Consumer Behavior

CONSUMER BEHAVIOR
Shakir Bagban M1-02

Yaasir Mithagre M1-23
Aman Mukati M1-29
Adnan Khan M1-35
Waqas Ansari M1-41
Mohammed KhatimitiM1-45
Sumair Patel M1-60
WHAT IS CONSUMER BEHAVIOR?
Meaning:
• Consumer behaviour is the study of how individual customers, groups or organizations
select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants.
• Starting from the information provider, from the user to the payer and to the disposer,
consumers play these roles in the decision process.
Definition:
• According to Engel, Blackwell, and Mansard, ‘consumer behaviour is the actions and
decision processes of people who purchase goods and services for personal consumption’.
CONSUMER BUYING BEHAVIOR
Meaning:
• Buying behaviour is the decision processes and acts of people/prospective customers
involved in buying and using products.
• Consumer buying behaviour is the result of the attitudes, preferences, intentions and
decisions made by the consumer s in a market place before buying a product.
Definition:
Buyer behaviour has been defined as “a process, which through inputs and their use though
process and actions leads to satisfaction of needs and wants”.
TYPES OF BUYING BEHAVIOUR
• 1. Complex:
High degree of consumer involvement with significant brand differences.
Eg:- Cars.
• 2. Dissonance
Reducing: High degree of involvement with little brand differences.
Eg:- Carpeting
• 3. Habitual:
Low involvement with little brand difference.
Eg:- Salt
• 4. Variety seeking:
Low involvement with significant perceived brand difference.
Eg:- Chocolates
BUYING PROCESS
1. Problem Recognition (awareness of need):
Problem Recognition (awareness of need) difference between the
desired state and the actual condition. Deficit in assortment of
products. Hunger—Food. Hunger stimulates your need to eat.
2. Information search:
i. Internal search, memory.
ii. External search if you need more information. Friends and
relatives (word of mouth), comparison shopping, public
sources, etc.
3. Evaluation of Alternatives:
Need to establish criteria for evaluation, features the buyer wants or
does not want. Rank/weight alternatives or resume search.
4. Purchase decision:
Choose buying alternative, includes product, package, store, method
of purchase etc.
5. Purchase:
May differ from decision, time lapse between 4 & 5, product
availability.
6. Post-Purchase Evaluation – outcome:
Satisfaction or dissatisfaction. Cognitive Dissonance, have you made
the right decision.
FIVE COMMON FACTORS INFLUENCING
CONSUMER BEHAVIOR
1. Purchasing Power:
• Purchasing power of a consumer plays an important role in influencing the consumer
behavior.
• The consumers generally analyze their purchasing capacity before making a decision to buy
and products or services.
2. Group Influence:
• Group influence is also seen to affect the decisions made by a consumer.
• The primary influential group consisting of family members, classmates, immediate relatives
and the secondary influential group consisting of neighbors and acquaintances are seen have
greater influence on the purchasing decisions of a consumer.
3. Personal Preferences:
• At the personal level, consumer behavior is influenced by various shades of likes, dislikes,
priorities, morals and values.
• In certain dynamic industries such as fashion, food and personal care, the personal view and
opinion of the consumer pertaining to style and fun can become the dominant influencing
factor.
4. Economic Conditions:
• Consumer spending decisions are known to be greatly influenced by the economic situation
prevailing in the market.
5. Marketing Campaigns:
• Advertisement plays a greater role in influencing the purchasing decisions made by
consumers.
QUESTIONNAIRE
1. Gender 3. What is your Profession? 5. Do you buy shoes?
• Male • Student • YES
• Female • Employed • No
2. What is your Age? • Business 6. Which brand would you prefer
• Below 15 4. What is your monthly while buying shoes?
• 15-25 income? • Nike
• 25-35 • Below 25 • Addidas
• 35-45 • K25-50K • Puma
• 45-55 • 50- 75K • Woodland
• 55 Above • Above 75K • Bata
7. How much would you 9. Where do you search for the 10. What mode of payment
spend for shoes? information about the desired would you Prefer?
• 1-2.5 K shoes to buy? • Cash
• 2.5-5 K • Google • Card
• 5-7.5 K • Stores • Online payment
• 7.5-10 K • Newspapers & Magazines
8. From where do you buy

shoes?
• Brand Showrooms
• Online
• Stores
DATA
DATA
DATA
THANK
YOU

Consumer Behavior

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CONSUMER BEHAVIOR

Shakir Bagban M1-02

8. From where do you buy

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