CONSUMER BEHAVIOUR

SAURABH
Assistant Professor
SMVDU, Katra.

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 Factors Influencing Consumer Behavior

Marketing
Individual Mix Interpersonal
Influences Influences
-Perception -Reference Group
Consumer Purchase
-Learning Decision Process -Social Class
-High Involvement -Culture
-Motivation
-Low Involvement
-Values -Subculture
-Personality Situational Influences -Family
-Lifestyle -Physical Surroundings -Social
Surroundings
-Time Constraints -Task Definition
-Antecedent States
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Influence in Purchase Decision

INDIVIDUAL

Family
Friends

Social Class

Selected Culture

CULTURE
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 Culture: Shared customs, beliefs,
values and artifacts that are
transmitted from Generation to
generation

 Sub Culture: nationality, religious

beliefs, racial, geographical area

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 Social Class
A relatively permanent and homogeneous group of
people having certain intangible characteristics
UPPER Graceful, Individuals Brands, Art
Book, Travel

MIDDLE Respectability, Fashion, Self

Conformity Presentation

WORKING Fun oriented, New Appliance,

Unsophisticated, New and Big,
Focus on Economic
possessions
LOWER Neighborhood Status Symbol,
oriented, Immediate readily Available
gratification Pdts 5
Social Factors
1.Reference Groups-
 Membership
 Primary
 Secondary
 Aspirational
 Dissociative

2. Family

3. Roles and Status

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 Personal Factors
Life Cycle Stage Needs/ orientation
 Age & Life Bachelor Stage Recreation
Cycle Stage
Newly married Durable purchase
Full Nest I (Young Home purchase at peak
 Economy/ Child under 6)
Income Full Nest II (Young Durables, child
Child above 6) preference
 Lifestyle Full Nest III Unnecessary appliances,
(dependent children) high Durables
Empty Nest I (children Travel, recreation
 Personality independent)
and Self Empty Nest II (head Medical Care
Concept retired)
Solitary Survivor Necessity Items
Solitary Survivor Medical, Grand children
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driven
Psychological
 Motivation
 Learning
 Perception
 Attitude and Self Belief

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Buying Roles
 Initiator
 Influencer
 Decider
 Buyer/ Purchaser
 Consumer/ User

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 Buying Behavior

High Involvement Low Involvement

Complex Buying Variety Seeking

Significant Behavior Behavior
Difference
in Brands

FEW
Dissonance Habitual Buying
Difference Reducing
in Brands

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 Buying Behavior

Buying Product / Consumer Marketer Role

Behavior Behavior

Complex  Expensive Product, Inform, compare, personal

Buying  Consumer is unaware Selling
Behavior  Develop belief attitude

Variety  Consumer switch Brands Dominate advertise, sales

Seeking  Evaluation promotion
Behavior

Dissonance  Highly Involved Information, Psychological

Reducing  Expensive Product temptation, Availability and
 Fast Decision Consumer acts first, fast delivery, habituate, free
acquire new beliefs, set attitudes trial

Habitual  Purchase Out of Habit Advertise, availability,

Buying  do not go for exhaustive search Competitive Pricing and
 Familiarity and Conviction sales promotion

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Process/ Stages of Buying Decision

 Recognition of the Problem

 Information Search
 Evaluation of Alternatives
 Purchase Decision
 Post Purchase Behavior
 Post Purchase use and Disposal

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Process of Buying Decisions
Personal Source

INFRORMATION SEARCH Experiential Source

Public Source
Commercials
Awareness Set Consideration Set Choice Set

Cognitive orientation
Evaluation Of Alternatives
Benefits

Bundle of Attributes

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 Process of Buying Decisions
Purchase Decisions Brand Decision
Quantity Decision
Vendor Decision
Timing Decision
Payment method Criteria

POST PURCHASE BEHAVIOUR Level of Satisfaction

RE- Purchase
Post Purchase Action Recommend
Cognitive Dissonance
Abandon/ Return
Legal Action

KEEP IN CLOSET
Post Purchase Use and Disposal
Resell/ trade
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Throw away