Consumer Behaviour, Consumer Buying Process and Consumer Adoption Process

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Consumer buying process


Changing nature of familySocialization processHusband wife decision makingInfluence of children in decision makingTraditional and non traditional family

Changing nature of family

Socialization of family members

Other functions

Husband Wife decision making

Husband dominatedWife dominatedAutonomous or unilateralJoint decision

Tactics used by children to influence their parents

Traditional family life cycle

Non traditional family

Consumption in non traditional families

Social classThe division of members of a society into a hierarchy of distinct status classes, so that members of each class have either higher or lower status than members of other classes.

SOCIAL STRATIFICATIONsocial class research, status is frequently thought of as the relative rankings of members of each social class in terms of specific status factors.

Subjective measures

individuals are asked to estimate their own social-class positions

Objective measuresIndividuals answer specific socioeconomic questions and then are categorized according to answers

Geo demographic clusteringLinking consumer related geographic and socioeconomic dataFamilies of similar backgrounds tend to reside in The same community/neighbourhoodThey cluster togetherA composite segmentation strategy that uses both geographic variables (zip codes, neighborhoods) and demographic variables (e.g., income, occupation) to identify target markets.

Clothing, Fashion, and ShoppingThe Pursuit of LeisureSaving, Spending, and CreditSocial Class and Communication

Consumer Behavior and Social Class Members of specific social classes differ in terms of what they consider fashionable or in good taste.

Lower middle-class consumers have a strong preference for T-shirts, caps, and other clothing that offer an external point of identification.

Upper-class consumers are likely to buy clothing that is free from such supporting associations.

Upper-class consumers also seek clothing with a more subtle look.

CultureInvisible hand of culture.Culture is learned.Culture is dynamics.Measurement of culture.

Invisible hand of culture

Levels of subjective culture

Culture satisfies needsStandard rulesInsights

Formal learning - How to behave.Informal learning -Imitating behavior (advertisements)Culture is learned

Enculturation & acculturation

Language and symbolRituals

Culture is dynamicCertain factors change culture - Technology -Resource shortages. -wars. -changing values

Measurement of culture

Measurement of cultureContent analysisConsumer field work - Field observation -Participant observationValue measurement survey instruments -Rokeach value survey -List of values -Value and lifestyle

Indian core values


Diffusion processThe innovationThe channels of communicationThe social systemTime

Harley-Davidson fans are known as very loyal customers. However, even the beloved motorcycle brand can go too far. T-shirts and cigarette lighters were one thing, but when the company started to make aftershave and perfume, fans were not impressed. As the saying goes, less is more, and Harley-Davidson had spread itself too thin. Or maybe people just weren't too keen on the idea of smelling like a motorcycle.


Product characteristics influence consumer acceptanceCHARECTERISTICSDEFENITIONRelative advantageThe degree to which potential customers perceive a new product as superior to existing substitutesCompatibilityThe degree to which potential consumers feel a new product is a consistent with their present needs, values and practicescomplexityThe degree to which a new product is difficult to understand or useTrialabilityThe degree to which a new product is capable of being tried on a limited basisObservabilityThe degree to which a products benefit or attributes can be observed , imagined or described to potential customers


Technology enthusiasts.Enjoy tinkering with new products and mastering their intricacies.

Early adapters

An individual or business who uses a new product or technology before others.

An early adopter is likely to pay more for the product than later adopters, but accepts this premium if using the product improves efficiency, reduces cost, increases market penetration or simply raises the early adopter's social status.

Companies rely on early adopters to provide feedback about product deficiencies, and to cover the cost of the product's research and development.

Early majority

The early majority is a group of people who purchase or try new products -- typically technology -- after a much smaller population of innovators and early adopters have done so.

Late majority

The last sizable segment of a population to adopt an innovative technology. The late majority accounts for roughly 34% of the population, and will adopt a new product only after seeing that the majority of the population already has. People in this segment are typically older, less affluent and less educated than segments that more readily adopt innovating products.


In the diffusion of innovation theory, the minority group (roughly 16 percent) of population, which is the last group to try or adopt a new product.

It consists largely of seniors, and those with low socioeconomic status.

Laggards use friends and neighbors as information sources, dislike change, and accept new things only when forced to.

Intricacies of diffusion process

Consumer adaption process


Role of Technology in Consumer Buying ProcessNeedNo direct influenceCertain ads can induce need

Role of Technology in Information SearchTechnology plays vital roleMediaTelephoneInternetInstant Messaging AppsTelevisionE-commerce websiteReview by other customersNewspaperSecondary researchJournals

Evaluation of alternativesCriteria set are analysedTechnology plays vital roleOutput- Price, Details, Product attributesMediaTelephoneInternetInstant Messaging AppsTelevisionE-commerce websiteReview by other customersNewspaper

Role of Technology in PurchaseEcommerce websitesEbay, Flipkart, AmazonFlight, Hotel bookingsBilling softwareRetalics- SAPModes of PaymentDebit cards, Credit cardsLoyalty cardsPOSVouchers

Role of Technology in Post-PurchaseReviewsImproves decision making

Example of Technology in C.B Process

Post Purchase Review

Customer Adoption Process

Role of Technology in Customer Adoption ProcessAwarenessAdvertisementMagazineSocial MediaTelevisionNewspaperBrochure

Awareness- OYO Rooms TVC

Role of Technology in Product InterestGathering informationEcommerce websiteYouTubeProduct official websiteOutletsSocial groups

OYO RoomsCharacteristics are analysed by technologyBook now. Pay later at hotel.AC RoomsCable TVComplimentary BreakfastHygienic WashroomsFree WiFiOffers and Coupons

Role of Technology in Product EvaluationAnalyse our requirementsComparison with alternative productsEcommerce websiteYouTube comparison videosProduct official websiteOutletsSocial groups SNS, Whatsapp, Telephone

Evaluation of a room in OYORoom Facilities and AmenitiesBook now. Pay later at hotel.AC RoomsCable TVComplimentary BreakfastHygienic WashroomsFree WiFiOffers and CouponsCost comparisonRoom Photos

Role of Technology in Product TrialOutlet location identificationBooking Confirmation- App notification, SMS, Email intimationBill Direct from OYO rooms by emailPurchasePOSOffersCoupons RedemptionBilling softwareLoyalty cards

Adopt or RejectValue is analysed.