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ë Consumer behavior is the study of
how people buy,
what they buy,
when they buy and
why they buy.
ë It attempts to understand the buyer decision
making process, both individually and in groups.
ë It studies characteristics of individual consumers
such as demographics, psychographics, and
behavioural variables in an attempt to
understand people's wants.
Consumer buying decision process includes
six stages. They are:
_ Problem Recognition
_ Information Search
_ Evaluation of alternatives
_ Purchase Decision
_ Purchase
_ Post-Purchase Evaluation
_ Difference between the desired state and the
actual condition.

Example:
u |y seeing a commercial for a new pair of shoes,
stimulates your recognition that you need a new
pair of shoes.
u Hunger stimulates your need to eat.
ë Internal Search:
--- Memory
ë External Search:
--- Friends and Relatives
A successful information search leaves a buyer
with possible alternatives, the Ô ÔÔ.

Example:
Hungry, want to go out and eat, evoked set is
u Chinese food
u Indian food
u |urger king
_ eedto establish criteria for evaluation,
features the buyer wants or does not want.
_ Rank/weight alternatives.

Example:
If you want to eat something spicy, then
Indian food gets the highest rank etc«
Choose buying alternative, includes
product, package, store, method of
purchase etc.

5. PURCHASE :
May differ from decision, time lapse
between purchase decision and the actual
purchase, product availability.
It is the outcome Satisfaction or
Dissatisfaction. This can be reduced by
warranties, after sales communication etc.

Example:
After eating an Indian meal, you may think
that really you wanted a Chinese meal
instead.
There are four types of consumer buying
behavior, they are :
_ Routine Response/Programmed |ehavior
_ Limited Decision Making
_ Extensive Decision Making
_ Impulse buying
|uying low involvement, frequently
purchased, low cost items.

Examples :
Soft drinks, snack foods, milk etc.
_ |uying product occasionally.
_ That is when you need to obtain information
about unfamiliar brand in a familiar product
category.

Example:
Clothes--know product class but not the
brand.
Complex high involvement, unfamiliar,
expensive and infrequently bought products.
Spend a lot of time seeking information
and deciding. High degree of risk.

Example:
Cars, homes, computers, education.
o conscious planning.
The purchase of the same product does
not always elicit the same |uying |ehavior.
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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