Welcome to the Presentation

Course ID:- MKT-501

Course Title : Marketing

Management
 Presentation
On
Consumer Buying Process of

Air conditioner(Inverter V)
Model:AS-W186C2U1

mmmn
Submitted To
G.M. Shafayet Ullah
Senior Lecturer
Master of Business Administration (MBA)
BRAC Business School
Submitted By:
Name ID
Azmery Swarna 16164023
Md. Rabiul Awal 14264002
Md. Jannat Fakir 15264005
Md. Abu Bakar Siddique 15264066
Md. Mofiz Uddin 15264065
Amid Hossain 14164074
Chowdhury
Ishtiaque Ahmed 16164035
Faria Fairoz 16164033
Semester: Spring 2017
Department: MBA
BRAC Business School
Date of submission: 9 February2017
 What is consumer Buying
Behavior?

Buying Behavior is the decision

processes and acts of people involved in
buying and using product.

Consumer buying behavior is the

process individuals and groups go
through to select, purchase or use goods,
services ,ideas or experiences.
Marketers focus on the following topics

Why consumers make the purchase

that they make?

What factors influence consumer

purchase?

The changing factors in our society

Stages of Consumer Buying Process

The five stages are-

Problem recognition
Information search
Evaluation of alternatives
Purchase decision
Post- purchase decision
What is problem Recognition?
It occurs whenever a
consumer recognizes a
difference between
the current state and
the ideal or desired
state.
Example: when a
consumer wants to
purchase an Ac in hot
summer season due to
excessive
temperature, its a
kind of problem
recognition.
 The problem recognition
process
Internal Clue: consumer recognize state
of discomfort(Ex: sweating in hot summer
season)

External Clue: Marketers may stimulate

consumers to recognize problem.(Ex :
convince me to purchase Ac)
 Problem Recognition process

Higher
External Change in expected
Influences desired satisfaction,
state Current
Dissatisfactio
n
New need
Change in Product
Internal need actual state Depletion
 Environmen
Factors of problem
recognition process tal Influence
Culture
Social class
Personal
influences
Family situation
Problem
Memory recogniz Individual
ed Differences
Consumer
resources,
Motivation &
involvement,
Knowledge,
Attitude
Personality &
 2.Information Search
Consumer checks memory and survey
environment to identify what options are
available.

Example: A consumer generally

decides to Purchase an Ac (LG )
either from a branch or
corporate office of Dhaka city.
 Major Information sources

Personal sources: ( Family ,friends

,neighbors)most influential source of information.

Commercial sources: ( Advertising ,sales

people) receive most information from this sources

Public sources: (mass media, consumer

-rating groups)

Experiential sources: (Handling the product,

examining the product ,using the product)
Search Dynamics of information search

Conside Choic
Awaren ration e
ess set set(It set(o
Total set nly
(show meets
(Show set
of brand subset
of those
our
initial
few
brand
?
available) s)
brand) criteria)
LG LG
LG LG
Hitachi Hitac
Hitachi Hitachi
Panasonic hi
Panaso Panaso
Voltas
nic nic
carrier
Voltas
 3.Evaluation of Alternatives
We evaluate the alternatives in terms of
functional and physical benefit that
they offer.
Marketers attitude & involvement
Narrow list and compare pros and cons
Use evaluative criteria to decide among
choices
Feature LG(model:AS- Hitachi(model: Panasonic(Model:
W186C2u1) RA-o18IT) CS-YE18PKY)

Price 2,00,000 2,20,000 2,15,000

Cooling min: 900 Min:1600 Min:1000

(capacity)watts Rated: 5200 Rated:5200 Rated:5000
Max: 6000 Max:6000 Max:5300

Heating Min: 900 Min:1700 Min:900
(capacity)watts Rated: 6300 Rated:6200 Rated:5500
max: 9000 Max:8300 Max:6800

Running current Cooling: 6.6 Cooling :6.99 Cooling:7.6
Heating: 7.3 Heating:7.25 Heating:7.5

COP(w/w)perfor Cooling : 3.47 Cooling :3.25 Cooling:3.01
mance Heating: 3.82 Heating:3.73 Heation:3.40

Air Flow Cooling : 689 Cooling:477 Cooling:516
Heating; 689 Heating:477 Heating:540

 4.Purchase Decision
At this stage, consumers take the decision
of purchasing of their preferred brand
based on heuristics.
Heuristics represents rules of thumb:
i. Brand loyalty
ii. Country of origin
iii. liking
 Three heuristics choices

1. Conjunctive Heuristic: which alternatives

meet the standard of all attribute.
2. Lexicographic Heuristic: choose best
brand based on its perceived most
important attribute.
3. Elimination-by aspects heuristic:
choose an attribute that is positively
rated to its important & eliminate brand
that dont meet minimum acceptable cut
offs.
 Intervening factors 0f Purchase Decision
Purchase intention: where another
persons attribute reduces our
preferences for an alternative.
Unanticipated situational factors:
consumers decision to modify or avoid
a purchase is influenced by perceived
risk(ex: physical risk, financial risk ,
social risk etc)
 5.Post Purchase Behavior
After the purchase ,consumer might
experience dissonance that originates
from hearing favorable things about other
brands and they will be alert to collect
information that supports his decision.
Marketers concentrate on the following
behavior
Satisfaction & Dissatisfaction:
One could have a pleasurable experience
that cause dissatisfaction because
even though pleasurable ,it was not as
pleasurable as it was supposed.
Example: one customer may be satisfied
by purchasing LG inverter air conditioner
due to its warranty & services on the
other hand another may be dissatisfied
due to its maintenance cost.
Marketer concentrate on the following behavior

Complaint behavior: Its the

unavoidable attitude toward the product
and sharing unavoidable word of mouth
to customer and service provider.
Product disposal : Disposal of product
often occur in connection with the
changing role of consumer and changing
status .The way of product disposal can be
- Keep it
-Get rid of permanently or
temporarily