Prof.

MAHAJAN SAMANT

CONSUMER
MARKETS
&
BUYER
BEHAVIOUR
INDO GERMAN TRAINING CENTRE
Prof. MAHAJAN SAMANT

CONSUMER MARKETS & BUYER BEHAVIOUR

STUDY OF MARKET
4 Q’s called 4O’s (& 4P’s + 2 o/p’s)
1. What does the market buy?. . . Objects of Purchase
2. Why does it buy?. . . . . Objectives of Purchase
3. Who buys?. . . . . . .Organization of Purchasing
4. How does it buy? . . .Operations of purchasing
organizations
5. When does it buy?. . . .Occassions of purchase
6. Where does it buy?. . . . . .Outlets of purchase

INDO GERMAN TRAINING CENTRE

Prof. MAHAJAN SAMANT

CONSUMER MARKETS & BUYER BEHAVIOUR

CONSUMER MARKET (definition)

Market for products and services that are purchased or
hired by individuals & households for personal (non –
business use)

Various Consumer Sub Markets are:

1. Youth 5. Urban / Rural

2. Infant 6. Senior Citizen

3. Teenage 7. Black

4. College

INDO GERMAN TRAINING CENTRE

Prof. MAHAJAN SAMANT

CONSUMER MARKETS & BUYER BEHAVIOUR

I. OBJECTS
Classification ‘A’
a. Rate of Consumption
b. Tangibility

1.Durable  Tangible goods which survive

many uses
2.Non – Durable  Tangible goods consumed in
1 or a few uses.
3.Services  Activities, Benefits or Satisfactions
Offered

INDO GERMAN TRAINING CENTRE

Prof. MAHAJAN SAMANT

CONSUMER MARKETS & BUYER BEHAVIOUR

I. OBJECTS
Classification ‘B’
Based on Consumer’s Shopping Habits

1.Convenience Frequent purchasing with

minimum comparison & buying.
2.Shopping  In process of selection, compare
attributes.
3.Speciality  Unique characteristics and/or
brand identification for which
special purchasing efforts.

INDO GERMAN TRAINING CENTRE

Prof. MAHAJAN SAMANT

CONSUMER MARKETS & BUYER BEHAVIOUR

II. OBJECTIVES
1. Learning Model  Needs through drives, stimuli, cues,
responses & reinforcements.
2. Psychoanalytic Model  Needs at levels of
consciousness.
FREUD – ID – EGO - SUPEREGO
3. Sociological Model  Needs shaped by social groups &
forces.
CULTURE – SUB CULTURE – SOCIAL CLASS
- REFERENCE GROUP
4. Economic Model  Principle of utility maximization, Act
to maximize satisfaction, Principle of Diminishing
Marginal Utility.

INDO GERMAN TRAINING CENTRE

Prof. MAHAJAN SAMANT

CONSUMER MARKETS & BUYER BEHAVIOUR

II. OBJECTIVES
5. Maslow’s Hierarchy of Needs Model 
I. Physical
1) Physiological  Hunger, Thirst
2) Safety  Concern over physical survival
II. Social
1) Belongingness & Love  Striving to be
accepted.
2) Esteem & Status  Desire for mastery,
reputation & prestige.
III.Self
• Self – Actualization  Desire to build system of
values.
INDO GERMAN TRAINING CENTRE
Prof. MAHAJAN SAMANT

CONSUMER MARKETS & BUYER BEHAVIOUR

III. ORGANISATIONS

1. Decision Making Unit  individual / group of

individuals in Decision Making Process.
2. Buying Roles 
Initiator – Influencer – Decider – Purchaser - User
3. HERBST’S Family Classification 
Autonomic – Husband Dominance – Wife Dominance
- Syncratic

INDO GERMAN TRAINING CENTRE

Prof. MAHAJAN SAMANT

CONSUMER MARKETS & BUYER BEHAVIOUR

III. ORGANISATIONS
FAMILY LIFE CYCLE

1. Bachelor Stage
2. Newly Married Couple
3. The Full Nest I (Child < 6 yrs.)
4. The Full Nest II (Child 6 – 18 yrs.)
5. The Full Nest III (Dependent Children)
6. Empty Nest (No Child)
7. Solitary Survivors

INDO GERMAN TRAINING CENTRE

Prof. MAHAJAN SAMANT

CONSUMER MARKETS & BUYER BEHAVIOUR

IV. OPERATIONS
HOWARD MODEL . . . . . .Problem Solving Activity

1. Routinized Response Behaviour

Low cost frequently purchased brands.
2. Limited Problem Solving
Unfamiliar brand in familiar product class.
3. Extensive Problem Solving
Unfamiliar product class & new criteria.

INDO GERMAN TRAINING CENTRE

Prof. MAHAJAN SAMANT

CONSUMER MARKETS & BUYER BEHAVIOUR

IV. OPERATIONS
STRUCTURE OF PURCHASE DECISION

1. Product Class
2. Product Form
3. Brand
4. Vendor
5. Quantity
6. Timing
7. Payment Method

INDO GERMAN TRAINING CENTRE

Prof. MAHAJAN SAMANT

CONSUMER MARKETS & BUYER BEHAVIOUR

STAGES IN BUYING PROCESS

1 2 3

NEED INFORMATION EVALUATION

AROUSAL SEARCH BEHAVIOUR

Internal OR Personal, Commercial, Prod. Class Attri, Brand

External Stimuli Public, Experimental Belief, Utility Function,
Evaluation Procedure

Stats Yes +ve,

5 4
Stats No –ve
PAST
{Theory of PURCHASE
PURCHASE
Cognitive DECISION *
Dissonance FEELING
Festinger Stand}

INDO GERMAN TRAINING CENTRE

Prof. MAHAJAN SAMANT

CONSUMER MARKETS & BUYER BEHAVIOUR

PURCHASE DECISION
1. DOMINANCE MODEL
Clear Superiority of Attribute.
2. CONJUNCTIVE MODEL
Acceptable / Unacceptable.
3. DISJUNCTIVE MODEL
Superiority on 1 or attribute/specific task.
4. LEXICOGRAPHIC MODEL
Attributed in order of importance.
5. EXPECTANCY VALUE MODEL
Weightage of Attributes
6. IDEAL POINT MODEL
Utility of attributes is fixed and then rated.

INDO GERMAN TRAINING CENTRE

Prof. MAHAJAN SAMANT

MARKETING RESEARCH

II. Research Design

A. Data Collection Methods
a. Secondary Data
b. Primary Data
i. Observations. . . . . . . . .Tape, Camera etc.
ii. Experimentation. . . . . . .Subject ↔ Task
iii. Survey. . . . . . . . . . . . . .Questionnaires

INDO GERMAN TRAINING CENTRE

Prof. MAHAJAN SAMANT

MARKETING RESEARCH

II. Research Design

B. Research Instrument
i. Types of Questions
ii. Forms of Wording Questions
(Open/Close ended)
iii. Choice of Words
iv. Sequencing of Q [Lead, Probe]

INDO GERMAN TRAINING CENTRE

Prof. MAHAJAN SAMANT

MARKETING RESEARCH

II. Research Design

C. Sampling Plan
i. Who. . . . . . . . . . . Sampling Unit
ii. How Many. . . . . . . Sampling Size
iii. How to Select. . . . .Procedure
iv. How ro Reach. . . . .Media [Tel, Mail.
Person]

INDO GERMAN TRAINING CENTRE

Prof. MAHAJAN SAMANT

MARKETING RESEARCH

III. Fieldwork
i. Not at Home / Place. I
ii. Refusal to co-operate. S
S
iii. Respondent Bias. U
E
iv. Interviewer Bias. S

INDO GERMAN TRAINING CENTRE