consumer buying behaviour

This content provides information about the consumer buying behaviour.

1. PRESENTATION BY: SAKTHIVEL R ARM 251 C onsumer Buying behaviour

2. Consumers.. - individuals who buys product and services for themselves or on behalf of their households . -The final users or end users of these products. * D efinition of consumers..,

3. Definition of buying behaviour : -Buying behaviour is the decision processes and acts of people involved in buying and using products. -Consumer buying behaviour refers to the buying behaviour of the ultimate consumer . C onsumer buying behaviour

4. CONSUMER DECISIONS: Theory and Reality in Consumer Buying INFORMATION SEARCH PROBLEM RECOGNITION EVALUATION OF ALTERNATIVES PURCHASE POSTPURCHASE EVALUATION/ BEHAVIORS Theory Complications

5. Stages of consumer buying process Problem Recognition (awareness of need)--difference between the desired state and the actual condition. Eg:Hunger stimulates your need to eat. Information search – A successful information search leaves a buyer with possible alternatives, the evoked set . Eg:Hungry want to go out and eat evoked set is chinese food indian food burger

6. Evaluation of Alternatives - - need to establish criteria for evaluation, features the buyer wants or does not want. Eg:May decide that you want to eat something spicy, indian gets highest rank etc. Purchase decision - - Choose buying alternative, includes product, package, store, method of purchase etc. Purchase --May differ from decision, time lapse between 4 & 5, product availability.

7. TYPES OF PURCHASE Fully Planned Purchase Partially Planned Purchase Unplanned Purchase

8. Post-Purchase Evaluation - -outcome: Satisfaction or Dissatisfaction. Eg:After eating an indian meal, may think that really you wanted a chinese meal instead

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