CONSUMER BUYING

PROCESS
 contents
 Introduction to consumer buying process
 Buyer-an enigma
 Types of buyers
 The indian consumer
 What does a customer buy?
 Buyer motivation
 Roles in consumer buying
 Actual consumer buying process
 Buying situations
 Influence on consumer buying
 Tools to study buyer behaviour
 conclusion
 INTRODUCTION

What is Consumer Buying Process?

Why we need Consumer Buying

Process?
 Buyer - An Enigma

Buyer’s mind –a Black box

 Influence of Media especially
electronic media
 stimulus
Company controlled
Product Buy
Price Consumer
Advertising c
Mind Response
ssss
Display (Black box) NoNN
buy
distribution
social
Word of mouth
Reference group
 Types of Buyers
1.Friendly buyer
2.Timid/Reserved/shy buyer
3.Silent buyer
4. Price or quality conscious buyer.
5. Suspicious buyer
6. Clever/intelligent buyer
7. Bargain buyer
8. over-cautious buyer.
9. Timid/reserved/ buyer
10. Undecided buyer
11. Argumentative buyer
12. Rude/ ill-mannered buyer.
13. Impatient buyer
14. Slow-thinking buyer
 Indian Consumers:-
Indian consumer come from different
social, cultural, religious and
geographical background.
Impact of Internet on Indian
Consumers.
Who uses Internet and for what ?
Change in Consumer’s lifestyle and its
impact.
 What Does the customer Buy?
After examining the different products/services, bought by
a customer, we Categorize it into two groups viz:-

High involvement products

Low involvement products.

High involvement products have the following
characteristics
 High price
 Complex Features
 Large difference between alternatives
 High perceived Risk
 Reflect self-concept of buyers
Low involvement products:-
 Does not reflect buyers self-concept
 Alternative within the same product class are similar
 Frequent brand switching behaviour
 Buyers Motivations
 ECONOMIC FACTORS

 PSYCHOLOGICAL FACTORS
a. MOTIVATION
SELF
• MASLOW’S HIERARCHY OF ACTUALIZATION

NEEDS THEORY ESTEEM

AFFILIATION

SECURITY NEEDS

BASIC NEEDS

i. HERZBERG’S TWO FACTOR THEORY

ii. McCLELLAND’S THEORY OF ACHIEVEMENT
MOTIVATION
b. LEARNING THEORY
Learning: involves changes in an individual’s behaviour arising
from experience.
E.g: Suppose you buy an IBM computer
c. PERCEPTIONS
Is the process by which an individual selects, organizes, and
interprets information inputs to create a meaning picture of
the world.
Perceptual processes:
 SELECTIVE ATTENTION
 SELECTIVE DISTORTION
 SELECTIVE RETENTION
SELECTIVE ATTENTION:
It means that marketers have to work hard to attract consumer’s
notice.
Some real challenge for marketers:
 People are more likely to notice stimuli that relate to a
current need. E.g: hairfall problem.
 People are more likely to notice stimuli that they anticipate.
E.g: Marriage
 People are more likely to notice stimuli whose deviations are
large in relation to the normal size of the stimuli. E.g: Discount
offers
SELECTIVE DISTORTION:
It’s the tendency to twist information into personal meanings and
interpret information in a way that will fit our preconceptions.
E.g: Advertisements – making a cutomer guess the objects or
messages to come ( IDEA)
SELECTIVE RETENTION:
Selective Retention explains why marketers use drama and
repetition in sending messages to their target market.
E.g: Advertisements – making a customer guess the objects or
messages to come ( IDEA).
d. Beliefs and Attitudes
A belief is a descriptive thought that a person holds about
something.
These beliefs make up product and brand images, and people act on
their images.
One of the real challenge for the marketers to change such beliefs.
E.g: Anne French – Kareena Kapoor

An attitude is a person’s enduring favorable or unfavorable

evaluations, emotional feelings, and action tendencies toward some
object or idea.
E.g: National Fluid Milk Processor Education Program – “Where’s
your mustache?”
 ROLES IN CONSUMER
DECISION - MAKING

1. INITIATOR
2. INFLUENCER
3. DECIDER
4. BUYER
5. USER
CONSUMER BUYING PROCESS
→HIGH NEED RECOGNITION OR
PROBLEM IDENTIFICATION
INVOLVEMENT
PRODUCT DEVELOPMENT OF
DECISION CRITERIA

SEARCH FOR
ALTERNATIVES

EVALUATION OF
ALTERNATIVES

DECISION
VIDEO 1
→LOW
PROBLEM / NEED
INVOLVEMENT RECOGNITION
PRODUCT
EVALUATION OF
ALTERNATIVES

DECISION
Video 2
THEORY OF COGNITIVE DISSONANCE
Leon festinger proposed this theory
Post purchase consumer behaviour
Dissonance gets heighted when:
plenty of choices
each alternative equally attractive
buying situation is highpriced-high risk
situation
the product reflects his/her self concept
Buying Situations:-

Various factors that come into account while buying

product are as follows:-
(a) Awareness about competing brand in a product
group.
(b) Customer has a decision criteria.
(c) Customer is able to evaluate and decide on his
choice.
Situations:-
 Routinized Response Behavior or Straight
Rebuy.
 Limited Problem Solving or Modified Rebuy
 Extensive Problem Solving or New Task
 Influences on Buyer Behavior
Buyer decisions are strongly influenced
by certain variables such as
 Cultural Influences
 Social influences
 Opinion Leadership
 Demographic influences
 Self concept
 Psychographic variables
 Lifestyle
 Personality
 TOOLS TO STUDY BUYER
BEHAVIOUR
It is important for the marketer to regularly study
buyer behaviour. The different tools available
to him or her are:-
 Survey
 Projective techniques
 Focus group discussions
Why do we need to study consumer
buying process???
The very existence of
organizations/business companies is due
to the existance of customers/consumers
Basic objective of the studying consumer
behavior is that the firm needs to know
who buys their product. How they buy?
When and where they buy? Why they
buy? How they respond to marketing
stimuli
Thank you