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    Chiranjive Ravindra Jagadal
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    The document discusses consumer buyer behavior and the consumer decision-making process. It describes the various factors that influence consumers at each stage of the buying process, from initial need recognition through post-purchase evaluation. These factors include cultural, social, personal and psychological characteristics as well as marketing influences. The document also distinguishes between high and low involvement purchases and outlines Rogers' model of the new product adoption process.

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    22810592 Consumer Market

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    The document discusses consumer buyer behavior and the consumer decision-making process. It describes the various factors that influence consumers at each stage of the buying process, from initial need recognition through post-purchase evaluation. These factors include cultural, social, personal and psychological characteristics as well as marketing influences. The document also distinguishes between high and low involvement purchases and outlines Rogers' model of the new product adoption process.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as ppt, pdf, or txt
    12 views11 pages

    Consumer Market

    Uploaded by

    Chiranjive Ravindra Jagadal
    The document discusses consumer buyer behavior and the consumer decision-making process. It describes the various factors that influence consumers at each stage of the buying process, from initial need recognition through post-purchase evaluation. These factors include cultural, social, personal and psychological characteristics as well as marketing influences. The document also distinguishes between high and low involvement purchases and outlines Rogers' model of the new product adoption process.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
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    Download as ppt, pdf, or txt
    of 11

    CES (BBA 3)

    Consumer Market
    All the individuals and households who buy
    or acquire goods and services for personal
    consumption.

    Consumer Buyer Behavior


    Consumer buyer behavior refers to the
    buying behavior of final consumers-
    individuals and households who buy goods
    and services for personal consumption.

    CES (BBA 3)
    Marketing and other stimuli Buyer's black box Buyer responses
    BUYERS CHARACTERS
    BUYERS DECISION PROCESS

    CES (BBA 3)
    Cultural Social
    Personal

    Culture Reference Age and life-cycle Psychological


    groups stage

    Occupation Motivation

    Economic Perception Buyer


    Family situation
    Subculture
    Learning
    Lifestyle
    Beliefs and
    Personality and attitudes
    Roles and self-concept
    Status
    Social class

    CES (BBA 3)
    Need Information Evaluation of Purchase Post-purchase
    recognition search alternatives decision behavior

    CES (BBA 3)
    HIGH INVOLVEMENT LOW INVOLVEMENT

    SIGNIFICANT
    DIFFERENCE BETWEEN
    BRANDS

    FEW DIFFERENCE
    BETWEEN BRANDS

    CES (BBA 3)
    New Product
    A good, service or idea that is perceived by some potential
    customers as new

    Adoption Process

    The mental process through which an individual


    passes from first hearing about an innovation to final
    adoption

    CES (BBA 3)
    Stages in Adoption Process
     Awareness

     Interest

     Evaluation

     Trial

     Adoption

    CES (BBA 3)
    4)Trialability

    1)Relative advantage
    5)Observability
    2)Compatiblity

    3)Complexity

    CES (BBA 3)
    ADOPTER CATEGORIES

    CES (BBA 3)
    ,, , ,,
    O U
    K Y
    A N
    T H

    CES (BBA 3)

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