MARKET RESEARCH & CONSUMER

BUYING BEHAVIOR
Group Members
Sehrish Hassan
Aqsa Naeem
Yumna Ajmal
Asma Arif
Market Research
Consumer Buying Behavior refers to the buying behavior
of final consumers (individuals & households) who buy
goods and services for personal consumption.
Consumer behavior answer:
 “How do consumers respond to marketing efforts the
company might use?”
 MARKET SEGMENTATION
 A process of dividing the whole
market of goods or services in a group
of people with similar needs.
 A process companies use to divide
large heterogonous markets into small
markets.
That can be reached more
efficiently and effectively with product
or services that meet their needs.
 EXTERNAL FACTOR AFFECTING
CONSUMER BEHAVIOR

 Culture
 Social
 CULTURAL FACTOR
 Culture
 Culture influence consumers through the norms and values established by the society in which they live
 Subculture
 Segment within a culture that share a set if meanings values and activities that differ in certain respects
from those of the overall culture.
 CULTURAL FACTOR (CONT.)

 Social Class
 Defined as a division of members of society into a
hierarchy of distinct status ,classes so that
members of each class have relatively the same
status and members of all other classes have either
more or less status.
 Measured on the basis of wealth ,power & prestige .
LIFE STYLE ORIENTATIONS AND
PURCHASING TENDENCIES OF DIFFERENT
SOCIAL CLASSES
SOCIAL FACTOR- GROUPS
 OTHER SOCIAL FACTOR

Opinion Leaders
 Buzz Marketing
 Family
 Provides interpersonal skills, religious values, morals and ethical
values, social relationships ,suitable life style ,emotional support ,
economic well being .

 Roles And Status

 INTERNAL FACTORS AFFECTING
CONSUMER BEHAVIOR

 Personal
 Psychological
 PERSONAL FACTOR

 Age and life cycle

 Occupation
 Economic situation
 Lifestyle
 Activities, interests and opinions
 Lifestyle segmentation
 Personality and self-concept
 PSYCHOLOGICAL FACTOR

 Motivation
 Perception
 Learning
 Beliefs and attitudes
 PSYCHOLOGICAL FACTORS
MOTIVATION

 The Driving force within individuals that impels them to

action.
 Produced by a state of tension due to an unfulfilled
needs
 Which leads to conscious/subconscious attempts to
reduce the tension
MASLOW’S HIERARCHY OF
NEEDS
 PSYCHOLOGICAL FACTORS

PERCEPTION
 Perception is the process by which people select, organize,
and interpret information
 Perception Includes:
 Selective attention
 Consumers screen out information
 Selective distortion
 People interpret to support beliefs
 Selective retention
 People retain points to support attitudes
 PSYCHOLOGICAL FACTORS
LEARNING
 Learning describes changes in an individual’s behavior arising
from experience & knowledge .
 Learning occurs through:
 Drives
 Internal stimulus that calls for action
 Stimuli
 Objects that move drive to motive
 Cues
 Minor stimuli that affect response
 Reinforcement
 Feedback on action
 PSYCHOLOGICAL FACTORS
BELIEFS AND ATTITUDES

 Belief
 A descriptive thought about a brand or service
 May be based on real knowledge, opinion, or faith
 Attitude
 Describes a person’s evaluations, feelings and
tendencies toward an object or idea
 They are difficult to change
BUYER’S DECISION
PROCESS
Postpurchase
Postpurchase Behavior
Behavior
Purchase
Purchase Decision
Decision
Evaluation
Evaluation of
of Alternatives
Alternatives
Information
Information Search
Search
Need
Need Recognition
Recognition
PROCESS
THE BUYER DECISION
PROBLEM/NEED RECOGNITION
 First and foremost step

Purchase cannot take place

Two types of stimuli generate

need:

1. Internal stimuli e.g., hunger and thirst

2. External stimuli e.g., advertising and word of

mouth
INFORMATION SEARCH 
To find out the best solution

Search for internal and external business

environments

Identify and evaluate information sources

Sources of information search

1. Print
2. Visual
3. Online Media
4. Word Of Mouth
 EVALUATION OF ALTERNATIVES

 Evaluate different products & brands

Alternative product attributes (those
which have the ability to deliver the
benefits the customer is seeking)
Factors heavily effect on this stage:
1. Attitude
2. Involvement
PURCHASE DECISION
 Purchase takes place

Final purchase decision may be

‘disrupted’ by two factors
1. Negative feedback from other
customers
2.The level of motivation to accept
the feedback.
POST-PURCHASE
BEHAVIOUR
Compare products with previous expectations
Satisfied or dissatisfied
Critical for retaining customers
Affect the decision process of similar purchase
Knock-on effect