1. ROLES OF BUYING
People might play many roles in buying decision .mainly there are five initiator
,influencer ,decider ,buyer and user .
INTITATION
The personwho first suggest to go for buying a particular product (or )
services.
INFLUENCER
A personwhose views (or ) advice carries some weight in making the
final decision.
DECIDER
The personwho ultimately makes a buying decision (or ) any part of it whether
to buy , what to buy , how to buy ,where to buy .
BUYER
The person who make actual purchase . buyer may not be consumer .
USER
The personwho consumer (or) uses the productwho is also called as
con
5. CONSUMER BUYING PROCESS
The consumer is decision –maker and comes to the marketlace to solve his
consumption problems to achieve the satisfaction of his needs .broadly the
consumer process has three stages .input process and out put process stimulus it
is provided by two sets stimulus variables , namely ,the firms marketing efforts
are designed to positively expose inform and influence consumer .this effort
include productservice itself .work and in fact all marketing functions.
The social environment serve as a non –commercial sourceof consumer
information influence which is not under the direct control of firm.it conclude
reference group and individuals .family members ,social class and castes
culture and the like. both b this stimulus variable influence consumer and the
buying process.
STAGES OF BUYING PROCESS
The buying process is composed ofa number of stages and is
influenced by an individuals psychological ,frame work composed ofthe
individuals personality ,motivation , perception and attitude the various
stages in the buying are
1)NEED RECOGINITION
It means the awareness of a want a disdain of consumer
problems with out whose satisfaction the consumer normally build up
tension.
2)PRODUCT EVALUATION
The consumer is exposed to the existence of productthat may
satisfy a need .this awareness may be on account of the search carried by
consumer him self / her self because of a firms communications through
advertising (or) sales man ship of through a social environment.
3)INTEREST.
8. Concumer behavior
Introduction to consumer behavior
Consumer behavior may be defined as “the behavior that consumers
display in searching ,using ,evaluation and disposing of productand services
that they expect will satisfy their needs ”.it refers to the study of now
individuals make decision to spend their valuable resources so it indispensable
for the marketers to know the consumer decision process ,includes the following
stages.
1)Need recognition
2)Information search
3)Evaluation of alternatives
4)purchase
5)Postpurchase behavior
9. NEED RECOGNITION
The buying process starts when the buyer recognizes a problem (or)
need. The buyer senses a difference between his own state and desired state
.The need can be triggered by internal stimuli like hunger ,thirst ,sex, or by
external stimuli like advertisement ,friends ,relatives etc….,the marketer needs
to identify the circumstances that trigger a particular need.
10. INTRODUCTION TO MARKETING
Marketing is an important function of management .it sets the
economy revolving .it makes the economy strong and stable .production of
goods and services has no meaning unless the goods and services are exchanged
for money or moneys worth this involves the movement of goods from the
producers to the ultimate consumers.
11. NEED RECOGNITION
The buying process starts when the buyer recognizes a problem (or)
need. The buyer senses a difference between his own state and desired state
.The need can be triggered by internal stimuli like hunger ,thirst ,sex, or by
external stimuli like advertisement ,friends ,relatives etc….,the marketer needs
to identify the circumstances that trigger a particular need.
INFORMATION SEARCH
The search begins when a consumer perceives that a need might be
satisfied by the purchase and consumption of a product. the re collection of past
experience might provide the consumer the adequate information.on the other
hand if the consumer has no prior experience ,then he searches the information
in the out side environment. Here environment includes friends ,advertising
sales persons ETC.
EVALUATION OF INFORMATION
The marketers is interested in knowing how consumers process
the information gathered during the search process oncethe interest in the
productis aroused the persons makes final decision using certain evaluation on
criteria like productattribute ,relative importance of each attribute to the
consumer’s brand, image etc. the evaluation stage represents the stage of metal
trial of the product.
PURCHASE DECISION
After the evaluation the consumer develops the intention either
to the purchase (or) reject the product.the final purchase will how ever depends
on the strength of positive intention i.e.…,the intention to buy.
POST PURCHASE BEHAVIOR
After the purchase and consumption of a product consumer
experience some level of satisfaction (or) dis –satisfaction .the marketer has to
study the postpurchaseattitude of the consumer to predict their post purchase
action’s.
12. its members .they FACTORS INFLUENCING CONSUMER BEHAVIOR
are four types of sub-culture can be distinguished MAJOR
Consume do not make their decision in vacuum. Their purchase arehighly
influenced by cultural, social, personal and physiological factors are not
passible to control by the marketer but must be taken into account. we want to
examine influence of each factor a buyer behavior.
CULTARAL FACTORS
Cultural factors exert the broadestand deepest influence on
consumer behavior we will look at the played by buyer s culture sub culture
and social class.
CULTURE
Culture is the most fundamental determinant of persons want and behavior
where as lower creatures are largely governed by instinct ,human behavior is
largely learned .the child growing up in a society learns a basic set of values
,perceptions and behavior s throw a process ofsocialization involving in the
family and other key institution .
SUB-CULTURE
Each culture contains smaller group of sub -culture that provide
more specific identification and socialization for nationality groups are found
with in large communities and exhibit distinct ethic taste and proclivities
,religious groups with specific culture preferences and taboos .socialgroups and
geographical areas also affect the consumer behavior .
SOCIAL CLASS
Virtually all human societies exhibit social stratification some
times takes from of a cast system where the members of different castes are
reared for certain roles and cannot change their membership more satisfaction
takes the form of social classes are relatively homogeneous and enduring
division in a society where are hierarchically ordered and whose members share
similar values ,interests and behavior social classes show distinct productand
brand preference in such areas as clothing, home ,furnishing , leisure activities
and automobiles.
13. PREFERENCE GROUP
behavior is strongly influenced by many groups .a persons reference groups and
those groups that have direct (or) indirect influence on the persons attitude (or)
behavior .groups having a direct influence on a person are member ship group.
thisare group to which the persons belong and interact ,some are primary
groups with there is fairly continues interaction such as family neighbor’s and
co –owner the persons also belongs to secondarygroups ,which tend to be
formal and where there is less continues interaction.
AGE AND LIFE STYLE STAGE
People change the goods and services they buy owner their
life time consumption is also shaped by the stage of the family life cycle.
OCCUPATION
A person consumption pattern is also influenced by he (or) he
occupational groups that have an above average interest in their productand
services.
14. PSYCHOLOGICALFACTORS
Buyers buying choices are also influenced by major psychological factors are
the individual influence on consumer behavior ? needs ,motives ,perceptions
attitude and learning.
1)NEED
The starting point in the purchase decision is the recognition of a need .the
consumer is typically confronted with numerous un satisfied needs Maslow’s
five level hierarchies of need are well known is relevant in this context as each
need as fulfilled ,another higher level need arises and demands priority in its
satisfaction.
2) MOTIVES
A motives is an inner start that direct us towards the goals of satisfying a
felt need. important buying motives are pride ,vanity ,fashion ,possession,fear
,safety ,love and affection , economy ,curiosity .social approval ,beauty and
comfort (or) convenience . These are the driving forces behind buying behavior
and many be based on psychological wants.
3)PERCEPTION
Individual behavior resulting from motivation is affected by how we
perceive stimuli perception is the meaning we attribute to incoming stimuli
through our five senses. our perception an object of event of two of factors .they
are
a)stimuli factors as size ,color , weight (or) shape
b)individual factors which are characteristics of individual
