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Consumer Buying Behavior
The interplay of forces that takes place during Consumption Process – within a consumer’s self and his environment
This interaction-Takes place between 3 elements: Cognition, Affect, Behaviour-Continues thru pre-purchase activity and post-purchase beh-Includes stages: Evaluating, Acquiring, Using and Disposing of products and Services
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Consumer Buying Behavior
The interplay of forces that takes place during Consumption Process – within a consumer’s self and his environment
“Self”… and hence need to study- Personal motivation and involvement- Perceptions, Attitudes, Learning and Memory- Self-concept and Personality
“External environment”… and hence need to study- Family, Social Groups, Reference Groups, Cultures- National and Regional influences
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The Buying Roles
• INITIATOR • INFLUENCER• DECISION MAKER• BUYER• USER
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Decision Making Process
• Need Recognition • Information Search• Evaluation of Alternatives• Purchase activity• Post-purchase Behaviour
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A short exercise on Info Collection related to PURCHASE DECISION MAKING PROCESS
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Purchase of LCD TVYou are watching picture tube based TV and you decide to buy a new LCD TV..
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Model questionnaire
Node 1: Which of the following are reasons that prompted you to purchase an LCD TV?
TV became old
Change to latest technology
Wanted better viewing experience
Other reasons (specify)______________________
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Model questionnaireNode 2: What brands of LCD TVs have you heard of?Any other
brands you can recall?
Which of these brands have you heard of? SHOW
BRAND LIST
Brand Spontaneous aware Aided recall
Akai 1 1
Onida 2 2
LG 3 3
Philips 4 4
Samsung 5 5
Sony 6 6
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Model questionnaireNode 3: Of these brands aware, which ones did you seriously
consider before you bought your brand ?
Brand Considered
Akai 1
Onida 2
LG 3
Philips 4
etc., 7
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Model questionnaireNode 4: Which brand of TV did you buy?
What were the key reasons that made you buy this brand?
Brand Bought
Akai 1
Onida 2
LG 3
Philips 4
Samsung 5
Sony 6
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Model questionnaire
Node 5: Are you satisfied with the performance of the TV?
If dissatisfied: What are you dissatisfied with?
Satisfied 1
Not satisfied 2
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The Evoked Set
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What is a Consumer Decision?
Selection of an option from 2 or more alternatives
Examples:• Choice between whether to buy or not• Choice between Brand A and Brand B• Choice of spending time doing X or Y
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Levels of Consumer Decision Making
• Extensive Problem Solving– A lot of information needed– Must establish a set of criteria for evaluation
• Limited Problem Solving– Criteria for evaluation established– Fine tuning with additional information
• Routinized Response Behavior– Usually review what they already know
THIS IS A CONTINUUM BASED ON DEGREE AND EFFORT OF INFORMATION SEARCH
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Four Types of Buying Behaviour
• “INVOLVEMENT” X “DIFFERENCE BETWEEN BRANDS”– Complex Buying Behaviour– Dissonance-Reducing Buying Behaviour– Variety-Seeking Buying Behaviour– Habitual Buying Behaviour
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Expectancy Value Model
• Ex – Branch A vs Branch B of a Nursing Home
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A Simple Model of
Consumer Decision Making
