In a country like India, which had adopted socialistic pattern of society, the co-operative societies have to play an important role and to encourage them, they have to be put in privileged position. One of the privileges which the co-operative societies enjoy is in respect of income-tax payable by them.

2.  The buying behavior of final consumers
(individuals & households) who buy
goods and services for personal
consumption.
“How do consumers respond to
marketing efforts the company might
use?”

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

4. Buyer
Psychological
Personal
Social
Culture

5. Social Class
• People within a social class
tend to exhibit similar buying
behavior.
• Occupation
• Income
• Education
• Wealth
Subculture
• Groups of people with shared
value systems based on common
life experiences.
•Geographic
•Religions
•Racial groups
Determines a person's wants and behavior
Values. Perceptions. Preferences, Behaviors.

6. Reference Groups
•
Membership
•
Aspiration
•
Dissociative
Family
•
Husband, wife, kids
•
Influencer, buyer, user
Roles and Status
Social Factors

7. Personal Influences
Age and Family Life Cycle
Stage
Occupation
Economic Situation
Lifestyle Identification
Activities Opinions
Interests
Personality & Self-Concept

8. Principle Oriented Status Oriented Action Oriented
Achievers
Actualizers
Strugglers
Strivers
Fulfilleds
Believers
Experiencers
Makers
Abundant Resources
Minimal Resources

9. Psychological
Factors
Motivation
Perception
Learning
Beliefs and
Attitudes

10. Esteem Needs
(self-esteem, status)
Social Needs
(sense of belonging, love)
Safety Needs
(security, protection)
Physiological Needs
(hunger, thirst)
Self
Actualization
(Self-development)

11. Complex
Buying
Behavior
Dissonance-
Reducing Buying
Behavior
Variety-
Seeking
Behavior
Habitual
Buying
Behavior
High
Involvement
Significant
differences
between
brands
Few
differences
between
brands
Low
Involvement

12. Need Recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Postpurchase Behavior

13. External Stimuli
• TV advertising
• Magazine ad
• Radio slogan
•Stimuli in the
environment
Internal Stimuli
• Hunger
• Thirst
• A person’s normal
needs
Need Recognition
Difference between an actual state and a desired state

14. •Family, friends, neighbors
•Most influential source of
information
•Advertising, salespeople
•Receives most information
from these sources
•Mass Media
•Consumer-rating groups
•Handling the product
•Examining the product
•Using the product
Personal Sources
Commercial Sources
Public Sources
Experiential Sources

15. Product Attributes
Evaluation of Quality, Price, & Features
Degree of Importance
Which attributes matter most to me?
Brand Beliefs
What do I believe about each available brand?
Total Product Satisfaction
Based on what I’m looking for, how satisfied
would I be with each product?
Evaluation Procedures
Choosing a product (and brand) based on one
or more attributes.

16. Purchase Intention
Desire to buy the most preferred brand
Purchase Decision
Attitudes
of others
Unexpected
situational
factors

17. Consumer’s Expectations of
Product’s Performance
Dissatisfied
Customer
Satisfied
Customer!
Product’s Perceived
Performance
Cognitive Dissonance
The Buyer Decision Process
Step 5. Postpurchase Behavior