PROJECT ON

CONSUMER BUYING

BEHAVIOUR
BY
AKHYA SRIVASTAVA
JL22FS009
TABLE OF CONTENT

01 Introduction 04 Personal Factors

02 Cultural Factors 05 Psychological

factors

03 Social Factors 06 Situational

factors
INTRODUCTION
I would like to discuss

about the recent

purchase made by my

friend Vibhuti Srivastava

and it includes purchase

of formal clothes and

dresses from H&M store.

Problem recognition for Vibhuti Srivastava
Question 1 : What did you purchased recently?
Answer: Formal clothes and dress

Question 2: How was your experience?

Answer: Satisfactory

Question 3: Which brand did you buy?

Answer: H&M

Question 4: Would you recommend buying this brand to others?

Answer: Definitely Yes
CULTURAL
FACTORS

Clothing communicates
information about ourselves our
social position and society’s value.
It signifies sense of belonging to a
subculture and our activities.
SUBCULTURES

Subcultures are group

organised around or based
upon certain features of
costume and appearance.
Dress makes her distinctive
enough to be recognised.
SOCIAL CLASS
While purchasing the product she had

a conseltation with family. Her family

advised that clothes should’nt be over

flashy and she could wear in different

occasions with good quality.

Buyer
She feels right, normal and desirable.
 SOCIAL

FACTORS
Social factors affecting fashion
include cultures, norms,
lifestyle, demographics and
population changes.
REFERENCE GROUP
Clothes are used for outing with friends and

family. She purchased clothes as her friends

recommended.

STATUS
clothes enhances her style

in peer group.
PERSONAL FACTORS
The Personal Factors are the individual factors

to the consumers that strongly influences their

buying behaviors. These factors vary from

person to person that results in a different set of

perceptions, attitudes and behavior towards

certain goods and services.

The Fauget Apparel
LIFE CYCLE STAGE

BACHELOR STAGE
As she is a college going girl, so

she preferred formal clothes.

LIFESTYLE
It gives her a classy look. Price

range was in her price bracket

which influence her to buy that

dress.
PERSONALITY

Buying formal

clothes enhance

her personality

and cost was

reasonable. The

brand is

affordable yet

classy.
PSYCHOLOGICAL FACTORS
There are four psychological

factors that influence consumer

behaviour: Motivation,

perception, learning, and

attitude or belief system.

PERCEPTION
SELECTIVE

ATTENTION
VOLUNTARY

She saw her favourite

celebrity in an

advertisement wearing

formal clothes which has

also influenced her in

buying her clothes. It is her

choice to pick up products

that are exclusive.

 LEARNINGS
Learning only comes through

experience. She is satisfied

with her clothes and shows a

strong inclination towards

buying the clothes of same

brand.

BELIEFS AND

ATTITUDE
H&M has a good brand image
for her. She purchased that
product based on her opinion
towards this brand.
SITUATIONAL FACTORS
Situational influences are temporary conditions

that affect how buyers behave—whether they

actually buy your product, buy additional

products, or buy nothing at all from you. They

include things like physical factors, social

factors, time factors, the reason for the buyer’s

purchase, and the buyer’s mood.

TIME CONDITION
When she was in mood to

purchase her clothes from

H&M brand. Brand was also

offering discount on dresses

so she felt delighted to

purchase her clothes.

SURROUNDINGS
People around her

surrounding were wearing

formal clothes which

influenced her to purchase

that clothes. It also enhances

her personality.
 THE BUYING

DECIDION PROCESS

QUESTION
Could you please let me know the

key people included and the roles

they played basis on below aspects

INITIATOR - COLLEGE
INFLUENCER- CELEBRITY

DECIDER - MYSELF

BUYER - MYSELF
USER- MYSELF
INFORMATION SEARCHING STAGE FOR VIBHUTI SRIVASTAVA

IN INFORMATION STAGE WHAT SOURCES DID YOU

CONNECT WITH?

PUBLIC
PERSONAL SOURCE-
Sales team at

Friends and Family

showroom, newspaper

COMMERCIAL

SOURCE
Advertisement, Showroom
POST PURCHASE BEHAVIOUR OF VIBHUTI SRIVASTAVA

QUESTION: HOW HAS BEEN THE POST PURCHASE EXPERIMENT?

Answer: Quality is good
of my product
since I purchased so I am delighted.

QUESTION: WOULD YOU RECOMMEND THIS TO

OTHERS?

Answer: Definitely,Yes.
THANK-YOU