ANALYSING

ANALYSING CONSUMER
CONSUMER
MARKETS
MARKETS AND
AND BUYER
BUYER
BEHAVIOUR
BEHAVIOUR
KRITHIKA G.K
Asst. Professor – FMS
NIFT Bangalore
 Model of Buying Behaviour

Other Buyer
Marketing Buyer’s Decision Buyer’s Decisions
Stimuli Characteri
Stimuli Process
stics
Problem
Product Cultural Product Choice
Economic Recognition
Price Social Information Brand Choice
Technological
Search
Place Personal Dealer Choice
Political
Evaluation of
Promotion Psycholo Purchase Timings
Personal Alternatives
gical Purchase Decision Purchase Amount
Cultural
Post Purchase
Behaviour
Major
Major Factors
Factors Influencing
Influencing
Buyer
Buyer Behaviour
Behaviour
 Cultural Factors

• Culture

• Subculture

• Social Class
 Social Factors

• Reference Groups

• Family

• Roles & Statutes

 Personal Factors

• Age & Stage in the Life Cycle

• Occupation and Economic Circumstances

• Lifestyle

• Personality and Self-Concept

 Psychological Factors…

• Motivation
1. Freud’s Theory
2. Maslow Theory
3. Herzberg’s Theory

• Perception
1. Selective Attention
2. Selective Distortion
3. Selective Retention
 Psychological Factors…

• Learning

• Beliefs & Attitudes

The
The Buying
Buying Decision
Decision
Process
Process
 Buying Roles
1. Initiator

2. Influencer

3. Decider

4. Buyer

5. User
 Buying Behaviour

• Complex Buying Behaviour

• Dissonance-Reducing Buyer Behaviour

• Habitual Buying Behaviour

• Variety-Seeking Buying Behaviour

5 Stage Model of the Consumer
Buying Behaviour
Problem Recognition

Information Search

Evaluation of Alternatives

Purchase Decision

Post-purchase Behaviour
 1. Problem Recognition
• Buyer – Need

• Need triggered by Internal /

External Stimuli

• Marketers try to identify the trigger

of the particular need
 2. Information Search
Consumer Information Sources

• Personal Sources
• Family, friends, neighbours, acquaintances

• Commercial Sources
• Advertising, salespersons, dealers, packaging,
displays

• Public Sources
• Mass media, consumer-rating organisations

• Experimental Sources
• Handling, examining, using the product
3. Evaluation of Alternatives
Consumer Evaluation process:

1. Satisfying a Need

2. Looking for certain Benefits

3. Sees each product as a ‘bundle of

attributes’
 4. Purchase Decision

Attitudes
of Others
Evaluation Purchase
Purchase
Of Decision
Intention
Alternatives
Unanticipated
Situational
Factors
5. Post Purchase Behaviour

• Post purchase Satisfaction

• Post purchase Actions

• Post Purchase Use & Disposal

 How Customers Use / Dispose
Products To be
Give it (re)sold
Get rid Rent it
Away
of it
temporarily Lend it To be
used
Trade it
Get rid
Product of it Direct to
permanently Use it to
serve original Sell it Consumer
purpose

Throw it Through
Convert it to Middleman
Away
Keep it serve a new
purpose
To
Store it it Inter-
mediary
THANK
THANK YOU!
YOU!