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ANALYSING CONSUMERANALYSING CONSUMERMARKETS AND BUYERMARKETS AND BUYERBEHAVIOURBEHAVIOUR

ANALYSING CONSUMERANALYSING CONSUMER

MARKETS AND BUYERMARKETS AND BUYERBEHAVIOURBEHAVIOUR

KRITHIKA G.KKRITHIKA G.KAsst. Professor FMSAsst. Professor FMS

NIFT BangaloreNIFT Bangalore

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Model of Buying Behaviour

MarketingStimuli

OtherStimuli

Product

Price

Place

Promotion

Economic

Technological

Political

Personal

Cultural

BuyerCharacteri

stics

Buyers DecisionProcess

Cultural

Social

Personal

Psycholo

gical

ProblemRecognition

InformationSearch

Evaluation ofAlternatives

Purchase Decision

Post PurchaseBehaviour

Buyers Decisions

Product Choice

Brand Choice

Dealer Choice

Purchase Timings

Purchase Amount

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Major Factors InfluencingMajor Factors InfluencingBuyer BehaviourBuyer Behaviour

Major Factors InfluencingMajor Factors InfluencingBuyer BehaviourBuyer Behaviour

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Cultural Factors

Culture

Subculture

Social Class

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Social Factors

Reference Groups

Family

Roles & Statutes

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Personal Factors

Age & Stage in the Life Cycle

Occupation and Economic Circumstances

Lifestyle

Personality and Self-Concept

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Psychological Factors

Motivation1. Freuds Theory

2. Maslow Theory

3. Herzbergs Theory

Perception1. Selective Attention

2. Selective Distortion3. Selective Retention

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Psychological Factors

Learning

Beliefs & Attitudes

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The Buying DecisionThe Buying DecisionProcessProcessThe Buying DecisionThe Buying DecisionProcessProcess

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Buying Roles

1. Initiator

2. Influencer

3. Decider

4. Buyer

5. User

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Buying Behaviour

Complex Buying Behaviour

Dissonance-Reducing Buyer Behaviour

Habitual Buying Behaviour

Variety-Seeking Buying Behaviour

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5 Stage Model of the ConsumerBuying Behaviour

Problem Recognition

Information Search

Evaluation of Alternatives

Purchase Decision

Post-purchase Behaviour

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1. Problem Recognition

Buyer Need

Need triggered by Internal /External Stimuli

Marketers try to identify the triggerof the particular need