1. CONSUMER
BEHAVIOR
By Mudit Sharma
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2. What is Consumer
Behavior
• Study of how people buy, what they
buy, when they buy and why they buy.
• Attempts to understand the buyer
decision making process, both
individually and in groups.
• Studies characteristics of individual
consumers such as demographics,
psychographics, and behavioural
variables
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3. Customers versus
Consumers
• ‘Customer’ is specific in terms of brand,
company, or shop.
• A person who customarily or regularly
purchases particular brand.
• ‘Consumer’ a person engaged in - search,
select, use and dispose of products,
services, experience, or ideas.
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4. Consumer’s decision making
process
1. Need Recognition
2. Information Search
3. Evaluation of Alternatives
4. Purchase Decision
5. Post-Purchase Behavior
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5. Need recognition
Stage between the desired state and the
actual condition.
• Ex-Hunger stimulates need to eat.
• A commercial stimulates need recognition
that you need a particular product.
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6. Information Search
• Internal search : Memory
• External search: Friends and Relatives
Ex-Hungry, want to go out and eat, evoked set is
1. Chinese food
2. South Indian food
3. Baked food
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7. Evaluation of Alternatives
Need to establish criteria for
evaluation, features the buyer wants or
does not want.
Rank/weight alternatives.
Ex-If you want to eat something
healthy, then South Indian food gets
the highest rank
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8. Purchase Decision
• To Choose buying alternative
• Product
• Package
• Store
• Method of purchase
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9. Purchase
Depends on:
• Decision,
• Time lapse between purchase decision and
the actual purchase.
• Product availability.
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10. Post-Purchase Behavior
• The outcomes: Satisfaction or
Dissatisfaction.
• Can be reduced by warranties, after sales
communication
• Ex-After eating a South Indian meal, you
may think that really you wanted a Chinese
meal instead.
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11. Factors affecting consumer
behavior
• Pride
• Fear
• Fashion
• Possession
• Health
• Comfort
• Love and affection
• Information
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12. Consumer Involvement
• State of awareness motivating consumers to think
about product information prior to purchase.
• Consumer more involved in products and shopping
than others.
• Highly involved with a product
• Interested in knowing a lot about it
• Reads brochures thoroughly
• Compares brands and models
• Asks questions, and looks for recommendations.
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13. Effects of consumer
involvement
• Makes consumers process product-related
information more readily
• Information is retained for a longtime.
• Consumers become emotionally high and
tend to engage
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14. Decision making of a
Consumer
• Four types of consumer decisions
1. Routine Response/Programmed
Behavior
2. Limited Decision Making
3. Extensive Decision Making
4. Impulse buying
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15. Routine Response/Programmed
Behavior
• Buying low involvement, frequently
purchased, low cost items.
• Examples
Soft drinks, snack foods, milk etc.
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16. Limited Decision Making
• Buying product occasionally.
• That is when you need to obtain
information about unfamiliar brand in a
familiar product category.
• Example- Clothes--know product class but
not the brand.
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17. Extensive Decision Making
• Complex high involvement, unfamiliar, expensive
and infrequently bought products.
• Spend a lot of time seeking information and
deciding. High degree of risk.
• Example-Cars, homes, computers, education.
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18. Impulse buying
• No conscious planning.
• Found a shirt looking nice,
immediately purchased it!
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19. The purchase of the same
oduct does not always elicit the
ame Buying Behavior. Product
an shift from one category to
the next.
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