Post on 20-Jan-2016
transcript
CONSUMER BUYING BEHAVOUR
Presented byAnkit jain
Abhishek dujariNishant khattwani
Rewati ranePraveen gupta
Sayan mukherjeEe
• POST PURCHASE BEHAVIOUR
• FACTORS INFLUENCING CONSUMER BUYING BEHAVIOUR
• DECISION MAKING PROCESS
– -PROBLEM RECOGNITION– -REALIZING THE NEED– -SEARCH FOR INFORMATION– - EVOKED SET- KNOWN BRANDS- CONSIDERATION SET– -CHOICE CRITERIA– -CHOICE SET– LEXICOGRAPHY
AGENDA
FACTORS INFLUENCING CONSUMER BUYING BEHAVIOUR
PSYCHOLOGICAL FACTORS
• VALUES
• ATTITUDES
• LIFESTYLE
• SOCIAL FACTORS
DECISION MAKING PROCESS
PROBLEM RECOGNITION
60
26
14
PSYCHOLOGICALACCESSORYTIME TRACKING
DECISION MAKING PROCESS
REALIZING THE NEED
titan.flv
DECISION MAKING PROCESS
SEARCH FOR INFORMATION BEGINS
POLICERADOROLEX
SWATCHTAGHEUR
TIMEXTISSOTTITAN
CASIOCALVIN KLEIN
CITIZENFOSSIL
FCKKENNETH & KOLE
MORELLATOOMEGA
DECISION MAKING PROCESSEVOKED SET
TITANCASIO
CITIZENTIMEX
0102030405060708090
100
100
5246
37
DECISION MAKING PROCESS
TITANHM
T
CITIZEN
CASIO
TIMEX
CALVIN
KLEIN
TAG Heur
RADO
0102030405060708090
100
100
35 37
58 64
2 11 9
KNOWN BRANDS
DECISION MAKING PROCESSCONSIDERATION SET
TITAN CASIO CITIZEN TIMEX RADO TAGHEUR ROLEX
0102030405060708090
100
100
71
42
68 7279 81
DECISION MAKING PROCESS
CHOICE CRITERIA• PRICE• LOOKS
- LEATHER/STEEL STRAP - ROUND/OVAL/SQUARE/RECTANGLE DIAL
• WARRANTY/GUARANTEE
CONTD…..
• FEATURES - BACKLIGHT - COMPASS - DUAL DIAL - WATER RESISTANT -SHOCK RESISTANT - SCRATCH PROOF
DECISION MAKING PROCESS
CHOICE SET
TITANCASIO
TIMEX
65
70
75
80
85
90 88
77
74
DECISION MAKING PROCESS
CONJUNCTIVE
PRICE
LOOKS
WARRANTY
COMPASS
DATE
STOPW
ATCHA.S.
S
0
20
40
60
80
100
10089 88
44
77
33
65
DECISION MAKING PROCESS
DISJUNCTIVE
80
8677
41 25
PRICELOOKSWARRANTYDATEA.S.S
POST PURCHASE BEHAVIOUR
• SATISFACTION
• LOYALTY
• REPEAT PURCHASE
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