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Customer Buying Process

Customer Buying Process. HS6006 Marketing Management Prepared by: Avinash Kumar (DE/10/ME/018) Render (DE/10/ME/002) Maibam Romio Singh (DE/10/ME/004) Surdash Thoudam (DE/10/ME/019) October 2011, NERIST. Customer Buying Decision Process. Product-I and Method of Study.

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Customer Buying Process

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  1. Customer Buying Process HS6006 Marketing Management Prepared by: Avinash Kumar (DE/10/ME/018) Render (DE/10/ME/002) MaibamRomio Singh (DE/10/ME/004) SurdashThoudam (DE/10/ME/019) October 2011, NERIST

  2. Customer Buying Decision Process

  3. Product-I and Method of Study • Product: Mobile phone. • Product Category: Durable goods. • Purchase: High Involvement Purchase. • Method of Study: Small-sized survey in the local market.

  4. Need Recognition • Average duration: 4 days • Drive factors: • Need realized due to urgency of making private calls. • To be used as a gift. • Obsession with new technology. • Portable multimedia usage. • To be used as a Personal Digital Assistant (PDA). • For GPS and tracking services.

  5. Information Search • Average duration: 14 days • Significant sources of information in the local market: • Personal:Family, friends. • Commercial: Advertising, web sites. • Public: Mass media. • Experiential: Handling, using the product.

  6. Evaluation of alternatives • Average duration: 2 days • Top deciding factors in selection of a mobile phone: • Brand - genuineness, popularity, reliability, service and availability. • Price - desire of expenditure. • Colour – gender and choice. • Body design – handling experience and regularity, sturdiness, modernity and, style. • Technical features – GSM/CDMA, memory capacity, connection solutions, applications, etc.

  7. Purchase Decision • Average duration: 1 day • Mainly dominated by ‘urgency’ of requirement. • Other factors of influence: • Dealer: closeness, acquaintance with salespersons or owner. • Quantity: as required. • Timing: seasonal offers. • Payment method: in cash, cash on delivery, credit/debit card, internet payment.

  8. Average duration chart (in days) Total average duration: 21 days (3 weeks)

  9. Product – II and method of study. • Product: Toilet soap. • Product category: Non-durable goods. • Purchase: Low-involvement purchase. • Method of study: Small sized local market survey (similar to product-I)

  10. Steps involved in purchase of Product-II • Out of storage. • Required for daily use. • For cosmetic benefits.

  11. Thank you.

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