A POWERPOINT

PRESENTATION ON PRE AND

POST PURCHASE BEHAVIOR
AND FACTORS INFLUENCING
CONSUMER BEHAVIOR

NAME: PRAHLAD PD. SRIVASTAVA

ROLL NO : MBA 17/14 (GM)

Purchase behavior
Purchase behavior is the sum total of a consumer's
attitudes, preferences, intentions, and decisions regarding the
consumer's behavior in the marketplace when purchasing a
product or service. The study of consumer behavior draws
upon social science disciplines of anthropology, psychology,
sociology, and economics.

Purchase Process

The Purchase behaviour can be broken down into a series of tasks.

1. Problem recognition: During this stage, the consumer becomes aware of an
unfulfilled need or want. For example, his old laptop may be broken and a need
arises for a new laptop.
2. Information search: in this stage, the consumer gathers information relevant to
solving his problem. Example, collection of information about various laptop
models.
3. Evaluation: The various alternatives are evaluated against the consumers wants,
needs, preferences, financial resources etc.
4. Purchase: In this stage, the consumer will commit to a particular choice and
make the final decision. The choice maybe influenced by price and availability.
5. Post purchase evaluation: In this stage, the consumer evaluates whether the
purchase actually satisfied her need or not.

Post Purchase Behaviour

The behaviour after a product purchase is called Post

purchase behaviour. Generally after a product purchase the
buyer undergoes post purchase dissonance means the buyer
regrets his /her purchase or post purchase satisfaction.
post purchase satisfaction: if the product meets the
expected performance, the customer is satisfied. Post purchase
satisfaction with the product leads the customer to make
repeat purchase and recommend it to others in his reference
group.

Post purchase dissonance:

This dissonance can be due to Large number of alternatives

The other alternatives have better features
It was a difficult buying decision
Performance risk of the product
High financial commitment towards the product
Wear and tear of the product
But if the performance of the product is good the customer is satisfied
Now based on the satisfaction or dissatisfaction the consumer will re buy
the product or discontinue the product.
Example: - A customer buys toothpaste and doesnt like the taste, this will
cause dissonance and he will discontinue the product and use some other
brand.

factors influencing consumer behavior

There are 4 main types of factors influencing consumer

behavior:
cultural factors, social factors, personal factors and
psychological factors.

1. cultural factors

Cultural factors are coming from the different components

related to culture or cultural environment from which the
consumer belongs.
Culture and societal environment:
an individual will be influenced by his family, his friends, his
cultural environment or society that will teach him values,
preferences as well as common behaviors to their own culture.
For example, in the West, it is common to invite colleagues or
friends at home for a drink or dinner. In Japan, on the
contrary, invite someone home does not usually fit into the
local customs. It is preferable to do that this kind of outing
with friends or colleagues in restaurant.

Sub-cultures : A society is composed of several sub-cultures in which

people can identify. Subcultures are groups of people who share the same
values based on a common experience or a similar lifestyle in general.
Subcultures are the nationalities, religions, ethnic groups, age groups,
gender of the individual, etc..

Social classes: Social classes are defined as groups more or less

homogenous and ranked against each other according to a form of social
hierarchy. Even if its very large groups, we usually find similar values,
lifestyles, interests and behaviors in individuals belonging to the same
social class. We often assume three general categories among social
classes : lower class, middle class and upper class. For example,
consumers from the middle class and upper class generally consume more
balanced and healthy food products than those from the lower class.

Cultural trends: Cultural trends or Bandwagon effect are defined as

trends widely followed by people and which are amplified by their mere
popularity and by conformity or compliance with social pressure. The
more people follow a trend, the more others will want to follow it.
For example, Facebook has become a cultural trend. The social network
has widely grew to the point of becoming a must have, especially among
young people.

2. Social factors

Social factors are among the factors influencing consumer

behavior significantly. They fall into three categories:
reference groups, family and social roles and status.

3. Personal factors:
There are different personal factors which
affect the buying decision process. These
factors, such as the age, sex, lifecycle stage,
occupation, economic condition, personality,
etc, are unique to every individual.

4. Psychological factors
Psychological factors that influence consumer
buyer behavior are motivation, perception,
attitude and beliefs.

Conclusion

References

http://theconsumerfactor.com/en/4-factors
-influencing-consumer-behavior/

http://www.marketing91.com/factors-affec
ting-consumer-buying-behavior/

http://study.com/academy/lesson/what-is-c
onsumer-buying-behavior-definition-typesquiz.html