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9 views

MM Unit 2 1

Uploaded by

fbfwjcq9gw
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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04-10-2019

Unit-2

Introduction and Characteristics

What is consumer buying behaviour?


• Consumer buying behaviour “refers to the buying behaviour of final consumers,
both individuals and households, who buy goods and services for personal
consumption”

• Consumer behaviour is the study of how people buy, what they buy,
when they buy and why they buy.

• Consumer buying behaviour “is the behaviour that consumers display in


searching, purchasing, using, evaluating, and disposing of products and services
that they expect will satisfy their needs”

• Consumer buying behaviour is defined as a set of activities which involves the


purchase and use of goods and services which resulted from the customers’
emotional and mental needs and behavioural responses.

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04-10-2019

Characteristics of consumer buying


behaviour
Characteristics Behaviour is a psychological concept: Widely used in market
of consumer Different people , Different behaviour segmentation & Brand Positioning
buying
behaviour Behaviour is affected by multiple Factors like culture, family, age,
personal and social factors gender affect buying decisions

Behaviour affect consumptions What motivate a consumer to buy


expensive brands like Nike

Consumer Behaviour change with Consumers’ exposure, thinking


time and actions are not constant.

Consumer behaviour is a result of Learning and Memory shape the


past decisions behaviour

Purchase
Involvement

The level of concern


or interest related to
particular purchase
triggered by some
need

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Model of Consumer Behaviour:


Stimulus –Respond Model

The task of marketer is to understand what happens in the consumer’s


consciousness between receiving of stimulus and the final purchase decision

Types of consumer Decisions


Continuum of Consumer Buying Decisions

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04-10-2019

When does a consumer realize need for a product?

 When a current product isn’t performing properly

 When the consumer is running out of the product (in quantity


term, due to aging of product or breakdown)

 When another product seems superior to the one currently


used

Pankaj Chauhan on Marketing Management

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Five Stage Model of Consumer Buying Process

Need or Problem Recognition


• Need or problem recognition is the result of a discrepancy between a
desired state and an actual state that is sufficient to arouse and activate
the decision process.

States of Mind

Pankaj Chauhan on "Another perspective of Marketing" 10

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Need or Problem Recognition

Pankaj Chauhan on "Another perspective of Marketing" 11

What determine the consumer’s desire to resolve a


particular problem?

Consumer’s desire to resolve a particular problem depends


upon:-
 Magnitude of discrepancy(Gap)
 Urgency or pressure due to discrepancy (Gap)
 Relative Importance of discrepancy
 Budget and time constraints

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Information Search
• It is a deliberate attempt to gain appropriate knowledge about
the products, brands, their characteristics, information about
the stores etc.
• Internal Search: Use of previously stored or experienced
information
Problem Refer long term Relevant Use to If satisfactory
recognize memory information determine solution is known

• External Search: It is a planned and rational search of information for


limited or extended decision making.

Information Search: Sources

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Information Search

What is Evaluative Criteria?


• Evaluative Criteria are the various dimensions, features or
benefits a consumer looks for in response to a specific
problem.
• Out of multiple evaluative criteria, consumer will use the one
or two criteria that are associated with either the benefits
desired by consumers or are related to the cost of product.
• Evaluative Criteria can differ in type , numbers and in
importance

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Alternative Evaluation and selection Process

Purchase and post purchase behaviour

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Buying Motives : Definition


• A Motive is a construct that represent unobservable inner force
that stimulates and compel a behavioural response and provide
specific direction to that response.

 Why does a person buy certain products?


 A consumer does not buy a product, he/she buys benefits
( Operational Benefits and Psychological Benefits)

The reasons for a purchase can be :

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Buying Motives :Types

• Types of Buying motives


• Product Motives
• The impulses , desires and considerations that make people to buy
a particular product are PRODUCT MOTIVES
• Patronage Motives
• The impulses , desires and considerations that make people to buy
a particular company or shop are called PATRONAGE MOTIVES

Buying Motives :Types

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Factors affecting Consumer buying behaviour


4
3
2
1

Effect is direct Effect is direct

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