1. CONSUMER
BUYING
BEHAVIOR
Class: MMM, Sem IV
Roll No. 26

2. Consumer Buying Behavior
According to Kotler, the consumer buying behavior starts from "need recognition, then moves to
information search, evaluation of alternatives, purchase decision, and post-purchase behavior".
Video link: http://www.youtube.com/watch?v=xKk-CbDQrHs&feature=player_embedded
The commercial begins by asking if you are tired of "flat, boring" hair. The black and white screenshot
of the woman looking frazzled helps to convince other women of needing fuller volume. Next, the
commercial gives you information about the product, including how to use it by simply parting your
hair, teasing it, inserting the Bumpit and fluffing it up. It also highlights the attributes of the product
being self-gripping, comfortable, concealed, and secure. Third, comparisons are made to alternative
solutions to getting greater volume. First, you could style your hair yourself, but that takes a long time
and falls flat quickly. Another solution could be to go to a salon and get your hair styled professionally.
However, that would cost over $100 for each visit. Thus, the best choice would be the Bumpit. Last,
the informercial instills a sense of urgency by telling the viewer to purchase the product now because
there is a limited time offer to double the order of Bumpits.
Consumers' Buying Behavior (Need Recognition)
Advertisements are directed to all five steps of the consumers' buying behavior. The first step that
focused on is need recognition. Need recognition is encouraging consumers to see the existing state
is NOT the desired state. Or in simpler terms telling the consumer something is wrong and if he/she
uses the company's product everything will be fixed.
Video Link: http://www.youtube.com/watch?feature=player_embedded&v=dFuuHPkORsA
This example is a great demonstration of Viagra advertising to the need recognition of the buying
decision process. It shows the targeted consumer it is not normal to have a boring relationship and
that having erectile dysfunction can be fixed. Also, it helps the consumer visualize what he could have
(desired relationship). It shows the man dancing with his wife and having a fun time. This
advertisement is great because it not only shows that the existing state is not desired, but also shows
what the desired state could be.
Consumers' Buying Behavior (Information Search)
o Internal search, memory.
o External search if you need more information. Friends and relatives (word of mouth).
Marketer dominated sources; comparison shopping; public sources etc.
A successful information search leaves a buyer with possible alternatives, the evoked set.
Hungry, want to go out and eat, evoked set is
o chinese food
o indian food
o burger king

3. o klondike kates etc
The advertisement for General Motors cars is an example of the later goal. Many consumers believe
that Japanese cars, like Honda and Toyota, always deliver better fuel economy than American made
cars, like GM's products. This ad presents the EPA estimated fuel economy for several GM vehicles in
an attempt to show potential customers that their assumptions about the company's cars may not be
entirely accurate. The ad does not directly state the comparison to Honda and Toyota, instead opting
to talk only about GM's cars, but the suggestion that viewers would be surprised by the fuel economy
of the GM vehicles means that the company believes that consumers view the GM product line as
being deficient in this area, which would imply a comparison to other companies' offerings.
Consumers' Buying Behavior (Evaluation of Alternatives)
Evaluation of Alternatives: How the consumer processes information to arrive at brand choices.
The world has seen the evolution of cell phones; the dramatic change in size, style, features, and
innovations. Apple has definitely changed the way we use our phones, it practically reinvented the
smart phone segment. The ability to access the web, download apps, and fit in our pockets all from the
touch of our fingertips is truly amazing. But when it comes to phone shopping, consumers enjoy
examining the alternatives and evaluating the positives or negatives about a product. Apple has taken
a large part of the smart phone market, but some alternatives and competitors are just hard to ignore
before making a certain purchase.
Video Link: http://www.youtube.com/watch?v=COWvwjfC0ig
At the beginning of the month, Google released the Nexus One, their smart phone that would compete
head to head with the Iphone. Both phones are similar in their attributes, features, hardware, but the
Nexus seems to offer more at a better advantage; it makes the Iphone look outdated. Although Google
made the Nexus One a big hype, the phone has not revolutionized the standard; the phone’s
components are just better than its main rivals. Google, though, tried to create a new, simplified
experience in purchasing the phone. Instead of going to a retail store to purchase/activate a phone,
they made it possible to have two straightforward options: Buy it with or without a contract online.
From my perspective, there is nothing revolutionizing or groundbreaking about this buying method, but
Google hoped to capture those consumers who just want to avoid the complications of phone buying.
This example is relevant to “evaluation of alternatives” because there are many different consumers in
the world, they need choices to choose from, having the ability to compare, and the capability to
narrow down decisions based on their satisfaction.
Consumers' Buying Behavior (Purchase Decision)
Once the alternatives have been evaluated, the consumer is ready to make a purchase decision.
Sometimes purchase intention does not result in an actual purchase. The marketing organisation must
facilitate the consumer to act on their purchase intention. The organisation can use a variety of
techniques to achieve this. The provision of credit or payment terms may encourage purchase, or a
sales promotion such as the opportunity to receive a premium or enter a competition may provide an
incentive to buy now. The relevant internal psychological process that is associated with purchase
decision is integration. Once the integration is achieved, the organisation can influence the purchase
decisions much more easily.

4. The choice to purchase the product and then finally the actual purchase of the product.This shows the
complete process that a consumer will most likely, whether recognisably or not, go through when they
go to buy a product.
Consumers' Buying Behavior (Post Purchase Behavior)
Post-purchase behavior involves all the consumers' activities and the experiences that follow the
purchase. Usually, after making a purchase, consumers experience post-purchase dissonance. In
other words, they regret their purchase decision. It is important for the marketer to know whether his
product is liked by the consumer or not.He wants the feedback about his product so that corrective
action, if necessary, can be taken,and the marketing mix be modified accordingly. Post-purchase
behavior is the reaction of the consumer, it gives an idea of his likes and dislikes, preferences and
attitudes and satisfaction towards the product. It indicates whether or not the purchase motives have
been achieved.
Purchase is the means, and post purchase is the end. Post purchase behavior indicates whether or
not repeat purchases will be made. Whether the customer will recommend the product to others or
not. It indicates whether long-term profits can or cannot be expected. All this can be found out by the
post-purchase behavior of the customers. Post purchase is the last phase in the decision-making
process as indicated by Figure below.