Consumer Behavior
Consumer Buying Behavior
Case : Lifebouy : Swasthya Chetna Abhiyan Initiating a behaviour
change
Consumer Behaviour Learning Objectives:
To Understand what motivates a customer to buy a product or
service. To Understand the Buying Roles To Understand the different
types of buying. To Know the consumer decision making process.
Consumer Behaviour Definition:
Consumer buyer BehaviourThe buying behaviour of final consumers-
individuals and households who buy goods and services for personal
consumption.
Consumer Market:All the individuals and households who buy or
acquire goods and services for personal consumption.
Consumer Behaviour Businesses now spend considerable sums trying
to learn about what makes customers tick. The questions they try to
understand are: Who buys? How do they buy? When do they buy? Where
do they buy? Why do they buy?
Consumer Buying Decision Process
Who Makes the Buying DecisionTypes of Buying DecisionsStages in
the Buying ProcessMarketers Must Identify and Understand:
Consumer Buying Decision ProcessUnderstand
Buying rolesBuying behaviorBuying decision process
InitiatorInfluencerDeciderBuyerUser
Consumer Buying Decision ProcessUnderstand
Buying rolesBuying behaviorBuying decision process
Complex buying behaviorDissonance-reducing buying
behaviorHabitual buying behaviorVariety-seeking buying behavior
Types of Buying Behaviour
Complex Buying behaviourVariety Seeking buying
behaviourDissonance reducing buying behaviourHabitual buying
behaviour
High InvolvementLow InvolvementSignificance differences between
the brandFew differences between the brand
Consumer Buying Decision ProcessUnderstand
Buying rolesBuying behaviorBuying decision process
Five stages in the consumer buying processThe amount of time
spent in each stage varies according to several factors
Consumer Buying Decision ProcessFive-Stage Model of the Consumer
Buying Process
Need RecognitionNeed/Problem RecognitionCan be triggered by
internal or external stimuli Needs become wants, which lead to
behaviorMarketing stimuli can stimulate a desire for
information
How does the customer obtain the information ? Personal sources:
family, friends, neighbours etc Commercial sources: advertising;
salespeople; retailers; dealers; packaging; point-of-sale displays
Public sources: newspapers, radio, television, consumer
organisations; specialist magazines Experiential sources: handling,
examining, using the product
How does the customer use the information
obtained?High-involvement purchases include those involving high
expenditure or personal risk for example buying a house, a car or
making investments. Low involvement purchases (e.g. buying a soft
drink, choosing some breakfast cereals in the supermarket) have
very simple evaluation processes.
Consumer Buying Decision ProcessSuccessive Sets Involved in
Consumer Decision Making
Alternative evaluationThe stage of the buyer decision process in
which the consumer uses information to evaluate alternative brands
in the choice set.
Customers evaluate products as bundles of attributesBrand
attributesProduct featuresAesthetic attributesPrice
Purchase intention and the act of buying are distinct
concepts
Potential intervening factors between intention and buying (car
example):Unforeseen circumstancesAngered by the salesperson or
sales managerUnable to obtain financingCustomer changes mind
Key issues in the purchase decision stage:Product
availabilityPossession utilityPurchase Decision
Four possible outcomes in the postpurchase stage:(1) Delight(2)
Satisfaction(3) Dissatisfaction(4) Cognitive Dissonance
Firms ability to manage dissatisfaction and cognitive dissonance
is:A key to creating customer satisfactionA major influence on
word-of-mouth communicationPostpurchase Evaluation
Campbells neuromarketing initiative
