consumer behavior and his decision making

1. CONSUMER BEHAVIOUR
Presented by
Diksha gautam
m.Com 3rd sem

2. Consumer decision making

3. Introduction to consumer decision making
There are different types of decisions taken by
consumers in order to get final purchase of “ what to
buy, how to buy, how much to buy and when to buy.”
These are the different factors which affect the
consumer decision.
A marketer must understand how a customer decides
his or her product or services.
An understanding of customer decision making
process, requires a knowledge of consumer behaviour
and how a consumer behaviour changes his purchase

4. What is a
decision ?
A decision is the selection of an
option from two or more alternatives
choices. For consumer to make a
decision a choice of alternatives
must be available when the
consumer has choice between
making a purchase and not making a
purchase, whether to go for brand
‘X’ or brand ‘y’ product or to enjoy
services from ‘A’ or ‘B’ company that
is a situation where consumer has to
take to decision.
Types of
consumer
decision
What to
buy
How to buy
When to
buy
How
much
to
buy
Where to buy

6. Assumption of
consumer decision
 Consumer involvement is very much
necessarily for a choice from two or
more alternatives
 Consumer evaluation criteria facilities
the forecasting of each alternatives
and the consumer’s goals and
objectives.
 Consumer use evaluative criteria from
determining the chosen alternatives.
 External information is used by the
consumer for evaluation.

7. CONSUMER DECISION PROCESS

9.  STAGE-I. PROBLEM OF RECOGNITION
Problem recognition is caused by difference between the
consumer’s ideal stage and actual stage.
It occurs when consumer perceives a need and becomes
motivated to solve the problem.
These causes may be influenced by both internal or external
factors i.e, out of stock, dissatisfaction, new needs and wants,
introduction of new products.
Consumer buy things when they believe a product’s ability to
solve a problems worth more that the cost the product.There by
recognition of an consumer need is the first step in the sale of a
product.
Marketers must know the needs of the consumer only then they

10. Consumers demand for the product is very much
influenced by “family size, values of consumer, age,
income, and other reference groups. Demand of the
consumer increases with the expectation of rising
income”.

11. Types of problem recognition

12. STAGE –II. Search for
information
♣ Once there is recognition of problem, there is need for search of information.
The information search may be external or internal.
♣ The internal search oftenly consists of an attempt to scan information stored in
memory to recall the past experience or knowledge regarding various
purchase alternatives.
♣ The external information depends upon number of factors like the “importance
of purchase decisions, the efforts needed to acquire information, the amount
of past experience relevance, the risk associated will purchase and the time
taken.”

13. Pre-purchase evaluation of
alternatives
• In this stage, consumer companies compares
from different alternatives, they seek answer
that “what is the best for them?”
• In this step, they evaluate the various
alternatives available in the market. An
individual after gathering relevant information
tries to choose the best option available as per
his need, taste and pocket.

15. PURCHASE
After going through all the above
stage, customer finally purchase the
product.

18. consumption
 AFTER CONSUMER TAKES POSSESSION OF THE GOODS AND
CONSUMPTION IS READY TO OCCUR.
 CONSUMER CONSUMPTION ALSO DEPENDS TAT HOW LONG THEY USE
THE PRODUCT COMFORTABLY, BEFORE ANOTHER PURCHASE IS NEEDED.
 EXAMPLE- PURCHASING A TV AND CAR IS NOT DAILY PURCHASED BUT
EATABLE & CLOTHING ETC. CAN BE DAILY PURCHASED. SO,
CONSUMPTION ALSO DEPENDS UPON THE ITEMS YOU PURCHASED

19. Post
consumption
evaluation
Important determinant of satisfaction
is consumption, how a product is
consumed by consumer.
If the consumer don’t use it properly,
dissatisfaction may occur and visa versa

20. Post consumption evaluation
consumption
purchase
Evaluation or
alternation
search satisfactiondissatisfaction

21. DISINVESTMENT
In this stage, consumer have several option like
disposal of product, recycling or re- marketing.

22. Presented by Diksha gautam
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