2. STAGES OF THE CONSUMER BUYING PROCESS Problem Recognition
Post- Information Purchase Search Evaluation Evaluation Purchase of
alternatives Purchase Decision
3. Problem recognition The consumer identifies that he has an
unsatisfied need to be satisfied. As an example, an undergraduate
who just enrolled for a degree is given assignments to be submitted
with deadline. He needs portability in the computer to work at home
as well as at the college. This is where he recognized he has a
problem which can be solved with laptop.
4. Information search This is where the consumer starts
searching information about the products that can satisfy his
satisfied need. Internal Search: --- Memory External Search: ---
Friends and Relatives A successful information search leaves a
buyer with possible alternatives, the evoked set. example the
undergraduate who wanted to buy a laptop would gather information
about laptop brands such as HP, Dell, Mac and acer .
5. Evaluation of alternatives This is where the customer
evaluate products based on chosen criteria such as performance,
durability, warranty, price, after sale services and quality on
competitive basis. example the undergraduate who gathered
information about laptop brands such as HP, Dell, Mac and Acer will
now evaluate the product in terms of price, durability, speed,
warranty, performance and colour.
6. Purchase decision Choose buying alternative, includes
product, package, store, method of purchase etc. example after the
evaluation of many brands of laptop the undergraduate decides to
purchase a HP laptop due to the high battery life.
7. Purchase May differ from decision, time lapse between
purchase decision and the actual purchase, product availability.
This is where the customer make the final choice and ends up
effectively purchasing the product.
8. Post purchase evaluationPositive post purchase behaviour
This is where the consumer holds a positive feedback about the
product and happy with the product quality. example if the
undergraduate is happy with the performance of the HP laptop he
will recommend his fellow students to purchase a HP and will be
brand loyal by purchasing more of HP products.Negative post
purchase behaviour This is where the customer is dissatisfied with
the product and holds a negative feedback about the product. If the
undergraduate who purchased the HP is not happy with the laptop he
will persuade is friends not to buy a HP as his experience about HP
is negative.
9. TYPES OF CONSUMER BUYING BEHAVIOR Routine
Response/Programmed Behavior Limited Decision Making Extensive
Decision Making Impulse buying
10. Routine Response/Programmed Behavior :- Buying low
involvement, frequently purchased, low cost items.Examples : Soft
drinks, snack foods, milk etc. Limited Decision Making :- Buying
product occasionally. That is when you need to obtain information
about unfamiliar brand in a familiar product category.Example:
Clothes , shoes etc .
11. Extensive Decision Making :- Complex high involvement,
unfamiliar, expensive and infrequently bought products. Spend a lot
of time seeking information and deciding. High degree of
risk.Example: Cars, homes, computers, education. Impulse buying :-
No conscious planning. The purchase of the same product does not
always elicit the same Buying Behavior. Product can shift from one
category to the next.Example: while shopping in mall the choice for
a soap may change if the available product is not there . Choice of
a cold drink on a hot climate day
12. Factors Influencing Consumer Behavior Personal
Psychological Social Cultural
13. Personal Psychological Age Motivation Life-Cycle Stage
Perception Occupation Learning Economic Beliefs Circumstances
Attitudes Life Style
14. Social class Culture Maintaining the status Adopting the
culture Sharing similar values, among the peers interests and
behaviors Pattern of usage and behavior among the group of
individuals (family , friends )
15. Examples of Buying Motives:Psychological or Functional? A
girl wants to remember her grandmother on her birthday. Her primary
motive is? Psychological
16. A homemaker needs a new washingmachine and has had
goodexperiences with LG. Her primary motive is ? Functional
17. A teacher wants to buy a practical carto be used for family
transportation. Her/his primary motive is ?Functional
18. A career woman always buysbranded clothes. Her primary
motive is?Psychological