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Consumer Buying Behavior Model

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Consumer Buying Behavior Model

Complex Buying BehaviourComplex Buying Behaviour

Habitual Buying BehaviourHabitual Buying BehaviourPost Purchase Dissonance Reduction Buying Behaviour

Post Purchase Dissonance Reduction Buying Behaviour

Variety seeking Buying BehaviourVariety seeking Buying Behaviour

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Buyers Involvement in Buying Decision

High Low

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Vertu Mobile by Nokia

Platinum and gold plated mobile with original diamond.Mobile range starts from 1.5 lack to 2 crore.In India only 5-6 persons having Vertu Mobile. (Vijay Mallaya, Shahrukh Khan)High status and luxury lifestyle.Detailed features available in brochures and fashion interest magazines.

Vertu Mobile by Nokia

Platinum and gold plated mobile with original diamond.Mobile range starts from 1.5 lack to 2 crore.In India only 5-6 persons having Vertu Mobile. (Vijay Mallaya, Shahrukh Khan)High status and luxury lifestyle.Detailed features available in brochures and fashion interest magazines.

Complex Buying Behaviour

Collection of lot of facts and figures.Comparison with other brands.Evaluation and cost benefit analysis.

Give innovative product. Create superior features and benefits. Advertisement and communication.

Ferrari

High performance and high speedAttractive lookPrice range from 1.6 Crore and above.Premium StatusThrilling experience.Convenient deign for safety and great performance.Solid mechanism.It can raise your eyebrows.

Ferrari

High performance and high speedAttractive lookPrice range from 1.6 Crore and above.Premium StatusThrilling experience.Convenient deign for safety and great performance.Solid mechanism.It can raise your eyebrows.

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Raymond

The Complete Man

High quality fabrics

Wrinkle free office wear.

Rich colors.

Feel like heaven.

Variety of product range.

Raymond

The Complete Man

High quality fabrics

Wrinkle free office wear.

Rich colors.

Feel like heaven.

Variety of product range.

Variety seeking Buying Behaviour

Shift from the leader to create new superior features and benefits. Reason to communicate for the product.

Sugar Free by Cadila

For diabetic patients

Low calories, same taste.

Live happy, live long.

Taking care of you to take care of your family.

Sugar Free by Cadila

For diabetic patients

Low calories, same taste.

Live happy, live long.

Taking care of you to take care of your family.

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Pepsi

Reducing the discomfort of pesticides by strictly following standards and assuring by high advertisements.

Reassuring by similar product innovation and building trust amongst people.

Diversification in fruit juice segment by taking over Tropicana.

Pepsi

Reducing the discomfort of pesticides by strictly following standards and assuring by high advertisements.

Reassuring by similar product innovation and building trust amongst people.

Diversification in fruit juice segment by taking over Tropicana.

Post Purchase Dissonance Reducing Buying Behaviour

Difference in brand is very little. Marketer tries to reduce to discomfort. Reassuring people.

ICICI Bank

Reassuring the consumer through high advertisement and different communication media.

Reducing the discomfort or fear of liquidity.

Building trust.

Reassuring again and again for what they bought is right product or service.

ICICI Bank

Reassuring the consumer through high advertisement and different communication media.

Reducing the discomfort or fear of liquidity.

Building trust.

Reassuring again and again for what they bought is right product or service.

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Amul Milk

Reward for repeat purchase collect 30 empty Amul Plastic bags & get Rs.30 discount on Nutramul.

Discount on bulk purchase

Amul Milk

Reward for repeat purchase collect 30 empty Amul Plastic bags & get Rs.30 discount on Nutramul.

Discount on bulk purchase

Habitual Buying Behaviour

Low involvement of buyer.Difference between brand is negligible.

Loyalty rewards Price discountsMore volume for same priceRewards for repeat purchase

Give incentives to communicate Sales promotion to continues buying

Dermi Cool Powder

Buy one get One free.

More volume for same price.

For repeat purchase, product bundling with similar company brand or different brand.

Discount offer.

Dermi Cool Powder

Buy one get One free.

More volume for same price.

For repeat purchase, product bundling with similar company brand or different brand.

Discount offer.

Six Cell Matrix

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Degree of rationality in buying decision.

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High Extensive Problem Solving Buying Behavior

Extensive Problem Solving Buying Behavior

Limited Problem Solving Buying Behavior

Limited Problem Solving Buying Behavior

Image Buying Behavior Image Buying Behavior

Sensual Buying BehaviorSensual Buying Behavior

Impulse Buying BehaviorImpulse Buying BehaviorRoutine Problem Solving Routine Problem Solving

Medium

Low

Logic Reasoning and

MeasurementHigh thinking

Tangible

Logic Reasoning and

MeasurementHigh thinking

Tangible

High FeelingIntangible

High FeelingIntangible

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Mahindra Royal Homes

( By Mahindra and Mahindra Group)

Luxury flats.Comfortable living experience.Spacious living area.Better amenities. Good locality and location.Rich style of living.Eco-friendly atmosphere.Solid architecture.Innovative deign of homes.

Mahindra Royal Homes

( By Mahindra and Mahindra Group)

Luxury flats.Comfortable living experience.Spacious living area.Better amenities. Good locality and location.Rich style of living.Eco-friendly atmosphere.Solid architecture.Innovative deign of homes.

Extensive Problem Solving Buying Behaviour

Each buying type requires a separate communication strategy.

The message must communicate because people take decision from logic, performance and economic benefits, features, lot of facts and figures and comparative data.

Full and more detailed information.

Print medium should be used.

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LG 3 Door Refrigerator

Fast Cooling.

Intelligent cooling system.

More space for storage.

Separate storage for freezing, liquid, vegetables and fruits.

Contemporary design.

Power saving utility.

LG 3 Door Refrigerator

Fast Cooling.

Intelligent cooling system.

More space for storage.

Separate storage for freezing, liquid, vegetables and fruits.

Contemporary design.

Power saving utility.

Limited Problem Solving Buying Behaviour

It is medium involvement situation.

The communication should have simple, short but powerful message that we call as USP (Unique Selling Proposition).

One large reason to buy it is the benefits and brand image.

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Godrej No.1 Soap

Buy 4 Get 1 Free.

Variety in fragrance.

Save cost on bulk buying.

Godrej No.1 Soap

Buy 4 Get 1 Free.

Variety in fragrance.

Save cost on bulk buying.

Routine Problem Solving Buying Behaviour

People buy because of logic, facts . and features. Habit is a determinant of choice.

Customer wants free offers, samples, price cuts, free etc.

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Tag Huear

Luxury Brand.

Status Symbol.

High end Product and wearing experience.

Sophistication brand personality.

Tag Huear

Luxury Brand.

Status Symbol.

High end Product and wearing experience.

Sophistication brand personality.

Image Buying Behaviour

Consumer feel the product as reflecting the status, lifestyle or personality.

Discover an image that they appeal the target buyer.

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Zatak – Very Very Sexy

For sensual brand persona.

Sexual appeal.

Various fragrance range.

Youth target audience.

Zatak – Very Very Sexy

For sensual brand persona.

Sexual appeal.

Various fragrance range.

Youth target audience.

Sensual Buying Behaviour

Appeal to all five senses. Designed for pleasure.

Sensual image, fantasies make the people feel and dream.

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Parle Agro – Appy

Creative display material.

Niche product.

Innovative packaging.

Different taste.

Imaginary advertisements.

Parle Agro – Appy

Creative display material.

Niche product.

Innovative packaging.

Different taste.

Imaginary advertisements.

Impulse Buying Behaviour

Creative idea rather than practical information.

Spur of the decision variety.

Packaging should be attractive.

Classification of Indian Contemporary Advertisement

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To Inform

• About New Product, • New Service, • New Features, • New benefits,• New price, place• Re-launch.

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vikramthadeshvar@hotmail.com

• Great informative advertisement by Heinz which delivers the perfect message that everything is pretty much tasteless without it.

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• Interesting WWF advertisement that uses a see through in the shape of South America on a paper vendor.

• This advertisement campaign would surely decrease the usage of dry hand papers in the toilet.

To Persuade

• Comparative ads, • VISA v/s American Express,• Through TV Ads, Print Medias,• IBM, BAJAJ pulsar, etc.

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vikramthadeshvar@hotmail.com

• Amusing Fedex ad that features UPS inside the Fedex truck. • The words on the UPS truck are German. Competitive advertisement

at its best.

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• Real billboard wars in Mumbai, India where three Indian airlines battle it out on the streets.

• Jet Airways started and Kingfisher responded and lastly GoAir had the last laugh.

• Creative advertisement war at its best.

To Remind

• Continuous Ads, • Again and Again • About new service or product• Coca Cola, Pepsi, etc.

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vikramthadeshvar@hotmail.com

• South Africa’s state owned electricity provider Eskom brings this creative ad of using electricity wisely. It is an advertising campaign by Eskom to save energy.

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• This BMW reminding ad situated in the center of Moscow city is the biggest ad in Russia (probably the largest in the world). The square size is more than one and a half acres (6000 m2). It uses a number of full size cars stuck on the board with back lights and headlights turned on in the evening.

To Reinforce

• To convince current purchase that they made the right choice.

• We delivers the values which you think of.• Designing ideas as per your feeling and

thoughts

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vikramthadeshvar@hotmail.com

You made the right choice

The more interesting ads around like the Nike ad.

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• BBC outdoor advertisement campaign which shows that we deliver the stories to help you to see both sides.

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