Consumer Buying Behaviour

Presented by Harshil Shah

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 Factors Influencing Buying
Behaviour

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 Factors Influencing Buying
Behaviour

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 Buying Decision
• Buying Roles
 Initiator
 Influencer
 Decider
 Buyer
 User
 Maintainer
 Disposer
• Buying Behaviour
 Extensive problem solving buying behaviour
 Routinized buying behaviour
 Variety Seeking behaviour
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 Buying Decision Process
Gather Information
Identify the problem about the product
/ Need Recognition that brands

Evaluate the
alternatives & Select
the best possible
alternatives

Purchase Decision/ Post Purchase

Buying the product Evaluation.

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 Gather Information About The
Product
Personal
Family, Friends, Neighbors, Acquaintances
Commercial
Advertising, Web Sites, Sales Persons, Dealers,
Displays
Public
Mass Media, Consumer – rating Organization
Experiential
Handling, Examining & using the product.

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 Alternatives
Awareness Consideration Choice
Total Set Set Set Set Decision

- Onida - Whirlpool - Whirlpool

?
- Whirlpool - Onida - LG
- LG
- LG - Whirlpool - Videocon
- Samsung
- Samsung - LG - IFB
- Videocon
- Videocon - Samsung
- Godrej
- Haier - Videocon
- IFB
- TCL - Haier
- Godrej - Godrej
- Sansui - IFB
- Kenstar
- IFB

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 Evaluation of Alternatives
A- Whirlpool B - LG
C- Videocon D - IFB
Attribute Provision Drying Differentiation Price
for Hot Time for different
W. M. Water Cloths

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 Customer Value Analysis
Customer Value = Customer Benefits – Customer Costs

Attribute A B C D

Price 15000 14000 12000 18000

Acquisition Cost 250 100 200 300

Usage Cost 100 150 125 100

Maintenance Cost 250 500 250 150

Disposal Cost 300 500 500 250

Total Cost 15900 15250 13050 18800

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Steps between Evaluation of Alternatives
&
Purchase Decision
Evaluation of
Alternatives

Purchase Intension

Attitudes of Unanticipated
Other Situational
Factors

Purchase Decision

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 Post Purchase Behaviour
• Post Purchase Dissatisfaction
Performance < Expectations
Disappointment

• Post Purchase Satisfaction

Performance = Expectations
Satisfaction

• Post Purchase Delight

Performance > Expectations Delight

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 Customer Use & Disposal

Rent it
Get rid of it
Temporarily Give it away To Be (Re) Sold
Lend It

Trade It To Be Used
Get rid of it
Product Permanently
Sell It Direct to
Use it to serve Consumer
original Purpose

Throw it Away Through

Convert it to serve Middleman
Keep It a new purpose

To Intermediary
Store It

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 Consumer Psychology

1. Motivation

2. Learning - Cognitive Dissonance

3. Perception - Selective Attention

- Exception
- Rewarding or Beneficial

- Selective Distortion
- Selective Retention
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 Motivation

• Sigmund Fraud
• Maslow’s
• Herzberg Two Factor
• MacLean's -
+ Need for Belonging
+ Need for Power
+ Need for Achievement

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 Maslow’s Hierarchy of
Needs Theory

Self
Actualization

Esteem

Affiliation

Security Needs

Basic Needs

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 y o u
n k -
T h a
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