Dabur implements three pricing strategies: value-based pricing based on brand image, cost-based pricing based on production costs, and competitor-based pricing set relative to competitors' prices. Cultural, social, and personal factors have high impact on Dabur's consumers, while psychological factors have medium impact. The buying decision process involves need recognition, information search, evaluation of alternatives, purchase, and post-purchase evaluation.

1.  Pricing Strategy :
Dabur implented value based, cost based,compitator based
pricing stragies.
 Value based:
pricing is done based on companies' image in the market.
Ex:chwanprash
 Cost based:
pricing is done based on cost of production.
Ex: hajmola.
 Competitor based:
pricing is done based on competitors.
Ex: vatika dandruff control shampoo.

2. F ACTORS INFLUENCING BUYING BEHAVIOUR
FACTORS HIGH/ME JUSTIFICATION
DIUM/LO
W
IMPACT
Cultural factors High As dabur company is based on “ayurvedic
impact and natural” methods. Ayurvedic is
basically from and Indians believe that
method.
Social factors High Dabur is having a history of 125 years.
impact It’s a well known and old company in the
society, and as company’s vision is to
provide the well being of society.

3. Personal factors High Dabur products are categorized into
impact oral care, hair care, skin care, health
care, food, home care, which mainly
concentrate on children, old age
people, women’s teenagers etc.
company is promoting it’s products
through famous celebrities like amitab
bachhan, dhoni,rani mukharjee etc.
Pschycological Medium Dabur is old, and well known
factors impact company, mainly it is ayurvedic based.
Dabur is international company
customer has trust on dabur company.

4. BUYING DECISION PROCESS
 This is important for anyone making
marketing decisions. It forces the marketer to
consider the whole buying process.

5. BUYING DECISION PROCESS

6. Need recognition:
First basic need of purchasing is to be identified
Ex: to purchse a vatika dandruff control shampo
basic need is dandruff controlling.
Information search:
Through information sources like, retailers,
suppliers, family, friends,dealers, advetise etc.

7. Evaluation of alternatives:
Evaluation of substitutes for purchasing product.
Ex: for vatika dandruff control shampoo substitutes are
head & shoulders, clinic all-clear etc
Purchase:
After evaluating all alternative products customer choose
best alternative which fulfills his/her need.
Post-purchase evaluation:
Experience of customer after using product.
Depending his/her experience,
customer may or may not satisfied.