1. CONSUMER BEHAVIOR
Assignment: Consumer Behavior
Subject : Advance Marketing Management
Presented by:
Nadeem Ahmed Siddiqui
2452-412024 MBA

2. CONSUMER BEHAVIOR

3. CONSUMER BEHAVIOR
• Consumer behavior is the study of how people
buy, what they buy, when they buy and why they
buy. It attempts to understand the buyer
decision making process, both individually and
in groups. It studies characteristics of individual
consumers such as demographics,
psychographics, and behavioural variables in an
attempt to understand peoples wants.

5. STAGES OF THE CONSUMER BUYING
PROCESS
Consumer buying decision process includes six
stages. They are:
1. Problem Recognition
2. Information Search
3. Evaluation of alternatives
4. Purchase Decision
5. Purchase
6. Post-Purchase Evaluation

6. 1. PROBLEM RECOGNITION :
Difference between the desired state and the
actual condition.
Example:
By seeing a commercial for a new pair of shoes,
stimulates your recognition that you need a new
pair of shoes.
Hunger stimulates your need to eat.

7. 1. PROBLEM RECOGNITION :

8. 2. INFORMATION SEARCH :
Internal Search: --- Memory
External Search: --- Friends and Relatives A
successful information search leaves a buyer with
possible alternatives, the evoked set.
Example:
Hungry, want to go out and eat, evoked set is,
Chinese food , Indian food & Burger king .

9. 2. INFORMATION SEARCH :

10. 3. EVALUATION OF ALTERNATIVES :
Need to establish criteria for evaluation, features
the buyer wants or does not want. Rank/weight
alternatives.
Example:
If you want to eat something spicy, then Indian
food gets the highest rank etc…

11. 3. EVALUATION OF ALTERNATIVES :

12. 4. PURCHASE DECISION :
• Choose buying alternative, includes product,
package, store, method of purchase etc.

13. 4. PURCHASE DECISION :

14. 5. PURCHASE :
• May differ from decision, time lapse between
purchase decision and the actual purchase,
product availability.

15. 5. PURCHASE :

16. 6. POST-PURCHASE EVALUATION :
It is the outcome Satisfaction or Dissatisfaction.
This can be reduced by warranties, after sales
communication etc.
Example:
After eating an Indian meal, you may think that
really you wanted a Chinese meal instead.

18. TYPES OF CONSUMER BUYING
BEHAVIOR :
There are four types of consumer buying behavior,
they are :
1. Routine Response/Programmed Behavior
2. Limited Decision Making
3. Extensive Decision Making
4. Impulse buying

20. 1. ROUTINE RESPONSE/PROGRAMME D
BEHAVIOR
Buying low involvement, frequently purchased,
low cost items.
Examples:
Soft drinks, snack foods, milk etc.

22. 2. LIMITED DECISION MAKING
Buying product occasionally.
That is when you need to obtain information
about unfamiliar brand in a familiar product
category.
Example:
Clothes--know product class but not the brand.

24. 3.EXTENSIVE DECISION MAKING :
Complex high involvement, unfamiliar, expensive
and infrequently bought products. Spend a lot of
time seeking information and deciding. High
degree of risk.
Example:
Cars, homes, computers, education.

26. 4. IMPULSE BUYING :
No conscious planning. The purchase of the same
product does not always elicit the same Buying
Behavior. Product can shift from one category to the
next.
Example:
Going out for dinner for one person may be extensive
decision making (for someone that does not go out
often at all), but limited decision making for someone
else. The reason for the dinner, whether it is an
anniversary celebration, or a meal with a couple of
friends will also determine the extent of the decision
making.