Consumer Buying Behavior

CONSUMER BUYING BEHAVIOR
EXECUTIVE SUMMARY
The objective of this report is to cover the underlying concept of
Consumer Buying Behavior.
The consumption pattern and the behavior of the consumer have been
changing gradually. Since the last two decades, we have seen many
changes occurring in the attitude, perception, motivation, spending
habits, purchase and post-purchase behavior of the consumer.
Consumer buyer behavior refers to the buying behavior of final

consumers, individuals and households who buy goods and services for
personal consumption. Consumers make purchases in order to satisfy
needs. All the behavior of human beings during the purchase may be
termed as “consumer buyer behavior”.
There are stages to the consumer buying decision process which

actually makes the final purchase of the product. Then different types
of consumer buying behavior are involved while creating such
decisions. Eventually, many factors can affect the decision-making
process as a consumer works through the buying decision like cultural,
social, personal and psychological.
In the end of the report, we have even discussed the advertising

strategies which are being used by Zulfeqar Industries Limited for
influencing consumers for buying their product “Capri Soap”. This will
help you to understand clearly the importance of this report.
Hamdard Institute of Management Sciences – City Campus I 1

TABLE OF CONTENTS
1. AN INTRODUCTION………………………………………………………..… 3
2. WHY CONSUMERS BUY……………………………………………………… 4
3. BLACK BOX MODEL…………………….…………………………………..… 5
4. STAGES OF CONSUMER BUYING DECISION PROCESS.………..… 6
5. TYPES OF CONSUMER BUYING BEHAVIOR….……………………… 12
6. FACTORS INFLUENCING CONSUMER BUYING…………………..… 14
7. FACTORS AFFECTING THE CONSUMER BUYING BEHAVIOR……27
8. ADVERTISING STRATEGIES……………………………………..……… 30
9. CONCLUSION…………….…………………………………………………… 35
10. REFERENCES……….………………………………………….………………
36
AN INTRODUCTION
Definition:
Consumer Buying Behavior is a process by which individuals search
for, select, purchase, use, and dispose of goods and services, in
satisfaction of their needs and wants. It is the decision processes and
acts of people involved in buying and using products.

Need to understand:
 The changing factors in our society.
 What factors influence consumer purchases?
 Why consumers make the purchases that they make?
Consumer Buying Behavior refers to the buying behavior of the

ultimate consumer. A firm needs to analyze buying behavior for:
 Marketers can better predict how consumers will respond to

marketing strategies.
 Buyers’ reactions to a firms marketing strategy has a great

impact on the firms’ success.
 The marketing concept stresses that a firm should create a

Marketing Mix (MM) that satisfies (gives utility to) customers,
therefore need to analyze the what, where, when and how
consumers buy.
WHY CONSUMERS BUY

Consumers make purchases in order to satisfy needs. Some of these
needs are basic and must be filled by everyone on the planet (e.g.,
food, shelter) while others are not required for basic survival and vary
depending on the consumer. It probably makes more sense to classify

needs that are not a necessity as wants or desires. In fact, in many

countries where the standard of living is very high, a large portion of
the population’s income is spent on wants and desires rather than on
basic needs.
By consumer, we are referring to the actual buyer, the person

spending the money. But it should also be pointed out that the one
who does the buying is not necessarily the user of what is bought and
that others may be involved in the buying decision in addition to the
actual buyer. While the buying process in the consumer market is not
as complex as the business market, having multiple people involved in
a purchase decision is not unusual. For example, in planning for a
family vacation the mother may make the hotel reservations but
others in the family may have input on the hotel choice. Similarly, a
father may purchase snacks at the grocery store but his young child
may be the one who selected it from the store shelf.
So understanding consumer buying behavior involves not only

understanding how decisions are made but also understanding the
dynamics that influence purchases.
BLACK BOX MODEL

ENVIRONMENTAL CONSUMERS’ BLACK
FACTORS BOX CONSUMERS’
RESPONSE
Marketing Environmental Consumer Decision
Stimuli Stimuli Characteristics Process

Problem
Recognition
Economic Attitudes
Information Product Choice
Product Technological Motivation Search
Brand Choice
Price Political Perceptions Evaluation
of Dealer Choice
Place Cultural Personality Alternatives
Purchase Timing
Promotion Demographic Lifestyle Purchase
Purchase Amount
Natural Knowledge Post
Purchase
Behavior
The black box model shows the interaction of stimuli, consumer

characteristics, decision process and consumer responses. It can be
distinguished between interpersonal stimuli (between people) or
intrapersonal stimuli (within people). The black box model is related to
the black box theory of behaviorism, where the focus is not set on the
processes inside a consumer, but the relation between the stimuli and
the response of the consumer. The marketing stimuli are planned and
processed by the companies, whereas the environmental stimuli are
given by social factors, based on the economical, political and cultural
circumstances of a society. The consumer’s black box contains the
consumer characteristics and the decision process, which determines
the consumer’s response.
STAGES OF CONSUMER
BUYING DECISION
PROCESS

There are five stages to the Consumer Buying Decision Process. Actual
purchasing is only one stage of the process. Not all decision processes
lead to a purchase. All consumer decisions do not always include
five stages, determined by the degree of complexity.
The consumer buying process is a complex matter as many internal

and external factors have an impact on the buying decisions of the
consumer. The five stages of the consumer buying decision-making
process are as follows:

1. PROBLEM RECOGNITION:
It is the first stage in decision-making. It is the difference between the
desired state and the actual condition.
In the first step, the consumer has determined that for some reason
he/she is not satisfied and wants to improve his/her situation.
Therefore, it generates an awareness of need. For instance, internal
triggers, such as hunger or thirst, may tell the consumer that food or
drink is needed. External factors can also trigger consumer’s needs.
Marketers are particularly good at this through advertising, in-store
displays and even the intentional use of scent. At this stage the
decision-making process may stop if the consumer is not motivated to
continue. However, if the consumer does have the internal drive to
satisfy the need they will continue to the next step.
Problem recognition explains:
 Why a buyer buys.
 Gives definite direction to subsequent buying behavior.
 Helps the marketer exert his influence, so that the need is to be

recognized.
2. INFORMATION SEARCH:
As the consumers are motivated to satisfy his or her need, they will
next undertake a search for information on possible solutions. The

sources used to acquire this information may be as simple as

remembering information from past experience or the consumer may
expend considerable effort to locate information from outside sources.
How much effort the consumer directs toward searching depends on
factors such as:
 Importance of satisfying the need.
 Familiarity with available solutions.
 Amount of time available to search.
To appeal the consumers who are at the search stage, marketers

should make efforts to ensure consumers can locate information
related to their product.
3. EVALUATION OF
ALTERNATIVES:

Consumers search efforts may result in a set of options from which a

choice can be made. It should be noted that there may be two levels
to this stage. At level one, the consumer may create a set of possible
solutions to their needs while at level two the consumer may be
evaluating particular products within each solution. For example, a
consumer who needs to replace a television has multiple solutions to
choose from such as plasma, LCD and CRT televisions. Within each
solution type will be multiple brands from which to choose.
Marketers need to understand how consumers evaluate product

options and why some products are included while others are not.
Most importantly, marketers must determine which criteria consumers
are using in their selection of possible options and how each criterion
is evaluated. Returning to the television example, marketing tactics
will be most effective when the marketer can tailor their efforts by
knowing what benefits are most important to consumers when
selecting options (e.g., picture quality, brand name, screen size, etc.)
and then determine the order of importance of each benefit.
4. PURCHASE:

In many cases, the solution chosen by the consumer is the same as

the product whose evaluation is the highest. However, this may
change when it is actually time to make the purchase. The intended
purchase may be altered at the time of purchase for many reasons
such as:
 Product is out-of-stock.
 Consumer lacks the necessary funds.
 Competitor offers an incentive at the point-of-purchase.
 Consumer’s reference group takes a negative view of the

purchase.
Marketers whose product is most desirable to the consumer must

make sure that the transaction goes smoothly. But for those, whose
product is not the consumer’s selected product, last chance marketing
efforts may be worth exploring, such as offering incentives to store
personnel to "talk up" their product at the checkout line.

5. POST-PURCHASE EVALUATION:
Once the consumer has made the purchase they are faced with an
evaluation of the decision. The outcome may be satisfaction or
dissatisfaction. If the product performs below the consumer’s
expectation then he/she will re-evaluate satisfaction with the decision,
which at its extreme may result in the consumer returning the product
while in less extreme situations the consumer will retain the purchased
item but may take a negative view of the product. Such evaluations
are more likely to occur in cases of expensive or highly important
purchases. To help ease the concerns consumers have with their
purchase evaluation, marketers need to be receptive and even
encourage consumer contact. Customer service centers and follow-up
market research are useful tools in helping to address consumers’
concerns.

TYPES OF CONSUMER
BUYING BEHAVIOR
Types of consumer buying behavior are determined by:
 Level of involvement in purchase decision. Importance and

intensity of interest in a product in a particular situation.
 Buyers’ level of involvement determines why he/she is

motivated to seek information about a certain products and
brands but virtually ignores others.
The four types of consumer buying behavior are:
ROUTINE RESPONSE:
It is buying low involvement frequently purchased low cost items;
need very little search and decision effort; purchased almost
automatically. Examples include soft drinks, snack foods, milk etc.
LIMITED DECISION MAKING:

It involves buying product occasionally. When consumer need to obtain
information about unfamiliar brand in a familiar product category,
perhaps. Requires a moderate amount of time for information
gathering. Example includes clothes of known product class but not
the brand.

EXTENSIVE DECISION MAKING:

There is complex high involvement, unfamiliar, expensive and
infrequent products are bought. It involves high degree of economic,
performance and psychological risks. Examples include cars, homes,
computers, education. Spend a lot of time seeking information and
deciding. Information from friends, relatives, store personnel, etc.
IMPULSE BUYING:
There is no conscious planning.
The purchase of the same product does not always obtain the same
buying behavior. Product can shift from one category to the next.
For example:
Going out for dinner for one person may be extensive decision making
(for someone that does not go out often at all), but limited decision
making for someone else. The reason for the dinner, whether it is
an anniversary celebration, or a meal with a couple of friends will also
determine the extent of the decision making.

FACTORS INFLUENCING
CONSUMER BUYING
The number of potential influences on consumer behavior is limitless.
However, marketers are well served to understand the key influences.
By doing so they may be in a position to tailor their marketing efforts
to take advantage of these influences in a way that will satisfy the
consumer and the marketer.
A consumer, making a buying decision will be influenced by the

following four factors:
 Cultural
 Social
 Personal
 Psychological

The marketer must be aware of these factors in order to develop an

appropriate marketing mix for its target market means consumers.
CULTURAL FACTORS:
Culture and Sub-culture:

Culture refers to the set of values, ideas and attitudes that are
accepted by a homogenous group of people and transmitted to the
next generation. It determines what consumers wear, eat, reside and
travel. It affects what consumers buy, how they buy and when they
buy.
Sub-cultures are smaller groups sharing similar values in terms of

ethnicity, religious beliefs, geographic location, special interests and
many others.
Example:
Will Pakistani turn towards iced tea? No, because tea is a part of the
Pakistani culture, hot with milk.
Culture can be divided into subcultures:
 Geographic regions.
 Human characteristics such as age and ethnic background.
Marketing Implications:
As part of their efforts to convince customers to purchase their

products, marketers often use cultural representations, especially in
promotional appeals. The objective is to connect to consumers using
cultural references that are easily understood and often embraced by
the consumer. By doing so the marketer hopes the consumer feels
more comfortable with or can relate better to the product since it
corresponds with their cultural values. Additionally, smart marketers
use strong research efforts in an attempt to identify differences in how
sub-culture behaves. These efforts help cover the way for spotting

trends within a sub-culture, which the marketer can capitalize on

through new marketing tactics e.g. new products, new sales channels,
added value, etc.
Social Class:
An open group of individuals who have similar social rank. It depends
upon the occupation, education, income, wealth, race, ethnic groups
and possessions. It determines to some extent, types, quality and
quantity of products that a consumer buys or uses.
Family, reference groups and social classes are all social influences on
consumer buying behavior. All operate within a larger culture.

SOCIAL FACTORS:
Consumer wants, learning, motives etc, are influenced by opinion
leaders, reference groups and person's family.
Opinion Leaders:
They are the spokespeople. Marketers try to attract opinion leaders.
They actually use spokespeople to market their products. Like LUX
uses different film actresses to promote their product.
Reference Groups:

Individual identifies with the group to the extent that he takes on

many of the values, attitudes or behaviors of the group members.
Families, Friends, Civic and Professional Organizations – Any

group that has a positive or negative influence on a consumers’
attitude and behavior.
Membership Groups – To which one belongs to.
Aspiration Groups – You aspire to belong to and want to join.
Disassociate Groups – Individuals do not want to belong to.
The degree to which a reference group will affect a purchase decision

depends on the consumers’ openness to reference group influence and
the strength of his/her involvement with the group.
Roles and Family Influences:

Roles – Things that you should do are based on the expectations from
your position within a group. People have many roles, like a husband,
father, employer/ee, etc. Individuals role are continuing to change
therefore marketers must continue to update information.
Advertisers often show how the benefits of their products aid

consumers as they perform certain roles. Typically the underlying
message of the promotional approach is to suggest that using the
advertiser’s product will help raise one’s status in the eyes of others
while using a competitor’s product may have a negative effect on
status.
Family is the most basic group a consumer belongs to. Marketers must
understand:

 Consumer behavior starts in the family unit.
 Many family decisions are made by the family unit.
 Family acts as an interpreter of social and cultural values for the

consumer.
 Family buying decisions are a mixture of family interactions and

individual decision making.
 Family roles and preferences are the model for children's future
family (can reject, alter, etc).
The Family Life Cycle – Families go through stages, each stage

creates different consumer demands:
 The bachelor stage – young & single.
 The newly married couples – young & no children.
 Full nest 1 – young, married, with child.
 Full nest 2 – older, married, with children.
 Full nest 3 – older, married, with dependent children.
 Empty nest – older, married, with no children living with them.
 Solitary survivor – older, single, retired people.

PERSONAL FACTORS:
 Unique to a particular consumer.
 Demographic factors – sex, race, age, etc.
 Who in the family is responsible for the decision making?
 Young consumers buy things for different reasons than older

people.

Personality:
All the internal traits and behaviors that make the consumer unique,
uniqueness arrives from consumer's heredity and personal experience.
Examples include:
 Adaptability
 Friendliness
 Extroversion
 Nervousness
 Stubbornness
 Ambitiousness
 Self confidence
 Aggressiveness
 Authoritarianism
 Compulsiveness
 Competitiveness
Traits affect the consumer buying behavior. Marketers try to match the
store image to the perceived image of their consumers.

For marketers it is important to know that consumers make purchase

decisions to support their self concept. Using research techniques to
identify how consumers view themselves may give marketers insight
into products and promotion options that are not readily apparent. For
example, when examining consumers a marketer may initially build
marketing strategy around more obvious clues to consumption
behavior, such as consumer’s demographic indicators (e.g., age,
occupation, income). However, in-depth research may yield
information that shows consumers are buying products to fulfill
self-concept objectives that have little to do with the demographic
category. Appealing to the consumer’s self-concept needs could
expand the market to which the product is targeted.
Lifestyles:
Lifestyles are the consistent patterns that the consumers follow in their
lives. These are often determined by how consumers spend their time
and money.
This influencing factor relates to the way consumers live through the
activities they engage in and interests they express. In simple terms,
it is what consumers’ value out of life.
Example:
Healthy foods for a healthy lifestyle of consumers.
Products and services are purchased to support consumers’ lifestyles.

Marketers have worked hard researching how consumers in their
target markets live their lives since this information is key to
developing products, suggesting promotional strategies and even
determining how best to distribute products. Therefore, lifestyles are
directly tied to marketing activities.
PSYCHOLOGICAL FACTORS:

Psychological factors include:
Motives:
A motive is an internal energizing force that orients the consumer’s
activities toward satisfying a need or achieving a goal. Actions are
effected by a set of motives, not just one. If marketers can identify
motives then they can better develop a marketing mix.
Maslow’s hierarchy of human needs:
Need to determine what level of the hierarchy the consumers are at to

determine what motivates their buying behavior.
Motives often operate at a subconscious level therefore are difficult to

measure.

Motivation is also closely tied to the concept of involvement, which

relates to how much effort the consumer will exert in making a
decision. Highly motivated consumers will want to get mentally and
physically involved in the buying process. Not all products have a high
percentage of highly involved consumers (e.g., milk) but marketers
who market products and services that may lead to high level of
consumer involvement should prepare options that will be attractive to
this group. For instance, marketers should make it easy for consumers
to learn about their product (e.g., information on website, free video
preview) and, for some products, allow consumers to experience the
product (e.g., free trial) before committing to the purchase.
Perception:
Perception is the process of selecting, organizing and interpreting
information inputs to produce meaning. When consumers chose what
information they pay attention to, organize it and interpret it.
Perception has several steps:
 Exposure – Sensing a stimuli (e.g. seeing an ad)
 Attention – An effort to recognize the nature of stimuli (e.g.

recognizing it is an ad)
 Awareness – Assigning meaning to a stimuli (e.g., humorous

ad for particular product)
 Retention – Adding the meaning to one’s internal makeup (i.e.,

product has fun ads)
Information inputs are the sensations received through sight, taste,

hearing, smell and touch.

Selective Exposure – Select inputs to be exposed to consumers’

awareness. More likely if it is linked to an event satisfies current needs
and intensity of input changes.
Selective Distortion – Changing current received information,

inconsistent with beliefs.
Advertisers that use comparative advertisements (pitching one product

against another), have to be very careful that consumers do not
distort the facts and perceive that the advertisement was for the
competitor. An example of Tetley and Lipton Tea.
Selective Retention – Remember inputs that support beliefs, forgets

those that don't. Like an average supermarket consumer is exposed to
17,000 products in a shopping visit lasting 30 minutes and 60% of
buying are unplanned. Exposed to 1,500 advertisements per day.
Can't be expected to be aware of all these inputs, and certainly will not
retain many.
Marketers spend large sums of money in an attempt to get consumers

to have a positive impression of their products. But clearly the
existence of a perception suggests that getting to this stage is not
easy. Exposing consumers to a product can be very challenging
considering the amount of competing product messages (ads) that are
also trying to accomplish the same objective (i.e., advertising clutter).
So marketers must be creative and use various means to deliver their
message. Once the message reaches the consumers it must be
interesting enough to capture their attention (e.g., talk about the
product’s benefits). But attending to the message is not enough. For
marketers the most critical step is the one that occurs with awareness.
Here marketers must continually monitor and respond if their message
becomes distorted in ways that will negatively shape its meaning. This
can often happen due in part to competitive activity (e.g., comparison
advertisements). Finally, getting the consumer to give positive
meaning to the message they have retained requires the marketer
make sure that consumers accurately interpret the facts about the
product being highlighted in the advertisement.

Ability and Knowledge:

Need to understand consumers’ capacity to learn. Learning is the
process through which a relatively permanent change in consumer
buying behavior, results from the consequences of past behavior,
information and experience. Therefore to change consumers' behavior
about your product, need to give them new information regarding the
product, free sample etc.
Knowledge is the familiarity with the product and expertise. It is the

sum of all information known by the consumer. It is the facts of the
world as he/she knows it. The depth of knowledge is a function of the
breadth of worldly experiences and the strength of the consumers’
long-term memory. Obviously what exists as knowledge to the
consumer depends on how the consumers’ perception makes sense of
the information it is exposed to.
Inexperience buyers often use prices as an indicator of quality more

than those who have knowledge of a product.
Marketers may conduct research that will determine consumers’ level

of knowledge regarding their product. Thus, developing methods to
encourage consumers to accept more information - correct information
may affect other influencing factors.

Attitudes:
In simple terms, attitude refers to what the consumer feels or believes
about something.
Consumer learns attitudes based on beliefs, through experience and

interaction with other people. Once formed, attitudes can be very
difficult to change. Consumer attitudes toward a firm and its products
greatly influence the success or failure of the firm's marketing
strategy.
Thus, if a consumer has a negative attitude toward a particular issue it

will take considerable effort to change what they believe to be true.
Attitudes and attitude change are influenced by consumers’ personality

and lifestyle. Consumers screen information that conflicts with their
attitudes. Distort information to make it consistent and selectively
retain information that reinforces consumers’ attitudes, that is brand
loyalty.
There is a difference between attitude and intention to buy (ability to

buy).
Marketers facing consumers who have a negative attitude toward their

product must work to identify the key issues shaping a consumer’s
attitude then adjust marketing decisions e.g. advertising, in an effort
to change the attitude. For companies competing against strong rivals
to whom loyal consumers exhibit a positive attitude, an important
strategy is to work to see why consumers feel positive toward the
competitor and then try to meet or beat the competitor on these
issues. Alternatively, a company can try to locate consumers who feel
negatively toward the competitor and then increase awareness among
this group.

FACTORS AFFECTING
THE CONSUMER
BUYING BEHAVIOR
 Consumer Credit:
“Buy now and pay later” plays its role effectively in the rapid
growth of markets for car, scooter, radio, furniture, etc.
 Liquidity of Fund:
The present buying plans are influenced greatly by liquidity of
assets like cash and assets readily convertible into cash,
e.g. bonds, bank balances, etc.
 Income Expectations:
The expected income to receive in future has a direct relation
with the consumer buying behavior. The expectation of higher or
lower income has a direct effect on spending plans.
 Size of Family Income:

The size of family and size of family income affect the spending
and saving patterns of consumers. Generally large family spends
more and short family spends less, in comparison.

 Disposal Personal Income:

The economists made attempts to establish a relationship
between income and spending. Disposal personal income
represents potential buying power that a consumer has.
The change in income has a direct relation on consumers buying
behavior.
 Propensity to Consume and to Save:

This goes to the habit of spending or saving with the disposal
income of consumers. When the consumers give importance to
present needs, then they dispose of their income and vice versa.

How Zulfeqar
Industries Limited
is Influencing
Consumers
for Buying their
Product
“CAPRI SOAP”

ADVERTISING STRATEGIES
AN OVERVIEW:
For the past few years, the advertising industry in Pakistan has been
changing very rapidly. There were a limited number of television
channels before 2005-06. But since then, the number of television
channels has increased which has lead to an increase in number of
programs broadcasted.
Electronic Medium:
Earlier, most of the advertisement was concentrated on Geo. The
changes occurring in the industry has had their effect on this
concentration and it has now spread out to other channels that include
ARY Digital, Hum, TV One, Aag etc.
Spend on electronic media has increased because of:
 Increase in number of channels.
 Advertising rates in the industry have increased.
 Ratings of the channels with respect to viewership.

 Program ratings are very important as programs have become

“Brands” themselves.
Similarly, radio listenership has also increased. This has happened

because of an increase in the number of radio channels. With more
and more channels and increased viewership, the advertising cost for
this medium has also been competitive.
Print Medium:
The trend of advertising in dailies is decreasing by time especially in
soap industry. Instead, it is drifting towards magazines. Soaps in the
premium category advertise normally in magazines like She, Women’s
Own, Fashion Collection and Visage. On the other hand, soaps
targeted to popular and discounted segments advertise in low
circulation magazines like Pakeeza and Raabta.
OBJECTIVES:
 Enhance brand image.
 Redefine brand personality.
 Increase brand awareness.
 Influence buying decision positively.
 Increase brand recall/brand recognition.
 Enhance brand equity – gains leverage across other categories.

 Establish “Capri” as a modern brand for the female youth as

consumer of today.
SELECTION CRITERIA:
 Maximum Reach:
In electronic medium, PTV has the maximum reach. Therefore in
future, we would also use PTV to increase the reach to our target
consumers.
 High Viewership:
PTV, Geo News, Geo Entertainment, Aaj, Hum, Ary Digital and
TV One all have a higher viewership. Therefore, we will use
these channels for advertisement of our brands.
 Target Audience:
Other than the above mentioned channels, for Capri, we will also
use TV channels that have the interest of the youth of today.
These include channels like The Music, MTV Pakistan, Aag etc.
STRATEGIES:
 Keep consumer involved with brand.
 Focus on mediums that have a greater impact.
 Quality Advertisement – to enhance brand image

 Communication Strategy – articulate communication.
 Being present on platforms which attracts the youth – Internet.
 To generate interest of youth – through fun, fashion, style, etc.
 Strong branding with respect to BTL activities – quality of

advertising to be maintained.
 Be present and visible where the consumer is taking the buying

decision – this will induce impulse buying.
 Right place at the right time for the right target consumers with
the right message – to increase brand equity.
 Increased frequency, right placement of advertisement and

innovative way of advertisement – to increase brand recall /
recognition.
 Maximum Reach – by choosing media on the basis of higher

circulation, viewership, listenership and highest visibility spots on
shelves. This will increase brand awareness.
To implement a Pull strategy, hype is created especially at the time

of launch of new campaigns. For that, our major strategies include:
 Stores advertising
 Communication – through print and electronic medium.

ADVERTISING MEDIUMS:
ATL:
Electronic – Channels which have:
 Max reach
 Highest viewership
 Cater to our target consumers
Channel slotting with respect to timings. This is done on the basis of

age, gender and program’s preference.
Print – Publications which have:
 High readership
 Maximum retention
 Maximum circulation
Selection criteria for magazines should meet the image standards set
for our brands. Placement of the ad is an important issue. Ads will be
placed in between fashion pages in magazines.
BTL:
 Merchandizing in top 10 cities.
 Market development in smaller cities where less awareness of

our brands.
Merchandizing – Merchandizing will be the main tool. It depends on

the type of outlet selected i.e.
Modern Trade: In-Store electronic advertising, Shelf buying

Key Outlets: Trade Promotion schemes & shop signage. We will

make image enhancing outlets in 3 to 4 cities for
Capri (where younger lot visits)
Kiryana Stores: Brand availability will have to be ensured in these

locality stores. Consumer’s awareness and proper
placement, visibility and display of stock will be
helpful in achieving the objectives.
Wholesale: Traditional ways of advertising / special incentive

schemes / Stall activities / Trade Offers /
POS schemes.
Market Development – Trial generation can be used where there is

low awareness of our brands. This can be done by Town storming in
those towns (interior Sindh and Punjab).
Outdoor – Banners, Market Storming, POS and transit branding

(branding on buses) are some of the options available for us.
Shop Branding and Shop Fascias will also be used in top 4 to 5 towns.
CONCLUSION
Competing for the consumers is a never-ending challenge. This is due
principally to the uniqueness and competitiveness of each individual
market, for they are all different and all require different approaches.
Knowledge of the buying behavior of consumers is essential for a
marketer. The changes in the market are brought by the consumers.

Therefore, the concept of consumer buying behavior plays an
important role in understanding how consumer buying decisions are
made and the dynamics that influences the consumer buying behavior.
Similarly, the way an organization formulates its advertising strategies
helps in creating awareness and positive attitude about its product.
This directs in boosting up the consumer buying behavior towards their
product.
REFERENCES
WEBSITES:
 www.about.com
 www.google.com

 www.wikipedia.com
 www.learnmarketing.net
 www.businessdictionary.com

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Consumer buyer behavior refers to the buying behavior of final

There are stages to the consumer buying decision process which

In the end of the report, we have even discussed the advertising

Hamdard Institute of Management Sciences – City Campus I 1

2. WHY CONSUMERS BUY……………………………………………………… 4

3. BLACK BOX MODEL…………………….…………………………………..… 5

4. STAGES OF CONSUMER BUYING DECISION PROCESS.………..… 6

5. TYPES OF CONSUMER BUYING BEHAVIOR….……………………… 12

6. FACTORS INFLUENCING CONSUMER BUYING…………………..… 14

7. FACTORS AFFECTING THE CONSUMER BUYING BEHAVIOR……27

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 The changing factors in our society.

 What factors influence consumer purchases?

 Why consumers make the purchases that they make?

Consumer Buying Behavior refers to the buying behavior of the

 Marketers can better predict how consumers will respond to

 Buyers’ reactions to a firms marketing strategy has a great

 The marketing concept stresses that a firm should create a

WHY CONSUMERS BUY

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needs that are not a necessity as wants or desires. In fact, in many

By consumer, we are referring to the actual buyer, the person

So understanding consumer buying behavior involves not only

BLACK BOX MODEL

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The black box model shows the interaction of stimuli, consumer

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The consumer buying process is a complex matter as many internal

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Problem recognition explains:

 Why a buyer buys.

 Gives definite direction to subsequent buying behavior.

 Helps the marketer exert his influence, so that the need is to be

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sources used to acquire this information may be as simple as

 Importance of satisfying the need.

 Familiarity with available solutions.

 Amount of time available to search.

To appeal the consumers who are at the search stage, marketers

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Consumers search efforts may result in a set of options from which a

Marketers need to understand how consumers evaluate product

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In many cases, the solution chosen by the consumer is the same as

 Consumer lacks the necessary funds.

 Competitor offers an incentive at the point-of-purchase.

 Consumer’s reference group takes a negative view of the

Marketers whose product is most desirable to the consumer must

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 Level of involvement in purchase decision. Importance and

 Buyers’ level of involvement determines why he/she is

The four types of consumer buying behavior are:

LIMITED DECISION MAKING:

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EXTENSIVE DECISION MAKING:

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A consumer, making a buying decision will be influenced by the

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The marketer must be aware of these factors in order to develop an

Culture and Sub-culture:

Sub-cultures are smaller groups sharing similar values in terms of