This document discusses consumer behavior in the automobile and FMCG industries in India. It outlines the consumer decision journey from need recognition through information search, evaluation of alternatives, and purchase. For automobiles, key factors considered include fuel efficiency, maintenance costs, after-sales service, space, price, and features like safety and comfort. Common brands evaluated include Maruti, Hyundai, Fiat, Chevrolet, and Ford models priced between 3-5 lakhs. For FMCG, the document examines hair care purchases and highlights brands like Head & Shoulders, Dove, Sunsilk, L'Oreal, Garnier and Pantene. Cultural, social, economic, and psychological factors all influence

1. Dynamics of
CONSUMER
BEHAVIOUR

2. Automobile Industry
Post purchase
 Number of
service stations
 Number of
Dealers
Purchase
 Total set : All
Cars
 Awareness
set:c.
 Consideration
set :
Other
alternatives
o Pre-owned
cars market
o Maruti True
Value &
Mahindra
First Choice
o Offers
guarantee
and schemes
for their
vehicles
Evaluation of
Alternatives
 Ford Figo
 Chevrolet
Beat
 Maruti A-
Star, Ritz,
Swift,
Wagon-R
 Fiat Punto
 Hyundai i10
Information
Search
 Internal :
Memory and
Experience
based approach
 Word of mouth
(Friends/Family)
 Magazines,
Media &
websites of
Respective
company
 Examples: Zig
wheels,
Carwale.com,
autos.maxabout.
com, Auto Car
India.com
1
 Fuel
Efficiency
 Less
maintenance
 After Sales
Services
 Better
Internal space
 Price range Rs
3L to Rs 5L
 Easy and
affordable
servicing
 Safety
features
 Comfort level
Need recognition /
Problem awareness
Conclusion
 Decision set :
Wagon R
 Purchasing set :
Wagon-R

3. This includes nationalities,
religions, racial groups, and
geographic regions.
If we consider Indian culture and
people’s approach, here people
prefer fuel efficient cars like swift,
alto, Maruti 800 etc.
It is measured by a combination of factors
such as occupation, income, wealth and
some other factors.
This segment is considered more budget
friendly, brand worth and spacious
segments like Scorpio, Maruti van, Ertiga
etc.
Personal factors totally affect a
consumer’s buying preferences
such as Age, Occupation
,Economic Situation ,Lifestyle
,Personality, Self-Concept.
21
3 4
A person's buying choices are further
influenced by four major psychological
factors i.e. motivation, perception,
learnings, beliefs & attitude.
2
CULTURAL FACTORS SOCIAL FACTORS
PERSONAL FACTORS PSYCHOLOGICAL FACTORS

4. CONCLUSION
POST PURCHASE
PURCHASE
EVALUATION OF
ALTERNATIVES
INFORMATION
SEARCH
FMCG INDUSTRY
 Decision set :
Head&shoulder
 Purchase set :
Head&shoulder
o There should
not be any
allergic effect
.
o It should help
in solving
problem .
Total set :
All brands
Awareness
set : head &
shoulder, dove,
L’oreal, Pantene
etc.
Consideration
set :
H&S, clear,
dove, pantene
Head&
shoulder
Dove
Sunsilk
Loreal
Garnier
Pantene
Himalaya
Patanjali
 Internal
search
• Memory
• Past
experience
• Ads
 External
search
• word of
mouth
• Media
• Store visit
• Trial
3
NEED
RECOGNITION
 Desire
 Not satisfied
with current
product
 Running out
of product
 When
another
product
seems to be
more
superior to
the current
one .

5. social FACTORS
Our study revealed that, other than
low prices, consumers also value
factors such as product content,
ease-of-use, convenience services,
and availability of their preferred
brands.
ECONOMICAL FACTORS
. The economic factors that most
affect the demand for consumer
goods are employment, wages,
prices/inflation, interest rates,
and consumer confidence.
PSYCHOLOGICAL FACTORS
CULTURal FACTORS
Certain factors like consumer’s mood,
product category impulsiveness, and
demographic
characteristics have a considerable
impact on customers’ intended purchase
decisions .
There are four psychological
factors that influence
consumer behaviour:
Motivation, perception,
learning, and attitude or belief
system.