TOPIC:CONSUMER BUYING BEHAVIOR INTRODUCTION

Consumer buying behavior is the behavior that a consumer display while buying the product or a service. Each and every consumer has his/her own buying behavior that he displays it during purchase of different products. This behavior displayed by the consumer is the result of a number of influences which he/she receives from the environment. These influences can be categorized into four factors viz. Cultural factors, Social factors, personal factors and Psychological factors Cultural factors: - culture subculture and social classes are particularly important in buying behavior. Culture is the fundamental determinant of a persons wants and behavior. Each culture consists of smaller subcultures that provide more specific identification and socialization of its members. Subculture includes nationalities, religions, racial groups and geographic regions. Social Factors: - In addition to cultural factors a consumers behavior is influenced by such social factors as reference groups, family and social roles and statues. A persons reference group consists of all the groups that have direct or indirect influence on the persons attitudes or behavior. Groups that have direct influence on a person is called as membership groups. Aspirational groups are those a person hopes to join. Dissociative groups are those whose values and behavior an individual rejects. Personal Factors: - A buyers decisions are also influenced by personal characteristics. These include the buyers age in lifecycle, occupation economic circumstances lifestyle and personality and self-concept. People buy different goods and services over a lifetime. They eat baby food in the early years, most foods in the growing matured years and special diet in the later years. Occupation also influences consumption patterns. A blue collar worker may buy work clothes, work shoes and lunch boxes. A company president may buy expensive suits, air travel and country club memberships. A lifestyle is a

persons pattern of living in the world expressed in activities, interest and opinions. Psychological Factors: - A persons buying choices are influenced by four major factor viz. motivation, perception, learning, believes, and attitudes. In the light of growing competition in the Indian fashion market each and every company is trying to attract new customers as well as at the same time retain the existing customers. Therefore my topic on buying behavior of consumer shows the different factors which influence the consumer buying behavior while shopping

STAGES OF THE CONSUMER BUYING PROCESS:

Six Stages to the Consumer Buying Decision Process (For complex decisions). Actual purchasing is only one stage of the process. Not all decision processes lead to a purchase. All consumer decisions do not always include all 6 stages, determined by the degree of complexity...discussed next.

The 6 stages are: 1. Problem Recognition--difference between the desired state and the actual condition. Deficit in assortment of products. Hunger-Food. Hunger stimulates your need to eat.Can be stimulated by the marketer thr ough productinformation--did not know you were deficient? I.E., see a commercial for a new pair of shoes, stimulates your recognition that you need a new pair of shoes. 2. Information search Internal search, memory. External search if you need more information. Friends and relatives (word of mouth). Marketer dominated sources; comparison

shopping; public sources etc. A successful information search leaves a buyer with possible alternatives, the Evoked set .Hungry, want to go out and eat, evoked set is Chinese food Indian food Burger king

3. Evaluation of Alternatives--need to establish criteria for evaluation, features the buyer wants or does not want. Rank/weight alternatives or resume search. May decide that you want to eat something spicy, Indian gets highest rank etc.If not satisfied with your choices then return to the search phase. Can you think of another restaurant? Look in the yellow pages etc. Information from different sources may be treated differently. Marketers try to influence by "framing alternatives. 4. Purchase decision--Choose buying alternative, includes product, package, store, method of purchase etc. 5. Purchase-May differs from decision, time lapse between 4 &5, product availability. 6. Post-Purchase Evaluation--outcome: Satisfaction or Dissatisfaction. Cognitive Dissonance, have you made the right decision. This can be reduced by warranties, after sales communication etc. After eating an Indian meal, may think that really you wanted a Chinese meal instead. Problem recognition

Information search

TYPES OF CONSUMER BUYING BEHAVIOUR

Types of consumer buying behaviour are determined by:

Level of Involvement in purchase decision. Importance and intensity of interest in a product in a particular situation. Buyers level of involvement determines why he/she is motivated to seek information about a certain products and brands but virtually ignores others. High involvement purchases--Honda Motorbike, high priced goods, products visible to others, and the higher the risk the higher the involvement.

Types of risk: Personal risk Social risk Economic risk The four type of consumer buying behaviour are: Routine Response/Programmed Behaviour--Buying low involvement frequently purchased low cost items ; need very little search and decision effort; purchased almost automatically. Examples include soft drinks, snack foods, milk etc. Limited Decision Making--Buying product occasionally. When you need to obtain information about unfamiliar brand in a familiar product category, perhaps. Requires a moderate amount of time for information gathering. Examples include Clothes--know product class but not the brand.

Extensive Decision Making/Complex high involvement,unfamiliar, expensive and/or infrequently bought products.High degree of economic/performance/psy chological risk.Examples include cars, homes, computers, education. Spenda lot of time seeking information and deciding. Information from the companies MM; friends and relatives, store personnel etc. Go through all six stages of the buying process.

Impulse buying, no conscious planning. The purchase of the same product does not always elicit the same Buying Behaviour. Product can shift from one category to the next. For example: Going out for dinner for one person may be extensive decision making (for someone that does not go out often at all), but limiteddecision 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.

NEED OF THE STUDY

There are different national & international products present inIndia. So to identify the customer & their buying behaviour have been the focus of a number of international and national product. The result of these studies have been useful to the provide solution to various marketing problem. Understanding buying behaviour pattern per se is not enough without understanding the composition and origin of the customer. Today most of the Indian customers are attracted by the imported goods because of their high quality. So that most of the Indian company product loses their credibility and loyalty in domestic customers. So the objectives of the study are 1. How can we stand out in a highly competitive market where consumers have so many choices? 2. How we can provide best loyalty to our customer while earning a fair profit? 3. How can we grow our business while retaining a core of the loyal customer?

STATEMENT OF THE PROBLEM

To determine the buying behavior of the consumer with respect to ladies ethnic section

SIGNIFICANCE OF THE STUDY

The study done on the topic

OBJECTIVE OF THE PROJECT

To build a good relationship with the customers and to create a conducive climate for both the customers and the sellers. To gain awareness regarding customers relationship, customers choice, preferences and every details about the mode of operation of the company.

To make the customer aware of the product, lunch of new products, benefits of products, its ranges, advantages, buying pattern of the consumers etc.

 To better understand the need of the customers and try to harmonize the relationship between the customers and the goods and service providers.

To learn to build a worm and cordial relationship between the staffs

HYPOTHESES
Based on the literature review and research framework formed, nine specific hypotheses are developed within these components from the overall frame work. The null hypotheses are:

H1=Brand awareness will have a significant positive effect on fashion adoption. H2= Self-concept will have a significant negative effect on fashion adoption. H3= Product quality will have a significant relationship with fashion adoption. H4= All the variables will have a significant effect on fashion adoption

RESEARCH METHODOLOGY Research problems: To study buying behavior of consumer for indigenous and imported product Data source: Primary data and secondary data Research approach: Survey approach Research methodology: Exploratory method Research Instruments: Questionnaire

SAMPLING PLAN Population definition Sample: Malls, Super Markets Extent: Delhi Sample Methods Sample Size Primary Data Random simple sampling 80 questionnaire and interview