consumer Buying Behaviour hlps to the buying mind set of consumer.

1. Consumer Buying BehaviorConsumer Buying Behavior

2. IntroductIonIntroductIon
Stimuli
Marketing Other
(Internal Factor) (External Factor )
PRODUCT Economic
Price Technological
Place Political
Promotion Cultural
Buyer’s Black Box (Mind)
Buyer’s Response

3. Importance of
understandIng consumer
behavIour
Consumers’ product and service preferences
are constantly changing
Understanding how consumer make purchase
decisions can help marketing managers to
determine the most important attribute for certain
target market
Easily design and developing marketing strategy

5. Internal External

6. (2)InformatIon Search
6
Personal SourcesPersonal Sources
Commercial SourcesCommercial Sources
Public SourcesPublic Sources
Experiential SourcesExperiential Sources

7. (2)InformatIon
Search
Total Awareness Consideration Choice
Set Set Set set
DecisionIbm
apple
dell
hp
Compaq
Toshiba
Samsung
Ibm
apple
dell
hp
Samsung
Compaq
Ibm
apple
dell
hp
Samsung
Ibm
apple
dell
Apple

8. (3)evaluatIon of
alternatIveAttributes
company
name of
computer
Memor
y
Capacit
y
Graphics
capacity
Size&
weight
price
Ibm
1 3 2 1
apple 2 2 1 3
dell

9. Purchase Intention
Desire to buy the most preferred brand
Purchase Decision
Unexpected
Situational
Factors
Attitudes
of Others
(4)purchaSe decISIon(4)purchaSe decISIon

10. 5) poSt purchaSe5) poSt purchaSe
behavIorbehavIor
Cognitive DissonanceCognitive Dissonance
Did I make a good decision?Did I make a good decision?
Did I buy the right product?Did I buy the right product?
Did I get a good value?Did I get a good value?

11. (5) POST PURCHASE BEHAVIOR(5) POST PURCHASE BEHAVIOR
A )Post purchase satisfaction
B) Post purchase action
C) Post purchase use & disposal

12. Factors Affecting ConsumerFactors Affecting Consumer
BehaviorBehavior
Cultural
PersonalSocial Physiological
Buyer

13. Culture
Cultural FactorsCultural Factors
Subculture
Social Class
BuyerBuyer

14. SocialSocial
Family
Friends
Status
Role

15. Personal factorsPersonal factors
A) Age and stage in life cycle
B) Occupation
C) Economic circumstances
D) Life style
E) Personality and self concept

16. psychological factorpsychological factor
A)Learning
B) Beliefs
C) Attitude
D) Motivation

17. Psychological FactorsPsychological Factors
PerceptionPerception LearningLearning
Beliefs &
Attitudes
Beliefs &
Attitudes
MotivationMotivation