Consumer buying behavior towards Jeans

1. Presented to: Prof. Shilpa Shinde

2. Names Roll No
Amol Kadam 28
Vaibhav Panchal 39
Tejas Vasa 58
Neeraj Dwivedi 72
Shashank Pamul 94
Pratima Patil 98

3. • Consumer behavior can be defined as the decision-making process and
physical activity involved in acquiring, evaluating, using and disposing of
goods and services.
•This means it is an behavior that consumers display in searching for,
purchasing, using, evaluating and disposing of products and services that they
expect will satisfy their needs.
•Consumer behavior focuses on how individuals make decisions to spend their
available resources (time, money, effort) on consumption related items. That
includes what they buy, why they buy it, when they buy it, where they buy it,
how often they buy it, how often they use it, how they evaluate it after the
purchase, the impact of such evaluations on future purchases and how they
dispose of it.

4. The aim of marketing is to meet and satisfy target customers need and wants.
But “Knowing Customers” is never simple, consumer may state needs and wants, but
act otherwise.
The marketers formula should be KYC(know your customer)
Consumer Goes to Showroom Exposed to Variety of products Attracted by
Product display
Product Features
Price of the product
and other
Anything can influence and he may change his decision. All this process takes place in his
mind which acts like a BLACK BOX.
WHAT IS THIS BLACK BOX?

5. ENVIRONMENTAL FACTORS BUYER'S BLACK BOX
BUYER'S
RESPONSEMarketing
Stimuli
Environmental
Stimuli
Buyer
Characteristics
Decision Process
Product
Price
Place
Promotion
Economic
Technological
Political
Cultural
Demographic
Natural
Attitudes
Motivation
Perceptions
Personality
Lifestyle
Knowledge
Problem recognition
Information search
Alternative evaluation
Purchase decision
Post-purchase
behaviour
Product choice
Brand choice
Dealer choice
Purchase timing
Purchase amount
In the above model, marketing and other stimuli enter the customers “black box” and produce
certain responses. Marketing management must try to work out what goes on the in the mind of
the customer – the “black box”. The Buyer’s characteristics influence how he or she perceives
the stimuli; the decision-making process determines what buying behavior is undertaken

6. • Garments(Jeans) choice criteria are defined as the intrinsic (inherent to
the product) and extrinsic (product-related, but not part of the physical
product) product attributes that associated with desired benefits or
incurred costs as consumers make buying decision among garments(Jeans)
.
Extrinsic Intrinsic
 Price
 Brand
 Country of origin
 Store: Store image
 Coordination with wardrobe
 Salespersons evaluation
 Approval of others
 Warranty
Product Composition(Asthentic)
•Style
•Colour/Design
•Fabric
•Appearance
•Fiber content
Product Performance(Functional)
•Fit/sizing
•Durability
•Comfort
•Safety
Quality
Sex Appropriateness

7. Cross-cultural Differences
Consumers with diverse cultural values may view or
judge a pro-duct from different perspectives
Collectivism and Individualism

9. VariationsDesign Elements
Waistline
Fit
Leg Opening
Box Pocket
Regular Low-Rise High-Rise Ultra Low-Rise
Slim Straight Loose Form Fitting(Stretch)
Flared Boot cut Tapered Wide

10. Denim Jeans Category Price Model/Fit Fiber Content
G Ultra Premium 3500 Boot Cut 98% Cotton
L High Price 1680 Skinny Leg 60% Cotton
P High Price 1090 Boot Cut 98% Cotton
K Moderate 799 Boot Cut 99% Cotton
Q Moderate 590 Straight Leg 100% Cotton
M Low Price 320 Skinny Leg 99% Cotton
Z Low Price 250 Skinny Leg 97% Cotton

12. • According to Annual Survey of Global Consumers Published
by Euromonitor
The global economic downturn, triggered by the financial
crisis of 2007, has had a profound effect on consumer
spending habits.