CONSUMER BUYING BEHAVIOR

EXECUTIVE SUMMARY
The objective of this report is to cover the underlying concept of Consumer Buying Behavior. The consumption pattern and the behavior of the consumer have been changing gradually. Since the last two decades, we have seen many changes occurring in the attitude, perception, motivation, spending habits, purchase and post-purchase behavior of the consumer. Consumer buyer behavior refers to the buying behavior of final consumers, individuals and households who buy goods and services for personal consumption. Consumers make purchases in order to satisfy needs. All the behavior of human beings during the purchase may be termed as consumer buyer behavior. There are stages to the consumer buying decision process which actually makes the final purchase of the product. Then different types of consumer buying behavior are involved while creating such decisions. Eventually, many factors can affect the decision-making process as a consumer works through the buying decision like cultural, social, personal and psychological. In the end of the report, we have even discussed the advertising strategies which are being used by Zulfeqar Industries Limited for influencing consumers for buying their product Capri Soap. This will help you to understand clearly the importance of this report.

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TABLE OF CONTENTS
1. 2. 3. 4. 5. 6. 7. 8. 9. 10.
36 AN INTRODUCTION.. 3 WHY CONSUMERS BUY 4 BLACK BOX MODEL... 5 STAGES OF CONSUMER BUYING DECISION PROCESS... 6 TYPES OF CONSUMER BUYING BEHAVIOR. 12 FACTORS INFLUENCING CONSUMER BUYING.. 14 FACTORS AFFECTING THE CONSUMER BUYING BEHAVIOR27 ADVERTISING STRATEGIES.. 30 CONCLUSION. 35 REFERENCES..

AN INTRODUCTION
Definition:
Consumer Buying Behavior is a process by which individuals search for, select, purchase, use, and dispose of goods and services, in satisfaction of their needs and wants. It is the decision processes and acts of people involved in buying and using products.

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CONSUMER BUYING BEHAVIOR Need to understand:

The changing factors in our society. What factors influence consumer purchases? Why consumers make the purchases that they make?

Consumer Buying Behavior refers to the buying behavior of the ultimate consumer. A firm needs to analyze buying behavior for:

Marketers can better predict how consumers will respond to marketing strategies. Buyers reactions to a firms marketing strategy has a great impact on the firms success. The marketing concept stresses that a firm should create a Marketing Mix (MM) that satisfies (gives utility to) customers, therefore need to analyze the what, where, when and how consumers buy.

WHY CONSUMERS BUY

Consumers make purchases in order to satisfy needs. Some of these needs are basic and must be filled by everyone on the planet (e.g., food, shelter) while others are not required for basic survival and vary depending on the consumer. It probably makes more sense to classify

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CONSUMER BUYING BEHAVIOR needs that are not a necessity as wants or desires. In fact, in many countries where the standard of living is very high, a large portion of the populations income is spent on wants and desires rather than on basic needs. By consumer, we are referring to the actual buyer, the person spending the money. But it should also be pointed out that the one who does the buying is not necessarily the user of what is bought and that others may be involved in the buying decision in addition to the actual buyer. While the buying process in the consumer market is not as complex as the business market, having multiple people involved in a purchase decision is not unusual. For example, in planning for a family vacation the mother may make the hotel reservations but others in the family may have input on the hotel choice. Similarly, a father may purchase snacks at the grocery store but his young child may be the one who selected it from the store shelf. So understanding consumer buying behavior involves not only

understanding how decisions are made but also understanding the dynamics that influence purchases.

BLACK BOX MODEL

ENVIRONMENTAL FACTORS
Marketing Stimuli Environmental Stimuli

CONSUMERS BLACK BOX

Consumer Characteristics Decision Process

CONSUMERS RESPONSE

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Problem Recognition Information Search Evaluation of Alternatives Purchase Post Purchase Behavior Product Choice Brand Choice Dealer Choice Purchase Timing Purchase Amount

Economic Product Price Place Promotion Technological Political Cultural Demographic Natural

Attitudes Motivation Perceptions Personality Lifestyle Knowledge

The black box model shows the interaction of stimuli, consumer characteristics, decision process and consumer responses. It can be distinguished between interpersonal stimuli (between people) or intrapersonal stimuli (within people). The black box model is related to the black box theory of behaviorism, where the focus is not set on the processes inside a consumer, but the relation between the stimuli and the response of the consumer. The marketing stimuli are planned and processed by the companies, whereas the environmental stimuli are given by social factors, based on the economical, political and cultural circumstances of a society. The consumers black box contains the consumer characteristics and the decision process, which determines the consumers response.

STAGES OF CONSUMER BUYING DECISION PROCESS

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CONSUMER BUYING BEHAVIOR There are five stages to the Consumer Buying Decision Process. Actual purchasing is only one stage of the process. Not all decision processes lead to a purchase. All consumer decisions do not always include five stages, determined by the degree of complexity.

The consumer buying process is a complex matter as many internal and external factors have an impact on the buying decisions of the consumer. The five stages of the consumer buying decision-making process are as follows:

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1. PROBLEM RECOGNITION:
It is the first stage in decision-making. It is the difference between the desired state and the actual condition. In the first step, the consumer has determined that for some reason he/she is not satisfied and wants to improve his/her situation. Therefore, it generates an awareness of need. For instance, internal triggers, such as hunger or thirst, may tell the consumer that food or drink is needed. External factors can also trigger consumers needs. Marketers are particularly good at this through advertising, in-store displays and even the intentional use of scent. At this stage the decision-making process may stop if the consumer is not motivated to continue. However, if the consumer does have the internal drive to satisfy the need they will continue to the next step. Problem recognition explains:

Why a buyer buys. Gives definite direction to subsequent buying behavior. Helps the marketer exert his influence, so that the need is to be recognized.

2. INFORMATION SEARCH:
As the consumers are motivated to satisfy his or her need, they will next undertake a search for information on possible solutions. The

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CONSUMER BUYING BEHAVIOR sources used to acquire this information may be as simple as remembering information from past experience or the consumer may expend considerable effort to locate information from outside sources. How much effort the consumer directs toward searching depends on factors such as:

Importance of satisfying the need. Familiarity with available solutions. Amount of time available to search.

To appeal the consumers who are at the search stage, marketers should make efforts to ensure consumers can locate information related to their product.

3. EVALUATION OF ALTERNATIVES:
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Consumers search efforts may result in a set of options from which a choice can be made. It should be noted that there may be two levels to this stage. At level one, the consumer may create a set of possible solutions to their needs while at level two the consumer may be evaluating particular products within each solution. For example, a consumer who needs to replace a television has multiple solutions to choose from such as plasma, LCD and CRT televisions. Within each solution type will be multiple brands from which to choose. Marketers need to understand how consumers evaluate product options and why some products are included while others are not. Most importantly, marketers must determine which criteria consumers are using in their selection of possible options and how each criterion is evaluated. Returning to the television example, marketing tactics will be most effective when the marketer can tailor their efforts by knowing what benefits are most important to consumers when selecting options (e.g., picture quality, brand name, screen size, etc.) and then determine the order of importance of each benefit.

4. PURCHASE:

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CONSUMER BUYING BEHAVIOR In many cases, the solution chosen by the consumer is the same as the product whose evaluation is the highest. However, this may change when it is actually time to make the purchase. The intended purchase may be altered at the time of purchase for many reasons such as:

Product is out-of-stock. Consumer lacks the necessary funds. Competitor offers an incentive at the point-of-purchase. Consumers reference group takes a negative view of the purchase.

Marketers whose product is most desirable to the consumer must make sure that the transaction goes smoothly. But for those, whose product is not the consumers selected product, last chance marketing efforts may be worth exploring, such as offering incentives to store personnel to "talk up" their product at the checkout line.

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5. POST-PURCHASE EVALUATION:
Once the consumer has made the purchase they are faced with an evaluation of the decision. The outcome may be satisfaction or dissatisfaction. If the product performs below the consumers expectation then he/she will re-evaluate satisfaction with the decision, which at its extreme may result in the consumer returning the product while in less extreme situations the consumer will retain the purchased item but may take a negative view of the product. Such evaluations are more likely to occur in cases of expensive or highly important purchases. To help ease the concerns consumers have with their purchase evaluation, marketers need to be receptive and even encourage consumer contact. Customer service centers and follow-up market research are useful tools in helping to address consumers concerns.

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TYPES OF CONSUMER BUYING BEHAVIOR

Types of consumer buying behavior 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.

The four types of consumer buying behavior are:

ROUTINE RESPONSE:
It is 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:

It involves buying product occasionally. When consumer need to obtain information about unfamiliar brand in a familiar product category, perhaps. Requires a moderate amount of time for information gathering. Example includes clothes of known product class but not the brand.

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EXTENSIVE DECISION MAKING:

There is complex high involvement, unfamiliar, expensive and infrequent products are bought. It involves high degree of economic, performance and psychological risks. Examples include cars, homes, computers, education. Spend a lot of time seeking information and deciding. Information from friends, relatives, store personnel, etc.

IMPULSE BUYING:
There is no conscious planning. The purchase of the same product does not always obtain the same buying behavior. 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 limited decision 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.

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FACTORS INFLUENCING CONSUMER BUYING

The number of potential influences on consumer behavior is limitless. However, marketers are well served to understand the key influences. By doing so they may be in a position to tailor their marketing efforts to take advantage of these influences in a way that will satisfy the consumer and the marketer. A consumer, making a buying decision will be influenced by the following four factors:

Cultural Social Personal Psychological

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CONSUMER BUYING BEHAVIOR The marketer must be aware of these factors in order to develop an appropriate marketing mix for its target market means consumers.

CULTURAL FACTORS:
Culture and Sub-culture:
Culture refers to the set of values, ideas and attitudes that are accepted by a homogenous group of people and transmitted to the next generation. It determines what consumers wear, eat, reside and travel. It affects what consumers buy, how they buy and when they buy. Sub-cultures are smaller groups sharing similar values in terms of ethnicity, religious beliefs, geographic location, special interests and many others. Example: Will Pakistani turn towards iced tea? No, because tea is a part of the Pakistani culture, hot with milk. Culture can be divided into subcultures:

Geographic regions. Human characteristics such as age and ethnic background.

Marketing Implications: As part of their efforts to convince customers to purchase their products, marketers often use cultural representations, especially in promotional appeals. The objective is to connect to consumers using cultural references that are easily understood and often embraced by the consumer. By doing so the marketer hopes the consumer feels more comfortable with or can relate better to the product since it corresponds with their cultural values. Additionally, smart marketers use strong research efforts in an attempt to identify differences in how sub-culture behaves. These efforts help cover the way for spotting
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CONSUMER BUYING BEHAVIOR trends within a sub-culture, which the marketer can capitalize on through new marketing tactics e.g. new products, new sales channels, added value, etc.

Social Class:
An open group of individuals who have similar social rank. It depends upon the occupation, education, income, wealth, race, ethnic groups and possessions. It determines to some extent, types, quality and quantity of products that a consumer buys or uses. Family, reference groups and social classes are all social influences on consumer buying behavior. All operate within a larger culture.

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SOCIAL FACTORS:
Consumer wants, learning, motives etc, are influenced by opinion leaders, reference groups and person's family.

Opinion Leaders:
They are the spokespeople. Marketers try to attract opinion leaders. They actually use spokespeople to market their products. Like LUX uses different film actresses to promote their product.

Reference Groups:

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CONSUMER BUYING BEHAVIOR Individual identifies with the group to the extent that he takes on many of the values, attitudes or behaviors of the group members. Families, Friends, Civic and Professional Organizations Any group that has a positive or negative influence on a consumers attitude and behavior. Membership Groups To which one belongs to. Aspiration Groups You aspire to belong to and want to join. Disassociate Groups Individuals do not want to belong to. The degree to which a reference group will affect a purchase decision depends on the consumers openness to reference group influence and the strength of his/her involvement with the group.

Roles and Family Influences:

Roles Things that you should do are based on the expectations from your position within a group. People have many roles, like a husband, father, employer/ee, etc. Individuals role are continuing to change therefore marketers must continue to update information. Marketing Implications: Advertisers often show how the benefits of their products aid consumers as they perform certain roles. Typically the underlying message of the promotional approach is to suggest that using the advertisers product will help raise ones status in the eyes of others while using a competitors product may have a negative effect on status. Family is the most basic group a consumer belongs to. Marketers must understand:

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Consumer behavior starts in the family unit. Many family decisions are made by the family unit. Family acts as an interpreter of social and cultural values for the consumer. Family buying decisions are a mixture of family interactions and individual decision making. Family roles and preferences are the model for children's future family (can reject, alter, etc).

The Family Life Cycle Families go through stages, each stage creates different consumer demands:

The bachelor stage young & single. The newly married couples young & no children. Full nest 1 young, married, with child. Full nest 2 older, married, with children. Full nest 3 older, married, with dependent children. Empty nest older, married, with no children living with them. Solitary survivor older, single, retired people.

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PERSONAL FACTORS:

Unique to a particular consumer. Demographic factors sex, race, age, etc. Who in the family is responsible for the decision making? Young consumers buy things for different reasons than older people.

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Personality:
All the internal traits and behaviors that make the consumer unique, uniqueness arrives from consumer's heredity and personal experience. Examples include:

Adaptability Friendliness Extroversion Nervousness Stubbornness Ambitiousness Self confidence Aggressiveness Authoritarianism Compulsiveness Competitiveness

Traits affect the consumer buying behavior. Marketers try to match the store image to the perceived image of their consumers. Marketing Implications:

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CONSUMER BUYING BEHAVIOR For marketers it is important to know that consumers make purchase decisions to support their self concept. Using research techniques to identify how consumers view themselves may give marketers insight into products and promotion options that are not readily apparent. For example, when examining consumers a marketer may initially build marketing strategy around more obvious clues to consumption behavior, such as consumers demographic indicators (e.g., age, occupation, income). However, in-depth research may yield information that shows consumers are buying products to fulfill self-concept objectives that have little to do with the demographic category. Appealing to the consumers self-concept needs could expand the market to which the product is targeted.

Lifestyles:
Lifestyles are the consistent patterns that the consumers follow in their lives. These are often determined by how consumers spend their time and money. This influencing factor relates to the way consumers live through the activities they engage in and interests they express. In simple terms, it is what consumers value out of life. Example: Healthy foods for a healthy lifestyle of consumers. Marketing Implications: Products and services are purchased to support consumers lifestyles. Marketers have worked hard researching how consumers in their target markets live their lives since this information is key to developing products, suggesting promotional strategies and even determining how best to distribute products. Therefore, lifestyles are directly tied to marketing activities.

PSYCHOLOGICAL FACTORS:

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CONSUMER BUYING BEHAVIOR Psychological factors include:

Motives:
A motive is an internal energizing force that orients the consumers activities toward satisfying a need or achieving a goal. Actions are effected by a set of motives, not just one. If marketers can identify motives then they can better develop a marketing mix. Maslows hierarchy of human needs:

Need to determine what level of the hierarchy the consumers are at to determine what motivates their buying behavior. Motives often operate at a subconscious level therefore are difficult to measure.

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CONSUMER BUYING BEHAVIOR Marketing Implications: Motivation is also closely tied to the concept of involvement, which relates to how much effort the consumer will exert in making a decision. Highly motivated consumers will want to get mentally and physically involved in the buying process. Not all products have a high percentage of highly involved consumers (e.g., milk) but marketers who market products and services that may lead to high level of consumer involvement should prepare options that will be attractive to this group. For instance, marketers should make it easy for consumers to learn about their product (e.g., information on website, free video preview) and, for some products, allow consumers to experience the product (e.g., free trial) before committing to the purchase.

Perception:
Perception is the process of selecting, organizing and interpreting information inputs to produce meaning. When consumers chose what information they pay attention to, organize it and interpret it. Perception has several steps:

Exposure Sensing a stimuli (e.g. seeing an ad) Attention An effort to recognize the nature of stimuli (e.g. recognizing it is an ad) Awareness Assigning meaning to a stimuli (e.g., humorous ad for particular product) Retention Adding the meaning to ones internal makeup (i.e., product has fun ads)

Information inputs are the sensations received through sight, taste, hearing, smell and touch.

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CONSUMER BUYING BEHAVIOR Selective Exposure Select inputs to be exposed to consumers awareness. More likely if it is linked to an event satisfies current needs and intensity of input changes. Selective Distortion Changing inconsistent with beliefs. current received information,

Advertisers that use comparative advertisements (pitching one product against another), have to be very careful that consumers do not distort the facts and perceive that the advertisement was for the competitor. An example of Tetley and Lipton Tea. Selective Retention Remember inputs that support beliefs, forgets those that don't. Like an average supermarket consumer is exposed to 17,000 products in a shopping visit lasting 30 minutes and 60% of buying are unplanned. Exposed to 1,500 advertisements per day. Can't be expected to be aware of all these inputs, and certainly will not retain many. Marketing Implications: Marketers spend large sums of money in an attempt to get consumers to have a positive impression of their products. But clearly the existence of a perception suggests that getting to this stage is not easy. Exposing consumers to a product can be very challenging considering the amount of competing product messages (ads) that are also trying to accomplish the same objective (i.e., advertising clutter). So marketers must be creative and use various means to deliver their message. Once the message reaches the consumers it must be interesting enough to capture their attention (e.g., talk about the products benefits). But attending to the message is not enough. For marketers the most critical step is the one that occurs with awareness. Here marketers must continually monitor and respond if their message becomes distorted in ways that will negatively shape its meaning. This can often happen due in part to competitive activity (e.g., comparison advertisements). Finally, getting the consumer to give positive meaning to the message they have retained requires the marketer make sure that consumers accurately interpret the facts about the product being highlighted in the advertisement.

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Ability and Knowledge:

Need to understand consumers capacity to learn. Learning is the process through which a relatively permanent change in consumer buying behavior, results from the consequences of past behavior, information and experience. Therefore to change consumers' behavior about your product, need to give them new information regarding the product, free sample etc.

Knowledge is the familiarity with the product and expertise. It is the sum of all information known by the consumer. It is the facts of the world as he/she knows it. The depth of knowledge is a function of the breadth of worldly experiences and the strength of the consumers long-term memory. Obviously what exists as knowledge to the consumer depends on how the consumers perception makes sense of the information it is exposed to. Inexperience buyers often use prices as an indicator of quality more than those who have knowledge of a product. Marketing Implications: Marketers may conduct research that will determine consumers level of knowledge regarding their product. Thus, developing methods to encourage consumers to accept more information - correct information may affect other influencing factors.

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Attitudes:
In simple terms, attitude refers to what the consumer feels or believes about something. Consumer learns attitudes based on beliefs, through experience and interaction with other people. Once formed, attitudes can be very difficult to change. Consumer attitudes toward a firm and its products greatly influence the success or failure of the firm's marketing strategy. Thus, if a consumer has a negative attitude toward a particular issue it will take considerable effort to change what they believe to be true. Attitudes and attitude change are influenced by consumers personality and lifestyle. Consumers screen information that conflicts with their attitudes. Distort information to make it consistent and selectively retain information that reinforces consumers attitudes, that is brand loyalty. There is a difference between attitude and intention to buy (ability to buy). Marketing Implications: Marketers facing consumers who have a negative attitude toward their product must work to identify the key issues shaping a consumers attitude then adjust marketing decisions e.g. advertising, in an effort to change the attitude. For companies competing against strong rivals to whom loyal consumers exhibit a positive attitude, an important strategy is to work to see why consumers feel positive toward the competitor and then try to meet or beat the competitor on these issues. Alternatively, a company can try to locate consumers who feel negatively toward the competitor and then increase awareness among this group.

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FACTORS AFFECTING THE CONSUMER BUYING BEHAVIOR

Consumer Credit:
Buy now and pay later plays its role effectively in the rapid growth of markets for car, scooter, radio, furniture, etc.

Liquidity of Fund:
The present buying plans are influenced greatly by liquidity of assets like cash and assets readily convertible into cash, e.g. bonds, bank balances, etc.

Income Expectations:
The expected income to receive in future has a direct relation with the consumer buying behavior. The expectation of higher or lower income has a direct effect on spending plans.

Size of Family Income:

The size of family and size of family income affect the spending and saving patterns of consumers. Generally large family spends more and short family spends less, in comparison.

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Disposal Personal Income:

The economists made attempts to establish a relationship between income and spending. Disposal that a personal income has. represents behavior. potential buying power consumer

The change in income has a direct relation on consumers buying

Propensity to Consume and to Save:

This goes to the habit of spending or saving with the disposal income of consumers. When the consumers give importance to present needs, then they dispose of their income and vice versa.

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How Zulfeqar Industries Limited is Influencing Consumers for Buying their Product CAPRI SOAP
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ADVERTISING STRATEGIES
AN OVERVIEW:
For the past few years, the advertising industry in Pakistan has been changing very rapidly. There were a limited number of television channels before 2005-06. But since then, the number of television channels has increased which has lead to an increase in number of programs broadcasted.

Electronic Medium:
Earlier, most of the advertisement was concentrated on Geo. The changes occurring in the industry has had their effect on this concentration and it has now spread out to other channels that include ARY Digital, Hum, TV One, Aag etc. Spend on electronic media has increased because of:

Increase in number of channels. Advertising rates in the industry have increased. Ratings of the channels with respect to viewership.

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Program ratings are very important as programs have become Brands themselves.

Similarly, radio listenership has also increased. This has happened because of an increase in the number of radio channels. With more and more channels and increased viewership, the advertising cost for this medium has also been competitive.

Print Medium:
The trend of advertising in dailies is decreasing by time especially in soap industry. Instead, it is drifting towards magazines. Soaps in the premium category advertise normally in magazines like She, Womens Own, Fashion Collection and Visage. On the other hand, soaps targeted to popular and discounted segments advertise in low circulation magazines like Pakeeza and Raabta.

OBJECTIVES:

Enhance brand image. Redefine brand personality. Increase brand awareness. Influence buying decision positively. Increase brand recall/brand recognition. Enhance brand equity gains leverage across other categories.

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Establish Capri as a modern brand for the female youth as consumer of today.

SELECTION CRITERIA:

Maximum Reach:
In electronic medium, PTV has the maximum reach. Therefore in future, we would also use PTV to increase the reach to our target consumers.

High Viewership:
PTV, Geo News, Geo Entertainment, Aaj, Hum, Ary Digital and TV One all have a higher viewership. Therefore, we will use these channels for advertisement of our brands.

Target Audience:
Other than the above mentioned channels, for Capri, we will also use TV channels that have the interest of the youth of today. These include channels like The Music, MTV Pakistan, Aag etc.

STRATEGIES:

Keep consumer involved with brand. Focus on mediums that have a greater impact. Quality Advertisement to enhance brand image

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Communication Strategy articulate communication. Being present on platforms which attracts the youth Internet. To generate interest of youth through fun, fashion, style, etc. Strong branding with respect to BTL activities quality of advertising to be maintained. Be present and visible where the consumer is taking the buying decision this will induce impulse buying. Right place at the right time for the right target consumers with the right message to increase brand equity.

Increased frequency, right placement of advertisement and innovative way of advertisement to increase brand recall / recognition.

Maximum Reach by choosing media on the basis of higher circulation, viewership, listenership and highest visibility spots on shelves. This will increase brand awareness.

To implement a Pull strategy, hype is created especially at the time of launch of new campaigns. For that, our major strategies include:

Stores advertising Communication through print and electronic medium.

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ADVERTISING MEDIUMS:
ATL:
Electronic Channels which have:

Max reach Highest viewership Cater to our target consumers

Channel slotting with respect to timings. This is done on the basis of age, gender and programs preference. Print Publications which have:

High readership Maximum retention Maximum circulation

Selection criteria for magazines should meet the image standards set for our brands. Placement of the ad is an important issue. Ads will be placed in between fashion pages in magazines.

BTL:

Merchandizing in top 10 cities. Market development in smaller cities where less awareness of our brands.

Merchandizing Merchandizing will be the main tool. It depends on the type of outlet selected i.e. Modern Trade: In-Store electronic advertising, Shelf buying
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CONSUMER BUYING BEHAVIOR Key Outlets: Trade Promotion schemes & shop signage. We will make image enhancing outlets in 3 to 4 cities for Capri (where younger lot visits) Brand availability will have to be ensured in these locality stores. Consumers awareness and proper placement, visibility and display of stock will be helpful in achieving the objectives. Traditional ways of advertising / special incentive schemes / Stall activities / Trade Offers / POS schemes.

Kiryana Stores:

Wholesale:

Market Development Trial generation can be used where there is low awareness of our brands. This can be done by Town storming in those towns (interior Sindh and Punjab). Outdoor Banners, Market Storming, POS and transit branding (branding on buses) are some of the options available for us. Shop Branding and Shop Fascias will also be used in top 4 to 5 towns.

CONCLUSION
Competing for the consumers is a never-ending challenge. This is due principally to the uniqueness and competitiveness of each individual market, for they are all different and all require different approaches. Knowledge of the buying behavior of consumers is essential for a marketer. The changes in the market are brought by the consumers.

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CONSUMER BUYING BEHAVIOR Therefore, the concept of consumer buying behavior plays an important role in understanding how consumer buying decisions are made and the dynamics that influences the consumer buying behavior. Similarly, the way an organization formulates its advertising strategies helps in creating awareness and positive attitude about its product. This directs in boosting up the consumer buying behavior towards their product.

REFERENCES
WEBSITES:

www.about.com

www.google.com

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www.wikipedia.com

www.learnmarketing.net

www.businessdictionary.com

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