In this ppt we explain the buying behavior of consumer, characteristics of consumer behavior and buying decision process.......

1. Buying Behavior
Prepared By:
 Gaurang Kotadiya (16)
 Harshad parmar (17)
 Harveersigh Zala (18)
 Honey Pandya (19)
Submitted To:
 Dr.Vaishali Trivedi

2. What is consumer behaviour?
 ‘’Consumer behaviour is the study of
individuals, groups, or organizations
and the processes they use to select,
secure, use, and dispose of products,
services, experiences, or ideas to
satisfy needs and the impacts that
these processes have on the
consumer and society.’’

3. Characteristics of
consumer behaviour
 Opinions, attitudes and beliefs
 Psychological reactants
 Socio economic classification
 Lifestyle
 Life cycle
 Group influence
 Ethnic groups

4. Buying decision making process
Motive development
Information gathering
Proposition evaluation
Proposition selection
Purchase/ acquisition
Re-evaluation

5. Key psychological processes

6. motivation
 Basics of motivation : People are motivated
by many things, some positive others not. Some
motivating factors can move people only a short time,
like hunger which will last only until you are
fed. Others can drive a person onward for years.
 Motivation is the driving force within individuals
that impels them to action. Motivation is the activation
or energization of goal-oriented behavior.

8. Perceptions
 The American marketing association (AMA,2009)
defines perception as follows: based on prior attitudes,
beliefs, needs, stimulus factors, and situational
determinants, individuals perceive objects, events, or
people in the world about them.
 Perception is the cognitive impression that is formed of
“reality” which in turn influences the individual’s action
and behaviour toward that object; if we paid attention
to all become Overloaded, just as a computer does
when it crashes.

9. Thinking feeling
INVOLEVEMENT
1. INFORMATIVE (ECONOMIC)
LEARN-FEEL-DO
CAR, TV, CAMERA
2. AFFECTIVE
(PSYCHOLOGICAL)
FEEL-LEARN –DO
BABY FOOD COOKING OIL
SKIN
CREAM
3. Habitual (Responsive)
do-learn-feel
Detergent, headache pill,
engine oil
4. Satisfaction (social)
Do-learn-feel
confectionery, soft drinks,
ice-cream

10. Learning and memory
 How do consumers continually learn about new product and
service and characteristics,
 their how do consumers continually learn about new product
and service characteristic, their relative performance and new
trends?
 Learning is defined as the process by which we acquire new
knowledge and skill attitudes and values, through study,
experience or modelling others’ behavior.
 There are various theories of human learning, which include
classical conditioning, operant conditioning, and social
learning as outlined here:

11. PERSONALITY
 PERSONALITY : How and what we buy is also based
on our personalities.
 Personality can be defined as that aspect of our
psyche that determines the way in which we respond
to our environment in a relatively stable way over time.

12. The psychoanalytic approach
 ID-This part of our psyche harbours our drives and urges,
a kind of seething mass of needs, which require instant
gratification.
 EGO- this part of psyche attempts to find outlets for the
urges in our id and acts as a planning center to determine
the opportunities for the the urges in our urges. According
to freud, the ego is moderated by the superego.
 SUPEREGO- This part of our psyche, so that we in a
socially acceptable manner and avoid any feelings of guilt
or shame. It acts as a social conscience.

13. Self concept approach
 Consumer purchase the brand “that they
represent “
 Example: middle class will purchase
Samsung mobile
 rich class will purchase iphone

14. Trait approach
 Based on personality traits
 ‘Big Five Model’
 Extraversion – fun loving, sociable, affectionate,
friendly
 Openness – original, imaginative, creative, daring
 Conscientiousness – careful, reliable, well
organized
 Neuroticism – worrying, nervous, self conscious
 Agreeableness – soft hearted , sympathetic,
forgiving.

15. Theory of Planned Behavior
 Attitude Towards The Behavior:-
– Certain attitude are present before and while behaviors are
 preformed.
 Subjective Norm:-
– How important people in the subject life would view the
 behavior.
 Perceived behavior control:-
– A combination of self Efficacy is the difficulty of
performing
 the action.
 Controllability is the belief that one has control over the
 behavior.

16. Buyer Behavior Model
 The economical Modal:-
 Low of principal of maximum utility
 Low of equimarginal utility enables a consumer to secure
the maximum utility from limited purchasing power.
 price effect
 Substitution effect
 income effect
 Learning Modal:-
– The response of satisfaction reinforces the relationship.
– Learns to associate connection between stimulus and
response which becomes habits.
– Understanding the response of consumer at the market

17.  Psychoanalytical Modal:-
– Personality of consumer and their responses.
– Consumer behavior I directed by a complete set of deep
seated motives.
 Sociological Modal:-
– As his role, status, interaction, influence, group relation,
lifecycle, income, occupation, place of residence, social
class etc.

18. Howard sheth model
 Customer lacks well defined evaluative criteria to judge the
product
 Searches for information
 After passing his own personality, his intake is modified
 Evaluates the brands available
 Seeks greatest potential of satisfying his motives

19. example
 Online shopping

20. Nicosia model
 Proposed by Francesco Nicosia in
1966s
 Incomplete in a number of aspects,
very reductionist
 Variables in the model have not been
clearly defined

21.  A number of assumptions have been made
that question the validity of this model, for
instance:
 What type of consumer are we talking about?
 The company and the consumer have an
existing relationship? What type?
 Is this for a new product? Is this the first
exchange the consumer has had with the
producer?

22. example
 Four-wheelers

23. Buying phases
Problem/need recogunion
Product specification
Supplier and product search
Evaluation of proposals
Supplier selection
Evaluation

24. Characteristics of business
 Derived demand
 Variance – feuchating demand
 Inelastic demand
 Buying process
 High pruancial value
 Relationship