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CONSUMER BEHAVIOUR

Buying Roles & Family Influences

Monirba {Allahabad university} Supported by – Manish kanojia (MBA III sem}

Pawan

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Factors Influencing Consumer Behavior

Individual Influences

-Perception

-Learning

-Motivation

-Values

-Personality

-Lifestyle

Consumer Purchase Decision Process

-High Involvement

-Low Involvement

Individual Influences

-Perception

-Learning

-Motivation

-Values

-Personality

-Lifestyle

Interpersonal Influences

-Reference Group

-Social Class

-Culture

-Subculture

-Family

Marketing Mix

Situational Influences

-Physical Surroundings -Social Surroundings

-Time Constraints -Task Definition

-Antecedent States

Consumer Purchase Decision Process

-High Involvement

-Low Involvement

Individual Influences

-Perception

-Learning

-Motivation

-Values

-Personality

-Lifestyle

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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 Factors

1.Reference Groups- Membership Primary Secondary Aspirational Dissociative

2. Family

3. Roles and Status

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Personal Factors

Age & Life Cycle Stage

Economy/ Income

Lifestyle

Personality and Self Concept

Life Cycle Stage Needs/ orientation

Bachelor Stage Recreation

Newly married Durable purchase

Full Nest I (Young Child under 6)

Home purchase at peak

Full Nest II (Young Child above 6)

Durables, child preference

Full Nest III (dependent children)

Unnecessary appliances, high Durables

Empty Nest I (children independent)

Travel, recreation

Empty Nest II (head retired)

Medical Care

Solitary Survivor Necessity Items

Solitary Survivor Medical, Grand children driven

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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

Complex Buying Behavior

Variety Seeking Behavior

Dissonance Reducing

Habitual Buying

Significant Difference in Brands

FEW Difference in Brands

High Involvement Low Involvement

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Buying Behavior

Buying Behavior

Product / Consumer Behavior

Marketer Role

Complex Buying

Behavior

Expensive Product, Consumer is unaware Develop belief attitude

Inform, compare, personal Selling

Variety Seeking Behavior

Consumer switch Brands Evaluation

Dominate advertise, sales promotion

Dissonance Reducing

Highly Involved Expensive Product Fast Decision Consumer acts first, acquire new beliefs, set attitudes

Information, Psychological temptation, Availability and fast delivery, habituate, free trial

Habitual Buying

Purchase Out of Habit do not go for exhaustive search Familiarity and Conviction

Advertise, availability, Competitive Pricing and 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

INFRORMATION SEARCH

Personal Source

Experiential Source

Public Source

Commercials

Consideration Set Choice SetAwareness Set

Evaluation Of AlternativesCognitive orientation

Benefits

Bundle of Attributes

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Process of Buying DecisionsPurchase Decisions

Payment method Criteria

Timing Decision

Vendor Decision

Brand Decision

Quantity Decision

Level of SatisfactionPOST PURCHASE BEHAVIOUR

Post Purchase ActionRE- Purchase

RecommendCognitive DissonanceAbandon/ ReturnLegal Action

Post Purchase Use and Disposal KEEP IN CLOSET

Resell/ trade

Throw away

Thanks

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