Simranjit Singh A-07

Irfan Balsania B-06

Karan Bhella B-07
Dipinder Chadha B-08
Rizwan Qureshi B-37


STAGES OF THE CONSUMER BUYING PROCESS

Problem
Recognition
Information
Search
Evaluation
of
alternatives
Purchase
Decision
Purchase
Post-
Purchase
Evaluation
Problem recognition
The consumer identifies that he has an unsatisfied need
to be satisfied.
As an example, an undergraduate who just enrolled for
a degree is given assignments to be submitted with
deadline. He needs portability in the computer to work
at home as well as at the college.
This is where he recognized he has a problem which
can be solved with laptop.

Information search
This is where the consumer starts searching information about
the products that can satisfy his satisfied need.

Internal Search:
--- Memory
External Search:
--- Friends and Relatives
A successful information search leaves a buyer with possible
alternatives, the evoked set.

example the undergraduate who wanted to buy a laptop would gather
information about laptop brands such as HP, Dell, Mac and acer .

Evaluation of alternatives
This is where the customer evaluate products based on
chosen criteria such as performance,
durability, warranty, price, after sale services and
quality on competitive basis.
example the undergraduate who gathered information
about laptop brands such as HP, Dell, Mac and Acer
will now evaluate the product in terms of price,
durability, speed, warranty, performance and colour.

Purchase decision
Choose buying alternative, includes product, package,
store, method of purchase etc.
example after the evaluation of many brands of laptop
the undergraduate decides to purchase a HP laptop due
to the high battery life.

Purchase
May differ from decision, time lapse between purchase
decision and the actual purchase, product availability.

This is where the customer make the final choice and
ends up effectively purchasing the product.

Post purchase evaluation
Positive post purchase behaviour
This is where the consumer holds a positive feedback about the
product and happy with the product quality.
example if the undergraduate is happy with the performance of the
HP laptop he will recommend his fellow students to purchase a HP
and will be brand loyal by purchasing more of HP products.
Negative post purchase behaviour
This is where the customer is dissatisfied with the product and holds
a negative feedback about the product.
If the undergraduate who purchased the HP is not happy with the
laptop he will persuade is friends not to buy a HP as his experience
about HP is negative.

TYPES OF CONSUMER BUYING BEHAVIOR

Routine Response/Programmed
Behavior
Limited Decision Making
Extensive Decision Making
Impulse buying


Routine Response/Programmed Behavior :-

Buying low involvement, frequently purchased, low cost items.
Examples :
Soft drinks, snack foods, milk etc.



















Limited Decision Making :-
Buying product occasionally.
That is when you need to obtain information about unfamiliar
brand in a familiar product category.

Example:
Clothes , shoes etc .

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.
Impulse buying :-

No conscious planning.
The purchase of the same product does not always elicit the same
Buying Behavior. Product can shift from one category to the next.
Example:

while shopping in mall the choice for a soap may change if the
available product is not there .
Choice of a cold drink on a hot climate day

Factors Influencing Consumer Behavior

Personal
Psychological
Social
Cultural
Psychological
Age
Life-Cycle Stage
Occupation
Economic
Circumstances
Life Style

Motivation
Perception
Learning
Beliefs
Attitudes

Personal
Culture
Maintaining the status
Sharing similar values,
interests and behaviors


Adopting the culture
among the peers
Pattern of usage and
behavior among the
group of individuals
(family , friends )
Social class
Examples of Buying Motives:
Psychological or Functional?
A girl wants to remember her
grandmother on her birthday.
Her primary motive is?


Psychological
A homemaker needs a new washing
machine and has had good
experiences with LG.
Her primary motive is ?
Functional
A teacher wants to buy a practical car
to be used for family transportation.
Her/his primary motive is ?
Functional
A career woman always buys
branded clothes.
Her primary motive is?
Psychological