This document discusses consumer buying behavior and the process consumers go through when making purchase decisions. It outlines five stages of the consumer buying process: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. It also describes four types of buying decisions: complex, dissonance reducing, habitual, and variety seeking. Additionally, it lists factors that influence consumer behavior, such as social, cultural, personal, and psychological factors. The document aims to help marketers better understand consumer decision making.

1. PROCESS OF
CONSUMER BUYING
BEHAVIOUR
GROUP NO:2
Joe S Kavukattu
(2017~31~002)
Nasiha Pottanam Chalil
(2017~31~028)

2. INTRODUCTION
• Refers to the buying behavior of final consumers.
• How consumers acquire, consume and dispose of
goods, services, experiences and ideas.
• Study of the process helps to meet the needs of
customers better.

3. TYPES OF BUYING DECISION
BEHAVIOUR

4. 1) Complex Buying Behaviour
• High involvement+ significant
differences between brands.
• Occurs when buying risky, expensive
and infrequently purchased products.
• Ex: Agricultural machineries.

5. 2) Dissonance Reducing Buying
Behaviour
• High involvement+ insignificant differences
between brands.
• Product can be purchased from anywhere
without considering the brand.
• Ex: Purchase of furniture.

6. 3)Habitual Buying Behaviour
• Low involvement + insignificant differences
between brands.
• Low cost, frequently purchased products.
• Familiar brands are prefered by consumers.

7. 4)Variety seeking Buying Behaviour
• Low involvement+ significant difference
between brands.
• Lot of brand switching happens.
• Ex: Purchasing a new brand of particular food
item in order to check variety.

8. CONSUMER BUYING
PROCESS MODELS
Need Recognition
Information search
Evaluation of alternatives
Purchase Decision
Post purchase behaviour

9. 1) NEED RECOGNITION
• First and most crucial step in the process.
• Occurs when the buyer recognizes a problem or
need triggered by:
-Internal stimuli: a personal perception
experienced by the consumer.
-External stimuli: outside influences such
as advertising or word-of-mouth.

10. 2) INFORMATION SEARCH
• Options available are identified or clarified.
Sources of information:
• Personal sources—family and friends
• Commercial sources—advertising, Internet
• Public sources—mass media, consumer
organizations
• Experiential sources—handling, examining,
using the product

11. 3) EVALUATION OF ALTERNATIVES
• How the consumer processes information to
arrive at brand choices.
• Consumer will focus on those product
attributes and features that are most relevant
to their needs at a given point in time.

12. 4) PURCHASE DECISION
• The act by the consumer to buy the most
preferred brand
• The purchase decision can be affected by:
-Attitudes of others
-Unexpected situational factors

13. 5)POST PURCHASE BEHAVIOUR
• Satisfaction or dissatisfaction the consumer
feels about the purchase.
• Relationship between:
-Consumer’s expectations
-Product’s perceived performance.
• Cognitive dissonance is the discomfort caused by a
postpurchase conflict.

14. THE BUYER DECISION PROCESS
FOR NEW PRODUCTS
• New product -a good, service, or idea that is perceived by
some potential customers as new.
• Adoption process : mental process an individual goes through
from first learning about an innovation to final regular use.
• Stages in the process include:
Awareness Interest Evaluation Trial Adoption

15. 5 ADOPTER GROUPS

16. PRODUCT FACTORS AFFECTING RATE O
ADOPTION
• Relative advantage
• Compatibility
• Complexity
• Trialability
• Observability

17. FACTORS AFFECTING THE
PROCESS OF CONSUMER BUYING
BEHAVIOUR
BUYER
BEHAVIOUR
SOCIAL
CULTURAL
PERSO
NAL
PSYCHOL
OGICAL

18. • SOCIAL FACTORS
1. Opinion leaders
2. Reference groups
a) Normative reference group.
b)Comparative reference group.
3. Family

19. • CULTURAL & SUBCULTURAL
FACTORS
1. Nationality
2. Geographic regions
3. Religions
4. Racial groups and castes

20. • PERSONAL FACTORS
1. Age and life-cycle stage
2. Occupation
3. Economic situation
4. Lifestyle
5. Personality and self-concept

21. •PSYCHOLOGICAL FACTORS
1. Motivation
2. Perception
3. Learning
4. Beliefs and attitudes

22. STORIES OF BUYER BEHAVIOUR
INFLUENCES ON PRODUCTS
•The Hula
Burger by
McDonald’s.

23. •Kellog’s
Cornflakes

24. • Success of Aspee Group of Companies
and failure of Badilli Agricultural Machinery
Ltd in marketing sprayers.

25. •Success of Nuziveedu Seeds Pvt. Ltd
(NSL) and failure of Bt Cotton seed.
•Success of AMI Group, India and
failure of Shogun Organics Ltd in
marketing of agrochemicals.

26. •Levi’s Type 1 Jeans

27. •Vanilla Coke

28. CONCLUSION
• Consumer behaviour theories and concepts
are important for the marketers.
• Products should be carefully marketed for
successful achievements of organizational
goals.
• Failing to understand different factors affecting
consumer buying behaviour would not meet
the targets of organization.