The document outlines consumer buying behavior, defining it as the decision process involved in purchasing products, and emphasizes the need to analyze this behavior for effective marketing strategies. It categorizes buying behavior into routine response, limited decision making, extensive decision making, and impulse buying, highlighting the factors that influence each type. Understanding these behaviors and their influencing factors is crucial for marketers to predict consumer responses and optimize their marketing mix.

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