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CONSUMER BEHAVIOUR &

DECISION-MAKING PROCESS

Anshita kesarwani – 181107


Anurag – 181204
Faculty Guide Tripti Gupta – 181244
Prof. Anil Kumar Shubham Srivastava - 181251
INTRODUCTION

• What is Consumer Behaviour

• Marketing Decision Process

• Structure Psychological Side & Behavioural Side


Activities Involved

Ecological Influence Ethnic & Religious Influence

Demographic Influence PROJECT Age, Gender &Household

Values, Personality &


Psychographics Lifestyles
Consumer Decision Making Process

Need Information Evaluation of Purchase Post Purchase


Recognition search Alternatives Decision Behavior

• Office purpose
• Price • Buyer • Impulse Purchase • Brand Loyalty
• Brand Requirements • High Involvement
• Household
• Performance • Rankings • Risk Verified • After Sales Service
purpose
• Quality • Brand • Demand
• Offers & discounts. • Product Pricing Satisfaction • Exceeded
• Occasional
Expectation
purchase
Project Analysis
10 10
Customers Customers

Not Purchase Purchase


(8) (2)
2 Family
6 Individuals
2 Couples

Male(5) Male(3) • Purchase(1)-Office


purpose
Male(4) Female(2) Family(1) • Family(1)

Need (5) Cognitive


Dissonance
• Office(1) Purchase(1)
(X)
Household Evaluation
• Gifts(1)
(2)
• Household(2)
Purchase
Purchase(1)-Office purpose No Purchase 1-High price
Decision(0)

Post
1-Brand loyalty
Purchase
Research Design & Analysis
Price (Y) NO. OF CUSTOMERS
9 1
9 2
Objective of Hypothesis: Level of Significance 0.05
9 3
H0: There is no involvement of customers on No. of Customers 10 8 4
the basis of price. Mean(X) 5.5 10 5
7 6
H1: There is involvement of customers on the Mean(Y) 8.1 7 7
basis of price. Standard Deviation 1.523883927 10 8
6 9
6 10

Analysis: t-Test: Two-Sample Assuming Equal Variances


•On the basis of P-Value and Level of Price (Y) NO. OF CUSTOMERS
significance if the p-value is less than level of Mean 8.1 5.5
significance, then in this situation the null Variance 2.322222222 9.166666667
hypothesis (H0) is rejected. Observations 10 10
Pooled Variance 5.744444444
Hypothesized Mean Difference 0
Interpretation: Df 18
So as per the sample it can be easily said that t Stat 2.425684613
there is involvement of customers on the basis P(T<=t) one-tail 0.013008055
of price i.e. the customer are more focused on t Critical one-tail 1.734063607
price when they take purchase decision. P(T<=t) two-tail 0.026016109
t Critical two-tail 2.10092204
Findings/Conclusion

 On the basis of survey, we came to know from the


point of demographics people under age 30 to 50
years have played major role in decision making and
purchasing the product.

 Family plays dominant factor in purchasing followed


by the spouse and relative that follows social needs of
motivation of Maslow Motivation theory.

 7 people not agrees to purchase the product if any


feature is not available in the product they like, they
comes under Conjunctive decision rule, out of which
2 people agrees to purchase they comes under
Disjunctive rule.
 5 peoples have rank the
features(attributes) in the
order of their preference
level and Price stands at 1st
position followed by
quality and Brand. These
peoples comes under
lexicographic decision rule.

• Out of 10 peoples, 1 couple and 1 individual have purchased the product one for office purpose and one for need purpose

 Amongst the model,


guarantee, after sale service
and offers & discounts, After
sales service have shown low
involvement with product and
the purchase situation.
 Amongst price, brand,
quality and performance,
Price have shown high
involvement with the
product and the purchase
situation.

 The purpose of buying the


product are
offices(Functional Value)
followed by the home
purposes( Need
Recognition).
 Satisfaction with the
product are find as
expected(44.4%) leads to
post purchase of consumer
behaviour followed by
above expectation (33.3%).

• Reasons behind not


purchasing the
product(TV) is not
provided enough
information
(66.7%). Cognitive
Dissonance as the
outcomes of
dissatisfaction in terms of
information.
Thank You