Marketing Management I

Session Plan – 8

Mrs. Shashi Singhal

INC,KOTA
 Chapter - 5

UNDERSTANDING
CONSUMER BUYING
BEHAVIOUR
 Beginning
 Student will summarize the previous class.
 Interacting with the students about the topic e.g. is your
decision for buying a product always ‘rational’ or is it
‘emotional’ some times.
 Motivate the students about the topic.
 Discussion
 Models of consumers’ Decision making.
 Buying Decision Process
 MODELS OF CONSUMERS’
DECISION MAKING
Models of consumer decision making give
a general idea of how (and why) individuals
behave as they do. These models can be
expressed in terms of following four views.
An Economic View

A Passive View

A Cognitive View

An emotional View
An Economic View

In this model a consumer has been

characterized as a rational decision maker
capable of making the so called ‘perfect
decision’.

A Passive View

Consumer is are perceived as impulsive

and irrational purchaser ready to yield to the
aims of marketers.
A Cognitive View

Consumers are portrayed as information

processors who though can not make a perfect
decision but actively seek information and
attempt to make satisfactory decisions.

A n Emotional View

It assumes that consumers make many of

their purchase on impulse, or that they are
‘emotionally driven’.
 Buying Decision Process
Firm’s Marketing Efforts Sociocultural Environment
1. Product 1. Family
Input

2. Promotion 2. Informal sources

Influences
External
3. Price 3. Other noncommercial sources
4. Channels of distribution 4. Social class
5. Subculture and culture

Need Psychological Field

Recognition 1. Motivation
Process

2. Perception
Prepurchase 3. Learning
Search 4. Personality
5. Attitudes
Evaluation of
Alternatives Experience
Postdecision A MODEL OF
Output

Behavior Postpurchase Satisfaction CONSUMER

Postpurchase Dissonance DECISION
Postpurchase use and disposal MAKING
 The act of making a consumer decision
consists of five stages :-

Need Recognition

Pre purchase search

Evaluation of Alternatives

Purchase

Post purchase Evaluation

 Need Recognition

The recognition of a need occurs when a

consumer is faced with a ‘problem’. The need
may arise either due to internal stimuli or
external stimuli. Marketers need to identify the
circumstances that trigger a need.
 PREPURCHASE SEARCH

Pre purchase search begins when a

consumer perceives a need that might be
satisfied by purchase of a product
Factors That Are Likely to Increase Prepurchase Search

PRODUCT FACTORS
Long Interpurchase time ( a long-lasting or infrequently used
product
Frequent changes in product styling
Frequent price changes
Volume purchasing (Large number of units)
High Price
Many alternative brands

SITUATIONAL FACTORS
Experience
First – time purchase
No past experience because the product is new
Unsatisfactory past experience within the product category.

Social Acceptability
The purchase is for a gift
The product is socially visible
 PRE PURCHASE INFORMATION
SOURCES

Personal Impersonal

Friends Newspaper articles

Neighbors Magazine Articles
Relatives Consumer Reports
Co-workers Direct mail brochures and
Computer store salespeople trial offer from on-line
vendors
Calling (800 number) the on-
line vendor Information from product
advertisements
 EVALUATION OF ALTERNATIVES

While evaluating potential alternatives,

consumers use two types of information :-

– a list of brands from which they plan to

make their selection.
– the criteria they will use to evaluate each
brand.
Possible product Attributes Used as Purchase
Criteria for different product categories.

Personal Computer Sneakers

Processing Speed Styling

Price Color
Type of display Price
Hard – disk size Air – sole
Amount of memory Hightop or lowtop
Laptop or desktop Purpose (e.g. basketball,
tennis
Wrist Watches Men’s dress shirts

Watch band Size

Alarm feature Fabric
Price Color
Water resistant Collar style
Quartz movement Cuff style
Size of dial
 PURCHASE DECISION
The buying decision of a consumer may relate to
– a brand decision
– vendor decision
– quantity decision
– timing decision
– payment method decision

His decision may be influenced by a variety of

factors e.g.
– attitudes of others.
– infomediaries e.g. consumer report, reviews etc.
– unanticipated situational factors.
– perceived risk
 POST PURCHASE BEHAVIOR
After purchasing the product, the consumer will
either feel satisfied or unsatisfied. Marketers must monitor

– Post purchase satisfaction.

– Post purchase dissonance
– Post purchase use & disposal.
 How Consumers Use or Dispose of Products
Rent it
Get rid of it
temporarily
Lend it
To be (re) sold

Give it away
To be used
Trade it
Get rid of it
Product Sell it Direct to
permanently
consumer
Throw it away
Through
middleman
Use it to serve
original purpose
To
intermediary
Keep it Convert it to serve
a new purpose

Stare it