In the past,

every individual
was seen as a
Customer. Now,
every customer
must be seen as
an Individual
Consumer
Buying
Behaviour
Arun Kumar
7 P’s Of Consumer Based
Marketing
S.P.E.E.C.H. Mantra

Seeking
Personal
Excellence
for
Effective
Customer
Handling
“The “SIX” Ms of
Advertisement”
Merchandise - Product
Mission – Objectives
Money – Budgets
Message –
Communication
Media – Vehicles
Measurement -
Evaluation
 Product & Service Adoption
34% 34%
Rate of adoption

13.5%
16%

2.5%

Innovators Early Early Late Laggards

adopte majority majorit
rs y
 Bases for Segmenting Consumer
Market
Geographic
Nations, states,
regions or cities

Demographic
Age, gender, family size
and life cycle, or income

Psychographic
Social class, lifestyle,
personality

Behavioral
Occasions, benefits,
uses, or responses
 Customer Satisfaction

Expectatio Performanc Expectatio Performanc

n e n e
8 10 10 8

• If performance is lower than expectations,

satisfaction is low.

• If performance is higher than expectations,

satisfaction is high.
 Customer Pyramid

Platinum
Best
Most loyal
Least price sensitive
Stages in the Consumers Decision-Making
Process
Model of Buyer Behavior
Factors Influencing
Consumer Behavior
Target Marketing
Strategies
 External Internal
(sociological) (psychological)

culture
needs learning b
social class
e
motives h
reference groups a
wants personality v
family i
perception o
marketing mix awareness attitude preference
r

Buyer Behavior Model

 Exposure to ad

Judgments about Feelings from

the ad (cognition) the ad (affect)

Beliefs about Attitude toward

the brand the ad

Attitude toward
the brand

Attitude Towards the Ad Model

 Consumer Decision-Making
Process
Need
Need Recognition
Recognition

Information
Information Search
Search
Cultural,
Cultural, Social,
Social,
Individual
Individual and
and
Psychological Evaluation
Evaluation
Psychological of
Factors
Factors of Alternatives
Alternatives
affect
affect
all
all steps
steps Purchase
Purchase

Postpurchase
Postpurchase
Behavior
Behavior
 Types of consumer involvement
and decision making

Routine Limited Extensive

Involvement Short Low to High

moderate
Time Low Short to Long
moderate
Cost Short Low to High
moderate
Information Internal only Mostly internal Internal &
Search external
Number of one few many
alternatives
Types of Buying Behavior
The Buyer Decision Process
Buyer Decision Process
for New Products
Stages in the Adoption Process

Awareness Evaluation
Interest Trial
Adoption
Why Customers leave?

Poor Service
69%

13% 9%
9%

Product Better Prices

Dissatisfaction Elsewhere
Others
 Creating Brand Awareness

Repeated
Memorable Exposure
Name

Brand
Awareness

Event
Symbols Sponsorshi
p
Communication Methods
Maslow’s Hierarchy