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Consumer Buying Behavior

Consumer Buying Behavior. The interplay of forces that takes place during Consumption Process – within a consumer’s self and his environment This interaction Takes place between 3 elements: Cognition, Affect, Behaviour Continues thru pre-purchase activity and post-purchase beh

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Consumer Buying Behavior

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  1. Consumer Buying Behavior The interplay of forces that takes place during Consumption Process – within a consumer’s self and his environment This interaction • Takes place between 3 elements: Cognition, Affect, Behaviour • Continues thru pre-purchase activity and post-purchase beh • Includes stages: Evaluating, Acquiring, Using and Disposing of products and Services

  2. Consumer Buying Behavior The interplay of forces that takes place during Consumption Process – within a consumer’s self and his environment “Self”… and hence need to study • Personal motivation and involvement • Perceptions, Attitudes, Learning and Memory • Self-concept and Personality “External environment”… and hence need to study • Family, Social Groups, Reference Groups, Cultures • National and Regional influences

  3. The Buying Roles • INITIATOR • INFLUENCER • DECISION MAKER • BUYER • USER

  4. Decision Making Process • Need Recognition • Information Search • Evaluation of Alternatives • Purchase activity • Post-purchase Behaviour

  5. A short exercise on Info Collection related to PURCHASE DECISION MAKING PROCESS

  6. Purchase of LCD TV You are watching picture tube based TV and you decide to buy a new LCD TV..

  7. Model questionnaire Node 1: Which of the following are reasons that prompted you to purchase an LCD TV? TV became old Change to latest technology Wanted better viewing experience Other reasons (specify)______________________

  8. Model questionnaire Node 2: What brands of LCD TVs have you heard of?Any other brands you can recall? Which of these brands have you heard of? SHOW BRAND LIST

  9. Model questionnaire Node 3: Of these brands aware, which ones did you seriously consider before you bought your brand ?

  10. Model questionnaire Node 4: Which brand of TV did you buy? What were the key reasons that made you buy this brand?

  11. Model questionnaire Node 5: Are you satisfied with the performance of the TV? If dissatisfied: What are you dissatisfied with?

  12. The Evoked Set

  13. What is a Consumer Decision? Selection of an option from 2 or more alternatives Examples: • Choice between whether to buy or not • Choice between Brand A and Brand B • Choice of spending time doing X or Y

  14. Levels of Consumer Decision Making • Extensive Problem Solving • A lot of information needed • Must establish a set of criteria for evaluation • Limited Problem Solving • Criteria for evaluation established • Fine tuning with additional information • Routinized Response Behavior • Usually review what they already know THIS IS A CONTINUUM BASED ON DEGREE AND EFFORT OF INFORMATION SEARCH

  15. Four Types of Buying Behaviour • “INVOLVEMENT” X “DIFFERENCE BETWEEN BRANDS” • Complex Buying Behaviour • Dissonance-Reducing Buying Behaviour • Variety-Seeking Buying Behaviour • Habitual Buying Behaviour

  16. Expectancy Value Model • Ex – Branch A vs Branch B of a Nursing Home

  17. A Simple Model of Consumer Decision Making

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