1. CONSUMER BUYING
BEHAVIOUR FOR LAPTOP’S

2. STAGES OF THE CONSUMER BUYING PROCESS
Problem
Recognition
Information
Search
Evaluation
of
alternatives
Purchase
Decision
Purchase
Post-Purchase
Evaluation

3. Problem recognition
• The consumer identifies that he has an unsatisfied need to be
satisfied.
• As an example, an undergraduate who just enrolled for a
degree is given assignments to be submitted with deadline. He
needs portability in the computer to work at home as well as at
the college.
• This is where he recognized he has a problem which can be
solved with laptop.

4. Information search
• This is where the consumer starts searching information about
the products that can satisfy his satisfied need.
• Internal Search:
--- Memory
• External Search:
--- Friends and Relatives
A successful information search leaves a buyer with possible
alternatives, the evoked set.
• example the undergraduate who wanted to buy a laptop would gather
information about laptop brands such as HP, Dell, Mac and acer .

5. Evaluation of alternatives
• This is where the customer evaluate products based on chosen
criteria such as performance, durability, warranty, price, after
sale services and quality on competitive basis.
• example the undergraduate who gathered information about
laptop brands such as HP, Dell, Mac and Acer will now
evaluate the product in terms of price, durability, speed,
warranty, performance and colour.

6. Purchase decision
• Choose buying alternative, includes product, package, store,
method of purchase etc.
• example after the evaluation of many brands of laptop the
undergraduate decides to purchase a HP laptop due to the high
battery life.

7. Purchase
• May differ from decision, time lapse between purchase
decision and the actual purchase, product availability.
• This is where the customer make the final choice and ends up
effectively purchasing the product.

8. Post purchase evaluation
Positive post purchase behaviour
• This is where the consumer holds a positive feedback about the
product and happy with the product quality.
• example if the undergraduate is happy with the performance of the
HP laptop he will recommend his fellow students to purchase a HP
and will be brand loyal by purchasing more of HP products.
Negative post purchase behaviour
• This is where the customer is dissatisfied with the product and holds
a negative feedback about the product.
• If the undergraduate who purchased the HP is not happy with the
laptop he will persuade is friends not to buy a HP as his experience
about HP is negative.

9. TYPES OF CONSUMER BUYING BEHAVIOR
Routine Response/Programmed Behavior
Limited Decision Making
Extensive Decision Making
Impulse buying

10. Routine Response/Programmed Behavior :-
• Buying low involvement, frequently purchased, low cost items.
Examples :
Soft drinks, snack foods, milk etc.
Limited Decision Making :-
• Buying product occasionally.
• That is when you need to obtain information about unfamiliar
brand in a familiar product category.
Example:
• Clothes , shoes etc .

11. Extensive Decision Making :-
• Complex high involvement, unfamiliar, expensive and infrequently
bought products.
• Spend a lot of time seeking information and deciding. High degree of
risk.
Example:
Cars, homes, computers, education.
Impulse buying :-
• No conscious planning.
• The purchase of the same product does not always elicit the same Buying
Behavior. Product can shift from one category to the next.
Example:
• while shopping in mall the choice for a soap may change if the
available product is not there .
• Choice of a cold drink on a hot climate day

12. Factors Influencing Consumer Behavior
Personal
Psychological
Social
Cultural

13. Psychological
• Age
• Life-Cycle Stage
• Occupation
• Economic Circumstances
• Life Style
• Motivation
• Perception
• Learning
• Beliefs
• Attitudes
Personal

14. Culture
• Maintaining the status
• Sharing similar values,
interests and behaviors
• Adopting the culture among
the peers
• Pattern of usage and
behavior among the group
of individuals (family ,
friends )
Social class

15. Examples of Buying Motives:
Psychological or Functional?
A girl wants to remember her
grandmother on her birthday.
Her primary motive is…?
Psychological

16. A homemaker needs a new washing
machine and has had good experiences
with LG.
Her primary motive is …?
Functional

17. A teacher wants to buy a practical car to
be used for family transportation.
Her/his primary motive is …?
Functional

18. A career woman always buys
branded clothes.
Her primary motive is…?
Psychological