CONSUMER BEHAVIOUR AND

MARKET RESEARCH

PRESENTATION BY:
MAITRI VERMA – 500075657
DHARINEE JAIN – 500076837
VAIBHAV MISHRA – 500077018
CONSUMER DECISION
PROCESS

SEARCH AND EVALUATION

 CONSUMER BEHAVIOUR

 Processes a consumer uses to make purchase decisions, as well as to use

and dispose of purchased goods or services; also includes factors that
influence purchase decisions and the product use.
 The consumer identify their needs, gather information, evaluate
alternatives and then make their buying decision.
 This process is a complex behaviour and involves everything starting
from problem recognition to post-purchase activities.
 MODELS OF CONSUMER:
FOUR VIEWS OF CONSUMER DECISION MAKING
AN ECONOMIC VIEW

- Rationale in the economic sense, aware of all product alternatives, able to identify best
alternatives.

A PASSIVE VIEW

- Irrational, impulsive, depending on promotions.

A COGNITIVE VIEW

- Information Processor, either receptive or active.

AN EMOTIONAL VIEW

- Joy, fear, love. Hope, sexuality, magic with certain purchase.

 TYPES OF CONSUMER BUYING DECISIONS
ROUTINE LIMITED EXTENSIVE
RESPONSE DECISION DECISION
BEHAVIOUR MAKING MAKING
Often made about low-cost These are made about These are made about
products. Includes mid-cost products, semi- higher-cost products,
frequent purchases from a frequent purchases, or and in-frequent
familiar brand or product. purchases from a purchases. They require
somewhat familiar brand. a lot of involvement,
often centre around
unfamiliar brands.

Less More
Involvement Involvement
 LEVELS OF CONSUMER DECISION MAKING

 Not all consumer decisions receive or require the same amount of efforts
in the information search.
 Researches have identified three specific levels of consumer decision
making, extensive problem solving, limited problem solving, and
routinized response behaviour.
 CONSUMER DECISION MAKING PROCESS

Need Recognition
Realize/ recognize the need.

Information Search
Kind of product which can be used to satisfy the
Cultural, Social, Individual need.
and Psychological
factors affect
Evaluation of Alternatives
all steps The consumer now evaluates all products and
brands which satisfy his need.
Purchase
Make the appropriate purchase.
Post purchase Behaviour
After the purchase is made, the consumer
analyses if he has made the right decision.
FACTORS INFLUENCING BUYING DECISIONS

Cultural Social
Factors Factors CONSUMER
DECISION BUY /
MAKING DON’T BUY
Individual Psychological
Psychological PROCESS
Factors Factors
Factors
THANK YOU