Consumer Behavior

Presented by:
Chetan Chuadhary
IMPORTANCE OF
CB
‘You cannot take the consumer
for granted any more’

Therefore a sound understanding

of consumer behaviour is
essential for the long run
success of any marketing
program
 Learning Objectives
 Understand the major factors influencing
consumer behavior

 Know and recognize the types of buying

decision behavior

 Understand the stages in the buying

decision process
 Complete model of consumer behavior

Start
Need
recognition
Internal
search Influences
Search
• culture
Exposure
• social class
• family
Stimuli Attention Alternative • situation
(marketer evaluation
dominated, Memory
Comprehension
other) Individual
differences
Acceptance Purchase
• resources
• motivation &
Retention involvement
Outcome • knowledge
s • attitudes
• personality,
values,
External lifestyle
search
Dissatisfaction Satisfaction
Overall Model of Consumer
Behavior
External Influences Decision Processes
Culture
Subculture
Demographics Problem Recognition
Social status
Reference groups
Family Information Search
Marketing Activities Self-Concept
& Alt Eval & Selection
Learning
Internal Influences
Perception Outlet select &
Learning Purchase
Memory
Motives Postpurchase
Personality Processes
Emotions
Attitudes
Product
 Factors affecting buying
behavior
 Sample size – 31

 Age group – 18 to 51 years

 Work profile-
 Student
 Employee
 Businessmen
 Homemaker
Psychographic segmentation
 College Students

 Based on Personality and Lifestyle

 Interest and Attitude

 Age factor
 Consumer Decision making
 Ease of use

 Budget of Individual

 Influence of Brand

 Appearance

 Quality

 Proper Service Centre

Purchase Process
Purchase Process
 Visit shop

 Look for the alternatives

 Sound Quality and Battery backup

 Price

 Appearance
Questionnaire Analysis
 Choice of brands

40
35
30
Percentage users

25
20
15
10
5
0
Nokia Samsung Sony LG Others

Brands
Criterion for selecting the
mobile handsets
Sound Quality Camera Clarity
Easynet browsing GPRS
Battery backup

19% 24%

13%

16% 28%
 Psychographic
Segmentation
 Psychographics separate the market by
attitudes, interests, opinions, values, social
class, and lifestyles

 From the survey we observed that Sony

Ericsson is obviously intended for consumers
with the same interests - sound quality
 Reference groups
Influencers
Others
12%
Parents
25%
Peers
21%

Friend circle
42%
 Spending power
Spendingpower

8% 14%

24%
2000- 4000
4000- 7000
7000- 10000
54% above 10000
 Frequency of purchasing new
handset
50
45
40
Purchase percentage

35
30
25
20
15
10
5
0
within 6 months 0ne year 1 - 2 year more than 2 years
Brand loyalty
Conclusion
 From the study of behavior of 31 consumers we
observed that opinion leaders play an important
role over advertisements

 People have now started going in for quality

products

 Comfort level has overpowered style quotient