Consumer Buying

Behavior

Presented By
Raj Kishor Singh
Accman Institute of
Management
Greater Noida
Learning Objectives
Understand the major factors
influencing consumer behavior
Know and recognize the types of
buying decision behavior
Understand the stages in the buying
decision process
Consumer Market
Consists of all the
individuals and households
who buy or acquire goods
and services for personal
consumption.
Types of Buying Behavior
Routine Response
Limited Decision
Extension Decision
Impulse Buying
Consumer Buying Decision Process

Problem Information Evaluation of

Recognition Search Alternatives

Purchase Post-Purchase
Decision Evaluation
Factors Influencing Consumer
Behavior
Personal
Psychological
Social
Cultural
Personal Factors
Age
Life-Cycle Stage
Stages in Family Life-Cycle

1. Single
2. Newly Married Couples
3. Full Nest I
4. Full Nest II
5. Full Nest III
6. Solitary Survivor
7. Retired
Personal Factors

Age
Life-Cycle Stage
Occupation
Economic Circumstances
Life Style
Psychological Factors
“Wants”
Based on a want or desire to
have something. Not a
necessity.
 Psychological Factors
Motivation:
Freud
Id
Ego
Super Ego
Maslow
Hierarchy of Needs
Psychological Factors
Motivation
Perception
The process by which an individual
selects, organizes, and interprets inputs
to create a meaningful picture of the
world.
Selective Exposure
Selective Distortion
Selective Retention
Psychological Factors
Motivation
Perception
Learning
Changes in an individual’s behavior
arising form experience
Psychological Factors
Motivation
Perception
Learning
Beliefs
Descriptive thoughts that a person holds
about something
Psychological Factors
Motivation
Perception
Learning
Beliefs
Attitudes
Enduring favorable or unfavorable
cognitive evaluations emotional feelings
and action tendencies
Functional Factors
“Needs”
Need over wants. Delivers to a
real “need” to have something.
Social Class

Relatively homogenous, enduring

divisions in a society,
hierarchically ordered with
members sharing similar values,
interests, and behaviors.
 Group Influences
Brand Choice
Strong Weak
Product Choice

Public Luxuries Private Luxuries

Golf Clubs TV Video Games
Strong
Snow Skis Ice Makers
Sail Boat Trash Compactors

Public Necessities Private

Wrist Watch Necessities
Weak Automobiles Mattresses
Dress Clothes Floor Lamps
Refrigerators
Family Influence on Buying
Behavior

Husband-Dominant
Wife-Dominant
Equal
Culture & Subcultures
Cultures
The accumulation of values, knowledge,
beliefs, customs, objects, and concepts that a
society uses to cope with its environment
Subcultures
Groups of individuals who have similar value
and behavior patterns within the group but differ
from those in other groups.
 Adoption Process
1. Awareness
2. Interest
3. Evaluation
4. Trial
5. Decision
6. Confirmation