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    Buying Roles

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    manishkanojia_
    The document discusses factors that influence consumer behavior, including individual influences like perception, motivation, and personality; interpersonal influences like reference groups, social class, and family; and situational influences like physical and social surroundings. It outlines the stages of the consumer purchase decision process, from problem recognition to post-purchase behavior. Finally, it examines different types of buying behavior like complex, variety-seeking, dissonance-reducing, and habitual buying, and the marketer's role in each.

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    Buying Roles

    Uploaded by

    manishkanojia_
    4K views14 pages
    The document discusses factors that influence consumer behavior, including individual influences like perception, motivation, and personality; interpersonal influences like reference groups, social class, and family; and situational influences like physical and social surroundings. It outlines the stages of the consumer purchase decision process, from problem recognition to post-purchase behavior. Finally, it examines different types of buying behavior like complex, variety-seeking, dissonance-reducing, and habitual buying, and the marketer's role in each.

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    The document discusses factors that influence consumer behavior, including individual influences like perception, motivation, and personality; interpersonal influences like reference groups, social class, and family; and situational influences like physical and social surroundings. It outlines the stages of the consumer purchase decision process, from problem recognition to post-purchase behavior. Finally, it examines different types of buying behavior like complex, variety-seeking, dissonance-reducing, and habitual buying, and the marketer's role in each.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    4K views14 pages

    Buying Roles

    Uploaded by

    manishkanojia_
    The document discusses factors that influence consumer behavior, including individual influences like perception, motivation, and personality; interpersonal influences like reference groups, social class, and family; and situational influences like physical and social surroundings. It outlines the stages of the consumer purchase decision process, from problem recognition to post-purchase behavior. Finally, it examines different types of buying behavior like complex, variety-seeking, dissonance-reducing, and habitual buying, and the marketer's role in each.

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    Download as PPT, PDF, TXT or read online from Scribd
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    You are on page 1of 14

    CONSUMER BEHAVIOUR

    Buying Roles & Family Influences

    Monirba {Allahabad university}


    Supported by – Manish kanojia (MBA III sem}

    Pawan
    1
    Factors Influencing Consumer Behavior

    Marketing
    Individual Mix Interpersonal
    Influences Influences
    -Perception -Reference Group
    Consumer Purchase
    -Learning Decision Process -Social Class
    -High Involvement -Culture
    -Motivation
    -Low Involvement
    -Values -Subculture
    -Personality Situational Influences -Family
    -Lifestyle -Physical Surroundings -Social
    Surroundings
    -Time Constraints -Task Definition
    -Antecedent States
    2
    Influence in Purchase Decision

    INDIVIDUAL

    Family
    Friends

    Social Class

    Selected Culture

    CULTURE
    3
     Culture: Shared customs, beliefs,
    values and artifacts that are
    transmitted from Generation to
    generation

     Sub Culture: nationality, religious


    beliefs, racial, geographical area

    4
    Social Factors
    1.Reference Groups-
     Membership
     Primary
     Secondary
     Aspirational
     Dissociative

    2. Family

    3. Roles and Status

    5
    Personal Factors
    Life Cycle Stage Needs/ orientation
     Age & Life Bachelor Stage Recreation
    Cycle Stage
    Newly married Durable purchase
    Full Nest I (Young Child Home purchase at peak
     Economy/
    under 6)
    Income
    Full Nest II (Young Durables, child preference
    Child above 6)
     Lifestyle Full Nest III (dependent Unnecessary appliances,
    children) high Durables
     Personality Empty Nest I (children Travel, recreation
    and Self independent)
    Concept Empty Nest II (head Medical Care
    retired)
    Solitary Survivor Necessity Items
    Solitary Survivor Medical, Grand children
    6
    driven
    Psychological
     Motivation
     Learning
     Perception
     Attitude and Self Belief

    7
    Buying Roles
     Initiator
     Influencer
     Decider
     Buyer/ Purchaser
     Consumer/ User

    8
    Buying Behavior

    High Involvement Low Involvement

    Complex Buying Variety Seeking


    Significant Behavior Behavior
    Difference
    in Brands

    Dissonance Habitual Buying


    FEW
    Difference Reducing
    in Brands

    9
    Buying Behavior
    Buying Product / Consumer Marketer Role
    Behavior Behavior

    Complex Buying  Expensive Product, Inform, compare, personal


    Behavior  Consumer is unaware Selling
     Develop belief attitude

    Variety Seeking  Consumer switch Brands Dominate advertise, sales


    Behavior  Evaluation promotion

    Dissonance  Highly Involved Information, Psychological


    Reducing  Expensive Product temptation, Availability and
     Fast Decision Consumer acts first, fast delivery, habituate, free
    trial
    acquire new beliefs, set attitudes

    Habitual Buying  Purchase Out of Habit Advertise, availability,


     do not go for exhaustive search Competitive Pricing and sales
     Familiarity and Conviction promotion

    10
    Process/ Stages of Buying Decision

     Recognition of the Problem


     Information Search
     Evaluation of Alternatives
     Purchase Decision
     Post Purchase Behavior
     Post Purchase use and Disposal

    11
    Process of Buying Decisions
    Personal Source

    INFRORMATION SEARCH Experiential Source


    Public Source
    Commercials
    Awareness Set Consideration Set Choice Set

    Cognitive orientation
    Evaluation Of Alternatives
    Benefits

    Bundle of Attributes

    12
    Process of Buying Decisions
    Purchase Decisions Brand Decision
    Quantity Decision
    Vendor Decision
    Timing Decision
    Payment method Criteria

    POST PURCHASE BEHAVIOUR Level of Satisfaction

    RE- Purchase
    Post Purchase Action Recommend
    Cognitive Dissonance
    Abandon/ Return
    Legal Action

    KEEP IN CLOSET
    Post Purchase Use and Disposal
    Resell/ trade
    13
    Throw away
    Thanks

    14

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