consumer purchase decisions for a car focusing on purchase pre purchase and post purchase

1. Consumer Decision MakingProcess
Group Members:
Amrita
Ayush
Abhilasha
Naman
Abhinav
Sehaj

2. What is ConsumerBehavior?
Those activities directly involved in obtaining ,consuming and disposing of products and services,including the decision processes that precede andfollow these actions.

3. Loading…
Factors Influencing Buying Decisions
Social
Factor
s
Individu
al
Factors
Psycho
-
logical
Factors
Cultur
al
Factor
s
CONSUME
R
DECISION-
MAKING
PROCESS
BUY /
DON’T
BUY

4. Cultural Influences on Buying
Decisions
Values
Language
Myths
Customs
Rituals
Laws
Material Artifacts

5. Loading…
Social Influences
Reference Groups
Opinion Leaders
Family Members
Social Influences on
Buying Decisions

6. Individual Influences
Gender
Age
Family Life Cycle
Personality
Self-Concept
Lifestyle
Individual Influences

7. Psychological Influences
Perception
Motivation
Learning
Beliefs & Attitudes

8. Consumer Decision-Making Process
Postpurchase
Behavior
Purchase
Evaluation
of Alternatives
Information Search
Need Recognition
Cultural, Social,
Individual and
Psychological
Factors
affect
all steps

9. Need Recognition
Internal Stimuli
and
External Stimuli
Present Status
Preferred State
Result of imbalance
between the present
state and preferred
state.

10. Need Recognition
● Fuel Efficient
● Less maintenance
● Good After Sales Service
● More Space Internally
● Price range 4,00,000-5,00,000
● Spatial convenience for servicing
● Safety
● Comfort

11. Loading…
Information Search
• Internal : Memory and Experience
• Friends and Family,
• Magazines and Media
• Respective Company sites
• Zig wheels
• Carwale.com
• Autos. Max about.com
• Auto Car India.com
• Test Drives

12. Evaluating
Alternatives• Determine criteria to be used for
evaluation of products
• Assess the relative importance of the
each criteria
• Evaluate each alternative based on the
identified criteria

13. Evaluation of Alternatives
different cars are:
● Ford Figo
● Chevrolet Beat
● Maruti A-Star, Ritz, Swift, Wagon-R
● Fiat Punto
● Hyundai i 10

14. 0
Purchase Decisions
● Whether to Buy ?
● “To buy or not to buy” – that is the question
● When to Buy ?
● Occasion of purchase
● What to Buy ?
● Product type and Brand
● Where to Buy ?
● Retail and Store Decisions
● How to Buy ?
● Payment related decisions

15. Explains the
consumer’s
post-purchase
evaluation
process
Post Purchase Behavior

16. Post Purchase Behavior
Can minimize through:
Effective Communication
Follow-up
Guarantees
Warranties
Marketing
Cognitive Dissonance
?Did I make a good decision?
Did I buy the right product?
Did I get a good value?

17. ● As consumers use a product, they evaluate its performance in light of their
own expectations.
● There are three possible outcomes of such evaluation.
● Actual performance matches the standard, leading to a neutral feeling.
● Positive disconfirmation when the performance exceeds the standard.
● Negative disconfirmation when the performance is below the
standard.

18. Social Influences
Reference Groups
Opinion Leaders
Family Members
Social Influences on
Buying Decisions