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CONSUMER BEHAVIOUR


Buying Roles & Family Influences




                                   1
Factors Influencing Consumer Behavior


                     Marketing
Individual            Mix                          Interpersonal
Influences                                               Influences
-Perception                                        -Reference Group
               Consumer Purchase
-Learning      Decision Process                    -Social Class
               -High Involvement                   -Culture
-Motivation
               -Low Involvement
-Values                                            -Subculture
-Personality    Situational Influences             -Family
-Lifestyle      -Physical Surroundings   -Social
                Surroundings
                -Time Constraints        -Task Definition
                -Antecedent States
                                                                   2
Influence in Purchase Decision




          INDIVIDUAL


             Family
             Friends

           Social Class

         Selected Culture

             CULTURE
                                 3
   Culture: Shared customs, beliefs,
    values and artifacts that are
    transmitted from Generation to
    generation

   Sub Culture: nationality, religious
    beliefs, racial, geographical area




                                          4
Social Factors
1.Reference Groups-
   Membership
   Primary
   Secondary
   Aspirational
   Dissociative


2. Family

3. Roles and Status

                      5
Personal Factors
                  Life Cycle Stage       Needs/ orientation
   Age & Life    Bachelor Stage         Recreation
    Cycle Stage
                  Newly married          Durable purchase
                  Full Nest I (Young     Home purchase at peak
   Economy/      Child under 6)
    Income        Full Nest II (Young    Durables, child
                  Child above 6)         preference
   Lifestyle     Full Nest III          Unnecessary appliances,
                  (dependent children)   high Durables
                  Empty Nest I (children Travel, recreation
   Personality   independent)
    and Self      Empty Nest II (head    Medical Care
    Concept       retired)
                  Solitary Survivor      Necessity Items
                  Solitary Survivor      Medical, Grand children
                                                              6
                                         driven
Psychological
   Motivation
   Learning
   Perception
   Attitude and Self Belief




                               7
Buying Roles
   Initiator
   Influencer
   Decider
   Buyer/ Purchaser
   Consumer/ User




                       8
Buying Behavior

               High Involvement    Low Involvement

              Complex Buying Variety Seeking
Significant      Behavior       Behavior
Difference
in Brands


FEW
                Dissonance        Habitual Buying
Difference       Reducing
in Brands




                                                     9
Buying Behavior

 Buying            Product / Consumer                   Marketer Role
Behavior                Behavior

 Complex        Expensive Product,                 Inform, compare, personal
  Buying        Consumer is unaware                Selling
 Behavior       Develop belief attitude

  Variety       Consumer switch Brands             Dominate advertise, sales
 Seeking        Evaluation                         promotion
 Behavior

Dissonance    Highly Involved                      Information, Psychological
 Reducing     Expensive Product                    temptation, Availability and
              Fast Decision Consumer acts first,   fast delivery, habituate, free
             acquire new beliefs, set attitudes     trial


 Habitual       Purchase Out of Habit              Advertise, availability,
  Buying        do not go for exhaustive search    Competitive Pricing and
                Familiarity and Conviction         sales promotion


                                                                               10
Process/ Stages of Buying Decision

   Recognition of the Problem
   Information Search
   Evaluation of Alternatives
   Purchase Decision
   Post Purchase Behavior
   Post Purchase use and Disposal



                                     11
Process of Buying Decisions
                                 Personal Source

 INFRORMATION SEARCH             Experiential Source
                                 Public Source
                                 Commercials
      Awareness Set       Consideration Set      Choice Set




                                  Cognitive orientation
 Evaluation Of Alternatives
                                  Benefits

                                  Bundle of Attributes



                                                          12
Process of Buying Decisions
      Purchase Decisions           Brand Decision
                                   Quantity Decision
                                   Vendor Decision
                                   Timing Decision
                                   Payment method Criteria

   POST PURCHASE BEHAVIOUR             Level of Satisfaction

                                 RE- Purchase
    Post Purchase Action         Recommend
                                 Cognitive Dissonance
                                 Abandon/ Return
                                 Legal Action

                                      KEEP IN CLOSET
Post Purchase Use and Disposal
                                      Resell/ trade
                                                               13
                                      Throw away
Thanks



         14

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Consumer Behavior Factors & Family Influences

  • 1. CONSUMER BEHAVIOUR Buying Roles & Family Influences 1
  • 2. Factors Influencing Consumer Behavior Marketing Individual Mix Interpersonal Influences Influences -Perception -Reference Group Consumer Purchase -Learning Decision Process -Social Class -High Involvement -Culture -Motivation -Low Involvement -Values -Subculture -Personality Situational Influences -Family -Lifestyle -Physical Surroundings -Social Surroundings -Time Constraints -Task Definition -Antecedent States 2
  • 3. Influence in Purchase Decision INDIVIDUAL Family Friends Social Class Selected Culture CULTURE 3
  • 4. Culture: Shared customs, beliefs, values and artifacts that are transmitted from Generation to generation  Sub Culture: nationality, religious beliefs, racial, geographical area 4
  • 5. Social Factors 1.Reference Groups-  Membership  Primary  Secondary  Aspirational  Dissociative 2. Family 3. Roles and Status 5
  • 6. Personal Factors Life Cycle Stage Needs/ orientation  Age & Life Bachelor Stage Recreation Cycle Stage Newly married Durable purchase Full Nest I (Young Home purchase at peak  Economy/ Child under 6) Income Full Nest II (Young Durables, child Child above 6) preference  Lifestyle Full Nest III Unnecessary appliances, (dependent children) high Durables Empty Nest I (children Travel, recreation  Personality independent) and Self Empty Nest II (head Medical Care Concept retired) Solitary Survivor Necessity Items Solitary Survivor Medical, Grand children 6 driven
  • 7. Psychological  Motivation  Learning  Perception  Attitude and Self Belief 7
  • 8. Buying Roles  Initiator  Influencer  Decider  Buyer/ Purchaser  Consumer/ User 8
  • 9. Buying Behavior High Involvement Low Involvement Complex Buying Variety Seeking Significant Behavior Behavior Difference in Brands FEW Dissonance Habitual Buying Difference Reducing in Brands 9
  • 10. Buying Behavior Buying Product / Consumer Marketer Role Behavior Behavior Complex  Expensive Product, Inform, compare, personal Buying  Consumer is unaware Selling Behavior  Develop belief attitude Variety  Consumer switch Brands Dominate advertise, sales Seeking  Evaluation promotion Behavior Dissonance  Highly Involved Information, Psychological Reducing  Expensive Product temptation, Availability and  Fast Decision Consumer acts first, fast delivery, habituate, free acquire new beliefs, set attitudes trial Habitual  Purchase Out of Habit Advertise, availability, Buying  do not go for exhaustive search Competitive Pricing and  Familiarity and Conviction sales promotion 10
  • 11. Process/ Stages of Buying Decision  Recognition of the Problem  Information Search  Evaluation of Alternatives  Purchase Decision  Post Purchase Behavior  Post Purchase use and Disposal 11
  • 12. Process of Buying Decisions Personal Source INFRORMATION SEARCH Experiential Source Public Source Commercials Awareness Set Consideration Set Choice Set Cognitive orientation Evaluation Of Alternatives Benefits Bundle of Attributes 12
  • 13. Process of Buying Decisions Purchase Decisions Brand Decision Quantity Decision Vendor Decision Timing Decision Payment method Criteria POST PURCHASE BEHAVIOUR Level of Satisfaction RE- Purchase Post Purchase Action Recommend Cognitive Dissonance Abandon/ Return Legal Action KEEP IN CLOSET Post Purchase Use and Disposal Resell/ trade 13 Throw away
  • 14. Thanks 14