CONSUMER BUYING

BEHAVIOUR MODEL

BY:
MEGHA SAHU
MINI SHARMA
ISHA DUBEY
KHUSHBU SINHA
HASHWEEN
HARLEEN
 4-CELL MODEL
HIGH LOW INVOLVEMENT
INVOLVEMENT

SIGNIFICANT COMPLEX BUYING VARIETY SEEKING

DIFFERENCES BEHAVIOUR BUYING BEHAVIOUR
BETWEEN BRANDS

FEW DIFFERENCES DISSONANCE HABITUAL BUYING

BETWEEN BRANDS REDUCING BEHAVIOUR
BUYING BEHAVIOUR
 COMPLEX BUYING BEHAVIOUR

Give innovative product

Collection of lot of facts and figures
Comparison with other brands
Product is expensive
Product is infrequently purchased
Purchase may be risky
FERRARI

High performance and high speed

Attractive look
Price range from 1.6 Crore and
above.
Premium Status
Thrilling experience.
Convenient deign for safety and
great performance.
Solid mechanism.
 MARKETERS IN SUCH CASES SHOULD

DEVELOP STRATEGIES THAT FACILITATE THE

BUYER IN LEARNING ABOUT THE PRODUCT
ATTRIBUTES AND THEIR RELATIVE IMPORTANCE
OVER RIVALS.
FOCUS BUYER ATTENTION TO HIGH STANDING
OF COMPANY’S PRODUCT/BRAND ON MORE
IMPORTANT ATTRIBUTES.
DIFFERENTIATE BRAND’S FEATURES OR
BENEFITS THROUGH SUITABLE
COMMUNICATION STRATEGY(MAY BE PRINT
MEDIA).
DISSONANCE REDUCING BUYING BEHAVIOUR

CONSUMERS ARE HIGHLY INVOLVED IN

PURCHASE
CONSUMERS SEE LITTLE DIFFERENCE IN
BRANDS
 DISSONANCE REDUCING BUYING BEHAVIOUR
example-whirlpool refrigerators
Product Price Place promotion
Whirlpool Whirlpool Masterpiece 19 180 Ltr America Tv
refrigerator Refrigerator Price – Rs.8,850 Asia Pacefic commercial
Whirlpool Genius Supreme 180 Europe Print media
Ltr Refrigerator Price – Rs.9,700 Internet
Whirlpool Genius Premier 180
Ltr Refrigerator Price –
Rs.10,725
Whirlpool Genius XL Premier
200 Ltr Refrigerator Price –
Rs.11,300
Whirlpool Genius Royale 180 Ltr
Refrigerator Price – Rs.11,850
Whirlpool Genius XL Royale 200
Ltr Refrigerator Price –
Rs.11,900
Whirlpool Genius XL Premier
230 Ltr Refrigerator Price –
Rs.12,700
 MARKETERS SHOULD

PROVIDE INFORMATION TO CUSTOMER THAT

JUSTIFIES PURCHASE
SUPPLY
BELIEFS/EVALUATION TO MAKE CONSUMER
FEEL GOOD.
VARIETY SEEKING BUYING BEHAVIOUR

THERE IS LESS CONSUMER INVOLVEMENT

SIGNIFICANT BRAND CHOICE
SWITCHING CAN BE DUE TO
 Boredom
 Desire for variety
VARIETY SEEKING BUYING BEHAVIOUR
 Sunfeast Dream Cream

Price: Rs.10 /82gm pack

cream biscuits with Special
Flavour Crystals
Mass market
 MARKET LEADER SHOULD

 MORE PROVIDE VARITIES,THEREBY

DOMINATING THE SHELF SPACE.
AVOID STOCK-OUTS BY REPLENISHING
RETAILERS QUITE FREQUENTLY,MAY BE
ALTERNATE DAYS OR SO.
SPONSORING FREQUENT REMINDER
ADVERTISEMENTS.
 MARKETERS CAN ENCOURAGE VARIETY SEEKING
BEHAVIOUR BY

LOWERING THE PRICES

SALES PROMOTION OR SALES SCHEMES.
ADVERTISEMENTS THAT PROVIDE REASONS
FOR TRYING SOMETHING NEW.
 HABITUAL BUYING BEHAVIOUR

Low involvement
of buyer
Difference between
brand is negligible
Loyalty reward
 MARKET LEADER SHOULD

Induce trial through low prices

Provide attractive offers

Advertise on tv(high repetition/short messages)

 6 CELL MODEL
DEGREE OF RATIONALITY IN BUYING
DECISION

HIGH LOW

BUYER HIGH EXTENSIVE PROBLEM IMAGE

INVOLVEME SOLVING BUYING BUYING
NT IN BEHAVIOUR BEHAVIOUR
BUYING
DECISION
MEDIUM LIMITED PROBLEM SENSUAL
SOLVING BUYING
BUYING BEHAVIOUR BEHAVIOUR

LOW ROUTINE PROBLEM IMPULSIVE

SOLVING BUYING
BUYING BEHAVIOUR
BEHAVIOUR
EXTENSIVE PROBLEM SOLVING BUYING BEHAVIOUR

 Each buying type requires a separate

 communication strategy.

 The message must communicate

 because people take decision from
 logic, performance and economic
 benefits, features, lot of facts and
 figures and comparative data.

 Full and more detailed information.

 Print medium should be used.

 Mahindra Royal Homes

Mahindra Royal Homes

( By Mahindra and
Mahindra Group)

 Luxury flats.
 Comfortable living
experience.
 Spacious living area.
 Better amenities.
 Good locality and location.
 Rich style of living.
 Eco-friendly atmosphere.
 Solid architecture.
 Innovative deign of homes.
 IMPULSE BUYING

 Creative idea rather than practical

 information.

 Spur of the decision variety.

 Packaging should be attractive.

 IMPULSE BUYING

Parle Agro – Appy

 Creative display material.

 Niche product.

 Innovative packaging.

 Different taste.

 Imaginary advertisements.
 LIMITED PROBLEM SOLVING

 It is medium involvement situation.

 The communication should have

 simple, short but powerful message
 that we call as USP (Unique Selling
 Proposition).

 One large reason to buy it is the

 benefits and brand image.
LG 3 Door
Refrigerator

Fast Cooling.

Intelligent cooling system.

More space for storage.

Separate storage for freezing,

liquid, vegetables and fruits.

Contemporary design.

Power saving utility.

 Routine Problem Solving
Buying Behaviour
People buy because of logic, facts .

and features. Godrej No.1 Soap

Habit is a determinant of choice.
Buy 4 Get 1 Free.
 Customer wants free offers,
Variety in fragrance.
samples,
price cuts, free etc. Save cost on bulk buying.
 Image Buying Behaviour
Consumer feel the product
as reflecting the status,
lifestyle or Tag Heuer
personality.
Discover an image that they Luxury Brand.
appeal
the target buyer. Status Symbol.

High end Product and wearing

experience.

Sophistication brand
personality.
Sensual Buying Behaviour
Appeal to all five senses.
Designed for pleasure.
 Sensual image, fantasies
make the
people feel and dream.
Zatak Very very
SEXY
For sensual brand
persona.
Sexual appeal.
Various fragrance
range.
Youth target audience.