CONSUMER BEHAVIOUR

MODEL OF PHILIP KOTLER

MARKETING STIMULI

 PRODUCT: It refers to the object which is sell by the company. The product is
everything that is made available to the customer. A product refers to an item that
satisfies the needs of the consumer’s and their demand as well. They can be
tangible/ intangible.
  PRICE: Price is simple it refers to how much u charge for your product/services.
The one that doesn’t just derive the most amount of sales but also derive most
profit. It also refers to the sacrifice consumers are prepared to make to acquire a
product.
  PLACE: It can also be said as location. It is defined as the direct and indirect
channel to market for the fulfillment of order. It can be physical location or
distribution channel.
 PROMOTION: Once you have optimized the all previous P’s it’s time to promote
your offer. It refers to the marketing communication used to make the offer known
to potential customers.
BUYER’S CHARACTERISTICS

 Cultural:  It refers to the Culture, subculture and social class.

 PERSONAL:  It refers to the age and life-cycle stage, occupation, economic
situation, lifestyle and most importantly personality. Consumers are likely to
choose such brands whose personalities match their own self.
 Social:  It refers to the reference groups, family, roles and status (greatly affect the
buyer’s buying behaviour).
 PSYCHOLOGICAL:  It mainly includes the factors like motivation, learning,
perception, beliefs and attitudes etc.
BUYER’S DECISION PROCESS

 PROBLEM RECOGNITION: It is the recognition of the particular problem or need

and here the buyer has a need to satisfy or a problem that needs solving, and this
is the beginning of the buyer decision process.
 INFORMATION SEARCH: Buyers here begin to look around to find out what’s out
there in terms of choice and they start to work out what might be the best product
or service for solving the problem or satisfying any need.
 EVALUATION OF ALTERNATIVES:  the evaluation of the available alternatives
whereby the buyer decides upon a set of criteria by which to assess each
alternative.
 PURCHASE DECISION: Individuals or teams of buyers make the final choice of what
to buy and from whom to buy it.
 POST-PURCHASE BEHAVIOUR:  the process does not stop at the point of purchase
because there is a stage five called the post-purchase evaluation. The process
continues even when the product or service is being consumed by the individual or
business.
BUYER’S DECISION

 PRODUCT CHOICE: Consumers may be less satisfied with the choices they make if

their options are presented one at a time rather than all at once
 BRAND CHOICE: Consumers want comfort, happiness, and satisfaction in their
lives, and they get it in part through the products they buy. If the brands they use
consistently deliver a positive experience, consumers form an opinion that
the brand is trustworthy, which gives them peace of mind when buying.
 DEALER CHOICE: The Dealer's Choice is a customer-focused company aiming to be
the unsurpassed leader in quality, value-added marketing for the
automotive dealership industry
 PURCHASE TIMING:  It is the number of times that a customer makes
a purchase in a given period of time.
 PURCHASE AMOUNT: Purchase Amount is a Destination Field that defines how
much someone has spent based on them clicking a link or, ideally, loading a receipt
page
 CONCLUSION

    As per the above points mentioned in the consumer behavior

model of Philip Kotler, it is very important for the HP company to
go through each step of the model carefully whether it is 4P’s of
market or other factors such as Economic, Politics, Brand,
Technological, etc to understand the behavior of the customer
towards buying the product and should work accordingly to make
a good-will and popular brand in the market and it also helps to
attract customers because if the organization will work as per the
demand of the customers, they will be satisfied with the product
and services provided by the organization and it will become easy
for them to achieve the customer attention towards the brand
and which help to increase the brand value too.
Buyer decision process

The buying decision process is the decision-making process used by

consumers regarding the market transactions before, during, and after
the purchase of a good or service.

 Decision-making is a psychological construct. This means that although a

decision cannot be "seen", we can infer from observable behavior that a
decision has been made. Therefore, we conclude that a psychological
"decision-making" event has occurred. It is a construction that imputes a
commitment to action. That is, based on observable actions, we assume
that people have made a commitment to effect the action.
There are five stages which generally frameworks to evaluate the customer’s
buying decision which are as follows:

• Problem/Need Recognition - Recognize what the problem or need is and

identify the product or type of product which is required.

• Information Search - The consumer researches the product which would satisfy

the recognized need. Consumers can rely on print, visual, and/or voice media for
getting information.

• Evaluation of Alternatives - The consumer evaluates the searched alternatives.

Generally, the information search reveals multiple products for the consumer to
evaluate and understand which product would be appropriate. Another factor
that influences the evaluation process is the degree of involvement. For
example, if the customer involvement is high, then he/she will evaluate a
number of brands; whereas if it is low, only lower brand will be evaluated.
 Customer involvement High Medium Low

Characteristics High Medium Low

Number of brands examined Many Several Few

Number of sellers
Many Several Few
considered

Number of product
Many Moderate One
attributes evaluated

Number of external
Many Few None
information sources used

Considera
Time spent searching Little Minimal
ble
• Purchase Decision - After the consumer has evaluated all the
options and would be having the intention to buy any product, there
could be now only two things which might just change the decision
of the consumer of buying the product that is what the other peers
of the consumer think of the product and any unforeseen
circumstances. For example, after going through the above three
stages, a customer chooses to buy a HP laptop. However, because
his good friend, who is also a HP laptop user, gives him negative
feedback, he will then be bound to change his preference. Secondly,
the decision may be disrupted due to unanticipated situations such
as a sudden job loss or the closing of a retail store.

• Post Purchase Behavior - After the purchase, the consumer may

experience post-purchase dissonance feeling that buying another
product would have been better. Addressing post-purchase
dissonance spreads the good word for the product and increases
the chance of frequent repurchase.
DECISION MAKING
• The reason for buying the HP laptop is the advertisement pattern used by the
company to attract the customers.
• The second importance is that it has the most attractive designs in the laptop series.
• The services which are provided by the HP brand is also the best part while
purchasing the HP laptops. In compare to other laptop brands HP have a maximum
number of service centers all over the world.
• HP also adapts the changes from the external factors quickly to bring the new
updates in their products.
• Price of the products of the HP brand is the another feature and mode of attraction
for the customers.
• HP is a brand which also extended its warranty period in comparison to other brands
of same products.
• Another reason for purchasing the HP laptop is that its part is easily available in the
market.
• The build quality of HP brand is good in nature in comparison to the other.
• HP laptops do contains the maximum storage capacity of the data and other
resources which is very important quality which makes it the highest selling brand in
the world.
• HP also have all India maximum storage units.