Introduction to Consumer Behavior

Assignment 4

Aetazaz Ikram

19U00648

Q1. What are the three categories of consumer buying process?

Consumer buying process includes the how consumer makes decision of buying certain
product. It includes 3 categories:

 Cognitive Purchase decision is when a consumer purchase a product he will

perform certain stages that includes setting up his budget, setting the criteria of the
product he is looking for and then he will look for it market, after that he will be able
to find the product he is looking for. Purchasing a new includes cognitive purchase
decision.
 Habitual buying decision is when a consumer is buying something that is of daily
routine use it doesn’t include deep conscious effort, a slight input by consumer in
distinguishing between the brands. For example if a guy has been using marmalade
of a certain brand, thus when he will go to purchase he won’t waste his time and
energy in looking for it because he is sure of what he has to buy and of what brand.
So he purchase it readily.

 Affective buying decision relates to emotions, feelings and mood, consumer feel
difference in his actual state towards a product and that change makes up his mind to
purchase. For example a person enters a shop of decorations, as soon as he saw that
beautiful Greek vase, this generates arousal of purchasing that and he buys it.
Q2. What do we mean by involvement? What factors are considered as an object?
Explain all

Involvement reflects how much personally that product is important to the consumer and
how much information is required to make the decision. Depending on what’s customer
knowledge and experience, some of them might be able to make fast decisions with less
information and others may need a lot of information and then they will be able to make a
decision.

Factors that are important in involvement:

 Person Factors are those individual pointers that includes the needs and wants of that
consumer, how important that product is for him, does the product is according to his
interest and values. Products which relate to self-image and personality lead to high
involvements. Similar are products that have a bearing on social class and lifestyle.
 Stimulus Factors The greater the product differentiation, the greater would be the
level of involvement. Varying yet comparable brand alternatives also impact the level
of involvement. Involvement would also be impacted by features, benefits and
associated value of various brand offerings; brand image and equity; and very
importantly the associated risk levels. Products which possess high levels of risk
increase the level of consumer involvement.
 Situational Factors: The occasion/situation/reason of purchase also have a bearing
on the level of consumer involvement; for example, while gifting to a person special
to oneself, we are careful about the product or the brand. Also, for gifting to self or to
near and dear ones on special occasions, we are extremely conscious of the kinds of
products and the brands we buy, as opposed to routinized regular purchases. Further,
social pressure (shopping alone versus shopping with friends), also impacts the level
of involvement. When alone we may eat at any place or shop at any outlet, but when
we are with peers and friends, we are more conscious of the brands we buy and the
places we shop in. Social visibility also impacts the level of involvement; the level of
consumer involvement increases in case of social visibility of both the product
category as well as the purchase activity. Finally, the time commitment to purchase
(leisure versus time constraint), also affects our level of involvement.