1. CONSUMER BEHAVIOUR
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Course: MBA-I
Subject: MARKETING MANAGEMENT - 1
Unit: III

2. 2
Consumer Buying Roles
Decider
Buyer
User
Influencer
Initiator
Key
Family
Decision
Roles

3. 3
The Buyer Decision Process
Need Recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Post-purchase Behaviour

4. 4
Types of Buying Decisions
Complex
Buying
Behaviour
Dissonance-
Reducing Buying
Behaviour
Variety-
Seeking
Behaviour
Habitual
Buying
Behaviour
High
Involvement
Significant
differences
between
brands
Few
differences
between
brands
Low
Involvement

5. 5
TYPES OF BUYING DECISION
BEHAVIOUR
Involvement Levels
 Complex Buying Behaviour – significant differences between
brands - buyer is highly involved when purchase is expensive,
risky and highly self expressive (like buying a present for
someone special)
 Dissonance-reducing buyer behaviour – similar to above but
there is very little difference s among brands. Emphasis in on
reducing dissatisfaction after purchase – or making the wrong
choice.
 Habitual buying behaviour – routine purchase. Low involvement.
Brands very similar. Low cost, frequently purchased item
 Varity-seeking buying behaviour – low involvement but
significant brand differences

6. 6
THE CONSUMER BUYING
DECISION PROCESS
 The actual act of purchasing is only one stage in the
process.
 The process begins several stages before the actual
purchase.
 Not all decision processes will lead to a purchase.
 All consumer decisions do not always include all five
stages.
 Usually limited d-m and routine response behaviour
may omit some stages.

7. REFERENCES
 www.slideshare.net/bushinta/consumer-
behaviour-2775875
 PHILIP KOTLER (BOOK-MARKETING
MANAGEMENT CHAPTER-5)
 www.ln.edu.hk/mkt/staff/l2peng/bus205/Cha
pter05.ppt
 en.wikipedia.org/wiki/Consumer_behavio
ur
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