Consumer behavior, consumer buying process, problem recognition, information search, evaluation of alternatives, purchase

1. Consumer Buying
Behavior

2. Outline
• Definition
• Need to analyze behavior
• Types
• Influencing factors
• Consumer buying process

3. Buying Behavior
• Definition :
 The decision process and acts of people involved
in buying and using products.
• How does the buyer make purchasing decision?
• What factors influence consumer purchases?

4. Need To Analyze Buying
Behavior
• What, Where, When & How – Marketing Mix.
• Helps predict how consumers will respond to
marketing strategies.
• Great impact on the success of firms marketing
strategy.

5. Types Of Consumer Buying
Behavior
• Routine Response/Programmed Behavior
• Limited Decision Making
• Extensive Decision Making
• Impulse Buying

6. Routine Response / Programmed
Behavior
• Frequently purchased low cost items.
• Low involvement required.
• Little search and decision effort
• Purchased almost automatically.

7. Examples- Routine Response

8. Limited Decision Making
• Occasional buying.
• When information is needed for a unfamiliar brand in a
familiar product category.
• Requires a moderate amount of time for information
gathering.
• Loyalty to a brand

9. Examples- Limited
Decision

10. Extensive Decision Making
• Complex process- requires high involvement
• unfamiliar, expensive, infrequently bought products.
• High degree of economic/performance/psychological risk.
• Lot of time spent seeking information and deciding.

11. Examples- Extensive Decision

12. Impulse Buying
• Basis - purchase of the same product does not always elicit the
same Buying Behavior.
• Reason determines the extent of decision-making.

13. Examples- Impulse Buying
THIS or THIS ??
going for the dinner- reason can be an anniversary
celebration, or a meal with a couple of friends.

14. Influencing Factors:
The marketer must be aware of these factors in order to develop a
appropriate marketing mix for its target market.

15. Thank you