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CONSUMER BUYING
BEHAVIOUR
PRESENTED TO:
PROF. DEEPTI ARORA
Team members
Amit Bhavsar
Mandar Mule
Shraddha Raut
Krishanaveni Ambati
Rohan Thombare
Chetan Kirtane
Janhavi Joshi
Banti Raja Rajak
Pradeep Deokar
Nadeem Tamboli
CONSUMER BUYING
PROCESS
contents
Introduction to consumer buying process
Buyer-an enigma
Types of buyers
The indian consumer
What does a customer buy?
Buyer motivation
Roles in consumer buying
Actual consumer buying process
Buying situations
Influence on consumer buying
Tools to study buyer behaviour
conclusion
INTRODUCTION
PSYCHOLOGICAL FACTORS
a. MOTIVATION
SELF
• MASLOW’S HIERARCHY OF ACTUALIZATION
AFFILIATION
SECURITY NEEDS
BASIC NEEDS
1. INITIATOR
2. INFLUENCER
3. DECIDER
4. BUYER
5. USER
CONSUMER BUYING
PROCESS
→HIGH NEED RECOGNITION OR
PROBLEM IDENTIFICATION
INVOLVEMENT
PRODUCT DEVELOPMENT OF
DECISION CRITERIA
SEARCH FOR
ALTERNATIVES
EVALUATION OF
ALTERNATIVES
DECISION
VIDEO 1
→LOW
PROBLEM / NEED
INVOLVEMENT RECOGNITION
PRODUCT
EVALUATION OF
ALTERNATIVES
DECISION
Video 2
THEORY OF COGNITIVE
DISSONANCE
Leon festinger proposed this theory
Post purchase consumer behaviour
Dissonance gets heighted when:
plenty of choices
each alternative equally attractive
buying situation is highpriced-high
risk situation
the product reflects his/her self
concept
Buying Situations:-