CONSUMER BUYING BEHAVIOUR

By:

NAZIA RITIKA KHURANNA RICHA CHAUHAN SHRUTI BHOLA ANJALI SHARMA

INTRODUCTION
Consumers are individuals, households or businesses who use the products. The characteristics of consumers are different in different countries. Hence, marketers must understand the needs and buying behavior of consumers before developing product and marketing program.

CONSUMER BUYING BEHAVIOUR

Consumer Buying Behaviour refers to the buying behaviour of final consumers individuals & households who buy goods and services for personal consumption. The buyer may not be the ultimate consumer. The central question for marketers is: How do consumers respond to various marketing efforts the company might use?

FACTORS AFFECTING CONSUMER BEHAVIOUR

FACTORS AFFECTING CONSUMER BEHAVIOUR: CULTURE Culture

Most basic cause of a person's wants and behaviour. Values, Perceptions, Wants & Behaviour Subculture
Groups of people with shared value systems based on common life experiences. Young Consumers Mature Consumers

Social Class
Societys relatively permanent & ordered divisions whose members share similar values, interests, and behaviours. Measured by: Occupation, Income, Education, Wealth and Other Variables.

FACTORS AFFECTING CONSUMER BEHAVIOUR:SOCIAL

Membership groups Reference groups Aspirational groups Family Husband, wife, kids Influencer, buyer, user

Social Factors

Roles and Status

FACTORS AFFECTING CONSUMER BEHAVIOR: PERSONAL

Personal Influences
Age and Life Cycle Stage Economic Situation Personality & Self-Concept

Occupation

Lifestyle Identification

Activities

Interests

Opinions
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FACTORS AFFECTING CONSUMER BEHAVIOR: PSYCHOLOGICAL

Motivation

Beliefs and Attitudes

Psychological Factors Affecting Buyers Choices Learning

Perception

STAGES OF CONSUMER DECISION PROCESS

PROBLEM OR NEED RECOGNITION

A wardrobe full of clothes and seeing NOTHING TO WEAR!!!!

INFORMATION SEARCH

NICE DRESS Aahh ..I wish I could have it.

EVALUATION OF ALTERNATIVES

PURCHASE DECISION

POST PURCHASE EVALUATION

POSITIVE POST PURCHASE BEHAVIOUR NEGATIVE POST PURCHASE BEHAVIOUR

THEIR BAGS COLLECTION ARE NOT GOOD.DONT BUY .I M NOT HAPPY