Ppt yo help in bba

1. Consumer Buying
Behavior

2. Learning Objectives
Understand the major factors
influencing consumer behavior
Know and recognize the types of
buying decision behavior
Understand the stages in the buying
decision process

3. Consumer Market
Consists of all the
individuals and households
who buy or acquire goods
and services for personal
consumption.

4. Consumer Buying Decision Process
Problem
Recognition
Information
Search
Evaluation of
Alternatives
Purchase
Decision
Post-Purchase
Evaluation

5. Types of Buying Behavior
Routine Response
Limited Decision
Extension Decision
Impulse Buying

6. Factors Influencing
Consumer Behavior
Personal
Psychological
Social
Cultural

7. Personal Factors
Age
Life-Cycle Stage

8. Stages in Family Life-Cycle
1. Single
2. Newly Married Couples
3. Full Nest I
4. Full Nest II
5. Full Nest III
6. Empty Nest I
7. Empty Nest II
8. Solitary Survivor
9. Solitary Survivor, Retired

9. Personal Factors
Age
Life-Cycle Stage
Occupation
Economic Circumstances
Life Style

10. Psychological Factors
“Wants”
Based on a want or desire to
have something. Not a
necessity.

11. Psychological Factors
Motivation:
Freud
Id
Ego
Super Ego
Maslow
Hierarchy of Needs

15. .
.
Physiological Needs
(hunger, thirst)
Safety Needs
(security, protection)
Social Needs
(sense of belonging, love)
Esteem Needs
(self-esteem)
Self
Actualization
Maslow’s Hierarchy of Needs

16. Psychological Factors
Motivation
Perception
The process by which an individual
selects, organizes, and interprets inputs
to create a meaningful picture of the
world.
Selective Exposure
Selective Distortion
Selective Retention

17. Psychological Factors
Motivation
Perception
Learning
Changes in an individual’s behavior
arising form experience

18. Psychological Factors
Motivation
Perception
Learning
Beliefs
Descriptive thoughts that a person holds
about something

19. Psychological Factors
Motivation
Perception
Learning
Beliefs
Attitudes
Enduring favorable or unfavorable
cognitive evaluations emotional feelings
and action tendencies

20. Functional Factors
“Needs”
Need over wants. Delivers to a
real “need” to have something.

21. Social Class
Relatively homogenous, enduring
divisions in a society,
hierarchically ordered with
members sharing similar values,
interests, and behaviors.

22. Indian Social Classes
Upper Upper 1%
Lower Upper 2%
Upper Middle 12%
Middle 32%
Working 38%
Upper Lower 9%
Lower Lower 7%

23. Group Influences
Public Luxuries
Golf Clubs
Snow Skis
Sail Boat
Private Luxuries
TV Video Games
Ice Makers
Trash Compactors
Public
Necessities
Wrist Watch
Automobiles
Dress Clothes
Private
Necessities
Mattresses
Floor Lamps
Refrigerators
Strong Weak
Strong
Weak
Brand Choice
Product
Choice

24. Family Influence on Buying
Behavior
Husband-Dominant
Wife-Dominant
Equal

25. Culture & Subcultures
Cultures
The accumulation of values, knowledge, beliefs,
customs, objects, and concepts that a society
uses to cope with its environment
Subcultures
Groups of individuals who have similar value and
behavior patterns within the group but differ
from those in other groups.

26. Adoption Process
1. Awareness
2. Interest
3. Evaluation
4. Trial
5. Decision
6. Confirmation

27. Awarene
ss
Interest Evaluati
on
Trial Decision Confirma
tion
Demand/ne
ed/require
ment
Information
== interest
area
Price
Features of
product
Visit
showroom
Ask ur
friends
Searching
the
information
Brand
perception/
value
U would like
to use that
product
Take
decision to
buy the
Return
replacemen
t period
over
Smartphone
-
Online
classes
G&W
Other post
purchase
services
One hour to
one week
Smartphone Paid the
amount
No of
smartphone
s+ features
Purchasing
capacity
15-22k
Which one
will be the
best option
Delivery
Brands 4 5 models
of 2 3
brands

28. Examples of Buying Motives:
Psychological or Functional?
A senior wants to impress his
date at the prom .
His primary motive is …?
Psychological

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

30. Examples of Buying Motives:
Psychological or Functional?
A homemaker needs a new washing
machine and has had good
experiences with Sears.
Her primary motive is …?
Functional

31. Examples of Buying Motives:
Psychological or Functional?
A teacher wants to buy a practical
car to be used for family
transportation.
Her/His primary motive is …?
Functional

32. Examples of Buying Motives:
Psychological or Functional?
A career woman always buys Liz
Claiborne clothes.
Her primary motive is…?
Psychological

33. Examples of Buying Motives:
Psychological or Functional?
A homeowner needs to mow their
lawn.
Their primary motive is…?
Functional

34. Consumer Buying Behavior Competency
Functional
Motive
Psychological
Motive
The price is 40
cents off the
regular price.
It never needs
ironing.
Diamonds are
forever.
Serving you since
1971.
Ninety-day
warranty.

35. Consumer Buying Behavior Competency
Functional
Motive
Psychological
Motive
Running shoe with
built-in arch.
It’s all the rage—
colored action wear
and style.
Wheaties—the
breakfast of
champions!
Steel-belted radial
tires warranted for
40,000 miles
A watch—a gift she
will treasure
always.

36. Learning Objectives--
Reviewed
Understand the major factors
influencing consumer behavior
Know and recognize the types of
buying decision behavior
Understand the stages in the buying
decision process

37. Consumer Buying
Behavior

38. Consumer Buying Decision Process
Problem
Recognition
Information
Search
Evaluation of
Alternatives
Purchase
Decision
Post-Purchase
Evaluation