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Basics of Marketing PPT Presentation

This document provides an overview of consumer buying behavior. It discusses key concepts like the meaning of consumer behavior, definitions of consumer behavior, and a simple model of the consumer buying process. It also outlines different types of buying decision behaviors including complex buying behavior, dissonance-reducing buying behavior, habitual buying behavior, and variety-seeking buying behavior. Personal and social motives for shopping are also briefly described.

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Siddik Bagwan
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461 views11 pages

Basics of Marketing PPT Presentation

This document provides an overview of consumer buying behavior. It discusses key concepts like the meaning of consumer behavior, definitions of consumer behavior, and a simple model of the consumer buying process. It also outlines different types of buying decision behaviors including complex buying behavior, dissonance-reducing buying behavior, habitual buying behavior, and variety-seeking buying behavior. Personal and social motives for shopping are also briefly described.

Uploaded by

Siddik Bagwan
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 PPTX, PDF, TXT or read online on Scribd
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Basics of marketing

MBA First semester


Presentation

Presented by - Mr. Siddik Sachin Bagwan.


Roll no.- 10
-:Topic name :-

CONSUMER BUYING BEHAVIOR


Meaning of consumer behavior :
Consumer behavior is the study of consumers and the
processes they use to select , purchase and Dispose of the goods
and services.
Consumer buying behaviour means more than just how an
individual buys products. Marketing efforts therefore to focus on
consumer’s consumption of services, his activities and ideas.
Definition’s of customer behaviour :
1) “consumer behavior is the study of how consumers
make decisions to use their resources such as time , money , and
effort for buying , using and disposing goods and services.”

2) “ consumer behavior is the study of when ,who ,


how , and where people do or do not buy a product.”

3) “ consumer behavior can be defined as the


behaviour that consumer display in searching for , purchasing ,
using , evaluating ,and disposing of products and services that they
expect will satisfy their needs.”
The simple model of consumer buying behavior:
This model shows that marketing and other stimuli enter the
“customers black box ” and Produce certain responses. Marketing must
figure out what is in the buyer’s black box.
Why do people shop ?
Personal Motives :
1) Role playing -

2) Diversion –

3) self gratification –

4) Learning about new trends –

5) sensory benefits -
Why do people shop?
Social Motives :
1) social experience outside home –

2) communication with other similar interests –

3) peer group attraction –

4) status and authority –

5) pleasure Bargaining -
Types of buying decision behavior:
The buying habits are very important in decision making process of customers and it
is also known as buying situations.
For e.g. – the purchase of new house is one such situation which makes it necessary for each
consumer to follow all steps . Like suitability of location, quality of construction , reasonability
of offered price and the authenticity of seller are some factors which come in the mind of the
consumer prior to finalisation of a purchase deal.
This are the levels of consumers decision-making
High Involvement. Low Involvement

Complex buying Variety seeking


Significant Differences behavior Buying behavior
Between Brand’s
Dissonance reducing Habitual buying
Few Differences between Buying behavior Behavior
Brand’s
In a brief
1) complex buying behavior:-
The first level of buying behavior involves an extensive problem-
solving process. A substantial amount of time is involved in collecting information and
evaluating the alternatives. Under this process , consumer can go through congnitive
dissonance. The perceived risk is also high and the products in this category are generally
expensive, e.g. buying a house , a car or an insurance policy. Hence , marketer should opt for
low-key approach with minimum perceived risk.

2) Dissonance – reducing Buying Behavior :-


. In this level, a consumer follows all the steps involved in
decision- making process. Here, consumer are more experienced and knowledgeable than the
complex buyer’s. The products purchased by consumers are used by them , but not regularly.
Therefore, the risk involved is less . E.g., clothes, vacations , gifts, etc. To improve this type of
buying behavior , a marketer needs to enhance it’s communication process by providing more
information about the product.
3) Habitual buying Behavior :-
In this situation, the customer is Habitual to a
particular brand over a period of time and does not spend much time on decision-
making process and skips few steps. Here, same product of a
Specific brand is purchased regularly or repeatedly by the consumer, e.g.,
groceries, haircut, magazines, etc. The marketer must understand the Buying
Behavior of potential consumers and inform existing consumers about the arrival
of Superior Brand’s in the market. This will help in improving the buying patterns of
the consumers.

4) Variety-seeking buying Behavior :-


In present scenario , there are several new Brand’s of
similar products which are available in market. This has brought a change in the
behavior of consumers who seek variety and do not stick to a particular brand.
Thanks for giving an
opportunity to present this
ppt.
Thanks to all my classmates
Have a good day

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