The document provides an overview of consumer behaviour and the consumer buying process. It discusses [1] factors that influence consumer behavior like culture, social groups, personal characteristics and psychological factors; [2] the consumer decision making process of need recognition, information search, alternative evaluation, purchase decision and post-purchase behavior; and [3] types of buying decisions based on involvement.

1. A presentation on consumer behaviour
Presented by:
Vandana Chandra
MBA
IVth Semester

2. Consumer Buying

Behavior
Consumer is a broad label that refers to any individuals
or households that use goods and services generated
within the economy. A consumer is a person who uses
any product or service.
 Consumer Buying Behavior refers to the buying
behavior of final consumers (individuals & households)
who buy goods and services for personal consumption.
 Study consumer behavior to answer:
“How do consumers respond to marketing efforts the
company might use?”

3. Model of Consumer
Product
Price
Behavior Stimuli
Marketing and
Other
Economic
Technological
Place Political
Promotion Cultural
Buyer’s Characteristics
Decision Affecting
Buyer’s Black Box Consumer
Process
Behavior
Product Choice Purchase
Timing
Brand Choice Buyer’s Response
Purchase
Dealer Choice Amount

4. Factors Affecting Consumer
Behavior:
Culture
 Most basic cause of a person's wants
and behavior.
 Values
 Perceptions
Subculture Social Class
• Groups of people with shared • People within a social class
value systems based on tend to exhibit similar buying
common life experiences. behavior.
• North Indian Consumers • Occupation
• African American Consumers • Income
• Asian American Consumers • Education
• Mature Consumers • Wealth

5. Factors Affecting Consumer
Behavior:
Groups Social
Membership
•
Reference
•
Family
Husband, wife, kids Social Factors
• •
Influencer, buyer, user
Roles and Status

6. Factors Affecting Consumer
Behavior:
Personal
Personal Influences
Age and Family Life Cycle
Occupation
Stage
Economic Situation Personality & Self-Concept
Lifestyle Identification
Activities Opinions
Interests

7. Factors Affecting Consumer Behavior:
Psychological
Motivation
Beliefs and Psychological
Factors Perception
Attitudes
Learning

8. Maslow’s Hierarchy of
NeedsSelf
Actualization
(Self-development )
Esteem Needs
( self-esteem, status)
Social Needs
(sense of belonging, love)
Safety Needs
(security, protection)
Physiological Needs
(hunger, thirst)

9. Types of Buying
Decisions
High Low
Involvement Involvement
Significant
differences Complex Variety-
between Buying Seeking
brands Behavior Behavior
Few
differences Dissonance- Habitual
between Reducing Buying Buying
brands
Behavior Behavior

10. The Buyer Decision
Process
Need Recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Postpurchase Behavior

11. DECISION MAKING PROCESSES
EXTERNAL INFLUENCES Experiences and Acquisitions SITUATIONS
Culture
Problem
Subculture
Recognition
Demographics
Social Status
Information
Reference Groups
Search
Family
Marketing Activities
SELF-CONCEPT Alternative Evaluation
Desires
and and Selection
LIFESTYLE Needs
INTERNAL INFLUENCES Outlet Selection
Perception and Purchases
Learning
Memory Post-purchase
Motives Processes
Personality
SITUATIONS
Emotions Experiences and Acquisitions
Attitudes

12.  Information search (step:2)
 Need recognition
 Personal Sources
(step:1)  Commercial Sources
Difference between an  Public Sources
actual state and a desired  Experiential Sources
state
 Evaluation of alternatives
 It is affected by 2 (step:3)
factors:  Product attributes
5. Internal Stimuli  Degree of importance
6. External Stimuli  Brand beliefs
 Total product satisfaction
 Evaluation procedures

13.  Purchase decision  Post purchase behavior
(step:4) (step:5)
 Purchase Intention  Consumer’s
 Desire to buy the most Expectations of
preferred brand Product’s Performance
 Product’s Perceived
Performance