
recommends the brand to all his family members
and friends
2. Feelings of dissatisfaction
the consumer then will look for ways to get rid of
this feelings e.g. by trying to get a refund or an
exchange
14. THE BUYER DECISION PROCESS FOR NEW PRODUCTS
A new product can be referred to as a
good, service or an idea that is perceived
by some potential customers as new
Adoption is the mental process a
consumer goes through from the first time
he hears of the product until the time he
is buying and using a product on a regular
basis
15. THE BUYER DECISION PROCESS FOR NEW PRODUCTS
Stages in the Adoption process:
1.Awareness
2.Interest
3.Evaluation
4.Trial
5.Adoption
17. Stages in the Adoption process
1. Awareness
– the consumer becomes aware of the product for the first time
2. Interest
– the consumer seeks information about the new product
3. Evaluation
– the consumer asks himself whether it would be a good idea for him
too try the product
4. Trial
– the consumer tries the product on limited basis
5. Adoption
– the consumer decides to make full and regular use of the new
product
18. TUTORIAL
1. Define consumer buying behaviors
2. List and explain the major types of
consumers’ buying behavior
3. List and explain the major steps of
adoption.
