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    The Buying Decision Process: Consumer Behavior

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    Asad khan
    The document outlines the stages in the consumer buying decision process including need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. It also discusses different types of buying behavior such as complex, dissonance-reducing, habitual, and variety-seeking behavior. The stages are illustrated with examples including case studies on the different phases of the buying process.

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    The Buying Decision Process: Consumer Behavior

    Uploaded by

    Asad khan
    56 views23 pages
    The document outlines the stages in the consumer buying decision process including need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. It also discusses different types of buying behavior such as complex, dissonance-reducing, habitual, and variety-seeking behavior. The stages are illustrated with examples including case studies on the different phases of the buying process.

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    The document outlines the stages in the consumer buying decision process including need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. It also discusses different types of buying behavior such as complex, dissonance-reducing, habitual, and variety-seeking behavior. The stages are illustrated with examples including case studies on the different phases of the buying process.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    56 views23 pages

    The Buying Decision Process: Consumer Behavior

    Uploaded by

    Asad khan
    The document outlines the stages in the consumer buying decision process including need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. It also discusses different types of buying behavior such as complex, dissonance-reducing, habitual, and variety-seeking behavior. The stages are illustrated with examples including case studies on the different phases of the buying process.

    Copyright:

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    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 23

    THE BUYING

    DECISION PROCESS
    CONSUMER BEHAVIOR
    DECISION PROCESS
    BEHAVIOR

    A. BUYING ROLES
    B. TYPES OF BUYING BEHAVIOR
    C. STAGES IN THE BUYING DECISION
    PROCESS
    BUYING ROLES
    Initiator :A person who first suggests the idea of
    buying the particular product or service.
    Influencer : A person whose view or advice
    influences the decision
    Decider : A person who decides on any
    component of a buying decision : whether to buy
    , what to buy , How to buy, or where to buy.
    Buyer : The person who make the actual
    purchases.
    User : A person who consumes or uses the
    product or service
    TYPES OF BUYING
    BEHAVIOR
    Complex Buying behavior
    Dissonance – reducing buying behavior
    Habitual Buying behavior
    Varity – seeking buying behavior
    Complex Buying behavior
    - Highly Involved
    - Aware of significant differences among Brands
    Nature of products: Expensive, Bought
    Infrequently , Risky & Highly self expressive.
    Marketers : Strategies assist the buyer in
    learning about the attributes of the product class,
    importance and the high standing of the
    company’s brand on the more important
    attributes.
    Dissonance – Reducing buying
    behavior
    - Highly involved
    - Little difference in the Brand
    - Good Price or to purchase convenience
    Nature of Product: expensive , Infrequent &
    Risky.
    Marketers : Communicate aim to supply beliefs
    and evaluations that help the consumer feel
    good about his or her brand choice.
    Habitual Buying behavior
    Low Consumer involvement
    Absence of significant brand differences
    Nature of products : Little involvement in
    products, Low involvement with low –cost
    frequently purchased products.
    Marketers : Ad repetition, Short duration
    messages, T.V. More effective, identify certain
    product by symbol, strategy at best raise
    consumer involvement from low to a moderate
    level.
    Varity – seeking buying behavior

    -Low involvement
    -Significant brand differences
    -Lot of Brand switching
    # Brand switching occurs for the sake of verity
    rather then dissatisfaction.
    Products: verity, Low cost, Frequently Purchase
    Marketers: Leader Brand – encourage habitual buying
    behavior by dominating the shelf space, avoiding out of
    stock condition, sponsoring frequent reminder
    advertising. Minor Brand – Varity at low cost, deals,
    coupons, free samples & reason for trying something
    new
    STAGES IN THE BUYING
    DECISION PROCESS
    Need
    Recognisation
    Search
    Pre Purchase
    Alternative
    Evaluation
    Purchase

    Consumption

    Divestment

    Best way to understand how this process works is to think in


    terms of an actual purchase situation
    STAGES IN THE BUYING
    DECISION PROCESS
    Need Recognition – Case : “The Chosen
    Channel”
    Information Search
    Evaluation of Alternatives – Case : “ Twist
    in the sale “
    Purchase Decision : case : “ The Crimson
    Credo “
    Post purchase behavior
    Need Recognition
    This occurs when an individual senses a
    difference between what he or she perceives to
    be the ideal state of affairs compared the actual
    state of affairs at any point of time.
    In other wards, it is a stage of desire that
    initiates a desire on process that in turn occurs
    through the interaction of individual difference
    such on values and needs and environmental
    influences especially social interaction.
    A major source of problem reorganization is
    need arousal when that need is related to self-
    image. Motives represent enduring
    predispositions to behave towards certain goals.
    Need Recognition process
    center
    Desired Actual
    Stage stage

    Below At or Above
    Degree of
    Threshol Threshold
    Discrepanvy

    No Need Need
    Recognition Recognition
    Case Study

    “The Chosen Channel”


    Information Search

    Once need recognition has occurred the


    consumer may then engage in a search for
    potential need satisfiers.
    Search can be define as “ motivated activation of
    knowledge stored in memory or acquisition of
    information from the environment
    This suggest that search can be either internal
    or external in nature
    Internal search
    Internal search is nothing then a memory
    scan for decision reverent knowledge
    stored in way term memory.If this scan
    reverent sufficient information to provides
    a satisfactions course of action, external
    search is obviously unnecessary.
    Internal search :

    Need
    Recognition
    Determinants of
    Internal Search
    Internal
    Existing knowledge
    Search
    Ability to retrieve
    Stored knowledge
    Successful

    YES NO
    Undertake
    Proceed with
    External
    Decision
    Search
    External Search :
    Pre purchase search : External search that is
    driven by an upcoming purchase decision.
    Primary motive behind this search is the desire
    to make better consumption choice.
    On-going search : In this search , information
    acquisition occurs on a relatively regular bases
    regardless of sporadic purchase needs. This
    may be motivated by desires to develop a
    knowledge base that can be used in future
    decision making.
    Evaluation of Alternatives
    Define as the process by which a choice
    alternative is evaluated and selected to
    meet continues needs.
    Decision must be made initially about
    which choice alternatives to consider and
    the evaluative criteria is dimensions or
    attributes to use in judging the
    alternatives.
    Case Study
    “ Twist in the sale “
    Basic component of Process

    Determine Evaluation Determine Choice


    Criteria Alternatives

    Assess Preference of
    Alternatives

    Apply Deision
    Rule
    Purchase Decision
    Purchase requires a decision making
    process of its own.
    Whether to Buy
    When to buy
    What to Buy
    Where to buy
    When to buy
    How to Pay
    Case Study

    “ The Crimson Credo “


    Post purchase behavior
    There are several reasons for the priority placed
    on Consumer satisfaction or Dissatisfaction.
    Emergence of customer retention as a dominant
    marketing objective in view of formidable
    experience and difficulty of attracting new
    projects.
    The undisputed fact that customer satisfaction is
    the key to customer retention.
    Central competitive role of product and service
    quality in forming the CS/D response

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