Consumer Behaviour on

Microwave

Group 4

Stages of Consumer Buying Process

1.Recognize Needs
2.Search for information about Merchandise
3.Evaluate Merchandise
4.Select Merchandise
5.Purchase Merchandise

6.Post Purchase Evaluation

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Categories that Affect the Consumer Buying Decision Process:

1. PERSONAL
Sex
Age

2.PSYCHOLOGICAL

Motive
Perception
Ability and Knowledge
Attitude
Personality
Lifestyles

3. SOCIAL
Opinion Leaders
Roles and family
members
Social Class
Culture and subculture
Reference Group

Marketing Strategy
1.Market
Segmentation
Geographic

Demographic

Market
Segmentation
Psychographic

Behavior

2.Pricing Policy

3.Channel of
Distribution
4.Advertisement
4

Questions
Q1.Discuss Whose decision it was to buy a microwave
and when was the purchase decision made.?
1.Both by husband and wife after they attended the dinner at a
friends place where for the first time they saw a microwave in
operation.
consumer motivation
Motivation is an inner drive that reflects goal-directed arousal. In a
consumer behaviour context, theresultsis a desire for a product,
service, or experience.
It is the drive to satisfy needs and wants, both physiological and
psychological, through the purchase and use of products and services
Latent motive : It was unknown to the couple till they found the
Attributes of microwave.

2. What factors influenced the purchase of the

microwave?
They consulted their knowledgeable friends who have owned a
microwaves for quite some time.

They got set of three bowls to be used with microwave

They can pay in 15 interest free instalments.

Basically Cognitive learning about

Excel Microwave influenced them to
Purchase it.
Cognitive: the individual knowledge
About a particular object which
Includes attributes and benefits based on
Consumers own experience.

3. What is likely to be the post-purchase

behaviour in this case and what is the
significance such behaviour ?
Couple is quite satisfied with the choice they made.
Significance of such behaviour :
Post-purchase behaviour is the final stage in theconsumer decision
processwhen the customer assesses whether he is satisfied or
dissatisfied with a purchase.
How the customer feels about a purchase will significantly influence
whether he will purchase the product again or consider other products
within the same brand.
A customer will also be able to influence the purchase decision of
others because he will likely feel compelled to share his feelings about
the purchase

They have gone through various sources of knowledge to buy Excel

microwave
They became defensive when their friend talked about the failure of
brand.
We can see Affective component in their behaviour

4. What is significance of post-purchase behaviour for

the marketers ?
Marketers can take full advantage of such post purchase behaviour
Marketing communications should supply beliefs and evaluations that
reinforce the consumers choice and help him or her feel good about
the brand.
And if the response is negative a marketer can find out the gaps and
try to sustain there customer base as well as marketer should work on
further improvement of the product.
Marketers attempts
Match product to needs of consumer
Focus on benefits, product, packaging, promotion, warranties,
return policies, credit, installations, service etc.
Provide post decision positive information.
Marketers must monitor post-purchase satisfaction and postpurchase actions.

Post-Purchase Satisfaction:
Satisfaction is a function of the closeness between expectations and the
products perceived performance.
- If performance fall short of expectations the consumer is
disappointed.
- If the performance meets expectations the consumer is satisfied.
- If the performance exceeds expectations the consumer is
delighted.
-Consumer form their expectations on the basis of messages received
from sellers, friends, and other information sources.
-The importance of post-purchase satisfaction suggests that a product
claim must truthfully represent the products likely performance.
Post-Purchase Actions:
Satisfaction or dissatisfaction with the product will influence subsequent
behaviour.
A dissatisfied consumer may abandon or return the product.

Finding 1:
However strong may be your brand proposition, a small product
failure will weaken brand equity
Learning 1: Holistic quality management is necessary

Finding 2:
Customers opinions can change at ease, changing his/her
satisfaction level after purchase
Learning 2: Dedicated after sales service policy to build trust is must
Finding 3:
Word of mouth is an effective mode of promotion
Learning 3: More and more loyal customers needs to be built and
retained through loyalty programs

Marketers learnings from

post-purchase behaviour

Research Design & Research Methodology

Exploratory research:
The exploratory research is concern with
discovering the general nature of problem. It is more
flexible and it relies on both secondary & primary
data, judgment sample, small survey and case
analysis.

Descriptive research:
A
descriptive study is undertaken when the researcher
wants to know the answer of who, what, why, whom and
how. That is questionnaire used the help of research
problem so that matter wise found the right conclusion.
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