Consumer Behaviour

Consumer Buying Behaviour

Presented by

09/09/09

Harshil Shah

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Factors Influencing Buying Behaviour

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Factors Influencing Buying Behaviour

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Buying Decision

• Buying Roles       

Initiator Influencer Decider Buyer User Maintainer Disposer

• Buying Behaviour  Extensive problem solving buying behaviour  Routinized buying behaviour  Variety Seeking behaviour 09/09/09

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Buying Decision Process Identify the problem / Need Recognition

Gather Information about the product that brands

Evaluate the alternatives & Select the best possible alternatives

Purchase Decision/ Buying the product

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Post Purchase Evaluation.

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Gather Information About The Product Personal Family, Friends, Neighbors, Acquaintances

Commercial

Advertising, Web Sites, Sales Persons, Dealers, Displays

Public

Mass Media, Consumer – rating Organization

Experiential Handling, Examining & using the product.

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Alternatives Total Set - Onida - Whirlpool - LG - Samsung - Videocon - Haier - TCL - Godrej - Sansui - Kenstar - IFB

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Awareness Set - Onida - Whirlpool - LG - Samsung - Videocon - Haier - Godrej - IFB

Consideration Set - Whirlpool - LG - Samsung - Videocon - Godrej - IFB

Choice Set - Whirlpool - LG - Videocon - IFB

Decision

?

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Evaluation of Alternatives A- Whirlpool C- Videocon Attribute W. M.

Provision for Hot Water

B - LG D - IFB Drying Time

Differentiation for different Cloths

Price

A B C D

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Customer Value Analysis Customer Value = Customer Benefits – Customer Costs Attribute

A

B

C

15000

14000

12000

18000

Acquisition Cost

250

100

200

300

Usage Cost

100

150

125

100

Maintenance Cost

250

500

250

150

Disposal Cost

300

500

500

250

15900

15250

13050

18800

Price

Total Cost

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D

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Steps between Evaluation of Alternatives & Purchase Decision Evaluation of Alternatives

Purchase Intension Unanticipated Situational Factors

Attitudes of Other

Purchase Decision

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Post Purchase Behaviour • Post Purchase Dissatisfaction Performance < Expectations Disappointment

• Post Purchase Satisfaction Performance = Expectations Satisfaction

• Post Purchase Delight Performance > Expectations

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Delight

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Customer Use & Disposal Rent it Get rid of it Temporarily

Give it away

To Be (Re) Sold

Trade It

To Be Used

Sell It

Direct to Consumer

Lend It

Product

Get rid of it Permanently Use it to serve original Purpose

Keep It

Convert it to serve a new purpose

Throw it Away

Through Middleman

To Intermediary Store It

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Consumer Psychology 1. Motivation 2. Learning - Cognitive Dissonance 3. Perception

- Selective Attention - Exception - Rewarding or Beneficial

- Selective Distortion - Selective Retention 09/09/09

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Motivation • • • •

Sigmund Fraud Maslow’s Herzberg Two Factor MacLean's + Need for Belonging + Need for Power + Need for Achievement

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Maslow’s Hierarchy of Needs Theory Self Actualization Esteem Affiliation Security Needs Basic Needs

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u o y

k n

a h T 09/09/09

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